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Part 1 Bonus – Publicity for Profits

Many think playing with PR (publicity) is reserved for the big companies with zillion dollar budgets. I used think like that too.

Then I went to a half day session learning how to create publicity for profits from Sue Papadoulis. This is a game changer.

I discovered, business owners who are ready to talk to journalists become journalists’ resources.

Because of the internet, we can access journalists far more easily than ever.

When we present ourselves as the topic experts directly to the TV, Radio, magazines etc, we become the journalists’ best friend, we are saying to the media that we are available to help your audience / readers to solve a problem they have.  

Starting with writing a good press release based on a tested and successful format, business owners can get a fair chance to get publicity and media exposure without the employing a PR agency.

Today, I am in a room with 11 others to expand our businesses using publicity, learning how to write press release and more.

Here are some key takeaways –

Target Market

  • Be clear – paint them in as much details as possible – break it down as much as you can.

My Target Market

  • how to delight them
  • what to do to solve their problems

Journalist concerns

  • spend a lot of time on this story?
  • someone available to comment right now
  • improve ratings / circulation


  • no one cares you move office, hire Jo Bloggs (doesn’t solve anyone’s problem)
  • press release in conversational style, like talking to a 12 year old, in 3rd person

Writing a press release is just the BAIT to get journalist to connect with you, so you can be interviewed and then they will write the articles.

Press release is a way to start the connection.

  1. A good headline is a good start (most important message)
  2. Snappy opening line
  3. Who, when, what, how, why
  4. Write like a news article – skinny columns, 1 idea per sentence, skip a line, then another sentence, and so on.
  5. Use bold and bullets for how to
  6. add quotes fairly high in the press release. Quote yourself in 3rd person with salutation in short quotes, something interesting.
  7. can include expert quotes (get expert approval) or testimonials towards end of press release.
  8. include statistics such
  9. Write “ENDS” once the information that may be quoted has finished.
  10. CALL TO ACTION: write “Media Contact” CONTACT DETAILS with some relevant details
  11. include small image (mention high res press ready images available upon request) and mention open to be photographed
  12. Sentence case, 0-9 in words, about that in numbers

Target journalists from

  • sunrise (media organisations online)
  • (the bloggers in this site like columnists)

Find other blogs in portals like,

Explore which media sites link out – if they don’t (eg government, ABC) then it is typically less beneficial to pitch for publicity.

Getting strategic for extra publicity juice – 

Create more relatable content on your website to attract the journalists to use it to add more content

On website, it could be expansion of the original press release that was sent –

  • tweak header
  • tweak opening paragraph
  • more bullets than initial lot in press release

Publicity Workflow

  1. Press Release
  2. Call to Action – make sure website and email are there
  3. Interview – link to website
  4. Visit Website
  5. Opt in
  6. Stay in touch (news etc)

Media Contact

  • ask reception for email address for X in Y media company
  • Margaret Gee’s Australian Media Guide
  • – sign up as expert (ask what show/magazine/ blog for, and just briefly how you can help – answer the brief)
  • search under the advertising section on a newspaper website, or speak to journalist work on advertising features, eg special reports in business reviews – check upcoming topics and if you can fit that topic, send them a press release


  • create a list of journalists who regularly reports on your topic – can ask receptionist in media company for X topic reported
  • create database! touch them regularly
  • email them (calling not a good idea) –
    • headline as subject line,
    • personalised greeting,
    • benefits you’re providing,
    • press release copied into body of email,
    • low res image (150kb) attached
  • must follow up – wait a day after email then call
    • call before lunch (newspaper)
    • community paper (call thurs / fri after publish)
    • call after bulletin been on (after last deadline)
    • resend press release over the phone if not received
  • what do you think of the story?
  • I can help with the photos, I can help you find visuals (supporting images / videos)
  • if not interested – ask why, “so I will get it right for you next time…”
  • book review: ask for the book editor, email, then send the book with intro letter
  • once a month catch up (everything is on the record)

