Christina Nicholson Joins Us On The Steve Jobs Inspired Join Up Dots Podcast
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Introducing Christina Nicholson
Christina Nicholson is my guest today, on the Steve Jobs inspired Join Up Dots free podcast interview.
She is a lady who spent over a decade working in an environment that ultimately left her looking for a new future (although with the skills to make that future happen)
Starting her career at News 12 The Bronx after leaving Ohio University with a BA in Public Affairs and Journalism she worked her way up through the ranks in television.
She performed the roles of Reporter, Producer, Host, Web Editor, Fill-In Anchor, Media Relations Specialist for ABC News, CBS News, NBC News the list goes on and on.
All the time her confidence was soaring, her experience was becoming broader and broader and her future was waiting.
How The Dots Joined Up For Christina
As she says “I worked as a TV reporter for a decade who was pitched numerous times a day by publicists.
Most of the time, I didn’t read more than two sentences of what the “PR person” sent.
What they sent was too long, didn’t have anything to do with what I covered, wasn’t newsworthy, didn’t relate to the geographical area I covered, and the list goes on.
They all wanted a free commercial for their client. Because of this, I decided to leave the news business and do that job – but better.
And she has certainly done that, becoming the owner of Media Maven, a full service public relations firm providing services in: Media Relations, Media Training, Still Photography, Video Production, Social Media, Writing, Blogging, Event & On-Air Hosting, Branding, Website Design, Graphic Design, and Search Engine Optimization.
If you want to grow your personal brand in the right way, then this is the place you come.
So did she need every bit of her ten years experience to get to where she is today, or could she have cut corners here and there?
And what is the scariest bit of becoming a business owner, the doing, or in fact the thinking of everything that you need to do?
Well lets find out as we bring onto the show to start joining up dots with the one and only Christina Nicholson
During the show we discussed such weighty topics with Christina Nicholson such as:
How she managed to hold back from kissing David Beckham, and why she feels that all British David’s are super hot!!
Why it is so important to be as specific with your conversations with your customers as you could possibly be…the more niche the rich you will get.
Why it is so important to understand the nuts and bolts of everything you do in your life, before delegating that part of the business to someone else.
Christina recalls the moment that changed her life and that was the moment when she decided to stop caring what people thought about her. Total game changer
How To Connect With Christina Nicholson
Or if you prefer just pop over to our podcast archive for thousands of amazing episodes to choose from.
Full Transcription Of Christine Nicholson Interview
When we’re young, we have an amazing positive outlook about how great life is going to be. But somewhere along the line we forget to dream and end up settling. Join Up Dots features amazing people who refuse to give up and chose to go after their dreams. This is your blueprint for greatness. So here’s your host live from the back of his garden in the UK. David Ralph.
David Ralph [0:24]
Yes, hello there. Good morning to you. Good morning to you. Well, I have to be honest, got a bit of a cold bit of a cold today. So the voice is gonna get deeper through the show. It’s gonna be like one of those cheap sex lines that people phone up but you’re getting it for free. You’re getting it for free people. And today’s professional guest and she is so professional she’s going to put me to shame is a lady who has spent over a decade working in an environment that ultimately left her looking for a new future, although with the skills to make that future happen, starting her career at news 12 the Bronx after leaving Ohio University with a BA in public affairs and journalism. She worked hard up through the ranks in television, she performed roles. Reporter producer host web editor, feelin anchor media relations specialist for ABC News, CBS News, NBC News, the list goes on and on. And all that time her competence was sewing, her experience was becoming broader and broader. And her future was waiting. So as she says, I worked as a TV reporter for a decade who was pitched numerous times a day by publicist. Most of the time I didn’t read more than two sentences of what the PR person said, what they sent was too long, didn’t have anything to do with what I covered wasn’t newsworthy, didn’t relate to the geographical area I covered and the list goes on. They all wanted a free commercial for their client. Because of this. I decided to leave the news business and do that job, but better Ah, fighting words. And she’s certainly done that becoming the owner of media maven, a full service public relations firm providing services in media relations, media training, steel photography, video production, social media writing blogging, event and on air hosting, branding, website design, blah, blah, blah. It’s all there in that one package. So if you want to grow your personal brand in the right way, then this is the place to come. So, did she need every bit of her 10 years experience to get to where she is today? Or could she have cut corners here and there? And what is the scariest bit of becoming a business owner? The doing? Or in fact, the thinking of everything that you need to do? Well, let’s find out as we Join Up Dots with the one and only Christina Nicholson. Good morning, Christina. How are you?
Christina Nicholson [2:27]
Good morning, David. I’m great. How are you?
David Ralph [2:30]
I’ve got a sore throat. I’ve got a sore throat. I’ve got a stuffy nose but I think I think I’m sounding a bit sexy. What you think?
Christina Nicholson [2:37]
I love it. I agree. I like the voice.
David Ralph [2:40]
You wouldn’t get Regis Philbin or whatever his name is you wouldn’t you wouldn’t get him saying things like that. Would you? This is how we rock on here.
Christina Nicholson [2:47]
I love it.
David Ralph [2:49]
Is it Regis Philbin? Is he the old old guy in America who just sits on the stall all the time? It looks about 150
Christina Nicholson [2:56]
Yes, well he doesn’t do that anymore. He is retired but that is What he did he was funny. He was quite a character I do like him.
