H OW T O B E C O M E

T H E U LT I M AT E E XP E R T

VIDEO 1 GUIDE
 VIDEO 1 HOW TO BECOME THE ULTIMATE EXPERT

HOW TO BECOME THE ULTIMATE EXPERT

Congratulations!

The fact that you’re reading this guide tells me you’re interested in getting the
kind of media coverage that will catapult your visibility (and business).

Whether you...

• Are just getting started, but know that publicity will help you grow as fast as
possible...
• Have been in business for a little while, but have kept your client base small
and are ready to put yourself out there in a bigger way...
• Or, have already established a successful business and are ready to take
things to the next level with even more media coverage and visibility
opportunities...

...this guide will help you “crack the code” to getting the right kind of publicity,
using my strategic, step-by-step approach to climbing the Publicity Pyramid.

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And you’ll start with my 3-step process to figure out what you want to be known
for, so you can get the right kind of media coverage that helps you achieve your
biggest goals, whatever they might be.

Speaking
(TED Talk),
Book Deal,
Partnerships
(media, brand,
corporate)

TV

MAGAZINES

PODCASTS/VIDEOS

GUEST POSTS

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A BIT ABOUT ME…

Hi. I’m Selena Soo, and when I launched my own business, I did it with a bang.

Early on, I sought out publicity — from a guest post on Forbes.com to a

podcast interview on Entrepreneur on Fire. I also got an exclusive guest post
opportunity with Ramit Sethi’s I Will Teach You To Be Rich, which got me 2,000
new email subscribers.

How was I able to do this? I intentionally sought out these opportunities and
pitched the media in a thoughtful and effective way.

Today, as a 7-figure business owner, I am a business and publicity strategist for

visionary entrepreneurs, experts, and coaches who are looking to reach more
people and impact more lives.

I’ve helped hundreds of clients and students land publicity in places like O,
The Oprah Magazine, Forbes, Business Insider, TIME magazine, Huffington Post,
and many more.

I want you to see what’s possible for you, so here are just a couple of examples
of my students’ celebrations…

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I want to help you do the same, so you can grow your business, impact more lives, and reach
your greatest potential. That’s why I created this video series and guide. So let’s get started!

All my best,
Selena

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 VIDEO 1 TABLE OF CONTENTS

HOW TO BECOME THE ULTIMATE EXPERT

7 Start with Why

9 Expert Topics Checklist

12 Podcasts on iTunes

15 Top Websites

22 Top Magazines

26 Top TV Programs

27 Your Next Steps...

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START WITH WHY

Before you start pursuing media opportunities, you want to be clear about your
why. Why do you do what you do?

When you have a deeper sense of purpose connected to your ideas, your
message will resonate with more people — including the media. So to help you
really define your why, here are some questions to think about.

• What would you do even if you didn’t get paid to do it?

• What makes you forget to eat lunch?

• Who inspires you most?

• If you had a year to live, what would you do?

• How are you going to save the world?

• What did you love to do when you were 10 years old?

• What would you regret not doing in your life?

• What makes you smile?

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• What makes you angry?

• What do other people ask you for help with?

• What are you naturally good at doing?

• What are the challenges you’ve overcome?

• What causes do you strongly believe in?

• If you could get just one message across to a larger group of people, what
would you say?

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THE EXPERT TOPICS CHECKLIST

Before you approach the media, you want to get clear on what you want to be
known for. That way, the media you land is strategic and helps you reach your
goals.

To figure out your own expert topics, first, take 15 minutes and brainstorm
everything you’re knowledgeable about. There are no bad ideas, so just write
down everything that comes to mind.

Then, after you’ve got a list of ideas, run each idea through this checklist:

Is this topic specific?

One way to tell if your topic is specific enough is to use the “what about” test.
For example, if your topic is “entrepreneurship,” ask yourself, “What about
entrepreneurship?” Well, maybe you focus on female entrepreneurs. So “what
about female entrepreneurs?” Maybe it’s female entrepreneurs who have
children and want to find a work-life balance. That’s a much better topic.

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Are you passionate about it?

Is this something you can’t help but talk about and share with people?

Is there widespread interest in this topic?

