In 2022, I realized my dream of driving my German-made car to Mexico was not going to happen. I'd insured it since moving to Mexico in June 2020, on the hope that that whole COVID thing would blow over. It didn't, but even if it did, I learned that my car wouldn't be allowed in Mexico because of the USMCA agreement. Note: ask me about trade regulations, I had a client whose business was streamlining importing and exporting and I learned A LOT.
Anyway - I needed to sell my car, and fast. Upon consulting Google, I found a company, a Vancouver-based company that promised to do all the heavy lifting for me with listing and selling my car. That company was auto tech darling, Autozen, and the more I interacted with them, the more I realized that their story was in need of being told even more broadly.
I'm not much for cold calling, but I decided to send an email, explaining why I'd fallen in love with their company and how I thought additional PR that included thought leadership could benefit them in those early stages. It took some light convincing, but voila, Autozen became not just the company that seamlessly sold my car, they became one of my favourite clients. It also gave me an excuse to get to know one of Canada's funniest and most talented writers, Lorraine Sommerfeld, who graciously met me in person when I went to Collision in 2023. If you haven't read "A Face in the Window" or her pieces in the Hamilton Spectator, you're missing out.
What's my point? Look for stories wherever you go. Sometimes they'll land you a client, sometimes they'll land you friendships, sometimes neither, sometimes both. But it gave me both confidence in myself as a PR professional and a sales person. Oh, and it gave me some extra capital, on top of selling my car.
Comments