Well, there you have it. The juicy bit. I can’t recommend this workshop more on DIY PR, Selfies! 😉

ps: Sue Papadoulis runs workshops nationwide. If you are interested in the half day session, please drop me an email and I can make the connection for you.

pps: This is part of my course note from going to the workshop. In no way this can replace your actual participation of the PR workshop. But you are my “tribe”, so I want to give back something special to you. Thank you for your support 🙂
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1-8 Tea Class – Herbal Infusion Introduction

hibiscus herbal drink

Herbal Infusion vs Single Herbal Tea

Are you thinking of going herbal with your tea?

Herbal tea per se is quite popular nowadays and a lot tea sellers are are selling it and the question now is, HOW ARE YOU GOING TO MAKE YOURS STAND OUT?

In this video, we are going to touch a little bit about selling your herbal tea profitably and knowing who you want to sell them to. Why? Watch this short video to find out!

In this video, you will learn:

1. the advantages and disadvantages of selling herbal teas.

2. how to sell your herbal tea profitably.

3. why is there a need for you to make your herbal tea unique and special.


In the above video: Herbs – wow! Such a humongous range of things to put in together.
Herbal teas here in Australia, are just so blessed to have more and more of them coming in.

We now know things like Acai which I’ve never come across couple of years ago.


Wolfberry, I always had it since since I was young but it’s actually in soup. Mom always tells me that it’s good for the eyes.

Chrysanthemum, I always had it since I was young to reduce body heat.

It’s one of those really tasty drink that go really nicely hot or cold with a little bit of honey even with ice, that’s perfect!

Chamomile, a lot of people know about it, so as peppermint.

Hibiscus, another one that is super popular, sometimes called Rosella and it’s great for even kids because it tastes kind of like Ribena without sugar and kind of starchy taste but it’s got this steamy red colour and you can again make with ice and drop some fruit in it.

Turn it into a replacement for cardio for your kids.

There are definitely all of these out there now and that is also a challenge as a supplier of herbs, how you are going to make this profitable because if Joe comes in and say have you got Acai and Mary comes in and say have you got Chrysanthemum?

How are you going to juggle because it’s just really a humongous range?

When customers come to us and say give me your popular ones, and on top of my head I definitely know a couple of them such as Ginger Kiss, Chrysanthemum, and Hibiscus are named for a reason because they are really popular but outside of these they’re all these different ones.


So in order to sell it more profitably, popularity is not necessarily your key.

It goes back to some of the videos that we talk about things about selling popular tea. That states that you need to actually look at your target market or your audience.

Who do you want to walk into your shop, give you money that you’re happily taking and feeling like “I’ve helped them finding the right thing” and hopefully that would generate re-sell.

Those are the things that we are aiming for.

Not necessarily just about out there that is popular, because when it’s popular you are also competing with all of the other shops out there that are selling teas or “popular teas”.

Often we say it’s more profitable selling mixes compared to single herbs.

Imagine all are selling chamomile and why do people come to you? It’s not just a lot of reason.

Come to think about that and when it comes to properties like detoxing, energizing, relaxing, they are really popular but if you have a lot of picky moms with their kids then those are not necessarily your thing to sell.

Most moms are not thinking about detoxing, calming perhaps yes, energizing well we’re kind of actually stay clear from it. So if you have energizing ginseng tea, pregnant woman should not be drinking it.

These are the sort of things that you really need to put into consideration.

I definitely encourage you to really have a look at who’s walking through that door that you want to serve that you want to provide for.

If you’re totally new to this then OK grab a couple of the mainstream, you know popular types and again I would still go for mixes.

Selling single herbs, unless they are something quite unusual, it’s a little bit hard for you to again compete with all the other mainstream shops.

Like Rooibos, you can find that in supermarket now, but if you’re more in the remote area and supermarket doesn’t sell it you can perhaps bring it in.

