It's NOT Just About The Product With Priya Shah
With Founder and PR Starter Pack Member Priya Shah
“I hope every entrepreneur can relate to this. If you firmly believe in your product, what it stands for, and what your company stands for, that is enough to get over the initial doubt you may have.”
Have you wondered how to launch or get a product when there are so many other products like it out there? If so, keep reading!
While the industry of wellness, personal care, and lifestyle essentials has MANY natural competitors, Priya Shah co-founded the company Köppen to create meaningful products as well as share a story that included her cultural insights and point of view.
Priya made a point to prioritize the foundational principle her company is centered around: Ayurveda, a natural way of medicine promoting the wellness of being mind and body.
After being a big consumer of personal healthcare products herself, she launched her company in January 2021. Some of her barriers were being abroad at the time, launching during the pandemic, coming from a corporate sales background, going into a saturated market, and trying to teach people something new.
Because Priya was walking into a new industry and a saturated market, she understood that doing PR the right way would be a key differentiator in the process. After purchasing the PR STARTER PACK, she knew that it was best to showcase her brand and her brand’s story as much as possible.
“Having a strong PR strategy and being able to take ownership of the PR strategy was going to be a key differentiator for how we can get the word out”
“It allowed us to be thought leaders in the space without just having to focus on our product”, Priya said while referring to the CPR Pitching Method available in the starter pack. “Once we did it once it was easy to reuse and replicate for an outreach of what we wanted to do. Now we have our contacts and pitch ready to go ready for when we are to use it”.
After being featured in media outlets like Authority Magazine, she wanted to be clear how her brand was being positioned as “folks that lead from the front”, and wanted to talk about the background of her product coming from having a balanced mind and the physical state of self care.
“When you are not talking about your product, get brand awareness”, Priya advises. Only ever talking about your product can come off salesy, but talking about the brand has the power to sell itself. Discussing the story of her brand gave her more Instagram followers, increase in sales, and website traffic. “I believe the key differentiator in our product and the story behind it,” she says.
Click HERE to watch the Facebook Live replay!
If you only have a few minutes this should help:
Minute 4:08 - How do you get yourself ready to compete with other brands in the same field with no industry contacts
Minute 11:12 - How we use PR + the CPR Pitching method to constantly keep going and growing
Minute 22:22 - The strategies we use to grow on social media
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Just keep pitching and following up. You can do this!