David Ralph [3:04]
He was rude though when they was the not rude to people that the ones I saw. I thought, Oh, you’re a bit you’re a bit commercially he was a bit like the old guy from that Pixar film up without the glasses just a grumpy old guy wasn’t he
Christina Nicholson [3:19]
I think he was grumpy. I liked it. I thought it was funny, but I don’t take a whole lot personally. So maybe maybe some people thought he was rude and I laughed at it at their expense, which isn’t fair.
David Ralph [3:31]
Maybe you’ve been in the news business for too long and you’ve you become you become hardened to it. Oh, yeah. Let’s let’s talk about yourself, because that’s why you’re on the show. You have got a career. But when I was looking at it, I was thinking to myself, this is a career that most people want. And when you look at and he was going out and I’ve spent a lot of time watching you doing your thing on the news, and it was a brave decision to jump or was it not? Was it something from the outsider’s view might be brave but actually in some You just had to do it.
Christina Nicholson [4:02]
Yeah, I mean, I don’t know if I would say it was brave. I really left the news business just because I kind of felt forced to. I mean, after I Nobody forced me out, like I felt forced on my own, just because I had a couple of kids and I didn’t have family living near me. And the schedule of local news is just insane. You work, you could work anytime and a 24 hour span, weekends, holidays. So when you have kids, and you you don’t have a support system in your city, you need a flexible schedule. And I wasn’t getting that in the news business. So that’s why I felt like I was forced to leave.
David Ralph [4:43]
Do you know what I would do with the news business, I would take control of the whole lot and say, there’s not that much news but 24 hours of it, just give us an hour a day like I used to do in the old days and just tell us the big stuff. Not that a cat has got run over by a truck down the road. Motor City stop. Just give us the big stuff is too much news isn’t Christina?
Christina Nicholson [5:05]
Yeah, well, it’s not just that, but it’s a lot of negative sad news. And unfortunately, what is reported is what gets ratings. I mean, the stations are getting a report of who was watching what at what time so you can go back and say, Oh, well at this time we were covering this and we had a lot of viewers but when we switch to this happy positive story, people change the channel. So that’s why you see so much bad news because unfortunately, regardless of what they say, that’s what people want to watch. And after reporting outside of a crime scene all day just about every day it really wears on you because you’re constantly in an environment where you know, third year outside of a shooting or drowning or a domestic dispute and you know, if I if I was doing more fun stuff and more lifestyle, entertainment coverage, And had a more flexible schedule, I would probably still be in the business and not be an entrepreneur. Honestly,
David Ralph [6:06]
I think you did do a fun thing though. I think you are gonna be the most hated female I’ve ever had on the show. I was watching you interview our own Mr. Beckham this morning. And yeah, that is a lady’s dream. He was very, very professional. And I have to ask you the question is, how come you How did you not kiss him? Because I think I would kiss him. I think I would reach over and grab he’s flexible football playing lips. Was it hard?
Christina Nicholson [6:35]
Well, you know, I got to remain professional one, and two. I did touch him twice. We did you know, do a handshake, half hug twice. So that was great. That’s my claim to fame. But funny enough about the day I interviewed him. I was in my first trimester of pregnancy with my son, and you are never feeling well around that time. So I was like Downing’s. saltine crackers like please do not throw up over David Beckham Do not throw up on David Beckham. That would be terrible. But I was. I mean, I was excited to interview him because you know, he is a handsome man. But I became a bigger fan, just because he was so nice and a lot of times, you know, like, I’ve met celebrities and been let down just because they’re not nice people. But he was like, one of the nicest so I’m a huge fan of his now.
David Ralph [7:27]
Is it a thing? Is it a truth but the name David brings about sex appeal, especially English, David is, is it a win that I could force myself into the same group with Mr. Becker?
Christina Nicholson [7:39]
You are already there, David already there?
Yo, me go me.
David Ralph [7:45]
I’m gonna play that on repeat. Every time you come over to this show. It’s just gonna be going that’s it. My career is over. So your career isn’t over a course your career is absolutely flying and I went over to your website as I say, I do some stocking up and down. You’ve got a tonne of stuff on there. And one of the things that really jumped out at me, which I love because I do a certain amount of podcast coaching, and one of the things that I was looking up and down your list, I thought, yes. Was your video about building specific lists now, but people who aren’t in the online business, everybody says, the kind of list Have you got a list? How big is your list? How small is your list? I need it. And it’s all about list. But it seems to be like one huge bucket list, but you don’t know who’s actually in it. It’s just like a numbers game. You like to specialise you to get like to get focused? I do as well. Explain your reasons.
Christina Nicholson [8:36]
Yeah, well, I mean, I feel like everybody puts such an emphasis on the number and it’s not just with lists, but with your social media following. It’s how many followers do you have? And the number doesn’t matter. It’s the people behind the number because if you think about it, I mean, you gotta dig deep. Why do you want to list Why do you want a social media following at the end of the day, Nine times out of 10. It’s to make money. So if those people do not care what you’re posting on social media or they do not care about what you’re emailing them, then they’re no good on your list that number, that person is not going to give you money, you are just filling up space in their inbox. So I would much rather have 100 people on my list who love me, then have 1000 people on my list who would never buy what I’m selling. And I wish people would get over the number thing because I’ve been I mean, I’ve been invited to participate in summit’s. I’ve been asked to to blog about certain things. And they always ask how many on your list or how many Instagram followers do you have? And I always respond well, if you want 100,000 I could go online and pay somebody 20 bucks to get 100,000 if that’s what you Do you want, but they’re not going to care about what you’re selling, they’re not going to care about what I’m saying. So I think the question is, instead of how many people on your list, it’s what kind of people are on your list?