Do people ask you about it? Are people talking about it online?

If a topic passes all three tests, circle it. Do this with each idea on your list.

Then, look at your circled ideas, and highlight or put a star next to the top 3–5
expert topics you’re most excited about.

Those are your expert topics!

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TOP MEDIA LISTS

Once you have your expert topics, you can start climbing the Publicity Pyramid.
But how do you know which media outlets are right for you right now?

To help you with your research and outreach, here are lists of top media outlets
in popular categories. The media outlets below are just a sampling to help you
get the ball rolling as you develop your own dream media list.

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PODCASTS ON ITUNES
Business & Finance Podcasts

• 15 Minute Mindset Podcast • Marketing to Crush Your Competitors • The EntreLeadership Podcast
• APM: Marketplace • Mastering the Business of Yoga • The Influencer Podcast
• Being Boss • Mind Your Business • The Introvert Entrepreneur Podcast
• BiggerPockets Podcast • Mixergy • The Luscious Hustle
• Breakthrough Success • Motley Fool Money • The Nicole Holland Show
• Build Your Tribe with Chalene • Online Marketing Made Easy Podcast • The Rise Podcast with Rachel Hollis
Johnson with Amy Porterfield • The Side Hustle Project
• Creatives Making Money • Onward Creatives • The Sigrun Show
• Creative Warriors • Planet Money • The Small Business Big Marketing Show
• Don’t Keep Your Day Job • Screw the Nine to Five • The Smart Passive Income Podcast
• Entrepreneur Effect • StartUp Podcast • The Solopreneur Hour
• EOFire with John Lee Dumas • So Money with Farnoosh Torabi • The Sunny Show
• Eventual Millionaire • TEDTalks Business • The Tim Ferriss Show
• Experts Unleashed • The Agents of Change with Rich Brooks • The Tropical MBA
• Freedom Fast Lane • The Amber Lilyestrom Show • The Truth About Marketing
• HBR IdeaCast • The Angie Lee Show • The Ziglar Show
• Heart, Soul, and Hustle • The Art of Charm • This is Your Life with Michael Hyatt
• High Income Business Writing • The Badass Business Podcast • Turning Coaches into Millionaires
• Living Over Existing • The Clark Howard Podcast • We Study Billionaires
• Mad Money with Jim Cramer • The Copywriter Club
• Making the Entrepreneur • The Dave Ramsey Show

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PODCASTS ON ITUNES
Health, Wellness, & Lifestyle
Podcasts

• Abundant Yoga Teacher • Master Mind, Body, & Spirit (with Matt Belair) • The Elevator Podcast
• Awaken Radio • Mind Body Musings • The Jillian Michaels Show
• Bulletproof Radio • Optimal Living Daily • The Lively Show
• Fat-Burning Man by Abel James • Savage Lovecast • The Melissa Ambrosini Show
• FoundMyFitness • Sex Nerd Sandra • The Mental Illness Happy Hour
• From the Heart Conversations with Yoga Girl • Sex with Emily • The Minimalists Podcast
• Good Life Project with Jonathan Fields • Soul Wealth • The Nutrition Diva’s Quick and Dirty Tips
• Happier with Gretchen Rubin • TEDTalks Health • The Rich Roll Podcast
• Human Optimization Hour with Kevin • The Aubrey Marcus Podcast • The School of Greatness with Lewis Howes
Kingbury • The Balanced Blonde Podcast • Yogaland Podcast
• Jocko Podcast • The Chalene Show • Yoga Talks
• Let it Out • The Daily Boost • Your Kick Ass Life
• Love Teaching Yoga • The Dr. Drew Podcast • Your Own Magic

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PODCASTS ON ITUNES
Society, Culture, & Spirituality
Podcasts

• Another Round • Modern Love • The Learning Leader

• Bullseye with Jesse Thorn • No Filter with Mia Freedman • The Priestess Podcast
• Creative Pep Talk • On Being • The Riveters Podcast
• Death, Sex, & Money • Pardon My French with Garance Dore • The RV Entrepreneur
• Earn Your Happy Podcast • Pardon My Take • The Unmistakable Creative Podcast
• Farrah & Friends • Stuff Mom Never Told You • Truth Telling with Elizabeth DiAlto
• Freakonomics Radio • Stuff You Should Know • Unconventional Life with Jules
• Inspire Nation • TedTalks Society and Culture Schroeder
• Inspired Women Podcast • The Art of Authenticity • What Should I Read Next?
• Live Inspired Podcast with John O’Leary • The Art of Manliness
• Love + Radio • The Jen Mavros Show

