Get the word out with free advertising
Q: My husband has invented a new product that is quite unlike anything
else out there. We think we could make a lot of money — if only we could get
people to know about it. Our problem is that we are a mom and pop shop and
cannot afford an expensive advertising campaign. What are we to do?
Shirley, Tarzana, Calif.
A: I am happy to report that a business with news
or ideas to share does not need a big war chest to get the word out. Whether you
have a new product, a new store, or some other information that might be of
interest to the public, the answer is not advertising, but rather, publicity.
And while publicity takes time, it need not cost a
fortune.
Even better: Public relations results can far outpace
even the most expensive advertising campaign. Think about it. What would it cost
you to get an advertisement on the front page of the Business Section of your
local paper? That is right — you cannot calculate the cost because there are
no ads on the front page. But if you get a story written about you or your
business, you may very well end up on the front page, or the evening news, or on
a the local newstalk radio station. So yes, publicity can give you almost
immeasurable results.
How do you get that all-important publicity? The key is
to diversify your media campaign — try and get the word about out about your
business/product to as many media outlets as possible. In that sense, it is a
numbers game — the more outlets you hit, the greater your chance of getting
people to notice you.
But while you want broad exposure, what you cannot do is
have a scattershot approach to your public relations campaign. Instead, consider
using this targeted 7-step process. You must:
Step 1: Have a "hook": News outlets are
not in the business of giving you free publicity, instead, they are in the
business of reporting the news; free publicity for you is a by-product of that.
So to get that by-product, your story must be newsworthy, something an audience
would find interesting. "Dog bites man" is not newsworthy. "Man
bites dog" is.
Step 2: Create a quality story pitch: A good press
release, press kit, or story pitch will intrigue an editor. It will explain why
whatever you are pitching is newsworthy and why readers would want to know about
it. What are the benefits to the editor and readers if they run a story about
you?
Step 3: Be personal: You cannot simply fax a
generic press release to a busy newsroom and expect results. Instead, you must
personalize your pitch. Know the name of the applicable editor and writers and
target them by name. Figure out what method works best for each one (email,
phone, fax, snail mail) and use that to get your pitch in their hands.
Step 4: Be broad: As indicated, you must not
simply target one paper, radio station, or television station in your area.
Think Big. Expand in your mind the universe of potential media outlets and go
for it.
Step 5: Follow up, follow up, follow up: It may
take several months to get a full-fledged media campaign going, so persistence
is key. Newsrooms are busy and your package can easily get lost in the din.
Smile and dial, smile and dial.
Step 6: Be prepared: If the editor likes what he
or she reads, a reporter will be assigned to interview you. Have your story,
business, products, testimonials, and so forth, ready to go.
Step 7: Track and record your results: Any
publicity you get must be archived. You then use those stories to get even more
publicity, sending copies out as part of your second-round press kit for
example.
Publicity can get you noticed, convince customers to buy
from you, encourage other media outlets to cover you, and expand your business.
All in all, it is one of the best uses of your marketing time.
Today's tip: According to Sales Magic by
Kerry L. Johnson, the 15 most persuasive sales words are: Discover, money,
guaranteed, love, proven, safe, own, best, good, easy, health, new, results,
save, and (of course) free.
Ask an Expert appears Mondays. You can e-mail Steve Strauss at: sstrauss@mrallbiz.com.
And you can click
here to see previous columns. Steven D. Strauss is a lawyer, author and
speaker who specializes in small business and entrepreneurship. His latest book
is The Big Idea: How Business Innovators Get Great Ideas to Market. You
can sign up for his free newsletter, "Small Business Success Secrets!"
at his Web site —www.mrallbiz.com.
