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Your business is only as good as the number of people who
knows about it. For your venture to grow, you need to start
spreading the word about your business. You may have the best
products your field, but you cannot expect your business to
breach the million-dollar mark in sales if only the people in
your street know about it. Some entrepreneurs start doing
promotions only when their businesses are up and running, while
some market their business even before the products or services
are fully launched.
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There are two ways to get your business noticed: through paid
advertising and through public relations. In advertising, you
pay to have your message placed in a newspaper, radio or
television spot, or your banners displayed in a Web site. In
public relations, on the other hand, the article or show that
features your story or business is not paid for. Rather, the
writer may have come across your story or business through
research or references. The writer or media person deems it
worthy to mention you or your business to bolster his or her
arguments.
Hence, publicity can oftentimes be more effective than
advertising. Not only is it cost-effective (oftentimes you are
paying for nothing), but also people are apt to remember an
article about your business rather than advertising. People find
a write-up or special feature about a business more credible and
objective than a paid advertising. Publicity also reaches a
wider audience: if you are lucky, the national media might even
pick up your story.
Even in the online world, free exposure in the traditional
media - television, radio or print - can be far more effective
than other online marketing strategies. Nina Munk of
urbanhound.com wrote in Fuse Magazine that her site saw a
dramatic increase in traffic when NBC's Today show mentioned her
site - much more than the links from other web sites or postings
from message boards. As she wrote in the article, "Forget
the power of the Internet: it's television that counts."
Since media has a "herd mentality," once a program
features your business or your story, expect other publications
and shows to pick it up and use you for their own stories. The
mention of urbanhound.com at the Today show led to mentions in
Newsday, Forbes and Ladies' Home Journal. Without paying a
single cent, Munk's site was able to reach a wider audience that
his business needs.
How do you attract the journalists to use your story? Here
are five ways you can do to succeed in generating free publicity
for your business.
1. Carefully target journalists.
Since you are courting them to use your story, don't put them
off by sending bulk emails to practically all the journalists
you know, no matter how totally unrelated your story is to their
beat. Identify the kinds of publication that may be interested
in your story, and know who in the publication does your kind of
stories. Make a list of the newspapers, TV and radio programs
that would be appropriate outlets. Then identify the specific
reporter or producer interested in your kind of story. If you
want publicity for your bonsai business, for example, send your
story pitch to a gardening publication or the home living editor
of your local newspaper. Find the journalists (whether print,
television or radio) who are most likely to be interested in
your story. Send them personal emails or letters.
2. Invest time and energy contacting
local newspapers, magazines, radio and TV stations.
While avoiding becoming pushy, be persistent. Convince the
journalists that you are an expert in your field or your story
is newsworthy. In the event that their editorial calendar does
not include a story such as yours, offer your help to them and
let them know that you are available when they need your
expertise. Journalists always want a good, well-researched story
and will always use every resource available to them. Remember,
though, that not everyone will be interested. If your story idea
is turned down, try to ask why and use that information to
bolster your next story pitch.
3. Make sure that you really have a
good story to tell.
Do not waste a reporter's time.
Few journalists will care if you are hiring a temporary worker,
or whether you bought a new modular furniture system. Make a
list of story pitches that you can offer to your chosen media
outlet. Brainstorm with your family, business partners or
friends to help you come up with good stories about you and your
business. Sometimes, what may be "normal" for us may
be inspiring for other people.
4. Have a good angle.
Journalists always look for fresh, provocative story ideas.
Develop story angles that you yourself would want to read in a
newspaper or watch on television. If you are a caterer, for
example, one angle could be the increasing number of customers
who wants catered food instead of going out to restaurants. If
you are a home-based travel agent, you can pitch a story on the
preferences of seniors when traveling abroad.
5. Make your pitch.
Write
down your story angle and send it to the journalist in a
"pitch letter." Your letter may start with a question
or interesting fact about your business that could interest your
target media's audience. This is called your "hook."
Then develop your story idea, stressing how it could benefit
their audience. Make your sales pitch no longer than one page,
and be sure to include your contact numbers.
About the Author:
Isabel Isidro is the Managing Editor of PowerHomeBiz.com. For more
information on marketing a business, visit the
Marketing and
Promotion for Small & Home Businesses channel.
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