David Ralph [10:13]
I think the answer I would come back with is how many people on my list? Do you realise I’ve touched David Beckham twice? And that would, that would shock anyone up, wouldn’t it?
Christina Nicholson [10:25]
I am totally gonna use that from now on,
David Ralph [10:28]
take him off a track, but I think you’re absolutely spot on. And that’s why it’s also resonated on me, I actually giving numbers I have a list of 7.7, nearly 7800 on my list, and I came to the conclusion that I did not know what to say to them. It was just, I was sitting there to send an email, I thought, are they interested in the podcast? Are they interested in what I do away from it? And so I deleted a lot and I remember my um, my might say, your mental, your mental, you know, the money is in the list, the money’s in the list, and I said, No, I’m gonna go with Again, I’m gonna go again and now I’ve got much smaller ones but laser targeted and it works brilliantly. So I think that that’s so right. It’s not, it’s not the size that counts. Is it? Christina? That’s what we’re saying.
Christina Nicholson [11:12]
No, exactly. It’s not the size. It’s what’s behind the size.
David Ralph [11:18]
Absolutely. You see where we go people you can read that anyway, and any way you want. I said she was professional, but there’s there’s a dark side to her. She’s gonna leave. She’s leading me down to a part. So media maven, now we’ve with it. Obviously, you’ve got to a point where you were being pitched all the time. You’re thinking this is just rubbish. I’m not even gonna bother reading this. I can do the job better. But did you need to do the 10 years of what you did do to bring it all together? Could you have cut corners as we asked in introduction?
Christina Nicholson [11:50]
I don’t think so. And I feel like my experience working as a TV reporter and anchor really sets me apart because there are a lot of people The public relations industry who have never worked on the media side, but they spend most of their days pitching the media. So I think it’s important to know how the media works and the ins and the outs because it’s very obvious when I work with people who pitch the media as a member of the media because I do see, you know, still work on both sides. It’s just very obvious that people are out of touch about how things work like they don’t understand if you’re on TV, you need visuals. They don’t understand that. If you want to be in a glossy magazine, you need to be working three months ahead of time because they plan in advance. And a lot of the time granted I’ll give I’ll give PR industry professionals a pass on some things because a lot of the problem is with the client. A lot of business owners who want to Exposure don’t understand how the industry works. And it’s very clear by the questions that they ask and their expectations. So I think it is a very misunderstood industry. And it’s it is something that I try to bring light to on my blog and when I contribute to other online resources that are targeted towards entrepreneurs, because I feel like there’s just a lot of injustice. Just like business coaching like today, who isn’t a business coach, everybody thinks they’re a business coach, or they think they’re a life coach. And it kind of takes away from people who are legitimate coaches that are legitimately helping people and making them money and helping them live better lives. And I feel like public relations is is getting there. It’s kind of like that everybody thinks they’re a publicist. They think if they’re a blogger, that means they’re a publicist, and they can start working with clients and it just doesn’t quite work like that. That,
David Ralph [14:00]
I understand how so many people will use their backstories to create a business going forward. And I get pitched a lot by life coaches, and business coaches. And as you say, everyone is a coach of something. And the thing about life coaching I don’t get is just because you’ve had a rough time in your life, it doesn’t mean that it’s kind of like this specific email list, it doesn’t mean that you’re going to be right for every person that comes along. And I see that it’s almost like, I’m a master of all just because I’ve had a bit of a rough time and I’ve called myself a life coach, what you’ve done, you become very specific, haven’t you become very specific for that niche? You’re not saying that you are, you know, a PR person for everyone? It’s for a specific audience. Surely once again, we’re talking about niching down on every sort of level on this subject, but it’s the way forward isn’t it?
Christina Nicholson [14:51]
Yeah, and you know, there’s a tonne of stuff under the PR umbrella and I don’t do it all because I don’t know it all and I’m not going to pretend to know it all. So you know, I do the media relations because I worked in the media industry for 10 years, I do video production because as a reporter, I would shoot and edit my own stories a lot. So I also do blogging because I work as a blogger, I get paid as a blogger. I’ve taken extensive SEO training and courses. So I just do what I am good at what I am experienced in and then I team up with other people who do the other things like I have a Google AdWords expert, who is my go to person. I have a website developer who is my go to person, and I don’t pretend to do at all. I see a lot of public relations firms, they pretend they’re doing it all. But they’re really outsourcing some things that they don’t do. And I feel like when that happens, there can be issues because there’s a middleman and there are things lost in translation. So when I work with people, I say, I have a great person for Google AdWords, he or she is you work with her keep me in the loop as to what going on. I don’t pretend to do it I get rid of the middleman because it’s just not necessary and it’s not as effective.
David Ralph [16:07]
But do you need to know the nuts and bolts of everything before delegating stuff out? Do you need to actually understand that this person she may say she’s the greatest Google AdSense but she’s not kind of ripping you off somehow you need a bit of background knowledge in it, don’t you?
