The Secret Weapon to Explode Your Sales
without spending one red cent!!
As far as small business marketing goes, Brandt
Stohr adviseses his clients that free publicity is
gold. It's not just that you're getting your company
name to the public without having to pay for it; it's
that the news publicity - whether it's in a magazine,
newspaper, or online, weighs more heavily in your
prospective customers minds. Even as skepticism reigns,
people see information printed by news-type sources
(whether in print or online) as being more truthful,
more objective, than information that's paid for by
the company (advertising).
But simply sending out a press kit to your local
news media won't guarantee you that free publicity.
The cardinal rule you have to follow is that your
information must be newsworthy. One of the ways that
news media keep their reputation as objective sources
of information is that they are - they're not going
to print a thinly-veiled ad for your product or service
as a news piece. But if you write a release that accomplishes
both goals - offering the news media an interesting,
informational story and letting potential customers
get to know your product or service - that's where
free publicity really pays off.
To start, you need to develop a press kit as a standard
component of your small business marketing materials.
Your press kit should include:
Small business marketing press kit component 1:
A letter to the editor of the newspaper (or magazine,
or internet site) pitching your press release as a
story idea. Many components of your press kit can
be recycled, but the letter to the editor should change
every time to send out a new press release.
Small business marketing press kit component 2:
The press release. Your press release is where the
journalist will look to find most of the information
for her story. In the release, you should describe
the news item (the launch of a new product that will
revolutionize consumer's lives, for example). Feel
free to quote yourself and others in the press release
expounding on the issue (that way the journalist won't
have to contact you or others for quotes when she's
writing the story).
Small business marketing press kit component 3: Your
business card. Make it easy for the journalist to
Small business marketing press kit component 4:
Your corporate bio. Journalists often like to add
background information into their stories; make it
easy by including a corporate bio that offers the
important information about your business, including
who founded it and when, location, and other interesting
Small business marketing press kit component 5:
Relevant photos. The keyword here is relevant: include
photos of the topic your press release is about. If
it's a new product, offer some interesting photos.
If it's a new day care service, offer some pictures
of the employees with the kids. Use photos that will
make your story more compelling.
Small business marketing press kit component 6:
Testimonials. It can be a great strategy to build
quotations from current and past customers right into
your press release. But even when you do that, don't
be shy about adding more.
Small business marketing press kit component 7:
A data sheet for the relevant product or service.
A data sheet with give the details about your product
or service (that's being covered in the press release).
Relevant details include pricing, components, materials,
size, weight, and part number - if applicable.
You should put all seven small business marketing
components of your press kit into a folder - ideally
one with your logo on the front to finish off the
Once you've created an appropriate small business
marketing press kit, you can think about the kind
of media outlets that you want to target. That small
business marketing decision should be based on where
your customers are - are they online, reading the
local daily, or a national newsmagazine? Free publicity
won't mean much if it's not picked up by your target
audience - your prospective customers.
Once you've decided the media outlet that you want
to target, find out who the managing editor is and
send a personalized press kit to her. Or, if the publication
is very large, send a personalized press kit to the
journalist in charge of your area (for example, the
Food journalist if your product is gourmet brownies
or the Technology journalist if your product is computer
software). You can also send out a press release for
mass distribution using one of many online press release
About the Author:
Brandt Stohr, The Small Business Marketing Genius
has brought startup one man operations to billion
dollar corporations by using creative marketing techniques
rather then investors and capital. Brandt Stohr has
helped thousandss of entrepreneurs to get their small
businesses exploding with sales without the use of
expensive traditional marketing techniques. For more
information and a free report on the ten most deadly
mistakes 95% of all small businesses are still making
visit Brandt Stohr's site at http://www.smallbusinessmktng.com
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