So next up is secret number four. But before we do that, just wanted to quickly check in, see how you're doing so far? How's the material going for you? If you want to ask a question in the notes, I'll be more than happy to answer them. And yeah, we're halfway there. So, up next is secret number four, the founder is different than the company.

And what does this mean? Well, a lot of times in startups, it's a cult of personality. And you want to try to avoid this as much as you can. And the reason is, is because the founder, while they did find the company and a huge part of why the companies there, you do not want them to be the sole focus. And so the best example of this is a nod from CB insights. Such a great guy, such a great CEO.

And one of the things that he presented at a SAS conference SAS is Software as a Service conference. Don't believe your own hype. And I think that's a great way to sort of separate the founder from the company. They will say you're amazing if you're amazing. And I think his advice is just wonderful. Enjoy it, forget it.

Stay paranoid, stay hungry, stay humble. Make sure that you don't have that huge ego driven. You know thing, because then you're not going to be a really good person to interview as it turns out. And one of the reasons is that you need to have this humble and hungry attitude is that actually people that report for living no reporters, they really love founders. But what you really do need to do and remember and these are some of the tricks that the PR professionals do is that you do need to respect their time so you can't get caught up in your ego on why aren't you getting back and why aren't you getting back to me? Well, normally reporters only Take pitches between Tuesday and Thursday morning, because on Mondays and Fridays they're actually working.

They do not like long pitches. So three paragraphs at the absolute total, be very brief be be very specific. And you got to get your story straight. And you got to ask for something specific. So what I typically do is there's only one question and in a pitch, and that is, do you want to cover this story. The other thing is, is that you do need to do a little research, you do need to make it about them, you do need to make sure that you understand what they cover and that they know that and if you can give them an exclusive because you know what, like all of us, everyone wants to be special.

So if you can give exclusives great if you can't make sure you tell them that. And then you know what, sometimes it takes some time for them to follow up. They're just like everyone else, everyone's busy. So, you know, three, you know, follow up three to five times, not any more than that because I think that'll just get a little old for Everyone, but generally, if they're interested, they will get back to after your second or third time. So those are just some things to remember again, you know, when you're trying to make a company or product, always try to remember that the founders are separate from the product in the company. So here's another PR experiment.

You know, I love these so much. This one, we're actually going to tweet at CB insights. And I would love to hear what happens when you do this. So pause right now. Get on Twitter. tweet this with the hashtag seven PR secrets and then we will continue on to the next lesson.