Christina Nicholson [16:23]
Yeah, you need definitely need to see success stories. And and you you need to do your homework before you hire somebody and before you outsource anything, so back to the business coach, everybody’s a business coach. But if you’re a business coach, and you want me to buy your service, I want to know how much you’re making. I want to know how you’re making it. And I want to know how much your clients are making and how they’re making it. I want to hear from your clients, and I want to hear them sing your praises, then I will hire you. And I think the same thing goes for any service based industry.
David Ralph [16:58]
Now that’s the journalist in you coming out, because I don’t think I’d be ballsy enough to go up to somebody and say how much you’re earning. I don’t even like to ask my wife how much he’s earning, it’s going to probably tell me how much she’s spending. And that will that will frighten me. So isn’t the kind of journalistic Are you just used to asking those questions, because there’s a lot of people out there that wouldn’t like to be saying that to people.
Christina Nicholson [17:19]
I think as a business coach, it’s very valid. And it’s important to know because I don’t want to hire a business coach that’s making 20,000 a year because that tells me they’re not good at their job. I just hired a business coach, and she brings in 7 million a year, and her clients bring in six figures to seven figures. So that tells me she knows what she’s doing. Now, if you’re going to hire a Facebook ads expert, you don’t need to know how much money they’re making. But you need to know the conversion rates that they get on their ads and the conversion rates they get on their clients ads.
David Ralph [17:52]
I fall in love with people very, very quickly, Christina, this is one of the problems I make. kind of got intuition of Oh, person’s a good person. And more often than not in real life, it works me very well. I decide very, very quickly if the person is good or not. And I would say 99.9% of the time. I’m really good. Online. I’m probably 99.9% wrong all the time. And I’ve made some shocking decisions where the person’s basically turned out to be like Charles Manson’s uncle, and I’ve had sort of real problems in my business because I’ve gone up they look good. They look excellent. I like their website, and I’ve dumped into it. I need help on that. Christina, do you think I need help? Or or is it nice to just be a naive UK for
Christina Nicholson [18:39]
I mean, it is nice. However, it may cost you a lot of money. So I would just remember there’s a difference between personal affairs and business affairs. And if you are giving somebody your money, you want to make sure you’re going to get a return on that investment.
David Ralph [18:57]
I have been married for about 30 years. I know about waste some money. I know, I know where money disappears. So I can I can well grab that back in business sense.
Christina Nicholson [19:10]
Yeah, no, I think I think that’s a different kind that there. You’re mixing business and pleasure. Right there. That’s a tricky one.
Unknown Speaker [19:19]
other day, David,
David Ralph [19:21]
no, but isn’t that what life is all about? Isn’t that what business is all about? When business becomes pleasure? You know, you never work again. And there must be a lot of what you do, because nobody wants to take the entrepreneurial leap and wake up every day going, Oh, god, this is crap. I hate this. This is dreadful. He’s got to be pleasure, isn’t it?
Christina Nicholson [19:38]
Yeah, you should definitely enjoy what you do because you spend a lot of your time working, you know, and that goes for anybody whether you’re an entrepreneur or not, you should enjoy what you do. However, you should also be making smart decisions
David Ralph [19:54]
is I have a problem with the entrepreneur word, but it’s like a badge that you put on And you’re suddenly all super powerful, where I think quite a lot of the, the guests on the show have actually admitted, but more often than not every day, they don’t know what they’re actually doing. They’re just trying stuff. And sometimes it flies. Sometimes it doesn’t. Sometimes it’s a bit risky. Sometimes it’s not. But the the worst case scenario is not trying, which I suppose is where the entrepreneurial route comes from, or use somebody’s mouth is open to sort of just screwing up and just going for it and learning from your mistakes, or do you have to join up over dots to make sure it’s perfect before you do it?
Christina Nicholson [20:33]
No, because if you do that, if you join up the dots and wait for perfection, you will never do anything and you will never learn anything. A lot of people say, you know, the reason they don’t start a business is because they’re afraid to fail. I was never afraid to fail. I mean, I know I’m going to fail, it’s inevitable. Everybody is going to fail. But that is the best way to learn because after you fail, you ask why you figure it out. out, you reverse engineer that failure and you turn it into a success. I mean, you look at some of the greatest people who have succeeded in this world. They’ve all had failures. I believe Walt Disney was fired from a job for not being creative. I think Oprah was fired from a radio station job for not being a good communicator. I mean, you hear so many stories like that JK, JK Rowling. I mean, how many times she’s on welfare, and homeless, and everybody is turning down Harry Potter and now look at what Harry Potter is. I mean, if you don’t do anything because you’re afraid to fail, then you will definitely fail.
David Ralph [21:40]
A lot. People don’t know what they want as well. Do you know they sit there go, Oh, this Job’s rubbish. I hate this. I hate this. And then they look at you standing there, rubbing your hands up and down. David Beckham, for example. And that’s what I want to do. But they’re not sort of willing to look at the you know, the early hours, the late nights for mumps and mumps and mumps. You know, and this is almost too much choice, because they only see the end product, the highlights Don’t lie.
