|
|
|
|
|
|
|
Reach Thousands of Your Prospects, Absolutely Free
I'm big on getting maximum marketing exposure at the lowest cost possible. After all, most small business owners don't have huge marketing budgets, so finding inexpensive ways to market is a necessity.
Recently I was able to get free marketing exposure for my business to 100,000 people. It was something that took an hour or two of my time and the payoff was huge. And you can do it for your business, too.
It's called Public Relations
And it's simpler than you might think. If you follow a few basic rules, you can get great exposure for your business, product or service without having to pay for it. Here's all I did. See if this might apply to your business.
I sent out a press release announcing the launch of my 10stepmarketing System to two local business publications. While it did not take a lot of time to write and send the release, there were a few key steps I took that you also must take to be successful with your PR efforts.
A few key steps
First, I found several publications that were targeted to the same type of people I am targeting with 10stepmarketing: small business owners. Once I had identified these publications, I did some research to find out the names of the staff writers who cover marketing.
I identified a "hook" to make the story relevant to the publications and I made sure the content of my release provided clear benefits to their readers.
I emailed the release with a note saying I would follow up in a day or two to answer any questions. I followed up with a phone call, speaking directly to one writer and leaving a voice message for the other.
A few days later, I received a phone call from the writer I had left the message for, and spent 20 minutes on the phone answering her questions and helping her understand more clearly how my system could help her readers. I even arranged for her to receive a copy of my product for review.
About a week later, both stories hit. One publication ran my press release verbatim and the other covered all the content in my release and added quotes and information from her phone interview with me.
PR isn't hard when you follow these 6 basic rules:
(1) Identify news outlets that reach YOUR target audience
(2) Send news that is important to, and includes a clear BENEFIT for the publication's audience
(3) Send your release to the APPROPRIATE writer or editor
(4) Include a "HOOK" or something that makes it more interesting or relevant to the publication and their audience (in my case, since the writers covered the local advertising community, I led with the fact that I am a local ad agency veteran)
(5) Follow up with a phone call
(6) Make yourself available to do an interview, answer questions or provide additional information
While I didn't expect a whole lot to happen as a result of this release being published (my objective was simply to announce the launch of my business and to pave the way for future news. I know it usually takes multiple message exposures to generate significant results), the short-term results were amazing.
Not only did it generate sales, I also received an invitation to speak as a result of the stories.
What news could you share about your business? What news outlets reach your prospects? Consider newspapers, magazines, radio and TV stations, websites, and any other form of media you can think of.
What "hook" could you use? I challenge you to consider how you could use PR to market your business. It really is easier than you think and the results can be amazing!
(C) 2005 Debbie LaChusa
20-year marketing veteran Debbie LaChusa created The 10stepmarketing System to help small business owners successfully market their business, themselves without spending a fortune on marketing. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com
Advertisement: Honest Riches - Click Here!
Advertisement: Lost AdWords - Click Here!
Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!
Advertisement: Who Loves Money? - Click Here!
Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!
CNNMoney.com - 13 hours ago
Ace Marketing & Promotions Inc. (OTCBB: AMKT) announces that IMAX Theaters is piloting Proximity Marketing at its Palisades theater location in NY, ...
Bizjournals.com, NC - 9 hours ago
Database marketing firm Merkle Inc. has signed up the Limited as a new client in a three-year contract. The Columbia firm will analyze customer data to help ...
Merkle Selected by The Limited to Support Integrated Customer ... MarketWatch (press release)
all 17 news articles
Reuters
Bizjournals.com, NC - 14 hours ago
United Parcel Service Inc. rival FedEx Corp. will cut its marketing budget by more than 25 percent for 2009, the company recently disclosed on its blog. ...
FedEx cuts marketing spend by more than 25 percent Reuters
FedEx to reduce marketing budgets by 25% Brand Republic
all 84 news articles
Bizjournals.com, NC - 14 hours ago
Downtown Greensboro marketing firm Bouvier Kelly has won three awards from the Carolina Healthcare Public Relations and Marketing Society for its work with ...
CNNMoney.com - 4 hours ago
TMI's marketing plan includes a program where LTC facilities can lease the equipment necessary to perform skin assessments and store the necessary data ...
Wellstar/TMI Announces Estimated Three-Year Revenue Projections MSNBC
all 9 news articles
Bizjournals.com, NC - Jan 7, 2009
But the HTA will wait until at least late January to spend another $607000 on marketing to South Korea, as well as spending an additional $238000 for ...
Tourism agency holds back funds for Korea marketing Honolulu Star-Bulletin
all 9 news articles
CNNMoney.com - 14 hours ago
Proton will start by marketing a variety of enhanced water products that provide health benefits for people and the planet as well as the commercial product ...
