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Get More Marketing Mileage

Written by: Donald F. Pooley

Article Overview: If an article about you (or by you) appears in a newspaper or magazine, don't just show it to your family then file it away, use it as a marketing tool thusly:

Get More Marketing Mileage

If an article about you (or by you) appears in a newspaper or magazine, don't just show it to your family then file it away, use it as a marketing tool thusly:
1. Reprint, Reprint, Reprint
A favorable article on your company or service is marketing gold. It implies that the publication or website has given its endorsement.
The best part is that you can enjoy the benefits of this third-party endorsement long after the article appears.
To re-print an article from any publication in its entirety, you must get its permission. Most publications have special re-print departments to help you.
2. Add it to Your Website
Show off your newly acquired media placement on your website. If you get a lot of publicity, set up a special area (for example, "As Seen In")to display your placements.
Take a screenshot of the article including the publication's logo, and place it permanently in the "As Seen In" area.
3. Mention Your Placement in Your Newsletter
If you send out a regular newsletter to your clients, and prospects let them in on your popularity with the media.
4. Contact Existing or Potential Clients
Impress your existing or potential clients by tooting your horn with an email or postcard, alerting them that a story about you (or by you) has been published.
5. Pitch it Again!
Take your story angle to a different publication or website. Make sure to bend the angle to match the publication's editorial slant.
6. Internal PR
Place your article in a handsome frame and hang it in a visible area of your business or office. The story adds legitimacy to your business and provides entertainment for your waiting customers.
If you don't have a waiting area, put the article behind your desk facing your visitors or in your meeting room.
7. Other suggestions
* Sales Materials. Brochures, Marketing Materials and Trade Show Handouts, like claims in self-produced brochures, are taken with a grain of salt. But if a credible publication makes those same claims on your behalf, make sure it gets front page placement in your sales materials.
* Speech handout. One way to keep a speech working for you long after the chairs are folded up is to distribute your article with your business card and company information to all attendees.
* Business card. Place an important quote from your article on your business card.
(I found this in a file with no source indicated. Don)

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