Beyond Pay-to-Play: Candice Smith on Authentic Visibility, Traction, and the AMORE Framework

I haven't heard many people talk about translating into revenue.

correct?

I see people who are so good at what they do, masters at what they do, and nobody knows who they are.

And then I see people who have actually no business calling themselves what they're calling themselves, and yet they're the household name, let's say.

And like, how does that happen? It can't possibly last if they're not truly, if they don't have a really good product or they're not truly who they Sure.

They hold themselves out to be.

How does that all play out?

The first thing I think of is Theranos.

I think of when...

Businesses, brands, people, they start out on these platforms where they've advertised something that they can't deliver.

Visibility and PR especially are great at building hype, but at some point you have to cash in your chips, right? So you can have a whole bunch of people waiting on you, but if you can't actually deliver what you say you were going to deliver...

Yeah, there's going to be fallout from it.

And so you see that happening with some of the biggest brands and businesses when they promise something and then they go back on it.

There's a whole crisis, right? PR crisis.

We call it crisis PR, crisis comms.

But yeah, when people say that they're going to do something or they promise and they create this false platform of expectations...

it crumbles underneath them.

So some people are just really fantastic at marketing themselves.

And some people are really fantastic at telling their story in a way that helps people feel heard.

But that doesn't necessarily mean that they have the skills or the product or the know-how to actually bridge the gap.