Tips for getting
FREE Publicity for your business
Getting your business mentioned
in the press is an extremely good way
to achieve a positive image and attract new customers to
your business.
Few things can give you as much credibility than as being
recommended
by a major newspaper or magazine. But just how do you write
a press
release that gets attention, and brings in results? Although
I can't
guarantee that you'll get media attention, I can tell you
how you can
increase the odds of seeing your business in the real-world
media.
What is a Press
Release?
A press release is a document that is written out in a
specific format
that is used to pitch a reporter or editor or to make an
announcement
that you believe is newsworthy.
The basic outline for a press release is as follows:
----------------------------------------------
FOR IMMEDIATE RELEASE
For Further Information Contact:
Full Name of Contact
Email Address
Direct Phone Number
URL
Headline
Some City, Some State -- Date (i.e. January 27th, 2001) --
Introductory
paragraph that answers Who, When, Where, What and So What?
A second paragraph offering more information.
Third paragraph includes a quote that's attributed to
somebody important,
for example: "It's a revolutionary product," says Joe Smith,
CEO of Big
Company Inc.
Fourth paragraph includes some more information, perhaps
another quote.
Fourth paragraph often includes history and background
information about
the company.
# # #
----------------------------------------------
The entire press release should be no more than 400 words,
or one printed
page.
Five Things That You
Must Do In Your Press Release
1. Make your press release newsworthy. Make sure that
you have something
to say that'll be of interest to the readers of the
publication that
you're sending the press release to free example business plan for new retail company. Keep in mind that the
media love
news stories with a human side to them. Make your angle on
the story
entertaining, interesting or newsworthy or don't bother
sending out a
press release at all.
2. Target your releases. There's no point in sending
a press release about
the launch of your jewelry store to "Fishing World"
magazine.
3. Use the proper press release format. Have a
professional check the
press release for grammar and spelling.
4. Keep the press release concise. Get to the point
in the first paragraph.
Use clear, concise, vivid language. There's no better way to
get your story
ignored than sending a lengthy release which doesn't state
it's purpose
(Who, When, Where, What) right upfront. Don't fill the press
release with
buzz-words, hyperbole and exaggerated claims.
5. Write an excellent headline. The headline is 90%
of your press release.
Here are a few headlines that worked extremely well
- I Can Help Anyone Find the Love of Their Life in 90 Days
Or Less!
- Abraham Lincoln's Office Is Being Given Away... For Free!
- Brooklyn Bridge Sold By New Jersey Man... For $14.95!
Write headlines that attract attention, stir emotion and
create pictures
in the mind of the reader.
More On Targeting
Be careful who you send your press release to. When
compiling your own media
list don't waste your time getting the email addresses or
fax numbers of
every newspaper and magazine in the country, just the ones
who would be
interested in your story. Likewise, when you purchase a
media list, don't
send your press release to every contact. Take some time to
filter out all
the ones who wouldn't care about your press release, no
matter how good it is.
How to
Grow Your Business Through Creative Publicity
Small businesses sometimes
fail because their owners fail to use creative tools and
techniques to get the added exposure they need. The
following ideas are geared toward the smaller business,
but would work for larger businesses as well. Some of the
concepts are simple, and they have also proven to be
effective over time with millions of small and large
businesses.
1. Put your
business and your name in highly visible places, no matter
how unusual.
We all see billboards,
Yellow Pages ads, and ads on the place mats at pancake
houses and local restaurants. Try putting your business
name and or logo on bus stop benches; ballpark walls; city
buses; pens people sign charge card slips with at your
business (often they take the pen anyway...might as well
have your advertising on it!); T-shirts you, your friends,
and clients and relatives wear(not unlike "Coach wear");
symphony, auto show, or concert program "inside ads;"
plastic cups or mugs you use for your guests/clients in
your office, etc. Keep the ads neat and the message clear.
People DO remember names from events and places they go
where they have personal or special interests.
2. Join or
volunteer time to a few good local business organizations.
This can be the Better
Business Bureau, Chamber of Commerce, Kiwanis, Variety
Club, United Way, small business clubs, breakfast clubs,
business associations, your neighborhood business groups;
anything that will expose you and your face and name and
services to others who might need it, know someone who
needs it, or even be your competitor. Knowing your
competitors, what the *successful* ones are doing, and
where THEY "mingle," can help you strategize where you
might get some exposure of your OWN! If you can see what
your competitors' strengths are, chances are you can also
see where they have *weak* areas. If you can, use YOUR
business and your expertise to fill in where they are
weak.
3. Speak or
write publically about your profession or your business.
This sounds self-serving.
Of course it is! The KEY is to make it very subtle! Media
folks will accept a story if they see it is interesting
and about something where there is an "angle" that would
appeal to many people. They will NOT be drawn to interview
you or publish an article strictly on *your* business!
Famous authors do not travel the country signing books in
small town book stores to learn U.S. geography! Any good,
honest exposure you can get through an article in a trade
journal, one of the clubs you have joined, or a charity
function, puts your face, your name, and your business
name, its services & *results*, in front of the public. If
you dislike public speaking, write an article for a
business magazine related to your specialty or the service
or products you sell. Most of those trade publications are
looking for contributors with knowledge who will write for
free or little money, to fill space and keep their readers
interested. It's FAR better than having an ad in the same
magazine! It gives you ten times the credibility to WRITE
for a magazine than to have an ad in one! Make sure your
name and all other pertinent short author "bio" copy is
current and accurate. The "pen is often mightier than the
ad."
