If you polled a group of small business owners and asked them which two areas of their marketing they wish they could improve on to help drive more business, most would say:
- Increase my exposure within my chosen market
- Enhance my credibility within my chosen market
What if you could achieve both of these objectives without buying any advertising? You can, by getting free publicity for your business.
How the Media Works
The media is in business, just like you are. Their product is the information that they present on the 6 o clock news, or in the pages of their newspaper, or on their website.
Reporters create the media's product by producing stories. To do this, they need experts to provide information and add credibility to their stories.
You are an Expert
Here's the shocker for most people you are an expert. Really.
The owner of an outdoors store is an expert on camping, tents, bug repellants, and campfire food, among other things.
A local toy store manager is an expert on what's hot for the holiday season, educational toys for toddlers, the newest electronic games, and so on.
Whether you know it or not, you are probably an expert many times over in your chosen field in the eyes of the media and the public. And the media needs you to help them put their product together.
Getting Publicity Pays Off
Being part of a news story that involves your business is viewed by the market as an endorsement of sorts from the newspaper or TV station.
Publicity is generally viewed as more credible than advertising. In fact, an old industry rule of thumb is to consider any media appearances to be ten times more valuable than an equivalent amount of advertising.
3 Steps to Making Publicity Happen
So how do you take advantage of this significant small business marketing opportunity? It bears mentioning that you can approach a reporter with a story idea. Yes, they are busy people, but they answer the phone just like you or I. And if you've got a good story idea for them, you are helping them to create their product.
There are some simple guidelines to follow when trying to generate media coverage for your small business:
1 - Have a hook in mind In preparing to contact a reporter with a story idea, it helps immensely to have a hook that is, to show the reporter how your story idea somehow ties in with another newsworthy event that will make the story interesting and timely for a wide array of readers and viewers.
For example, have you noticed that just before the kids go back to school every year, the 6 o clock news is full of stories about school safety, back to school shopping, and so on? That's because there's an easy hook for those stories the first day of school, which affects a wide range of viewers with children.
A local retailer selling school supplies has a huge opportunity to get the media's attention in the days leading up to the start of school, since their story hooks into a newsworthy event. The same story just a few weeks later would have less of a hook since the back to school frenzy would be a distant memory.
When looking for hooks for small business PR opportunities for your business, ask yourself a few simple questions:
- What's new in your business, and why would people find this interesting?
- What's happening in the world around you, and how does it affect your customers?
- What's changing in your market, and who might the change have an effect on?
- How can you inform people about an aspect of your product/service that is poorly understood?
2 - Be Prepared with your Pitch You should have a quick 30 second pitch worked out before contacting reporters writing it down helps. Your pitch should get right into the idea, and tell the reporter how you can help them put the story together.
The easier you can make it for the reporter, the more likely you are to get coverage.
3 - Make the Call Deliver your 30 second pitch. If the reporter doesn't bite, ask them if they might be interested in another type of story that you could help with. If they don't have any time for you right now, offer to email them your pitch, and move along. Some will call you back. Some won't. Don't be afraid to try the same reporter again with a different idea in a few weeks.
Your 15 Minutes is There for the Taking
Taking advantage of publicity opportunities could be the single most effective small business marketing tool you ever use. All that is required is some effort and the willingness to build a few good story ideas.
They say everyone gets 15 minutes of fame maybe you should start turning your 15 minutes into credibility and increased business.
Will Dylan is a corporate marketing manager and author of Small Business, Big Marketing, one of the web�s most popular ebooks on marketing for small business owners. It is available for download at no charge from http://www.marketingyoursmallbusiness.com
Thursday, May 10, 2007
Monday, April 23, 2007
Why Only Pros Should Write Press Releases
At the risk of sounding self-serving, I think only pros should be writing press releases.
I just don’t understand why so many smart people think they can undertake this endeavor and do it well. Do it professionally.
Very few can. It’s that simple.
If you’ve got a good concept, product or book then that’s when you need people like me. Why pay hundreds of dollars to distribute garbage?
Would you put a marginal ad on the air and spend lots of money to a TV station to run it? No.
Would you slap a lousy picture on a billboard and pay good money for advertising. No.
