Lydia Bagarozza is a publicist and one of the co-founders of Visibility on Purpose — a media training school that helps authors and business owners gain media attention through TV, podcasts, and top-tier digital magazines.
- When did you start working as a publicist: 10 years ago
- Where are you from? Florida transplant (originally from New Jersey)
1. Hi Lydia! Can you share a bit about when, why, and how you became a publicist?
I became a publicist by accident, actually. I originally wanted to work in the music industry and the only music job I could find was at a record label in their PR department. From there, I fell in love with the profession.
2. Next, why does building a personal brand and being highly visible translate into business growth for freelance writers?
The digital landscape has changed and many magazines are letting go of staffers. This has drastically increased the amount of freelancers over the years, making the market quite saturated. A great way to combat this challenge is by leveraging your own unique talents and positioning yourself as a personal brand. This means showcasing your bylines (of course), as well as highlighting who you are as a leader and an expert.
3. For those who aren’t sure where to start, what do you recommend?
When you’re creating a personal brand, you want to make sure that you have all of your brand assets in place. This means having:
- A professional website
- Professional social accounts
- Headshots or brand pictures (yes, go get those done and thank me later!)
From there, write down a list of topics that you want to talk about on a larger scale. If you love beauty, for example, think about what exactly you like about beauty. Is it that you like sustainable beauty products and want to share the latest eco-conscious beauty trends? Do you also want to talk about carbon emissions and the environment? Write down a healthy list of 5 – 10 topics.
Then, start thinking about what media outlets you want to connect with; which magazines, podcasts, TV shows?
4. In your experience helping hundreds of clients gain visibility, how important would you say it is to carve out a niche?
It’s definitely important, but I wouldn’t overthink it!
I’ve seen many people look at niching as a way of fitting themselves into a box, when it’s actually more about getting clear on your values and then niching from that place. This allows you to stand out in a crowded market because no one is like you.
Here’s an example. I’m a publicist who also happens to LOVE health and wellness. Therefore, every once in a while, I share my perspective on wellness trends and holistic living practices when I’m being interviewed.
Personal brands are all about providing values from an authentic and genuine place. It’s the best way to stand out, niche your brand naturally, and show up as the unique individual that you are!
5. If freelance writers aren’t sure what sets them apart, what would you recommend they do?
Positioning exists to help you, and your audience, know who you are, what you do, and who you do it for, so they understand where you exist within the industry. It’s up to you to highlight parts of yourself that make you shine!
Questions to ask yourself for clarity:
- 1. What do you want to call yourself? A freelancer, writer, copywriter, etc.
- 2. Who do you write for, or want to, write for?
- 3. What types of stories do you like to share?
- 4. What is your writing style and/or personality like?
- 5. What kind of values do you and your brand provide to readers?
6. And if freelance writers are feeling uncomfortable putting themselves out there, do you have advice on how to work through that?
Absolutely! As someone who hid behind their clients’ successes for a long time, it was very uncomfortable for me to step into my thought leadership. However, once I finally started to put myself out there my confidence grew astronomically.
This confidence trickled into every avenue of my business, self-development, and personal life. I started getting better at sales calls, writing stronger pitches, feeling more comfortable networking, and noticing the limiting beliefs that were holding me back.
My recommendation would be to remember that visibility is a journey. You’re not going to be the perfect interviewer at first, but the benefits, friendships, and personal and business growth that come out of more exposure are so worth it! Just have fun with it, and most importantly, give yourself grace!
“You’re not going to be the perfect interviewer at first, but the benefits, friendships, and growth that come out of more exposure are so worth it!”
Lydia Bagarozza
7. What are the different ways freelance writers can gain visibility in 2024? Are there any channels that you think are most effective right now for writers?
There are so many ways to step into your visibility nowadays, which is amazing!
I’ve seen tons of writers start robust Substack communities. It’s a great way to begin building an exclusive audience.
I also love podcasts for writers and personal brands! There are so many niches in the podcast world so there are endless opportunities to find the perfect shows and audiences for your brand. Podcasts also convert really well to followers, customers, etc., so they’re a win-win.
Lastly, I recommend that writers submit personal essays to desired media outlets. This allows you to have some content out there that’s just about your personal brand, as opposed to covering other experts and businesses.
8. When a freelance writer wants to pitch themself to the media, what would you say they should keep in mind?
Value! Just like you wouldn’t cover a brand or expert that doesn’t share value, others wouldn’t either. Make sure that when you’re approaching the media for yourself, you pitch something with their audience’s interests in mind.
“Make sure that when you’re approaching the media for yourself, you pitch something with their audience’s interests in mind.”
Lydia Bagarozza
9. Is there a common challenge that you repeatedly help clients through as they build personal brands?
The biggest personal brand challenge I see is people comparing themselves to others and changing their branding, style, and copy to match someone else’s that they admire.
The best way to overcome this is to remember that people want to work with you, hear from you, and feature you, because of YOU. Therefore, let your authenticity shine.
“People want to work with you, hear from you, and feature you, because of YOU. Therefore, let your authenticity shine.”
Lydia Bagarozza
10. Lastly, what are you up to in 2024? What should we should keep an eye out for?
Bridget and I over at Visibility on Purpose are putting a lot of energy into our podcast and YouTube channel this year. Our passion is to help personal brands, online business owners, and startups get featured through the PR teachings in our online trainings. We’ll be going wider with our message so businesses know that our programs are an option for their brand growth!
Where can you find Lydia online?
- Lydia’s Instagram
- Lydia’s website
- Visibility on Purpose IG
- Visibility on Purpose YouTube
- Visibility on Purpose website
Thank you so much, Lydia, for sharing your insights with the ATFW community!