4. Get with
the times and get "online!"
Sure there are millions of
people competing with one another on the Internet! Turn it
around and know that there are *many* times the same
number of consumers, looking for the best deal, the best
service for the money, and the most qualified person to
meet their needs. Here you can spend next to nothing or
you can spend a lot. Learning how other people in your
business use the "Web" will give you ideas as to where you
might "beef up" your services, the quality of your goods,
and the way you present your business and yourself as the
owner to the public, who can either help your business
sustain itself and grow, or not. See what other similar
businesses do *not* offer that you could or do and play on
that. The information is right before you. You have but to
learn to access it and then the world and all of the
world's businesses are in front of you!
5. Sponsor or
be a co-sponsor for a local charity event.
Pick an event that is
well-attended, and also one in which you might already
have some interest. Taking the time off to man the
telethon phones, attend a dinner or party or play or
gaming event for a charitable function serves you in
several ways. The two most important are that you are
doing something for the benefit of others, which helps you
spiritually and will give you a good feeling, and it gives
you and your business some public exposure within a very
positive and a very humanistic environment.
6. Get
involved with civic groups and committees.
Pick your interest or one
that you feel would be of interest to potential clients or
current customers of yours: school boards, hospitals,
libraries, art centers/museums, zoning committees, city
council, neighborhood improvement, PTA, Boy Scouts, church
groups, etc. Depending on the size of your city, you will
have more or less choice. If your town is very small, get
involved with something in the closest large town from
your home. The more people you know and meet, the more
people will know about you and "what you do" and what you
have to offer. Simple truth.
7. Voice your
opinion in print.
This "attention getter" has
pros and cons. If you send a letter to the editor or write
an article for your local paper's "editorial page," you
are sure to have people who agree with you and will
possibly give you some business or mention your name, as
well as people who disagree with you BIG time and who you
might even LOSE as a customer. If you write about
something that is lighthearted, not related to religion or
politics, and something you feel certain most of the
people you really would want or already have as clients or
customers would enjoy or be "neutral" on, you're safe.
Again your name and maybe your business (many people use
their business address in letters to the editor to keep
their private address private) will be where many people
from town and out of town might see it. Careful thought on
the right topic, well phrased, can affect many people in a
positive way for you.
8. Advertise
or offer to give your clientele more than your competitors
are giving.
Reason number one why to
check out what your competition offers, gives, sells, and
is all about with their business! It sometimes takes only
a few cents less, better value for the money, extra
courteous service, or other services or options, to make a
client or customer choose you over one of your
competitors...including the much larger ones! Develop or
hone some skill or special "extra" you can offer people if
they use your firm or buy from your company. Advertise
that special extra! Small but thoughtful or useful gifts
or services can actually make a difference in the kind of
highly competitive marketplace of the late 20th century.
This will be even more important in the 21st century. Know
your strengths and play them up. Know your competition's
weaknesses or things they simply cannot or do not give and
find a way to fill some or all of those weak areas and
voids yourself! Provide the best and most comprehensive
and professional services or merchandise for the best
prices, delivered in the best manner, on time, and you
will be ahead of all but the very TOP people in your
field. Much of what you can do will cost nothing but an
investment in time and some extra "personalized" effort.
9. Send out a
newsletter to clients and potential clients.
Simple newsletters can be
done at home or office and copies can be made and sent out
to mailing lists of your current clients/customers and
other mailing groups. Don't make the mistake of filling
the newsletter with ads and specials like everyone has in
newspaper inserts! Write about what your business offers,
what you do and how you do it, your staff, *special
features or skills your business or firm has to offer*.
Give the reader free hints, advice, etc. Let them see you
are knowledgeable, friendly and not just out to send them
junk mail filled with coupons or ads for products or
services you are selling. They will be pleasantly
surprised and they will remember you and your business if
you do things with thought and good intentions. It's also
a form of advertising, so it is a legitimate business tax
deduction for most people.
10. Give free
workshops or seminars to draw your special interest "target
group."
If applicable and possible,
decide on a topic or an aspect of your business, product
line or knowledge gained from your business or the skills
you sell. Advertise a workshop or seminar open to the
public at your store or other appropriate place. (If
demonstrating a skill, you may need to be in a place where
you have the equipment to do so and where people in
attendance can all see you doing it.) It can be all day
long or last 1-4 hours, depending on your topic and your
business. Again, the point is to offer some free, useful,
interesting value and information to people who are used
to paying you or your competitors for it! You need not
tell them all you know so they would never need you again!
Just give them enough to let them see that you know your
business and are personable. You'll be surprised how many
people will walk in the door or call you the week
following a free weekend seminar or talk! Cost to you?
Nothing but time, unless you pay to rent a room for your
seminar or speech. If it is well publicized, and on a
topic that you know, you will bring out the crowds; it
will pay for itself with one or a few new clients or
customers within a short time.
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