Then why in the world would you send out something that isn’t as good as it should be or could be?
For some reason, so many people think the process is easy.
It’s easy to make sushi if you don’t mind a mess and it looking like garbage.
It’s easy to fix a toilet if you don’t mind it working like crap (pun intended).
If you are a successful business, or hope to become successful, then please let a professional write and distribute your press release. It’s worth every penny.
I just don’t understand why so many smart people think they can undertake this endeavor and do it well. Do it professionally.
Very few can. It’s that simple.
If you’ve got a good concept, product or book then that’s when you need people like me. Why pay hundreds of dollars to distribute garbage?
Would you put a marginal ad on the air and spend lots of money to a TV station to run it? No.
Would you slap a lousy picture on a billboard and pay good money for advertising. No.
Then why in the world would you send out something that isn’t as good as it should be or could be?
For some reason, so many people think the process is easy.
It’s easy to make sushi if you don’t mind a mess and it looking like garbage.
It’s easy to fix a toilet if you don’t mind it working like crap (pun intended).
If you are a successful business, or hope to become successful, then please let a professional write and distribute your press release. It’s worth every penny.
Tuesday, April 17, 2007
5 Things to do with a Press Release
So you're spending good money to have a professional press release written--be it with PressReleasPros.com or some other company.
Now what?
Here are 5 Things to do With a Well-Written Press Release:
1. Distribute it on the Internet.
Companies like PRWeb are great at this. Your press release is injected directly into Google News and Yahoo! news. This makes it possible for not only journalists to read your news, but the public at large.
2. Distribute it direct to reporters via email
Press release distribution companies get your news release to the right people-to their email boxes. If you have a well written press release, you're more likely to get a bite from news reporters.
3. Post it to your Web site
Make the people who visit your site aware of your company news. It can't hurt. And a professional press release says something about your company and your commitment to excellence in your profession.
4. Submit it to free distribution sites.
Yes, these sites are free. However, don't underestimate the importance of links and how that helps your Web site's rankings. Here are a few to check out:
PRBuzz.com
ClickPress.com
Express Press Release
I-Newswire
PR Free
PR Leap
24-7 Press Release
5. Submit the release to online business communities.
Someone told me about Fastpitchonline just the other day. The more exposure you get, the better your business is likely to be.
Now what?
Here are 5 Things to do With a Well-Written Press Release:
1. Distribute it on the Internet.
Companies like PRWeb are great at this. Your press release is injected directly into Google News and Yahoo! news. This makes it possible for not only journalists to read your news, but the public at large.
2. Distribute it direct to reporters via email
Press release distribution companies get your news release to the right people-to their email boxes. If you have a well written press release, you're more likely to get a bite from news reporters.
3. Post it to your Web site
Make the people who visit your site aware of your company news. It can't hurt. And a professional press release says something about your company and your commitment to excellence in your profession.
4. Submit it to free distribution sites.
Yes, these sites are free. However, don't underestimate the importance of links and how that helps your Web site's rankings. Here are a few to check out:
PRBuzz.com
ClickPress.com
Express Press Release
I-Newswire
PR Free
PR Leap
24-7 Press Release
5. Submit the release to online business communities.
Someone told me about Fastpitchonline just the other day. The more exposure you get, the better your business is likely to be.
Monday, April 16, 2007
Spelling Mistakes, Boring Writing Tops List Of Most Common Mistakes In Press Release Writing
A press release is like a carrot.You dangle a carrot to get someone to bite. A press release is what you use to get the press to bite.
"Most people can't afford to buy TV and radio advertising," says Steve Sudwig of PressReleasePros.com. "An effective press release can get companies, home-based businesses and new product creators the media attention they need to succeed without spending a fortune."
PressReleasePros.com writes professional press releases for businesses and people who want experienced, seasoned writers to help them deliver their message.