MSNBC - 1 hour ago
The initial stages of marketing the properties for sale have already begun, and the Company will expand those efforts now that the properties are completely ...
Indianapolis Star, United States - 11 hours ago
With a team of 25 brokers and additional market research, marketing, and client support staff, Summit Realty Group specializes in office, industrial, ...
Reuters - Jan 7, 2009
O) plans to establish more marketing relationships with entertainment producers and retailers such as Best Buy Co Inc (BBY.N) in the current quarter and ...
Your 30 Second Commercial
This tip is so simple, that many people we've talked with never bother using it, but it is highly effective. Prepare a 30 second verbal commercial about... Read More
Image is Key to Your Marketing Success
In virtually any business first impressions are lasting impressions. Most people have heard this statement for years, and yet some people completely ignore the first impression they... Read More
How Do I Define My Market?
Your market is who you want to reach. Your customer. Who is your average customer? What is your estimate of total market size? What territory do you... Read More
The Surprise Inside!
Think about all those Cracker Jacks you ate as a kid. What's your lasting memory? I'm guessing it's not the taste, but the surprise inside ? that... Read More
Systems - Marketing Your Business Successfully
Business Systems that work for anyone, are a fundamental necessity for any networking venture. While most people rely upon their own company business system or plan for... Read More
Market Yourself as the Expert
As a small business how do you compete with the big guys and their big budget advertising campaign? The big guys don't read this magazine so we... Read More
Promotions That Build Profit
Promotions are everything you do to let your customers know you exist. Good marketing techniques can help eliminate the "I didn't knows" from your clients and would-be... Read More
Five Deadly Small Business Marketing Mistakes
Here are some marketing mistakes that take a heavy toll on small businesses. They have been very harmful to businesses at any stage, but especially harmful for... Read More
Forward Thinkers Stay Ahead of the Curve
What is it like from a marketing perspective to be yesterday's news? We rely on what is tried and true in marketing because it is usually safe,... Read More
Two Steps to Improving Your Marketing Success
Since the human brain seems to be able to focus on only one thought at a time, it's difficult to evaluate an advertising idea from the perspective... Read More
What the Heck is a Campaign and Why Do I Need to Do One?
Many people ask me, "What is a postcard campaign, exactly?" "And why do I need one?" As I have been educating my clients one on one for... Read More
Explode Your Sales With Free & Exclusive Content
Offering free and exclusive content to ezine publishers and webmasters is one of the best ways you can increase exposure for your products and services. There are... Read More
Open Doors by Building Relationships
"You can make more friends in two months by becoming interested in other people than you can in two years by trying to get others interested in... Read More
How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling ? Part 6
How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing & The Psychology Of Selling ? The Final PartAdditional Lessons from Popcorn MarketingI'm assuming that the movie... Read More
Fern Reisss PublishingGame.com: Achieve Media Attention for Your Business
Do you want to be quoted by the national press on a daily basis? (How much would that be worth to your business?) In the past six... Read More
Promotional Bags: Your Company Details on Parade
The trick to a good promotion is to attach your company details to something useful. Now, there is "private useful" like the promotional toothbrush you use in... Read More
Promotions for Mobile Detailers
Mobile businesses are quite unique in the way they must promote to stay in the customers mind; it takes creativity, savvy planning and a lot of listening... Read More
Moving a Business Relationship from Free to Fee: Power of Freebies - Part 2
In the last issue we looked at 5 reasons why giving stuff away is a great tactic for filling your pipeline.Now let's take a look at the... Read More
Up Your Income Next Week: 13 Ways to Have a Sale
Nothing gets people buying products or programs like a special promotion in your e-zine. Now, I know right now you're thinking, "I can't have a sale on... Read More
In Sickness And In Health
I recently drove by a business that had a sign out front that read "Closed due to illness". This meant that the cash flow would stop until... Read More
Marketing Got You Stumped?
It's not unusual for entrepreneurs to find the whole idea of marketing intimidating. Even seasoned business owners often feel their marketing efforts aren't working.Don't let marketing intimidate... Read More
Catalogs are Selling Machines
If you've got a mailbox, you're no doubt aware of the popularity of catalogs. People love to look through catalogs, and more important, they love to buy... Read More
Four Essential Marketing Plan Components
Preparing a Marketing Plan for your product or service is a real eye-opening experience. While we all hope that our product or service will appeal to the... Read More
How to Use Business Cards to Network and Market Your Business
You've had one thousand of the finest, most eye-catching business cards printed. Now, what do you do with them?Networking with business cards is one of the most... Read More
Color Part 1: Accuracy
Color is one of the most difficult parts of a design to show accurately to a client.Color perception can be affected by many factors, including:Human perception:The way... Read More
Online Communities - A Marketers Wildest Dream and Worst Nightmare!
