Episode 58: How This Sustainable Wellness Founder Got Free PR Without Ads or Agencies with Eco-Conscious Entrepreneur Natalie Lennick
Can small businesses really change the world?
Like most entrepreneurs, you have a deeper reason why you wanted to do business in the first place.
For some, their businesses started as a hobby. Others considered starting their business because they saw an opportunity to help people.
Early on, it's easy to doubt if your products or services can change people's fortunes. Often, these feelings of uncertainty can stop you from persevering.
Unfortunately, most small business owners succumb to the pressures of wearing several hats.
One critical reason is this—they lack clarity in their business' mission.
If it isn't clear what you're trying to achieve with your business, you can't achieve the desired success level. It would be hard to see how you can solve a problem.
But how do you achieve that clarity with your mission?
It's simple—make PR a core part of your business!
This will help you refine your offer; you'll see your business's relevance to the market. By doing PR, you establish credibility and clarity for your brand.
Most importantly, doing the CPR method will eventually connect you with the right people and institutions. They can help you share the massive things your small business is sustainably doing.
And there's no better person to spread the word about your business's mission than YOU!
In this episode, it's our goal to help you create unconventional but proven ways to share your business' mission with the world through organic PR. Hear these bootstrapping insights from our podcast guest, Natalie Lennick, as she shares what it takes to do sustainable business and PR in the long run.
"If you give your brand to a PR agency, you're also giving up control. You may find yourself in places that don't fit with your ethics or with what you want your company vision to be. Being able to do it in-house gives me complete control over how my company is presented to the outside world."
-Natalie Lennick
Natalie Lennick is the founder of the plastic-free haircare company Green Ablutions. Driven by the environmental (and recycling) challenges of plastic, her products offer a low-waste alternative that matches the performance of traditional liquid shampoo and conditioner. She strives to bring awareness to sustainable practices through everyday environmentalism, and her work has been featured in several outlets, including Forbes, Martha Stewart Living, and Apartment Therapy.
If you are on a personal mission to add value to the world through your small business, then this episode is what you need. Discover PR insights from the business of sustainable living that can help your business withstand the test of time.
Topics We Cover in This Episode:
How a personal mission drives the business founder's success
Overcoming rejections and fears in pitching journalists
Facts and expert insights into sustainable living
The journalists' trail that you should follow when pitching
Why you should maximize organic media to build your brand
If you want to land your first feature for free without any connections, I want to invite you to watch my PR Secrets Masterclass where I reveal the exact methods thousands of bootstrapping small businesses use to hack their own PR and go from unknown to being a credible and sought-after industry expert. Register now at www.gloriachou.com/masterclass.
Resources Mentioned:
Connect with Gloria Chou on LinkedIn: Gloria Chou
Join Gloria Chou's PR Community: Small Biz Pros: By Gloria Chou
Discover more about Green Ablutions: greenablutions.com
Follow Green Ablutions on Instagram: @greenablutions
Get 10% off through 31st of December 2022: Code: GloriaPR10
Additional Resources:
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Here’s a glance at this episode…
[07:56] No journalist ever emails back and says anything other than either, "It's not right," or they just don't respond because they're too busy and it's not a fit. If you don't get a response, it's not a fit, then you just move on.
[12:24] We should all be brave to use our own voice. Starting your own company makes you an expert in your field. You should feel comfortable talking about things that are important to you.
[14:39] I found that most journalists, they want you to contact them in whichever product they're using.
[25:03] The thing that I love about doing it on my own is the feeling of accomplishment of knowing that my experience and my products are so great that we got into all these different magazines. I also feel like I have control over my brand.
[27:41] The more you pitch, the more experience you'll have, and the better you'll feel. The more comfortable you'll feel.
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Natalie Lennick 0:00
If you give your brand to a PR agency, you're also giving up control. And you may find yourself in places that don't fit with your ethics or with what you want your company vision to be. By handling it in house, I've been able to go after the ones that matter.
Gloria Chou 0:18
Hey friends, I'm Gloria Chou, small business PR expert, award winning pitch writer and your unofficial hype woman. Nothing makes me happier than seeing people get the recognition they deserve. And that starts with feeling more confident to go bigger with your message. So on this podcast, I will share with you the untraditional, yet proven strategies for PR marketing and creating more opportunity in your business. If you are ready to take control of your narrative and be your most unapologetic and confident self, you're in the right place. This is the Small Business PR Podcast.