So having a more holistic view on who’s walking into your door, who you want to serve and trying to bring in tea to help them and herbs is the same.
So I hope this is useful to you and before this video we talked about a lot of the other ordinary teas.

I hope you do enjoy those and any feedback or topic suggestions feel free to drop us a line in our contact us form Thanks!

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1-6 Tea Class – White Tea Intro

The delicate White Tea…

No, this is not black tea with milk… This is White Tea, White Tea… The real thing!

Plucked and dried delicately with a tiniest bit of fermentation. White tea is know to be one of the most sophisticated tea used in elegant tea ceremonies during early dynasties and empires in China.

In this video, you are going to discover…

1. what are the most popular white teas.
2. the process use to create white tea.
3. what is it about white tea that exudes a sophisticated and elegant imagery.


In the above video: White tea… No, no, no, not black tea with milk. White tea is quite unique ranges very small range of tea.

Silver Needle
Silver Needle

The ones that people sort of know about, is the Silver Needle and that is an exemplary white tea.

Because white tea basically is a range of tea that is plucked and dried and sort and that’s about it and there is a tiny tiny bit of fermentation.

Some people say there is no fermentation. Now I have asked a lot of different tea master, read a lot of books and also asked our tea manufacturers.

And so, overall, the consensus is that there is the tiniest tiniest bit of fermentation.

OK? And so, if this bothers you then of course you know, perhaps look at herbal.

Generally speaking, white tea is known to have a higher anti-oxidant content than Green tea.

Because it goes through the least amount of processing and some people are saying that it retained the most truthful representation of tea.

Now White tea is called White tea, because it is so light in color and also pretty light in taste.

Silver Needles, some people say “it taste got a like water.”

We say go ahead and have a sip of water and come back and try it out.

But there are also other ones like Pai Mu Tan or White Peony, that’s like a bit of leaves and a bit of buds.

So, they are little bit more robust in taste.

Sow  Mee
Sow Mee
Then you go to Snow-Mee which means that Old Man’s Eyebrows.

They are essentially all leaves and the brew is very strong.

I didn’t even realize that was White tea before I start working with tea.

And then there is the Jasmine Dragon Pearls which is essentially made of Silver Needles that is been infused with Jasmine and it’s like a really nice light Jasmine green tea.

If you like Jasmine green tea or that Yum Cha tea, this is your tea.

YES! It’s very soothing and it almost sort of giving you that ritualistic kind of thing.

So, there you go a little bit of a White tea.

And the next one must be one of those teas that not all people know about in Australia.

But it is essentially a super duper cool tea and the older the better and that is Pu-erh.

We are going to talk about that in the next video.

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1-10 3 profitable tea selling tips

what do your tea business look like

Is tea selling profitable?

How to hit the sweet spot to get repeat sales?

These are the questions that we are going to answer in this video.

Many get into selling tea because they love tea themselves. To make this passion becomes income earning, there are 3 things you must do. Without doing them, your effort would be mis-directed.

Many of our customers LOVE the information in this video. it is the video got us MANY customers. Please take time to watch it, and let us know what you think of it.These are the questions that we are going to answer in this video series. 

In the above video:

Have you thought about selling tea?

Well, if you’re on our website you’re probably are thinking of that and you might think how profitable is it?

Define Your Niche

Well, I would say to you it is profitable if you found your niche.

Now, some other customers, not necessarily ours, I mean some of the tea sellers if you will, laughing to the bank with profits selling two dollar a kilo tea, they shift quantities.

Others, like us, are actually niche tea suppliers. Like you can see that we don’t actually sell tea bag stuff.

Well if you do want to enjoy a quality cup of tea and having this well deserve five minute break, give yourself something decent to drink.

You know, not just quick slam dunk, tea bag, and off you go kind of thing. We’re not like that. And that is our unique selling point.