"In a job interview you have just a few seconds to make a first impression and it needs to be a great one," says Sudwig. "You get even less time with a press release. You have to hook the reporter or editor quickly otherwise the release gets tossed in the trash or deleted. It's as simple as that."Sudwig says many companies are realizing the importance of a good press release and have turned to his company to write the release. PressReleasePros.com charges $150 to write a basic news release.Press Releases: Make Them Stand Out Newspapers and magazines get dozens of news releases every day--even relatively small ones. "We receive at least 20 releases via email each business day," says Glenn Lawrence, editor of InteractiveDad.com.
"The ones that are well written and clearly articulate a message get read. The others don't."
"We simply don't have the time to try to figure out what the company or individual is trying to communicate. Well constructed releases very often lead to a story and free international exposure in InteractiveDad.com."
Here are some tips from PressReleasePros.com on writing press releases:
1. Know your target audience.You can't generically make a pitch that will sell everything to everyone. Figure out the people you're trying to target and write your release with them in mind.
2. Find an angle to pitch.Look for an original angle to sell the story. Is it human interest? Is it a revolutionary product? Will it save people money? Answer the question: Why should people care about what you're doing or selling?
3. Keep it simple.Press releases need to be well written and articulate your message in a clear, straightforward way. It does not need to be long. Be careful not to kitchen-sink it with too many facts, figures and information. Edit yourself.
4. Write it like an article.Your news release should be written so well that an editor could just take it and publish it.
5. Be watchful of spelling and grammar.Nothing says amateur more than spelling and grammatical errors. Make sure you proofread carefully for mistakes. Run the release through a spell check program.
"It's not easy to write a winning press release, but it can be done," says Sudwig. "Quiet frankly that's why so many turn to us to do it for them."
"Most people can't afford to buy TV and radio advertising," says Steve Sudwig of PressReleasePros.com. "An effective press release can get companies, home-based businesses and new product creators the media attention they need to succeed without spending a fortune."
PressReleasePros.com writes professional press releases for businesses and people who want experienced, seasoned writers to help them deliver their message.
"In a job interview you have just a few seconds to make a first impression and it needs to be a great one," says Sudwig. "You get even less time with a press release. You have to hook the reporter or editor quickly otherwise the release gets tossed in the trash or deleted. It's as simple as that."Sudwig says many companies are realizing the importance of a good press release and have turned to his company to write the release. PressReleasePros.com charges $150 to write a basic news release.Press Releases: Make Them Stand Out Newspapers and magazines get dozens of news releases every day--even relatively small ones. "We receive at least 20 releases via email each business day," says Glenn Lawrence, editor of InteractiveDad.com.
"The ones that are well written and clearly articulate a message get read. The others don't."
"We simply don't have the time to try to figure out what the company or individual is trying to communicate. Well constructed releases very often lead to a story and free international exposure in InteractiveDad.com."
Here are some tips from PressReleasePros.com on writing press releases:
1. Know your target audience.You can't generically make a pitch that will sell everything to everyone. Figure out the people you're trying to target and write your release with them in mind.
2. Find an angle to pitch.Look for an original angle to sell the story. Is it human interest? Is it a revolutionary product? Will it save people money? Answer the question: Why should people care about what you're doing or selling?
3. Keep it simple.Press releases need to be well written and articulate your message in a clear, straightforward way. It does not need to be long. Be careful not to kitchen-sink it with too many facts, figures and information. Edit yourself.
4. Write it like an article.Your news release should be written so well that an editor could just take it and publish it.
5. Be watchful of spelling and grammar.Nothing says amateur more than spelling and grammatical errors. Make sure you proofread carefully for mistakes. Run the release through a spell check program.
"It's not easy to write a winning press release, but it can be done," says Sudwig. "Quiet frankly that's why so many turn to us to do it for them."
How Law Firms Can Win Free Publicity in Newspapers, on TV
Lawyers may be masters in the courtroom, yet they spend thousands of dollars on TV, newspaper and billboard advertising and miss opportunities to get free publicity, says a marketing expert.
"If you want to reel in newspaper, television and new media reporters, you've got to find a way to get their attention with a great story," says Glenn Selig of PressReleasePros.com, which specializes in writing press releases for law firms and getting lawyers established as experts for TV, radio and newspapers.Selig says law firms are chock full of stories. Think of product liability, unusual divorces, medical malpractice, intellectual property, immigration law and antitrust—just to name a few areas of law that could shape the news of the day.