Gloria Chou 0:49
I'm so excited to have Natalie Lennick. Here she is an incredible member of our PR Starter Pack community. We actually work together and during the height of the pandemic in 2020, where she bootstrapped her company and now she's making such a huge impact with green ablutions. Welcome to the show, Natalie, thank you so much for having me, Gloria. So can you tell me a little bit more about your company and the various organic PR winds that you have gained just using the methods without any kind of PR reps or contacts.
Natalie Lennick 1:18
Absolutely. So we met back in 2020. And we sat together and worked through my first pitch, because I just started the company in 2019. And was just very interested in starting with some advertising and looking at PR and my company green ablutions, we make concentrated shampoo and conditioner bars. So each bar is equivalent to about three plastic bottles worth of product. So this is, this is one of our shampoo bars. This is our newest Lavender Vanilla bar that we just came out with a couple of weeks ago, it's a big hit right now. And that bar is equivalent to about three bottles, like I said, of plastic, liquid shampoo, I was really excited to start the company and get everything together. And I had no idea how to really start to get my name out there. My background was not in advertising. And as much as I love my product, I want it to be able to get people interested about it. But also to get them interested in the company and everything else that the company was doing from an environmental perspective. And we're also a portion of profits goes to endangered sea turtles, as you can see our mascot is, is turtle because they're at risk from ocean plastic. So I was really excited to work with you back in 2020. And one of the first things that I got was, was a small spot in Philly Magazine. And that's one of our based outside Philadelphia. And that's local. And I got a little tag in one of their roundups of local companies. And that was very exciting. And that type of promotion was much more meaningful than say, like a Facebook ad that runs for you know, just a couple of days. Because every time somebody searches for my company, that little tidbit in Philly Mag comes up and it comes up over and over again, as opposed to, you know, an advertisement on Facebook or Twitter, which shows up for a couple of days, and then goes away and nobody ever sees it again after that.
Gloria Chou 3:24
Yeah, I love the compounding effect where it builds on top of the neck. So now that you've gotten Philly Magazine, you've gotten so many and I haven't even caught up with you. But can you just, kind of just list for us all the different media interviews or placements or mentions that you've got organically?
Natalie Lennick 3:38
Oh, absolutely. So recently, I've gotten into Forbes magazine. I was in Martha Stewart Living. I've been in Apartment Therapy several times. I have been in insider, the Philly Mag one that I mentioned, my God, there's been so many.
Gloria Chou 3:56
Or do you have Apartment Therapy and also Vegan Mom or something. Right? So mom magazine?
Natalie Lennick 4:01
There's been a couple Yeah, yeah, yeah, there's been a couple smaller gift, a couple of smaller gift ones, which has been really great.
Gloria Chou 4:08
That's amazing. So did you have any, anybody representing you or anybody putting on your behind like a PR agency, or it's kind of all the CPR method?
Natalie Lennick 4:16
And no, it's been all the CPR method. And I started with the initial pitch that you and I worked on. And then I kind of branch that out to become less about the product and more about different areas of environmentalism to also so I've been able to using your methods, not just pitch the company, but I've also been able to pitch myself and my experience as an environmental activist, and target. So some of the, you know, articles that I've been in have been, you know, my company, my brand and the product and how awesome the product is. And some of it have been doing things about for Earth Day or other environmental issues like plastic free July. I was in the, the Forbes article that I did actually, I started, I had reached out to this journalist a couple months ago, she came back and said, and it was for something else back in, I think in like January or February. It was something it might have been something around Earth Day. And I had reached out to her with some stuff. And she said, No, this isn't going to work for me right now. But I'll let you know if, you know, something else comes up. And I put together some stuff for press plastic free July. And when we got to the end of May, beginning of June, I started pitching, you know, some of the plastic free July items. And I reached out to her. And she said, you know, I can't, I don't think this will work for me right now. However, I can turn this into a profile on you and your company. So I had started with going after, you know, trying to get the profile. And then it didn't work. And then a couple months later, I was pitching more interest pieces. And then she came back and she's like, Oh, no, that doesn't work right now. But we can definitely do the profile now. So journalists love it when you when you have a concrete pitch. And that pitch has so much information that it makes their jobs easy for them. I know most of my success has been when I send a fully fledged pitch that can easily be turned into an article. And journalists come back and they say, Oh yeah, this is great. They might have a couple other questions and stuff that they want to flesh out. And then it's, it's magic. It's great. So I've also gotten into Condé Nast was in Condé Nast Traveler. And , and I got on CNN. CNN underscored put me in a list of their best travel products for 2022.
