1
00:00:00,000 --> 00:00:02,880
So Mickey, tell me about your vision.

2
00:00:02,880 --> 00:00:11,360
So for me, my vision was to create a service that helps small businesses.

3
00:00:11,360 --> 00:00:17,040
I had been working in DC for a telecom research firm,

4
00:00:17,040 --> 00:00:23,480
and I stumbled into PR and press releases because I had a writing background.

5
00:00:23,480 --> 00:00:28,200
They gave me the job of sending out releases,

6
00:00:28,200 --> 00:00:30,640
and I did it and nothing happened.

7
00:00:30,640 --> 00:00:34,760
Then I started looking at what journalists were wanting,

8
00:00:34,760 --> 00:00:39,080
and I realized that journalists love a story arc.

9
00:00:39,080 --> 00:00:46,200
If you give them a press release that has the elements for them to build a story arc,

10
00:00:46,200 --> 00:00:51,080
that means that you're much more likely to get media pickup.

11
00:00:51,080 --> 00:00:54,400
Then once I discovered that and I started implementing it,

12
00:00:54,400 --> 00:00:58,760
we would get picked up every time we did a press release.

13
00:00:58,760 --> 00:01:00,600
I just felt like, wow,

14
00:01:00,600 --> 00:01:03,320
we are getting tons of traffic,

15
00:01:03,320 --> 00:01:05,760
tons of new customers, tons of leads.

16
00:01:05,760 --> 00:01:10,560
Our credibility is going through the roof because of all these articles about us.

17
00:01:10,560 --> 00:01:14,880
I just felt like this is something I should be sharing with the world.

18
00:01:14,880 --> 00:01:20,920
I've made it my mission once I started e-releases to do just that,

19
00:01:20,920 --> 00:01:25,840
to share the types of releases that are working with the media,

20
00:01:25,840 --> 00:01:30,160
the types of approaches and elements to put into

21
00:01:30,160 --> 00:01:32,680
a press release that gives a journalist

22
00:01:32,680 --> 00:01:36,720
a compelling story that they would want to share with their audience.

23
00:01:36,720 --> 00:01:38,360
Thank you, Farshina.

24
00:01:38,360 --> 00:01:44,720
That's a very unique way of innocence advertising that I've heard of.

25
00:01:44,720 --> 00:01:51,800
Where did this vision of helping small businesses come from, Mickey?

26
00:01:51,800 --> 00:01:58,920
I grew up with a grandfather on my father's side that was a serial entrepreneur.

27
00:01:59,040 --> 00:02:07,720
He rubbed elbows and shoulders with all the other small businesses in the area where he lived.

28
00:02:07,720 --> 00:02:10,800
I saw them helping each other.

29
00:02:10,800 --> 00:02:14,080
My grandfather, if he found something that was working,

30
00:02:14,080 --> 00:02:15,640
he would tell the others.

31
00:02:15,640 --> 00:02:23,000
If the others advertised on a new neighborhood weekly paper and found that it didn't work,

32
00:02:23,000 --> 00:02:24,600
they would share that.

33
00:02:24,600 --> 00:02:31,440
It was just really nice where people were seeing what was working and sharing it with others.

34
00:02:31,440 --> 00:02:33,520
I really felt like,

35
00:02:33,520 --> 00:02:38,600
can you do something like that online with the online community?

36
00:02:38,600 --> 00:02:40,240
The answer is yes.

37
00:02:40,240 --> 00:02:43,080
Helping people, I think is an eight.

38
00:02:43,080 --> 00:02:47,800
It is definitely something that fuels me and excites me.

39
00:02:47,800 --> 00:02:52,360
As a result, I feel like I found my calling.

40
00:02:52,360 --> 00:02:54,840
People always ask, what's your exit plan?

41
00:02:54,840 --> 00:03:01,520
I was like, well, I want to die right here in front of my computer talking about press releases and PR.

42
00:03:01,520 --> 00:03:03,360
I want to be helping journalists.

43
00:03:03,360 --> 00:03:05,080
I want to give them education.

44
00:03:05,080 --> 00:03:13,000
I want to take them and steer them to the types of releases that are going to work for them.

45
00:03:13,000 --> 00:03:19,960
Show them the opportunities that are there without spending tens of thousands of dollars.

46
00:03:19,960 --> 00:03:21,520
Well said.

47
00:03:21,520 --> 00:03:23,880
Is that what you would say or why?

48
00:03:23,880 --> 00:03:26,480
Is that as well, Mickey?

49
00:03:26,480 --> 00:03:28,960
Is that why you do what you do?

50
00:03:28,960 --> 00:03:35,000
Yeah, I think for me, I've always been a little bit of a people pleaser.

51
00:03:35,000 --> 00:03:49,720
But I think that now in a more leadership role, I don't need them going back to me and telling me how great I am.

52
00:03:49,720 --> 00:03:59,960
I feel like I can just help others and help them gain media exposure, fine tune what's working,

53
00:03:59,960 --> 00:04:02,960
sometimes even fixing things in their business.

54
00:04:02,960 --> 00:04:08,480
And for me, that's the satisfaction, knowing that I'm making a difference.

55
00:04:08,480 --> 00:04:09,840
Thank you for being here today.

56
00:04:09,840 --> 00:04:12,320
I'm really happy that you tuned in to Vision Pros Live.

57
00:04:12,320 --> 00:04:17,200
I'm looking forward to seeing your reactions as these episodes continue to move forward.

58
00:04:17,200 --> 00:04:18,960
This is going to get more and more fun.

59
00:04:18,960 --> 00:04:20,760
We'll have more and more engagement as well.

60
00:04:20,760 --> 00:04:22,880
We'll invite people to participate in the show.

61
00:04:22,880 --> 00:04:25,240
And thank you for giving us your time and attention.

62
00:04:25,240 --> 00:04:33,280
Have an excellent time building out your vision and becoming a Vision Pro yourself.