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Creating the “I’ve Heard of You” Syndrome

Written by: Rachel Clarkson

Article Overview: One of the best ways to get known is to create the “I’ve Heard of You Somewhere” syndrome. It’s a simple tactic that costs nothing and can generate big results.

Creating the “I’ve Heard of You” Syndrome

One of the first steps in the publicity process is simply getting known.

One of the best ways to get known is to create the “I’ve Heard of You Somewhere” syndrome. It’s a simple tactic that costs nothing and can generate big results.

Here’s how it works: send out periodic announcements that focus on what’s going on with you or your business.

For example, your company opened a new store or hit an important sales target. You hired a new VP of Operations. You joined the board of your local industry group. Anything that might be noteworthy about you or your business is a candidate for an announcement.

At first glance, this would seem to violate the first rule of publicity: don’t focus on yourself. It also doesn’t provide much in the way of useful information for people looking to solve problems.

However, announcements work because they are not the same as a press release. An announcement isn’t your main message, and it doesn’t tell your story. Instead it is nothing more than a simple four- or five-sentence “sound bite” about you, your company, and what you’re announcing. The goal is merely to keep your name in front of the media on a regular basis.

Who do you send it to?

Most markets in America have a Business Journal, a weekly publication that focuses primarily on local business news. These journals usually have a section called, “People on the Move,” “Movers and Shakers,” or “Business Briefs.” Send your announcement, along with your photo, to the editor of these sections.

Your daily paper probably has a similar section that publishes once or twice a week. Send your announcement and photo to that editor as well.

Other good sources include:

* Local organizations you belong to, such as the Chamber of Commerce

* Regional or national associations or trade groups you belong to

* Industry groups

* Alumni magazines

Once you have identified your sources, send an announcement every 45 to 60 days as part of your ongoing publicity efforts. If you don’t have anything noteworthy, make something up. You’re not trying to dazzle the world, simply keep your name out in the public eye so that when you walk into a room and meet people they will say, “I’ve heard of you somewhere…”

Does it work?

Lublin once worked with a consultant who got a $25,000 contract from one announcement in the Movers and Shakers section of her college alumni magazine. An old classmate saw it, gave her a call, and hired her shortly thereafter.

Obviously, those kinds of spectacular results are few and far between, but announcements serve several purposes.

They give you a quick, and easy way to stay active with your publicity efforts. They help to generate momentum and most of all, they create the “I’ve Heard of You Somewhere” syndrome. Once you become known, generating more publicity is a lot easier.

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Article Tags: business publicity, getting known, putting your business up there



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