Gloria Chou 4:16
Oh my god, Natalie, this is the first time I'm hearing this as well. So I'm my jaws dropping, there are people out there paying 1000s of dollars for fake founder profiles in like second and third tier magazines. And you were able to get a founder profile organically. That's amazing. So what have you learned about the pitching process and rejection? Because I think so many founders, they're just afraid to press Send or if they get rejected, they say, Oh, well, this doesn't work. I mean, this, this person goes to me, but you just kept going with it.
Natalie Lennick 7:35
Yeah. So I mean, the nice thing about pitching is that journalists really make it hundreds of emails a day. And it took a while to kind of overcome that yet, do I want to send this out? Am I going to get rejected what's going to happen? But it's pretty easy to get past that, because no journalist ever emails back and says anything other than either it's not right, or they just don't respond because they're too busy. And it's not a fit. And if you don't get a response, it's not a fit, then you just move on. I have never ever gotten an email from anybody saying, Oh, this is terrible. Why would you even pitch this to me, this is so bad, I'm not interested in his blah, blah. And I think everybody has that fear of rejection just being like such a harsh rejection, you know, but journalists don't have time for that. They're, they're busy. They're, they're writing the articles and either works, or they hit delete, and they move on to the next email. And I have been able to craft a a list of journalists, which is nice, that I can go back to, you know, every couple of weeks and say, Hey, you might be working on something like this. And maybe I can, can offer a quote in in an article if you're doing something based around, you know, whatever holidays coming up. So like, right now, I'm pitching for gift guides, because it's now it's November. But I've been pitching for gift guides for a couple of weeks now. So I have a couple of those in the works. But also, you know how to be more sustainable. At Halloween how to be, how to be more eco friendly around Thanksgiving, you know, talking about doing less less meat, around the holidays, things like that, that are also environmental issues that play into, you know, getting getting my company name and my name, you know, in a quote as well. So those are also very, very helpful.
Gloria Chou 9:40
Now you make, you know, shampoos and body care. So one might say, well, why would she be talking about less meat. So how did you get over that imposter syndrome of saying, I can talk about this and I can talk about all of these other issues as well.
Natalie Lennick 9:54
Yeah, so really the first couple of months you know, after we work together, I pretty much set myself just to pitch to just pitching the company just pitching the product. And then, you know, I had seen you, I think you were talking about it, you know, as also being an expert in your field, and saying, you know, don't just talk about your company. Because it's like the original pitch that we put out that we worked on, had, you know, the bars are great. They're, they're helping the environment, the company is great, and makes your hair look great. And that's good. You know, that it was a great pitch, it was short and sweet. And it's did its job. And it was really good for getting gift guides. But then when you get to January, what do you do in January? You know, what do you do in February? What do you do in March? So I started in my own for the brands, social media, I would put together articles it for January, you know, everybody is doing, everybody is starting over in January, and trying to clean up? And what do you do with all this stuff now that you want to give away. So I started to pitch, even in just putting in my own social media, like, hey, it's January, you got a lot of stuff, he's doing a clean out, make sure that you know, stuff gets donated, if it's useful, make sure that stuff gets recycled, if it's trash. And here's the different ways that you can recycle those items. And then I started off with that, and then was able to build different articles off of that. And that's how I got into one of the apartment therapy articles was for how to be less wasteful when you're moving. And you know, a lot of people start the new year with big changes in their life. And moving is definitely one of them. And so I was able to, to pivot into going from gift guides into going into articles like that.
Gloria Chou 11:54
I love that it's all about your mindset, right? I mean, did you have a single journalist say, well, you're really focused on shampoo bar. So you're in no position to talk about this?