"Lawyers have instant credibility with the news media and with the public," says Selig, "so if you carefully market yourself to the press you can get a great deal of free attention that money can’t buy."
And right or wrong, appearing in a newscast gives a lawyer much more credibility than a TV ad that can be bought by any attorney who has money.
PressReleasePros.com offers 5 tips to getting on TV, newspapers:1. Establish yourself as an expert.Lawyers are good at what they do. Yet many people have no idea who they are until they need a lawyer. Market yourself as the expert in your field: Whether it’s divorce law or eminent domain. Reporters are constantly looking for sources. You can become one with a proper press release.
2. Why should I care?If your pitching a case that you think would benefit from media attention, find an answer to this question and you'll be well on your way. Why should the reporter who's reading this release care? What makes your case worthy of attention?3. Why should the public care?Why would anyone be interested in what you're offering? Figure that out and make sure you spell it out in the press release. What may seem obvious to you may not be so obvious to the person reading your press release.4. This isn't an ad.Nothing is a bigger turnoff than press release writing that sounds like you've put together an advertisement. Reporters want newsworthy stories and ads are not generally newsworthy. 5. Send your release to the right people.Make certain you send your press release to the right category of reporters. If you're mass distributing your release on the Internet or through a distribution company via email, choose your target categories wisely. If you're sending out releases the old fashioned way, then it pays to send your release to a person rather than a generic department or news organization. Reporters are people and individualized mailing will get more attention than a generic version.
6. Hire an expert.
People shouldn’t represent themselves in court. Lawyers should not represent themselves to the media. Let an expert trained in this area figure out the way to sell your law firm and the lawyers.About PressReleasePros.com: PressReleasePros.com understands the law and specializes in writing professional press releases for law firms in the U.S. and Canada. Staffed by real journalists, the company produces captivating, conversational press releases that get reporters' attention.
"If you want to reel in newspaper, television and new media reporters, you've got to find a way to get their attention with a great story," says Glenn Selig of PressReleasePros.com, which specializes in writing press releases for law firms and getting lawyers established as experts for TV, radio and newspapers.Selig says law firms are chock full of stories. Think of product liability, unusual divorces, medical malpractice, intellectual property, immigration law and antitrust—just to name a few areas of law that could shape the news of the day.
"Lawyers have instant credibility with the news media and with the public," says Selig, "so if you carefully market yourself to the press you can get a great deal of free attention that money can’t buy."
And right or wrong, appearing in a newscast gives a lawyer much more credibility than a TV ad that can be bought by any attorney who has money.
PressReleasePros.com offers 5 tips to getting on TV, newspapers:1. Establish yourself as an expert.Lawyers are good at what they do. Yet many people have no idea who they are until they need a lawyer. Market yourself as the expert in your field: Whether it’s divorce law or eminent domain. Reporters are constantly looking for sources. You can become one with a proper press release.
2. Why should I care?If your pitching a case that you think would benefit from media attention, find an answer to this question and you'll be well on your way. Why should the reporter who's reading this release care? What makes your case worthy of attention?3. Why should the public care?Why would anyone be interested in what you're offering? Figure that out and make sure you spell it out in the press release. What may seem obvious to you may not be so obvious to the person reading your press release.4. This isn't an ad.Nothing is a bigger turnoff than press release writing that sounds like you've put together an advertisement. Reporters want newsworthy stories and ads are not generally newsworthy. 5. Send your release to the right people.Make certain you send your press release to the right category of reporters. If you're mass distributing your release on the Internet or through a distribution company via email, choose your target categories wisely. If you're sending out releases the old fashioned way, then it pays to send your release to a person rather than a generic department or news organization. Reporters are people and individualized mailing will get more attention than a generic version.
6. Hire an expert.
People shouldn’t represent themselves in court. Lawyers should not represent themselves to the media. Let an expert trained in this area figure out the way to sell your law firm and the lawyers.About PressReleasePros.com: PressReleasePros.com understands the law and specializes in writing professional press releases for law firms in the U.S. and Canada. Staffed by real journalists, the company produces captivating, conversational press releases that get reporters' attention.
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