Christina Nicholson [22:07]
Yeah, I mean, you, you should always have goals and you should always be working towards your goals. But in that process, things are gonna change. Like my business was totally different. When I started, I thought I was just going to be doing client work. And now I’m getting into coaching to people, for people who want to do the PR themselves, or they can’t afford to pay monthly retainer. And then I’m getting into the online world of selling ebooks and online courses for those solopreneurs who need some help. So I never planned on those things. But in my journey of trying to achieve my goals, I just stumbled upon these different things.
David Ralph [22:45]
And your journey really was a journey, wasn’t it? Because you know, you started off in Ohio, you ended up in the Bronx, you moved around. Were you the driven career girl from a young age because it seems that the dots join up pretty seamlessly. But maybe that’s a Once again, a simplistic way of looking from the outside.
Christina Nicholson [23:04]
Oh no, I always was. I mean, I had my first job when I was 13 at a root beer stand where you like drive your car up and then the car hop puts the tray on your window. Do you know what I’m talking about those little places do they have out there?
David Ralph [23:17]
No, they don’t. And it sounds lunacy. It sounds. It really does. I say V’s lemonade stands and stuff in films. And I think why would you ever stop and just drink something that some bizarre little child has made? I don’t get it.
Christina Nicholson [23:32]
Yes, well, that that. That brought me some money in middle school in high school and I had a lot of fun. I had a lot of fun doing that. And then I worked all throughout college, but I’ll tell you, I did not realise that breaking into the TV industry was as competitive as it was after I graduated college. So I had a resume tape that I made at the local ABC station in Columbus, Ohio. And it took me two years to get my first full time job. A couple of reasons. One, it’s a crazy competitive industry. There’s tonnes of people who want to work in broadcasting. And there’s not a tonne of jobs. And two, I did not realise how little the job paid. Everybody thinks because you’re on TV, you make a lot of money, you have hair and makeup and this and that. Let me tell you until you’ve made it to a big market and you’re sitting at the anchor desk, that does not happen. So my first job offer, it was in Denison, Texas, which is a super small town and it paid $10 an hour. So I was like $10 an hour. I can’t do that. I’m not accepting that job. And at the time, I was working as a server and bartender in Columbus, Ohio, making way more than that, and I was having fun at my job. And then I didn’t get my next job offer until a year later. And I said whatever job offer I get Next, I have to take it. I did not realise it was this hard to find a job. So the next job offer was in Beaumont, Texas, another armpit city in America, and it paid me $12 an hour. So I took that job I worked for $12 an hour. And that year, I ended up spending a lot of the money that I saved from my college job. I actually did it in TV. I did not make more money than I did in college until I got to the Miami market. So my first three TV jobs, I made less than what I made in college.
David Ralph [25:32]
But let’s play some words now. And let’s sort of move us through to the next stage and I’m actually gonna pay somebody that you’ve already spoken about already is Oprah.
Oprah Winfrey [25:40]
The way through the challenge is to get still and ask yourself, what is the next right move? not think about, Oh, I got all of this stuff. But what is the next right move? And then from that space, make the next right move and the next right move and not to be overwhelmed. by it because you know, your life is bigger than that one moment, you know, you’re not defined by what somebody says, is a failure for you, because failure is just there to point you in a different direction.
David Ralph [26:12]
So would those words have really hit home when you didn’t get a job interview for a whole year? Or would you have just, you know, punched Oprah in the face and said, well, a load of rubbish, I don’t believe it at all.
Christina Nicholson [26:24]
I would never ever punch Oprah in the face. I am slightly obsessed with her. And we share the same birthday, which just increases my obsession with Oprah. But if you would have told me that when I was younger, I would not have understood it, because I didn’t have any experience in what I’m doing now. But now, that is literally how I plan everything is step by step I read a book called essentialism. And it’s all about focusing on one thing, and finishing that one thing until it’s complete. Instead of doing a little bit here and a little bit there and a little bit there. Because when you do that you get nowhere because you have nothing done. So, for me today, that advice is everything. But back then I honestly don’t think I would have even understood it or even cared. I just wanted to start my career in TV.
David Ralph [27:15]
Because you know, you you, I’m just going to say it. I’m just going to say it because I am a podcasting journalist. You’re a pretty lady. And I would have thought that you would have got the job, you know, quite easily because if there is a look to you, when I was watching you on TV, you seemed right for it. You know, I watch quite a lot of American TVs and you don’t often see fat and attractive people on TV, do you really?
Christina Nicholson [27:39]
But you got to keep in mind what you saw was my most recent work. You didn’t see me 10 years ago. I mean, I did look similar. I mean, I hope I do. I hope I haven’t aged that much in the last 10 years. But I was very green that I didn’t speak conversationally. I was it was very obvious when I was reading things so that I was memorised. I wasn’t comfortable. I mean, I remember doing my first LIVE SHOT I tried to memorise word for word what I was going to say which never do that when you do anything live that’s it’s horrible idea and that is how you mess up. But at the time, I was so nervous I was trying to memorise everything like I for I’ve had like total brain farts on live TV where I’ve forgotten my name and where I was and where I worked. So I mean, it definitely comes with practice. And that’s why going back to not being afraid to fail and waiting for everything is perfect. That will never happen. You just have to do it and you just have to practice and that’s the only way to get towards perfection.
David Ralph [28:37]
About your looks must have been a head start even though you know what you look like now might have been different at the beginning. It had to be a key to a door surely.
