How To Use PR To Build Your BusinessWritten by Lisa Packer
Everyone knows value of free publicity. And given opportunity, most businesses would jump at chance to have a news article written about them, or to be covered by TV and radio stations.But chances of those stories coming to you on their own are very slim. That’s why smart businesses go out of their way to create news, and bring free publicity to them. And it takes a lot more than just your run-of-the-mill press release. In fact, blanketing every available news organization with generic releases will do you more harm than good. Do it too often, and your releases will start hitting round file before they are even read. Just like every other aspect of your marketing, publicity campaigns need to be targeted to be effective. Because even if you do manage to score a write up in your local paper, it won’t help you much if your target customer isn’t a subscriber. Find out what papers and magazines your prospect does read, what newscasts he listens to or watches, and target those. Once you have your targets chosen, make sure you have something that will be of interest to them. Remember, you’re not writing an ad for your business. You’re trying to convince a reporter that you have a story she will want to cover. To do that, you need to know outlet you’re sending your release to, and what kinds of stories they consider news.
| | Paint Pictures That Entice Your ProspectWritten by Lisa Packer
You are excited about your product or service. Otherwise, you wouldn't be offering it to world. But your prospect isn't so excited -- yet. He has to be given a reason to be, and most often your product alone isn't enough. He wants to know what's in it for him. What will your product or service do in his life? The best marketing communications paint a vivid picture for him, letting him see himself enjoying big benefit you have to offer. Show him a warm, sunny day when he's playing catch in back yard with his five-year-old. His son is making memories, and snobby neighbor next door looks over in envy at his gorgeous lawn. All because he used your grass seed. Show him moving into big, corner office. He looks out his window to admire his shiny new sports car. His former rival comes in to grudgingly congratulate him on his new promotion. But he had an unfair advantage getting here -- your software program.
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