Online Communities are all over the Internet and attract lots of visitors which make them ideal for marketing. People participating in these communities share information about whatever... Read More
Developing a Contact List- Part One
One of the most essential things to successful networking is your Contact List. When you start a business, developing one is the first step in promoting and... Read More
Business Leads
Anyone who runs their own business can tell you how challenging it is to generate business leads on a consistent basis. Finding good leads and generating more... Read More
Attract Your Dream Customer
Have you clearly defined your target audience? These are the prime buyers of your products or services. It is the people or organizations you are pursuing actively... Read More
The Five Most Common Joint Venture Marketing Mistakes To Avoid
Joint Venture marketing has become a highly popular way for small businesses to maximize their profits. When two or more businesses combine their resources synergistically, it creates... Read More
Small Business Bonzai Marketing
Do you own a small business? Do you wish to increase sales? Do you wish to draw more customers into your store or find more customers for... Read More
5 Steps To Help Fail-Proof Your Growing Service Business
Business startup and failure rates are scary...In The USA...- Every Year Over 1 Million People Start A Business- By The End Of The First Year 40% Of... Read More
Blowing Your Own Horn
Opportunity Assistance Business Resource Center http://www.opportunityassistance.comAt first you must think that with a title as above that this article must be about something other than... Read More
Measuring the Return on Your Direct Mail Investment
In direct mail lore, there's a rule stating that you can measure the success of your efforts by a minimum response rate of 1-2%. In other words,... Read More
Ten Effective Ways to Capture Market
1.Evaluation of Existing Products / Therapies2.Assessment of New Products3.Market assessment of products for the defined markets ofBF- RoW with the objective of providing insight and directionfor short... Read More
Rising Postal Rates? Don?t Cut Down the Direct Mail
The United States Post Office in the past had some trouble with its finances and their solution was to raise the postal rates. Whether or not you... Read More
Market Your Identity
One of the most critical but overlooked parts of business success is using your identity. If you want to build a successful business you have to strike... Read More
Making the Intangible Real
How do you make the intangible real? How do you take an idea or concept, something that can't be seen or touched, and convey its essence to... Read More
Down To The Wire
When you want to win and woo new clients with national publicity -- and don't have an enormous budget to distribute your message -- turn to the... Read More
Top 10 Benefits of Hiring a Marketing Writer to Write Your Marketing Materials
1. It costs less to delegate to a professional than to waste your valuable time trying to do it yourself. How many prospective clients could you call... Read More
Whats Your NICHE Market ? III ?
What effect are the baby boomers having on the economy I hear you ask. Folks, in 2005, the economy IS the boomers!Boomers represent the vast majority of... Read More
Off the Shelf Small Business Mapping Software
All small businesses can benefit from inexpensive off the shelf CD Rom mapping software. If you own a business you need to where your customers are coming... Read More
Stretching The String: Five Tips To Maximize Your Marketing When You Are On A Shoe String Budget
"I know I need to market my business in order to grow my business, but right now I can't afford it."I have heard this statement numerous times... Read More
Fundraising Letters Should Raise Donors, Not Donations, When Mailed to Strangers
Are you willing to spend $1.25 to raise $1? To lose money to make money? You should be. Most donor acquisition mailings never pay for themselves. They... Read More
A Look at Color Brochure Printing
Brochures have become vital in today's workplace, serving a wide variety of purposes. Some are quite complex and others are simpler; color brochure printing is one of... Read More
Wooing Women With Packaging
In just one month three California vineyards have introduced new wine product lines specifically targeted to women. The product offerings are intriguing with names such as "White... Read More
At the Speed of Light
How many times has someone you've called said, "Why don't you send me some information on your company"?Ask yourself, before you send anything: How will this be... Read More
The Building Blocks to Effective Marketing
The Building Blocks to Successful MarketingIt's More than Sales and AdvertisingBy Julie ChanceWhether you're a Fortune 500 company or a one person shop, to be successful, you... Read More
Target Your Market
Your market is not everybody, as so many small businesses assume. It is the people/organizations who need, want, have the money--and the willingness--to pay for what you... Read More
The Most Powerful Marketing Weapon Ever Invented
It was probably first discovered out there in the caves or wherever else the history of mankind begun. And yet this weapon has been used so sparingly... Read More
Marketing 101: The Power of Marketing
When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive... Read More
How to Protect Yourself Against the Hidden Cost of Shipping to Trade Shows
Trade Shows are lots of work, but they can generate lots of new business for their participants. In addition to the expense of staffing your booth, food,... Read More