Natalie Lennick 12:02
No, no, I've never had anybody say that. And, and I'm able to show, you know, with my experience, as a founder, you know that that isn't nothing, right, we should all be brave to use our own voice. You know, starting your own company, makes you an expert in your field. And you should feel comfortable talking about things that are important to you. So one of the reasons I started the company was not just, you know, because I couldn't find the product that I was looking for. But there weren't products out there that had the environmentalist backing that I wanted to see, you know, but you these, these big organizations that are out there, you know, Unilever and and they make hundreds of millions of bottles of shampoo a year. And they'll say, Oh, well we pledging by, you know, 2030, we're going to be plastic, we're going to have all recycled plastic, which is a, a, I don't want to flat out call it a lie. But it's not. It's not a reasonable expectation. It doesn't it doesn't move the needle for where we need to be in caring for the environment, and especially with everything, you know, from climate change. We need to be moving faster, and making better decisions.
Gloria Chou 13:22
Yeah, I love that so much, lean into your why. So let's get into the actual tactical of like, subject line follow up, what have you found to work in terms of subject lines, attachments? Like are there certain certain times of day that work cadence of follow up? Do you follow up on email? And DMs? How does it actually go down?
Natalie Lennick 13:42
So when I first started, I started following up with people via social media. And unfortunately, I found that wasn't as helpful. Because a lot of people don't check their DMS, or only have their DM settings to people that they follow that allow them to DM, I could reach out, you know, if somebody was asking specifically on Twitter to say, Hey, I'm looking for this source. And then I would reply to the tweet and say yes, here, I'm happy to offer a quote, and then they would end up following up over email. Usually, with that, I found that most journalists, they want you to contact them in whichever, whichever product they're using. So if you know if they put something out on LinkedIn that they're looking for source, so you put something on Twitter. A lot of them have their own sub stacks. And I've been able to find journalists that work on issues in my field. And they have their own sub stacks. They have their own newsletters. And it's great to be a member of their newsletter because then they specifically send out to their newsletter group. These are the things that I'm working on today. And sometimes they only have, you know, two or three days to put something together and get it out. And I've been able to get get articles as well in that manner. As far as, as, as far as the subject lines, it has to be short and sweet, but also enough to know that they know that you're pitching towards their request. So if they put out a request to say, I'm looking for, you know, a list of haircare products, I try to say something like, you know, this sustainable bar is saving more than space in your bag. But if they're looking specifically for something else, environmental wise, then sometimes they, they just want you to reply with the name of whatever their article is. And I'll say source for and whatever they're they're working on. Because again, they have hundreds of emails that they're going through. And if they see a subject line, it doesn't make any sense to them. They don't have time to deal with it.
Gloria Chou 15:45
So when you talk about newsletter, and then also, you know, finding them in the sources, can you talk a little bit about how you found your newsletter and how you can get on to these journal requests? Obviously, I say this, you know, in my masterclass is, how do you follow the hashtag journal requests on Twitter, but maybe there's some other tools that you use to know what journalists are looking for.
Natalie Lennick 16:04
So one of the things we've worked together, we had developed a list of journalists when I had worked with you, and a lot of those journalists were working on specific items, you know, in my field, I also look, you know, as I'm constantly reading other articles, and seeing which journalists are working on, you know, articles, that might be something that, oh, I could have pitched something to that, or I could have done a quote, and that, you know, that's in my wheelhouse. And as I'm reading and researching, you know, then I'll follow those journalists and keep them you know, I keep a tab of, of journalists, that would be good to work with in the future. And when they have something that comes up, they're all very vocal, you know, the either posted on Twitter, or they have it on, you know, other forms of social media, some journalists I've made contact with through Harrow, which is a great resource as well. And in using Harrow, I've been able to, sometimes I'll send something through, and the journalist comes back and says, it's not a good fit. And then, but I've made a connection with them at that point. So then make sure that I'm following up with them. And then in a couple of weeks, I'll try and pitch them something else, like, Hey, I've been working on this piece, you know, I can either put it on my blog, or I can give it to you. And you can run with it. And if your editor will let you run with it. And that's great. That's another article that you got, you know, for, for yourself for the year.
Gloria Chou 17:33
I love that. Now, there's a lot of people who there it's kind of a muddy landscape, right? There's the contributors and the vloggers. And there's people who want to get paid for articles. So how do you distinguish who is the right person to pitch the story to?