Unknown Speaker [28:46]
You know I’m not I mean, I’m not sure I’ve never inquired about that in a hiring process. But I will tell you what makes the difference especially in TV if they are looking to hire an evening A reporter, and they have a black person and a white person, they’re going to want to bring in a Hispanic or an Asian, or if they have three men, and they want to hire one more person, then they’re going to bring in a female, because they want to have every demographic, every gender on the air to relate to the viewers, and so the viewers can relate to them. So I do think that is something that is definitely looked at. And when you go to different markets, for example, in the Miami market, the women are attractive, and they were, I’m gonna try to say this nicely. They were less clothing than the women who do the news and Columbus, for example, the women who did the news in Columbus look more like professional women and some of the women not all of them, but some of them in Miami. They look more like they’re going out to the clubs sometimes. So I think it depends on on a few things on who the news director is, where the station is, who’s already working there. And unfortunately, things like that make it more difficult to get jobs because you may meet, you may be great for a job, but they don’t need a female, they need a male.
David Ralph [30:19]
So he’s another case of kind of giving what the audience wants, as we said, with the email list and everything that we’ve been talking about, it’s about knowing who you’re targeting, and providing them with what they want.
Christina Nicholson [30:32]
Yeah, I think it’s definitely all goes back to being relatable. And the more people like in TV, the more people watching you, the higher the ratings go, the higher you can sell ads for, the more money you make. So when you when you really relate to your audience, the more money you make at the end of the day.
And is it does it
David Ralph [30:53]
all come down to audience or is it the quality of audience, for you away from TV, what you’re doing now at the moment is it about having the right customers? Or, or can you argue that a load of bad customers is better than just maybe one or two great customers?
Christina Nicholson [31:10]
I would rather have a couple of great customers than a load of bad ones, because the bad ones, they’re not going to give it their all. So for example, in in the coaching and the online courses, and even when I do client work, I need people to work with me, I need you to do what I’m telling you to do. If I have a newspaper reporter, emailing me asking me a question, and I don’t know the answer, I need you to give it to me ASAP. So I would rather have a couple of good clients because they’re, they’re working towards their goals, and they’re helping me help themselves. And the biggest, the biggest source of income and of leads is referrals. So if you have a lot of bad clients and customers, you’re not going to like your job because you’re not going to be having fun. You’re not going to be bringing good results and then you’re not going to get good referrals. So I think just focus on what is working and what is what you are enjoying. And then you will get those referrals and then you will grow.
David Ralph [32:10]
Why? Okay, let’s give a million dollar question for a lady or gentleman in a cubicle in America and they’re sitting there listening to this and they’re thinking to themselves, right, if this sounds good, Christina’s done it. David’s done it right. You don’t sound any better than me. I can go out and do what what kind of skills? Do you think somebody out there who wants to start an online business actually need? Is it the technical skills? Or is it more be internal personal stuff?
Christina Nicholson [32:37]
It’s totally the internal personal stuff. I mean, you can learn the technical things. You know, that’s why I hate in job interviews. They always ask about your experience. At any job, you can learn how to do the job, but it’s your character and your work ethic that really matters. So I would say three things. One, you need to be self motivated. If you are not self motivated, and if you do not have a good why like why am I doing this, then you will never succeed. because let me tell you, it is not easy to start your own business and make it successful because if it were, everybody would be doing it, you’re going to work 14 hour days, but you are going to choose when you take a break, when you go on vacation, you can do it from home, you can take your child to swimming lessons at 4pm. And get back to work at 9pm. And nobody’s going to give you an attitude about it. But to do that, you have to be self motivated, because nobody’s telling you what to do. You have to tell yourself to do it. Number two, you cannot be afraid to fail. Do not worry about being perfect. Stop worrying about failing because you’re going to fail. It’s inevitable. Everybody does. Just get over that. And number three, you have to promote yourself. I feel like so many people are so concerned about what other people are gonna think, Well what if I put this on Facebook and it doesn’t work then what are gonna people gonna think about me? If you don’t promote what you’re doing, nobody is gonna know what you’re doing. And you’re business will never grow. Maybe because I’m in publicity, I have no shame in promoting myself. I promote myself all the time, I let everybody know what I’m doing 24 seven on social media as it relates to my business. And that’s because nine out of 10 of the jobs that I’ve gotten from referrals are from people who follow me on social media, and they see the work that I’m doing.
David Ralph [34:23]
But that’s a big leap, isn’t it? Christina, as you know, what is sensible and is sensible about that, but that’s a kind of icky thing, isn’t it? Nobody likes to get up and sing at a party. Nobody likes to be made to dance when they don’t want to. So that sort of self publicity thing is very, very hard. Is that why people will come to you to take that sort of element of their business away from them?
Christina Nicholson [34:48]
Yeah, I think it’s, it’s maybe a mixture of that and they just don’t know what to do. You know, like, it’s a lot easier to put something up on Facebook and say what you’re doing, but when you want somebody else to promote you to their audience, You got to work a little harder to earn that exposure. So that’s why they look to me because they’ve tried to do that already. And it’s not working. Because you know, you cannot control what another media outlet does. I can’t control what another media outlet does. But I can use my experience to try to get another media outlet to give you that exposure. But again, you know, it’s just if you want to be your own boss and a business owner, there are some things that you just have to let go up and everybody says you have to get out of your comfort zone. And that’s 100% true, and it sucks. It’s not fun stepping out of your comfort zone. But when you do it, you see results, if not right away over time.
