From Guest Blogger Ann Convery: 1. WEBINARS – UNPARALLELED FOR MAKING MONEY Yep, you’ve heard of them. You’ve even done them. Maybe it’s time to uplevel your opt-in rate and your game. Did you know? In terms of event-based marketing… Read More ›
Public relations can be the least expensive and most effective means of getting your message to the public, policy makers and investors . But to be effective you need to recognize what a good story is and then create news stories related to your work that appeal to the media and the public. The following are some media stories we pitched that worked. Each illustrates a different way of landing a story.
We’re fooling ourselves if we don’t think that the media profoundly shapes our reality. Hearing a barrage of doom and gloom affects us all. More than ever, the media seems to focus on the “if it bleeds it leads” approach to reporting. Feed the nation a steady diet of bleak stories and individuals are going to spend less, employers are going to cut back on hiring and banks are going to tighten their lending practices. That is human nature. That is how we work. We act and react based on what we know and corporations and governments act and react the same as families and individuals.
No one is going to buy your product or services if they don’t know it exists and this is particularly true in tough economic times. As counter intuitive as it might seem, the slow times are the times that you can’t afford to cut back in your marketing efforts. It has been documented that companies that increase their marketing efforts during a recession can improve their market share as well as their return on investment at lower costs than they can during good economic times. While the competition is out of sight and out of mind, you should be front and center.
All small business owners are told about the importance of networking; of getting out there glad handing, meeting prospects and drumming up business. But, even for those who excel at the process, this can be a rough time in the networking world. Consider adding public relations and social media campaigns to establish yourself in the market place. When you do go to a networking event or mixer and your prospects see that you’ve been featured in the media as an expert in your field, you’ll be way ahead of the competition.
A Message From Guest Blogger, Ann Convery: Discover the Biggest Mistake Made Every Day When Talking/Writing to Prospective Clients – Is it Losing you Money?
Curiosity, anticipation , desire and anxiety. These are the feeling states that will bring you more clients – anywhere, any time. The secret language of desire. Speak that language, and people will overcome any obstacle to work with you. (If… Read More ›
Online press releases are a bit like ants at a picnic. They are everywhere and can be a bit annoying. Whereas they do have their uses, it’s important not to confuse online with offline releases. If your objective is to help increase your web traffic and raise your search engine ranking, online is worth a shot. If you’re looking to gain coverage in TV, print, or radio, whereas online might help, to be truly effective, focus on the traditional approach.
The complementary health care market is one of the few arenas that has not been hard hit by the current ongoing economic downturn. This is particularly true when it comes to nutritional supplements. Packaged Facts forecasts annual sales growth in nutritional supplements will gradually improve over the next few years and sales will exceed $13 billion in 2014, yielding a compound annual growth rate of 7%. It is clear that the market is there. The important part, from a business perspective, is to define the target market, pinpoint how and where to reach them and speak to them in a language they understand.
By branding yourself as well as your business, you set up a two-pronged marketing campaign. By establishing yourself as an expert in your field, you become the authority, the go-to person in your particular arena. This type of validation will then extend to your product or service. That is what made Steve Jobs so immensely valuable to Apple. Love him or hate him, people saw him as the innovator, as the one who changed the field, the one who came up with the most interesting and exciting products. The one they could trust.
Your best stories might not be your product or your service; your best stories illustrate your value. Where most people get lost when trying to come up with story angles or media hooks to launch their PR campaigns is that they focus on what is important to them, as opposed to what would interest the media. So, for now, forget your product or service and focus on your value. Focus on what you do for your clients or customers. Keep in mind that your best stories are often client stories.