Natalie Lennick 17:45
Um, well, I mean, you can obviously, if you're following them on social media, you can look in their bio, and they usually will have a link to a website, where they'll say these are, you know, these are the articles that I work with? These are the publishers that I work with. These are the, you know, a look to see what their last published articles were like, what did they what did they write for, for the past six months? You know, if they wrote four papers that I never heard of, or that because there's a lot of journalists that are out there that are just writing for, like, very specific industry papers, which are great, you know, from a technical perspective, but they're not reaching the masses. You know, Forbes is reaching the masses, apartment therapy is reaching the masses. Martha Stewart, those are the places that that are reaching, you know, the everyday consumer, there's a lot out there, where they're like, very small blogs. And if I think it might be a good fit, if they have a decent following, you can look at their social media followings to kind of get an idea of what their reaches. But yeah, there have been, there have been people that reached out to me and said, You know, I don't think this is a good fit. It's not going to work for for whatever reason.
Gloria Chou 18:58
Yeah, yeah. Have you ever asked been asked for a commission or, you know, some kind of gift guides, they want you to have like a skimlink, or an affiliate link where they get a commission? Talk to me a little bit about that.
Natalie Lennick 19:10
So I have, there are several journalists that will only work with skimlinks. And that's something that's on my 2023 agenda is to start working with that. Because there are there are certain publications that will only they will only put products if they can, you know, get a commission on it. Yeah. And that's, I understand that that's fair. If it were the right publication, I would consider it. However, I am especially proud that I've gotten into all of these other magazines without having to do any of that.
Gloria Chou 19:49
That is amazing, because I think a lot of founders, you know, we recently had a reporter from New York post and she says that they do prioritized, you know, the affiliate links. And so everybody got a feeling that the only way they can get featured is if they gave some kind of commission and you're living proof that that's not true.
Natalie Lennick 20:10
Yeah, I mean, there are some I know, like, Reader's Digest is one of those, like, they have to have a condition like, but it also as a consumer, it kind of changed my perception of reading these articles too, because I know that when I'm reading an article from one magazine to another, I know which ones are only doing skimlinks, those companies, you know, they're essentially paying for that press.
Gloria Chou 20:31
Exactly.
Natalie Lennick 20:32
And I've had people reach out to me to say, hey, we'll put you on our gift guide to $1,000 to go into this gift guide. And I know that I'm not saying to get into a gift guide, I want my customers to know that my product is great, because it's great. You know, and not because we're paying somebody to say nice things about it. If I want to put $1,000 out into advertising spend, then we'll do we'll do Google ads or or, you know, Facebook ads, or Twitter ads or something like that, and, and get the spin that way.
Gloria Chou 21:03
Yeah, that's amazing. I hope you're available for our next monthly member call for PR Starter Pack members to show them the way because I think in this landscape, there's it's such a money grab, and they're getting so many. I don't want to say like discouraging things, but they're like, oh, there's no way that I'll get featured. So hopefully, you can come on. And we can talk a little bit more about the gift guides because we are still in gift guide season. And it's not too late, because there's always last minute gift guides or there's also, there's also even after Christmas, like what you can spend with your gift card. And now that you know that it's a blue ocean out there, there's no limit to the to the stories that you're pitching. I love what you said about New Year New You about you know all the things. So that's amazing. Do you have any other tips for people when it comes to sending samples or like following up, you know, because, you know, I always say, definitely follow up, you know, no more than once a week, but it's fine to follow up every seven to 10 days in the DMs or just switch up your subject lines. Do you have anything that you found that is particular useful to build that relationship even after they rejected you?
Natalie Lennick 22:05
I mean, obviously read receipts, and being able to see if they've opened, if they've clicked on the links is extremely helpful. If they don't, if they don't do any of that, then I will follow up. But if they but at a different rate to like if somebody didn't do anything at all, with the with the pitch that I sent an email, I sent a follow up again the following week, because some things just fall through the cracks. And if I don't hear back from them again after that, then it's just not a good fit. And that's okay. Because my time is also valuable. You know, as as the journalist, if I do see that they engage with the email that they clicked on the link that they were reading, you know, about my company about my product that they were looking at my bio, things like that, then I will definitely follow up and make a point of reminding them like, hey, you know, this is I think this might be a really good fit for you because X, Y and Z. It'd be great to work together, you know, more of a little bit of personal note, instead of just that's like resending the pitch again, and sometimes it works. And sometimes it doesn't, the more you reach out, the more opportunities you'll have.