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TOP SITES
Business Sites

• Birds on the Blog* • Forbes* • Mirasee*

• BlogHer* • Frugal Entrepreneur* • Money.com*
• Bloomberg • Get Rich Slowly* • MyCorporation*
• Business Insider* • GrowthLab* • She Takes on the World*
• BusinessPundit • Huffington Post* • Small Business Trends*
• CNBC • Inc* • Smart Hustle*
• Copyblogger* • International Business Times • The Wall Street Journal
• Famous Bloggers* • Lifehack* • Women on Business*
• Fast Company* • Mashable* • Yahoo! Finance

*Accepts guests posts

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TOP SITES
Health, Wellness, & Lifestyle Sites

• Alive • Huffington Post* • The Chalkboard Mag

• Clean Eating • Kevin M.D.* • The Master Cleanse*
• Divine Caroline* • Mantra Wellness • The Psychology of Wellbeing*
• Eat Live Life* • Mayo Clinic • Thrive Global*
• Elephant Journal* • MedicineNet • WebMD
• Everyday Health* • Medscape* • Women’s Health
• Greatist* • Mercola* • Women Fitness Magazine
• Health • mindbodygreen* • Yahoo! Health
• Healthline* • National Institutes of Health • Yoga Lifestyles
• Healthy Living Magazine* • Our Bodies Ourselves* • YogiApproved
• HealthyWomen.org • Psych Central* • YourDiseaseRisk
• Hive Health Media* • Self.com
*Accepts guests posts

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TOP SITES
Women’s Sites

• A Beautiful Mess • HelloGiggles.com* • She Owns It

• Babble • Huffington Post Women* • The Beauty Bean
• BlogHer* • Lean In* • The Cut
• Brain Pickings* • Mamamia • The Every Girl
• Career Contessa • MarieClaire.com • The Guardian - Women
• Elle.com* • Motto* • The Lipstick Daily*
• Everyday Feminism* • PopSugar* • The Muse*
• Feminist Frequency • Sanctuary • Woman & Home
• Gala Darling • SharpHeels* • Woman’s World
• Glamour.com • She Knows

*Accepts guests posts

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TOP SITES
Men’s Sites

• AskMen* • Man Made • Refined Guy

• Dudepins • Menprovement* • Swagger
• Esquire • Men’s Health* • The Art of Manliness*
• George Hahn* • Modern Man • The Gentlemanual
• GQ • Muscle & Fitness* • The Good Men Project*
• Huckberry • Por Homme • Valet
• Inquiring Mind • Primer Magazine

*Accepts guests posts

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TOP SITES
Lifestyle Sites

• AARP* • Girlfriendology* • Slate

• A Continuous Lean • Girlfriend Social* • Take Part
• Adventure • Goop • The Art of Simple
• Better After 50* • Hopes and Fears • The Change Blog*
• Brit + Co • Huffington Post* • The Good Men Project*
• BuzzFeed* • LifeHack* • The Hustle
• CityGirl Confidence • Lifehacker* • The Kitchn*
• Create & Cultivate • Martha Stewart • Things Organized Neatly
• Daily Worth* • Mashable* • Vanity Fair
• DesignSponge* • NY Mag • Vice
• Do Something • Refinery29 • Well + Good
• Elephant Journal* • Salon • Your Tango*
• Fusion • Scary Mommy*
• Gear Patrol • SheKnows*
*Accepts guests posts

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TOP SITES
Spirituality & Inspiration Sites

• Beliefnet* • On Being • The Bridgemaker

• Elephant Journal* • Patheos* • The Master Shift*
• Explore Meditation* • Positively Positive* • Tiny Buddha*
• Goodlife ZEN • Purpose Fairy • Upworthy*
• Heart & Soul* • Speaking Tree* • Wholebeing Institute*
• HighExistence* • Spirituality & Health* • Zen Habits*
• Hypnozine* • Spirituality & Practice*

