|
Poor Folk Marketing.com
|
marketing iedas internet marketing online marketing offline marketing | |
|
Featured Business, Start a Personalized Candy Wrapper Business: Wrapcandy.com |
|
|
| |
| |
| Home | Small Business Information | Pay Per Click Advertising | Affiliate Revenue | Web Promotion | |
|
|
|
Leverage The Power of Publicity For Your Small Business
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. 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, a leading online resource on home business. For information on starting a small and home-based business, visit PowerHomeBiz.com at http://www.powerhomebiz.com
MORE RESOURCES:
Small-Business - Google News |
|
|
|
RELATED ARTICLES
Is Your Business Legally Prepared? It is imperative to have your business legally prepared. How you ask? You need to have a business license, a home occupation license, if running your business from home, a city or county license, (depending on what State you live) plus you need to register your business as fictious if you are not using your name as a business. The Single Most Powerful Small Business Marketing Tool On The Planet Let me get right to the point. The single most powerful small business marketing tool on the planet is a marketing plan. Packing Material Thats Cheap! Shipping materials can be expensive! Even the styrofoam "peanuts" can cost a great deal. Here's a great idea for packing paterial that is bio-digradable, easy, and best of all. Expanding your business. Are you a small business owner who wants to expand your business? Do you need to add another professional location to your company to test and explore a new market? Does a prospect of spending thousands of dollars to find a right location, sign a new long term office lease, purchase or lease office equipment and hire new employees holding you back?Virtual office center may be the answer for you! The concept of virtual office is not new but with advancements in latest internet/communication technologies, the idea of virtual office has become far more appealing for a wide range of businesses. The reason for that is a marriage between computers, internet and telephone systems. Most Franchises Are Small Home Businesses Many of our nations 400,000 franchisees run their businesses out of their homes and therefore their home addresses and phone numbers are listed in the Unifrom Franchsie Offering Circular's, attachments. Uniform Franchise Circulars, UFOC, are for franchise buyers and they explain the investment involved. Is It Recess Yet?! Confessions of a Self Employed Workaholic I have a confession to make. My name is Caroline and I'm a workaholic. Starting a Mobile Auto Detailing Business; Dry Wash or Pressure Wash? Many experienced auto detailing professionals who have started out using a pressure washer rarely use Dry Wash n' Guard. Most would say this is a matter of preference more than anything else. 3 Ways To Make Certain Your Business Fails Most small businesses incorporated in 2005 will fail by the year 2007. No matter the industry or the economic times in which the company was initially conceived, the fact remains that businesses fail on a daily basis due to general lack of knowledge and know-how. How to Integrate Yourself in Someone Elses Business When do you need to get more involved with the day to day activities of your business partner?The best business relationship you can have is one where the client does not know whether you are a contractor or whether you are an employee. Working alongside the client, you are the one that offers solutions to problems. Take a Break - Have a Pity Party Pity parties are nothing new. In fact, we do it all the time and I'm guessing that you probably go to many. How to Find A Group that Needs Speakers How do you find groups that are in need of speakers(at no charge)?Finding groups that use speakers is not difficult. I find that most organized service groups use speakers for their regular meetings. Five Facts and One Motivating Factor Behind a Successful Home Business All legitimate home business entrepreneurs insist and announce loud and clear that a successful home business is not about an overnight thing. And that you cannot get rich overnight and so on. Starting is the Hardest Part You can't imagine how many people ask me how I did it. To turn my back onto convention, to turn a deaf ear on the people who wants what is best for me, to snub my nose at people who thinks I am making one of the biggest mistakes in my life?etc. Small Business And The Ability To Find Market Place Opportunities Marketing is one of the four corner-posts of a solid business. Knowing a few marketing tricks is great, but to be really successful you must be able to assess market place opportunities. Accounting Methods - Cash and Accrual When starting a business, you have to determine the method you are going to use for accounting and paying taxes. The two choices are the cash method and the accrual method. How to let go of your EGO When does your ego get in the way?Let's go back to that networking meeting and scan the room again. Have you seen the person that never stops talking? He is the one that is talking about how great his business is and how great his services are. 11 Things Small Business Owners Can Learn From Rudy Giuliani 1. Leadership Is Learned - While many people appear to have an innate ability to lead, most learn from their life and business experiences, then put these lessons into practice. Combating Over Regulation of Small Business Many small businesses do quite well due to the blood, sweat and tears of their proprietors. Unfortunately in doing to well often you find that the competition uses the government to attack you. Business Valuation is Critical What is Business Valuation?The term business valuation is the method by which the business worth is determined. This usually happens when the business is for sale, when the business is looking for extra funding from the banks, when the business is considering taking on extra investors, or where the business is looking at merging with another organisation. Cashing In Your Chips & Pastures New No, I'm not talking about gambling or dairy cows - although business is often referred to as a gamble, I'm referring to your exit strategy. That time when you decide to 'play no more' and go off and practise your golf swing.
|
| home | site map |
| PoorFolkMarketing © 2007 |