The fact is that you have to find this voice that you’re passionate about, message that you’re passionate about.

So, a couple of thing that you might want to look up beside who is your target market, don’t go and say anybody who drinks tea is your target market. You have to actually focus, really think about who’s your target market.

It’s going to help you to really speak to them and that is going to in return translate into profit.

Add Value to Your Customers

Second thing is how to actually give value to those customers.

Like right now I’m doing a video for you guys, because, I believe by giving you value you’re going to see, wow, ok I haven’t met Salina but it feels like she’s really there to help me to make my business grow.

And that is trust and credibility that you need to build with your customer, it doesn’t matter whether it is business to business or business to consumers.

If it is consumers some will walk in to your heat tea house. Someone is asking for a certain kind of tea, you may know something about it and you might just want to give them a little heads up or help them to define the quality of it or how to choose the best product.

Those things are actually really valuable. So, give value and you shall receive.

Repeat Sales

The last tip I want to give to you in terms of profitable tea selling is giving them a reason to come back more frequently.

But sometimes we get customers coming to us and say, they want on sale a whole kilo of tea to customers.

And we sort of say: but you haven’t actually started selling tea yet, are you sure you want to provide such a large package?

Because you need to establish that there is really a huge demand for them.

And also if you think about it only needs 3 grams or 1 teaspoon of tea per cup. If you sell a 50-60 gram package that is like one full month worth of tea for an average tea drinker.

Do you want them to go away with a kilo of tea that is going to probably take them a full year to go through or at least 3 – 5 months to go through depending on how much they drink… before they comeback.

Because you really want them to comeback quite regularly, to top up the tea you have fresh tea and to give them a chance to be expose to your other product offers.

To comeback and you can say hello to actually you know, sort of tap on their shoulder and just say “is there anything else I can help you with?”

Because if you send them away for so long, they going to forget about you.

So, it’s really actually crucial to look at, if you can find a way to get them to come back sooner. You know, you can give loyalty cards for that reason.

Think about that in relation to what you can do, loyalty cards, smaller packs sizes.

You know something to get them back.

So have a chance to touch space with them again.

So there you have it 3 little tips on profitability in terms of selling tea.

I hope you enjoy those. And again if you want to get more information from us, that’s our tea info site and of course the is our e-commerce site.

So feel free to sign up for membership and that will give you access to our wholesale products and prices. I’m looking forward to seeing you.

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1-9 Tea Class – How to Choose your Tea Supplier

Why are we telling you how to choose you tea supplier?…

Though you might find it a bit weird that a tea supplier is telling her customers on how to choose a tea supplier but we are realistic, realistic in a sense that there are some requirements that you might be looking for that we could not provide.

We want our customers to be happy and we want to help you grow as a business and not just supply you with tea and then just let you be.

In this video you will discover…

1. a checklist of point that you need to consider in choosing your tea supplier?.
2. why there is a need to find a tea supplier that actually cares about your business.
3. why your target customers actually matters when you choose your tea supplier.


In the above video: Hi, Salina here from and Empiro, thanks for watching this video. You might be wondering, why I want to tell you about choosing your tea supplier. You would probably think that, well wouldn’t you want me to buy tea from you.

The fact is, everyone out there is looking for something and we would not be able to service everyone.

You might be looking for $2 a kilo tea; we definitely can’t help you with that.

You might be looking for something that extremely exotic or it’s a seasonal release, those things, yeah, I love to bring them in too but the demand is just too little in Australia right now, so no… They are not really our bag either.

We do a lot of bulk tea, they are our custom blends, we are looking at the recipes of the teas that we bring in and try to make something unique out of them.

They are above average grade and a lot of them are our own blends.

In fact, no, we are not totally organic although we are approaching that direction of having more organic blends.

We also do custom blending and custom packing.

Going back to choosing a tea supplier, you need to go back and look at yourself and do a bit of soul searching in that way, “what kind of customer do you want to walk in to the door of your business?”.