*Accepts guests posts

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TOP SITES
Personal Development Sites

• Addicted 2 Success* • Mark Manson • The Start of Happiness

• Brain Pickings* • mindbodygreen* • Think Simple Now
• Bulletproof Exec • Pick The Brain • Thought Catalog*
• Elite Daily* • Real Simple • Tiny Buddha*
• Four Hour Work Week* • Selfgrowth.com • Zen Habits*
• Greatist* • Steve Aitchison
• Marie Forleo • Success Consciousness

*Accepts guests posts

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TOP MAGAZINES
Women’s Interest Magazines

• Better Homes and Gardens • Harper’s Bazaar • O, The Oprah Magazine

• Bust • InStyle • Red Magazine (UK)
• Canadian Living (Canada) • Ladies’ Home Journal • Redbook
• Chatelaine (Canada) • Marie Claire • Take a Break (UK)
• Cosmopolitan • Modern Bride • Vanity Fair
• Country Style (Australia) • New Idea (Australia) • Vogue
• Ebony • NZ Woman’s Day • Woman’s Day
• Elle (New Zealand) • Women’s Weekly (Australia)
• Essence • NZ Woman’s Weekly
• Good Housekeeping (New Zealand)

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TOP MAGAZINES
Men’s Interest Magazines

• Backpacker • Maxim • ShortList (UK)

• Entertainment Weekly • Men’s Journal • Sports Illustrated
• Esquire • Outside • Wired
• Golf Magazine • Playboy
• GQ • Popular Mechanics

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TOP MAGAZINES
Health Magazines

• Brain World • Prevention • Weight Watchers

• Cooking Light • Psychology Today • Women’s Health
• Health • Runner’s World • Yoga Journal
• Men’s Fitness • Shape
• Men’s Health • Slimming World
• Men’s Journal • Vegetarian Times

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TOP MAGAZINES
Spirituality & Inspiration Magazines

• Charisma • Light of Consciousness • Seeing the Everyday

• Conscious Lifestyle • Lion’s Roar • Shining Mentor Magazine
• Experience Life • Live Happy • Spirituality & Health
• Guideposts • Mindful • Tathaastu
• Inspired Coach • Scientific American Mind

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TV PROGRAMS
Lifestyle TV & Interview

• Breakfast (New Zealand) • Live with Kelly and Ryan • The Marilyn Dennis Show (Canada)
• Breakfast Television (Canada) • Lorraine (UK) • The Morning Show (Australia)
• CBS This Morning • News Breakfast (Australia) • The Morning Show (Canada)
• CNN New Day • Oprah’s Super Soul Sunday • The Real
• Conan • Q+A (New Zealand) • The Talk with Sharon Osbourne
• Daybreak (UK) • Rachael Ray Show • The Today Show
• Dr. Oz • Super Soul Sunday • The Tonight Show with Jimmy Fallon
• Fox Business: Mornings with Maria • The AM Show (New Zealand) • The Wendy Williams Show
• Good Morning America • The Daily Show • This Morning (UK)
• Good Morning Britain (UK) • The Doctors • This Week
• Jimmy Kimmel Live! • The Ellen Degeneres Show • Today (Australia)
• Last Call with Carson Daly • The Graham Norton Show • Your Morning (Canada)
• Late Night with Seth Meyers • The Late Late Show with James Corden

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YOUR NEXT STEPS...

The Publicity Pyramid is your roadmap to go

from where you are to the big opportunities
that will help you impact millions of lives.

And now, with this guide, you’ve started laying

down the foundation to climb the Publicity
Pyramid. This includes getting clear about your
why, knowing your expert topics, and starting to
think about which media outlets are right for you.

This foundation will help you get your message out there to the people that need you the most.
In the next video, I’m going to show you how to capture the media’s attention with my 3 insider
secrets to getting publicity.

Until then, make sure you watch the free video training that goes with this guide. Then leave a
comment on that page and share your “why” with me. I look forward to hearing from you!

Watch Video 1

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