Something happens when you look at marketing as an investment. You start to require that it makes money. You will begin to look for a return on investment. For example:

Company B thinks marketing is an investment. Every time they spend marketing dollars, they track how much business it brings. They see what's working, so they can do more of that. Results: They get more sales and waste less money.

You may market with newspaper ads, email newsletter ads, postcards and more. How do you know exactly which one is working?

HOW TO KNOW WHAT WORKS

You don't need to put in a lot of time to find out what works. Notice how other businesses track their response.

Every time you see a commercial that says "Mention this ad for a free gift," they are tracking how well that ad works. Every coupon you see is a way for a company to track an ad. Every time someone asks, "How did you hear about us?" they are tracking what works.

When your marketing is an investment instead of just another expense, you'll hold it accountable. It's a small but important change in viewpoint that can add to your bottomline.

 Send your book and media kit for your contact to have on hand. Call, fax and email, send package, follow up with an email and then a follow-up phone call at end of process.

 Don’t expect that if something comes up in your area later producer will call you. Re-pitch yourself pegged to story. The producers tend to book what is right in front of them and what is freshest in their mind. So treat it as a brand new pitch and follow up using same process. But advantage you have is that they are familiar with you already!

 Keep notes! Know who you pitched, their comments, what you sent them, your follow-up dates, which message you left etc. When faxing, do not use a cover page. We use Avery removable labels in upper left-hand corner, which come off for note page and can be used again.

Pitching mistakes to avoid:

 Do not ramble, do not say same things over and over. Practice your pitch to be concise, to point and packed with value.

 No Umm’s—never wing it. Have your press release handy so you can read directly from it and always lead with your strength.

 Never ask “how are you” unless you already have an established relationship.

 Never ask “is this a good time for you?” What you can say is “is this a good time for you to discuss a financial planning expert who can comment on stock market decline?” Producers appreciate quick and complete information. Plus, they might be crashing because they are looking for a financial planning expert!

It’s going to take time, nothing happens overnight so be prepared to treat pitching as a second job.

Annie Jennings of Annie Jennings PR is a highly acclaimed national publicist whose insight and vision have revolutionized public relations industry. Annie created her famous 'Pay For Placement Publicity Program, a program where clients only pay for secured media placements, that allows you to enjoy national exposure without high monthly retainers. Contact Annie at 908.281.6201, Annie@AnnieJenningsPR.com, www.AnnieJenningsPR.com.

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