Because, if you’re a teashop vs a café vs a well-being centre, all three different type of industry we worked with have got different requirements with tea.

They all using tea for different reasons, so because of that, you really have to actually go back and say, “okay, what kind of supplier is going to help me to achieve those goals?”, and I really want you to have a bit of a think about that.

Of course, have a look at our website and see what we offer as well. But, yeah, very importantly is to see what your target market is because, just simply saying that all tea drinkers is going to be your target market, it’s just going to give you more stress than you need.

So, I do encourage you to have a bit of a think about that in terms of choosing your supplier.

We do actually have a presentation that we did earlier, an online webinar, that is about 50 minutes, it’s quite long and really goes through discussing different kinds of tea suppliers and how you choose them, what you want to think and what you want to watch out for.

As well as the their strength and weaknesses.

I do want to send that to you as well, it will come up a little later after this video, if you continue to be our member.

So, I look forward to having more conversation with you and if you need a little bit of a chat in terms of that soul searching to find the right tea supplier to lock in to your business goals, feel free to drop us a line or give us call. Visit

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1-7 Tea Class – Pu-erh Tea Intro

Pu-erh Tea? Yes! It’s getting famous…

Since we have been getting a lot of inquiries about Pu-erh tea, so we decided to give all the juicy information to you!

How about Pu-erh cake? Yes, cake! Now, in order for this to make sense, enjoy this short video crash course on everything (well a little bit of everything) about Pu-erh tea!

In this video, you are going to discover…

1. why Pu-erh tea has been getting all these buzz lately?
2. why it is called the Pu-erh tea?
3. Is Pu-erh cake really a cake?


73MPC_Shui_Huang_Jin_Puerh_Cake[1]In the above video: We have been getting quite a lot about inquiries about Pu-erh and that’s really exciting development in Australia.

The reason is that, first not a lot of people are knows about Pu-erh but the people who are actually asking about it often they are jumping a few steps asking about the Pu-erh cake.

Now you may be wondering are we talking about tea still.

Did you just say cake?

Yes indeed I just said cake. Let me show you one of them, this is a Pu-erh cake.

Now there are many different kinds of Pu-erh.

The study of Pu-erh is a life long journey and I’m not pretending to be an expert in it, but let me share what I know about it.

To start, Pu-erh is actually a tea that gone through a very long period of fermentation time.

Comparing to any other tea, it’s actually better aged.

So we are saying that if you have managed to get your hands unto anything older than let’s say 15 years, guard it with your life.

And its bit like of those collectible things you can actually really pass it on to generations and get tremendous wealth out of it.

Now, Pu-erh is from China and to be greatly categorizes as Pu-erh, it has to be from the Pu-erh provinces itself.

Pu-erh province is actually a very bizarre.

Puerh-loose-leafThis whole thing is a bit bizarre.

Pu-erh doesn’t actually make Pu-erh, but all the tea from Yunnan province come to Pu-erh and then it get to manufacture or and export that and so on.

Some of them actually export them. Create them, make them first then export them.

So it has to be Yunnan tea leaves in order to be made into Pu-erh, if you know a little bit of Chinese Trophy.

If say for example you’ve got a Pu-erh light tea but are actually made from Fujian province tea leaves it cannot be countered as Pu-erh.

It can be categorized as the Chinese black tea.

So that is something that is quite unique, and also Pu-erh is something that can actually split into two categorization.

One is raw one is ripe, and in the next video I’m going to tackle more about this, but here this little video is to tell you that Pu-erh is a vintage tea that is typically store for a long time.

It is known as good for digestion some Chinese herbalist actually suggest that older people actually drink that maybe an hour before bed for circulation purpose.

Pu-erh even though it looks really dark once you made it but it is actually very gentle to the stomach.

So there you go a little info about Pu-erh and the next one we will really get going into the Pu-erh tea cake.