David Ralph [35:42]
And there is a lot of people doing Facebook Live at the moment that To be honest, I wish they were in their comfort zone because what they they’re presenting to the world is just rubbish. You look at it and it’s like two people looking and that person disappears very, very quickly. What What am I doing wrong because it’s a big bandwagon. Facebook Live at the moment, and it’s Got a huge amount of bad press, but there’s some great stuff happening as well. But people don’t seem to grasp but just turning it on. And I see a lot. I don’t know why ladies are doing this. Maybe it’s just a sort of streams I’m looking at sweaty ladies straight out. They’ve come off the CIM off the treadmill and it’s almost like, you know, I am really going for it. I’m sweaty. Look at my sweaty body. I know when I see sweaty women, but I keep on seeing them on Facebook Live. Is that a big No, no. Should you look more professional? Should you look authentic? Should you look honest? How should you play it?
Christina Nicholson [36:35]
I think it depends on what you’re doing. If you are a personal trainer, and you are trying to get clients or you’re trying to get people to your gym because you want a gym, then I think the sweaty Facebook Lives are okay. But if you’re just doing it to do it, it doesn’t make sense. So I think when people do a Facebook Live, they have to think first of all, what’s the point of this Facebook Live, what do I want to get out of it? You got to have a call to action and you have to tell us You have to show something to people just like when you pitch the media, you need to entertain them, and you need to educate them. And if you can do it with any kind of emotion, you get bonus points because people will be interested in that. So, before you do a Facebook Live, you want to have a beginning, a middle and an end, you want to tell a story, or else people are not going to be interested. For example, when I when I get done talking to you, David, I’m going to host a couple of segments on a national morning show that airs on lifetime TV. And when I’m inherent makeup, I think I’ll do a Facebook Live. And I think I’ll have the woman doing my makeup, give a little makeup tutorial. So all of the women who follow me on Facebook can get a makeup tutorial from a professional makeup artist and see what is happening as it’s happening. So that’s entertaining, and that’s educational. There’s going to be a start a middle and an end. And I think when people just hop on Facebook Live, they’re just doing it to do it. And that’s not strategic. You need to be studying He jack with what you’re doing online.
David Ralph [38:02]
But have you got something sexy bear? Because I thought to myself, yeah, I’d actually watch that I’ve got no interested in makeup or it just seems something additional that, you know the most of the ones I see it’s somebody in their office talking into a webcam, and you think well isn’t there’s no extra additional thing. You’ve got something sexy by revenue.
Christina Nicholson [38:21]
I think if it’s show Intel, you know, like people want to go live because Facebook likes it when you’re alive and they increase your reach when you do that. But instead of sitting there and talking about something, show us what you’re talking about. Don’t sit there with the webcam, move it around and show us what you’re talking about. I did a Facebook Live yesterday I was on a local NBC station doing a segment and my Facebook Live was behind the scenes I showed me setting up the table. I showed us right before we went live. You could see behind the scenes when I was live when I was done the anchor and I talked to whoever was watching and that was it. So you definitely want Want to show and tell? Or else? Why would people watch they can get that information anywhere else?
David Ralph [39:06]
Brilliant advice. So there’s got to be a point to it. There’s got to be a beginning. It’s just like a classic storybook. You open it up once upon a time. It finishes nicely. And you know, it’s complete, but these kind of rambling dialogues just don’t work.
Christina Nicholson [39:20]
Yeah, and you want to get something out of it. Like, what is the point of you doing this Facebook Live, you want people watching to get something out of it? And I always ask myself, is this something that I would boost as an ad, could this work as an ad? Would this increase my following? Could this lead to revenue generation? So I think people just need to be more strategic too many people online. They’re just throwing a bunch of stuff at the wall and hoping something sticks and there is so much crap online that if you don’t catch somebody’s attention quickly, they’re gonna be gone. So you really need to think about what you’re doing before you do it.
David Ralph [39:54]
Oh, great advice. Great advice, right? That’s letters perfectly, not really perfectly, but I’m just going to throw it out. Anyway. To the speech that steve jobs created back in 2005, it made the whole theme for Join Up Dots. And to be honest, Christina, I almost forgot about it. But I’m gonna play Anyway, here is Steve Jobs.
Steve Jobs [40:11]
Of course, it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards 10 years later. Again, you can’t connect the dots looking forward, you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something, your gut, destiny, life, karma, whatever. Because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well worn path. And that will make all the difference.
David Ralph [40:45]
So they’re words that kind of play to your strengths, really the trust of faith, they’re the intuition.
Christina Nicholson [40:52]
Yeah, I mean, I think just do it. I mean, not to like steal Nike slogan, but if you don’t just do it We’ll never know what could happen.
David Ralph [41:03]
But the key point is you don’t know what you don’t know. That’s the stumbling. So many people have they, they know, Oh, I hate this job, but they don’t know what they want to do. You know, I was very, very lucky. I stumbled into podcasting. And I never dreamt for a moment it would go like it has. But I could have stumbled into something totally different. And it would have been dreadful. That’s the problem. People want it to be kind of realised they want to know that they’re not going to fan again, isn’t it at the beginning?
