There are three key areas of free publicity you can use to boost your advertising results ten-fold over your paid advertising.
Those three areas are:
- Public relations
With a solid plan in place that encompasses all these areas, you’ll have a great approach to use free publicity in the best way possible. To help you begin to develop your plan, let’s look at public relations.
Public relations include everything that is considered media. But don’t limit yourself by only giving consideration to conventional media. Be willing to think outside the box. The attention of newspapers, television, radio, magazines, bloggers, ezines and more are all equally powerful. However, in today’s world which is so internet savvy, online marketing is just as, if not more, important as conventional media.
To get your creative juices flowing consider these steps which can help you get noticed by the media:
- Put together a press release for your company. The press release should be relevant to your target market and address consumer interest, not just announce your business.
- Design your press release to include one hook and one angle. Choose the most attention-getting hook you can think of to make sure the media person you are sending it to is interested in reading it.
- Deliver your press release with professional formatting. With press releases you need a dateline, the most important information at the top, facts and figures in the body then wrap it up with contact details including who and how. Print the press release on your letterhead.
- Send your press release to all television and radio stations, local and metro newspapers, national newspapers, industry magazines, and any other form of media that reaches your target market. Don’t forgot to include relevant blogs, ezines, press release submission sites and to industry professionals.
More important than creating a perfectly formatted press release is to make certain you have addressed the needs of your target market in the products/services you offer. If this isn’t clear in the press release, you have squandered a great opportunity for the publicity you seek and need. If you are providing people a solution to a problem, a way to avoid a problem or an opportunity to enhance their life, and you make this abundantly clear in your press release, the media and public will be interested.
If you have a connection (or the ability to get a connection) with a celebrity (even a local one!), ask if you can use their name as reference. This can practically guarantee you’ll get more attention. Make sure you are offering newsworthy information, and then follow up with media outlets to make sure they are publicizing that information.
“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.” Jay Abraham
Unsure how to craft an impactful press release? My E-Learning Marketing System helps you by guiding you through the development of a marketing dominating position, through identifying your target market and many other marketing issues. It even contains an extensive library of sample press releases you can use as a template for your own. For a FREE tour, visit chrismahanconsulting.com/guidedtour.