Gloria Chou 23:09
Yeah, I love how you don't see anything as a rejection or, you know, you kind of begging at the gates of their mercy, it's very much how can we collaborate? How can we co create, you know, where equals, instead of you like begging to be featured. And that's very clear in this interview, and how you could just, you know, your why, you know, you're a part of the solution. Now, you might not be a fortune 500 company, but there are people out there looking for the solution, right? Who want to be more environmentally friendly. So what do you have to say to the founders out there who know they have a great product, but they're just so intimidated, and they feel like, it's either too much time to do PR on the on their own, so they'd rather pay an agency, or that it's just gonna be one day someday, but not right now.
Natalie Lennick 23:50
Well, the thing that I love about doing it on my own is the feeling of accomplishment of knowing that, you know, my experience in my products are so great that, you know, we we got into all these different magazines, which is just an amazing accomplishment. But I also feel like I have control over my brand. And I'm able to make sure that you know that where we're going is a really good fit, right? The magazines that we're getting into our magazines that a lot of them are magazines that I read, and have read for, you know, a decade or more. If you you know, give your brand to a PR agency, you're also giving up control. And you may find yourself in, in places that don't fit with your with your ethics or with what you want your company vision to be. So by, by handling it in house, I've been able to to go after the ones that matter and also be able to, you know, like I said, I have turned down opportunities because I didn't think they were a good fit. You know, whatever they're writing about doesn't doesn't jive with what we're doing as a company, you know, I'm not going to put a, I don't want to put an article in a, in a magazine, you know that saying that climate change is a hoax. It's like, you know, that's not going to, that goes against, you know, my company's brand and values and everything, and science. And so being able to do it in house gives me complete control over how my company is presented, you know, to the outside world.
Gloria Chou 25:29
Oh, that's amazing. Thank you so much. I'm so inspired by your journey. And I mean, the fact that you have so many organic media hits with zero commission zero pay to play, just Bravo. And I know anyone who's listening out there, whether it's their first draft of many pitches, or even, you know, just read it just the never even imagining that they could even do PR in this way. Thank you for being an inspiration. Thank you for being a part of our community, is there any last parting words that you you want to say to our listeners who are maybe just eyeing their first media feature, and thinking that it's maybe too far out of reach.
Natalie Lennick 26:05
Try it. I mean, the more you pitch, the more experience you'll have, and the better you'll feel, the more comfortable you'll feel more confident, you'll feel. And it, it takes time. But once you get that first when, you know, it's, like I said, it's having a an article in, in Martha Stewart Living is phenomenal. And that's out there, when people, the first thing somebody does before they're thinking of buying a product or service is they look on Google, and when you put my product in, it comes up with all these gift guides that we organically were able to get into. People wrote about our product, because they loved it. People include it, you know, my, my advice, my guidance as an expert in their articles because of my experience. And, and that builds on it. You know, once you get one, you can build on that and build on that and build on that. And I have a little you know, in my, in my bio, and in my future pitches, you know, I put a little note in there saying like, yeah, we've been in apartment therapy and Martha Stewart Living and been featured in Forbes and Condé Nast and all these other things. And that helps, you know, to you build upon credibility upon credibility, and it makes a stronger case for why you should be in future articles as well.
Gloria Chou 27:33
I love that. Thank you so much for being a part of this. How can people find you if they also believe in the same values and ethics of saving our planet? How can they get into your world? How can they purchase one of your products?
Natalie Lennick 27:45
So you can go to greenablutions.com And follow us on Instagram @greenablutions to see what we're up to. It's a great gift for the holidays coming up for shampoo bars, conditioner bars are awesome for everybody. Anybody loves his travel, they travel great, and they're nice little stocking stuffers, as well. So you can check us out at greenablutions.com and again on Instagram @greenablutions to see what we're up to.
Gloria Chou 28:12
Thank you so much, Natalie, for being here.
Natalie Lennick 28:15
Thank you so much, Gloria, for having me.
Gloria Chou 28:18
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