Christina Nicholson [41:33]
Yeah, but you know, failure is inevitable. And it’s the best way to learn. I say would you rather learn from somebody who has studied something, or who has actually done something and most people would learn from people who have done something because that is the best way to learn and you learn from those mistakes. If you get everything perfect every step of the way. You’re not learning anything?
David Ralph [41:55]
No, absolutely. So when you look back on your life, what would be a big door, we always like to To ask these questions at the moment, when you think yeah, this is really when it came together for me.
Christina Nicholson [42:06]
I think I don’t know if it was when I turned 30 or after I had a couple of kids, I really just stopped caring about what other people thought of me. I just I mean, I there’s no other way to say it. I did what I wanted to do, when I wanted to do it the way I wanted to do it. And I stopped trying to please people around me the only people I tried to please, our clients who pay me to do work, I will try to please them. But other than that, if you don’t like my career choice, I don’t care because it’s my career choice. I feel like so many people, live their lives to please others and make decisions based on what other people are going to think. And when I stopped caring about what other people thought I was doing what I wanted to do when I was much happier in life.
David Ralph [43:01]
I’ve never cared what people thought as a small child all the way through my life if somebody said you’ve got to wear black, I tried to wear grey if somebody says dubious I tried to do, I always kind of wanted to be on my own Somehow, I never cared about what people think. And even now, I don’t like upsetting anybody. You know, I like people to generally, you know, feel better off for being in my vicinity. But if I do upset them, um, it bothers me for a little bit, but not too much, you know? Because things happen like that. I just think you’ve got to live your own life, don’t you?
Christina Nicholson [43:35]
Yeah, and no matter what you do, you will never please everyone, so you got to stop worrying about that.
David Ralph [43:42]
I pleased you today, Christina. Oh, that’s the big question.
Christina Nicholson [43:46]
100% you and your sexy voice. Oh, you
David Ralph [43:50]
say you say I’m gonna play back now that I bought the first one was good enough. I’m gonna put that on rewind. You have changed it, you changed it again. Well, this is the part that we’ve been leading up to and this is apart and we call it a sermon on the mic when we send you back in time to have a one on one with the young Christina. And if you could go back and speak to the young Christina, what age and what advice would you give? Well, we’re gonna find out, because we’re gonna play the theme. And when it fades, you’re up. This is the Sermon on the mic.
Unknown Speaker [44:22]
We go with the best of the show,
Unknown Speaker [44:25]
Unknown Speaker [44:30]
Christina Nicholson [44:39]
I would tell my younger self two things. One is do not care what other people think of you. I don’t care now. But it took me until I was 30. To stop people pleasing. When I was in middle school in high school, I was worried about what other people would think of me if I did this or if I said that It held me back from doing what I truly wanted to do. So I wish I had a little bit more confidence when I was younger, to just do what I wanted and say what I wanted, and not live to please other people. And I would also tell myself to think outside the box. I think growing up, we’re all taught after high school, you should go to college, then you should get a job. And granted things are different today in 2017. I feel like there are a lot more opportunities for us to do different things and the Internet has opened a world of doors for opportunity. But I think I was just following the steps and following the motions of what your quote unquote supposed to do. And I wish I would have done a little bit more I wish I would have studied abroad I wish I would have taken more trips and not have taken everything so seriously. I mean, yes, you should take college seriously. But you should also have fun and you should do different things and learn different things. But I was so focused on my career in TV, that that is all I worked for. And I feel like maybe I would have missed out. Maybe I did miss out on on some things by not thinking outside of the box.
David Ralph [46:22]
Great advice, Christina. What’s the number one best way for our audience who’ve been listening today you can connect with you?
Christina Nicholson [46:29]
Well, I want to give your audience my ebook for free. So if they go to media, Maven and more.com slash dots, they can get my ebook and master your media relations for free and it basically just tells them all about how to pitch the media with a great story how to follow up with a journalist and maintain a relationship for more media coverage. So they can get that at media maven and more.com slash dots.
David Ralph [46:57]
We will have over links on the show notes Christine. Thank you so much for spending time with us today, joining up those dots. And please come back again when you’ve got more dots to join up, because I do believe, but joining up the dots and connecting our past is the best way to build our futures. Christina, thank you so much.
Christina Nicholson [47:13]
Thank you, David.
David Ralph [47:16]
Christine and Nick Wilson. So she goes to a university, she gets a qualification. And she spends a couple of years but she’s willing to go for it. She’s not willing to sacrifice the opportunity of living the life on her terms, and then making that bold decision to go again, take all that experience that she had, and build her own business. And little by little, she’s getting there. She’s doing some great stuff, go over to the links on the show notes and have a look around her site, obviously get the free gift. And if you want any help, we’re publicity MPR. She’s the lady for you. Thank you so much for listening to this episode of Join Up Dots. I really enjoyed it and I’m looking forward to bringing you the next one. Thanks so much. See,
David doesn’t want you to become a faded version of the Brilliant sell fewer wants to become so he’s put together an amazing guide for you called the eight pieces of advice that every successful entrepreneur practices, including the two that changed his life. Head over to Join Up dots.com to download this amazing guide for free and we’ll see you tomorrow on Join Up Dots.