The Problem With Free Publicity
The Problem With Free Publicity
These same folks then dream up these fantasies about how they're one step closer to that oceanfront cabin and 60' yacht.
There's no denying that free publicity has value, but it's the form that value takes that really counts.
WHERE'S THE REAL VALUE AT?
You see it doesn't matter how much free publicity you're getting if all that press doesn't translate into a measurable action.
Sending out a press release that results in a local paper writing about your business is fine, pat yourself on the back, but get return to reality quickly. Because if that article about your business doesn't generate new leads, website visitors or sales, what's the point?
Okay, so you now know what publicity really needs to achieve. But how do you get there.
PLANNING FOR SUCCESS
The starting point has nothing to do with publicity. In fact, that's often the last consideration. Before you start punching out that release that will make you famous, you need to make sure every other part of your business is sufficiently prepared.
Entrepreneurs and business owners alike have a problem with patience. We're visionaries with big ideas and we want action taken not next month or next week, not even tomorrow, we want action NOW. But this rush to make things happen often blurs our true priorities.
The key here is to think through what happens when people start to find your website, or hear about your business and even what happens after they make that first purchase.
It's astounding to think how many businesses, in every imaginable industry, are guilty of this. They're so focused on rounding up the herd and creating traffic that they completely forgot to give this some thought.
FIRST IMPRESSIONS DON'T JUST COUNT, THEY ARE CRITICAL
You see, it's critical to consider what people will see on your website when they come after hearing about you in that local paper or on that radio station. But when they’ve arrived, what actions do you want them to take? Is everything set up to support and guide those actions? And if someone is coming to your physical store, do you have the proper presentation and image ready to greet them?
If we consider the case that you're honored enough to receive a sale, do you have a system ready to keep in touch with your customers, provide them with the support they require and ensure that they keep coming back to you?
If you're ready for all of this, then you're ready to start getting free publicity. While there are many ways that you can achieve free publicity one thing you must always keep in mind is to make your pitch about the audience and not yourself or your business - craft a story that will grab your target market's attention and emotions - and include a clear call to action so that people know how to contact you, find you and do business with you.
The Problem With Free Publicity - To learn more about this author, visit Michael Zipursky's Website.
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Many business owners talk about the value of free publicity like it's the best thing since sliced bread. They get all worked up and excited about having the name of their company 'out there' and the thought that everyone is going to know about them and their business makes them grin from cheek to cheek.
These same folks then dream up these fantasies about how they're one step closer to that oceanfront cabin and 60' yacht.
There's no denying that free publicity has value, but it's the form that value takes that really counts.
WHERE'S THE REAL VALUE AT?
You see it doesn't matter how much free publicity you're getting if all that press doesn't translate into a measurable action.
Sending out a press release that results in a local paper writing about your business is fine, pat yourself on the back, but get return to reality quickly. Because if that article about your business doesn't generate new leads, website visitors or sales, what's the point?
Okay, so you now know what publicity really needs to achieve. But how do you get there.
PLANNING FOR SUCCESS
The starting point has nothing to do with publicity. In fact, that's often the last consideration. Before you start punching out that release that will make you famous, you need to make sure every other part of your business is sufficiently prepared.
Entrepreneurs and business owners alike have a problem with patience. We're visionaries with big ideas and we want action taken not next month or next week, not even tomorrow, we want action NOW. But this rush to make things happen often blurs our true priorities.
The key here is to think through what happens when people start to find your website, or hear about your business and even what happens after they make that first purchase.
It's astounding to think how many businesses, in every imaginable industry, are guilty of this. They're so focused on rounding up the herd and creating traffic that they completely forgot to give this some thought.
FIRST IMPRESSIONS DON'T JUST COUNT, THEY ARE CRITICAL
You see, it's critical to consider what people will see on your website when they come after hearing about you in that local paper or on that radio station. But when they’ve arrived, what actions do you want them to take? Is everything set up to support and guide those actions? And if someone is coming to your physical store, do you have the proper presentation and image ready to greet them?
If we consider the case that you're honored enough to receive a sale, do you have a system ready to keep in touch with your customers, provide them with the support they require and ensure that they keep coming back to you?
If you're ready for all of this, then you're ready to start getting free publicity. While there are many ways that you can achieve free publicity one thing you must always keep in mind is to make your pitch about the audience and not yourself or your business - craft a story that will grab your target market's attention and emotions - and include a clear call to action so that people know how to contact you, find you and do business with you.
The Problem With Free Publicity - To learn more about this author, visit Michael Zipursky's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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