March 1, 2013 Leave a comment
When pitching the media, or your target market, generally the harder you sell, the quicker you lose them. I don’t know of an editor or producer who likes a hard sell. When launching a PR campaign, or sending out a press release, the hard sales approach is never going to serve your purpose. Sell and you lose. You don’t want to come off sounding like a promotional brochure or an advertisement. Talk about unique selling points and chances are you’ll hear the click of a phone as they hang up on you. If you have features you want to get across, find a creative way to communicate them. Whether the benefits you’re hoping to get across are reduced costs, better health, more efficiency, or increased wealth, you need to relate your message in a concise and interesting manner. You’re not holding a fire sale, you’re telling a compelling story.
Before you tell your story, you need to understand who your story is aimed at; who you are telling it to and for and what action you want the reader to take when he or she reads your story. We live in the age of content marketing which when it comes down to it is basically marketing via effective storytelling. It’s about creating compelling, persuasive and believable stories. It’s about narratives that grab your reader’s attention.
First figure out how you’re going to tell your story. It could be a written press release, a whitepaper, a video, images with infographics, a teleseminar or webinars, etc. Once you’ve figured out how you’re going to tell your story and tailored it toward your particular market, focus on the story itself. Create the content.
If you’re launching a public relations campaign and are pitching an editor or producer the action you want them to take is to do an article or segment on you, your company or your product. If you’re going directly to consumers, your aim could be to raise awareness, educate, inform or change perception. Here, depending on your needs, you’ll have a different call to action. Your goal could be to get your reader to purchase your product, or to share your content. Regardless of the call to action, the intent remains the same, to build trust and relationships by offering relevant and useful, compelling information. In other words, you succeed by telling a concise and compelling story. So, forget the hard sell.
Copyright © Anthony Mora 2013
The Daily Muse. “Talk Show/ PR Image.” Photo. Mashable. 19, Dec. 2012. 28, Feb. 2013. <http://mashable.com/2012/12/19/tips-for-hiring-pr-agency/>