Back in Chapter 1, I talked about how to succeed in this business, you must be a self-promoter, larger than life and twice as interesting. Shrinking violets have no place in the marketing field or, by Judge Ziglar books, you'll be raising some of the skinny kids. Not only do you learn to ask for money in the marketing process, you must be willing to draw attention to himself in a big way, and that his story is widely known. It is more important today than it was just a few decades ago, again, people have become somewhat desensitized to our sales messages, so you'll have to work extra hard to get through to them and more importantly, to get them to) believe that IB ) to keep paying attention when they do.
There are many ways to figuratively shouting their message from the rooftops: through its core advertising, of course, you credentializing thoroughly, or otherwise turn into a celebrity himself. You can also use the media exploiting the power of publicity. The public can be more powerful than advertising because it is cheap and easy way to try new products and services, as well as the publication of books, it gives you instant credibility.
The best way to get the public, especially the free kind, that are controversial or obvious to solve the problem. So far, it sounds a bit like a basic marketing, right? Because good marketing is good alone publication, the activities are very similar. For top-of-the-mind the publicity, you need to get as much personal exposure to the market (or those who shape your market) as possible. As the saying goes, you must submit the strain. So join the group, go to meetings, networks, speak and publish articles in your area. Draw people's attention. Learn how to listen to them, too. See how you can find a media contact, and then leverage the heck out of them.
do not need public relations (PR), a company or even a press kit to grab media attention, all you need is a good press release, was well written, and Q & A sheet that answers the basic questions people may have about you and your product. It goes without saying that it works best for soft products and services, in particular seminars and workshops, with the exception of trade publications, the media probably will not publish your press release about their latest addition, unless it is something so unique that would really change the world (such as Dean Kamen promised Segway would ).
The purpose of the press release was just published by you or your product in the world, and not for sale, so you never have sold within your press release. There really is not enough space to svejedno.Priopćenje releases should be one page only, without exception, use only white paper formatted for standard 8.5 x 11 inches (or electronic equivalent thereof). Margins should be wide, but not too generous, and should not be single-spaced, spacing should be double or more. Any other form indicates that you do not know what you are doing.
skeleton press release is similarly simple. Here is an efficient format: In the upper left corner, you should make one of two things: either "For immediate release", or, if the object is a sensitive time, date or holiday should be released on or before. For instance, "for release on or before Father's Day." In the upper right corner you should put this: "For further information please contact:". Follow up on the second line by your name and phone number where you can get directly to
Next comes the title. As with any part of the marketing copy, job title is to suck people in. It must be perfect as you can do it, so tightly constructed that removing one word it would rob utjecaja.Ideja to keep them reading until they have done to them sold on the importance of your product or event, and thus get a press release, or at least the information it released.
the title of the press release follows the body, which consists of four main parts:
of your press release should look something like a completely fictional example on the next page, which is a little rough, but, hopefully, illustrates točku.Format illustrated here is only one you can use, but it does not offer a basic, easy duplicable method of getting information out quickly.
While the first goal of any PR material to get you noticed, the best use of public relations is that after the fact, you can use them for public relations to enhance credibility. Therefore, it makes sense to get as much coverage as you can. If you can get your press release in writing, in national publications, super. Another way to do this is by taking advantage of the service as it offers, which you can get your press release distributed everywhere for as little as $ 600 After your press release is distributed, then you should follow up with phone calls in as many places as you can. Now cell phones and VoIP services like Skype are established reality, it is easier and cheaper than ever before.
When it comes time for the media to contact people by phone or in person, keep this in mind: the media people will test you. So now you have to let them know that you are the boss. Do not be rude, but do not be hard, and do not let them push you around. May they also find it difficult to take you seriously, so you can immediately start quizzing you see if you know what you are doing. They will ask things like: "Do you have anything else you can send me or my fax?" You must immediately answer, "Of course. I was a Q & A sheet. I will fax them as soon as we get to the phone ."
The public is especially great way to meet the free event for free, do not forget, the standard free seminar in some other way can cost from $ 50-200 for everything each person who attends. You can also generate publicity for your business by organizing charity events. It will make you known locally, and get this: If you touch other organizations and companies as sponsors, you can get them to pay for everything. All you need do is announce an event, we invite all the cool people, make the party fun, and enjoy the afterglow.
At the risk of sounding cynical, the establishment of charitable foundations can also result in excellent publicity for you and your company. Again, McDonalds is a master at it. Most of us are aware of the Ronald McDonald House Charities (RMHC), which provides college scholarships and another well known, also provide free accommodation for the family of seriously ill children undergoing medical treatment away from kuće.RMHC charities funded enterprises and private donacija.RMHC did tremendous amount of good no doubt about it. However, love has also made McDonald's hundreds of millions of dollars, considering the great publicity the generiran.ROI is incredible, and you know what? There is nothing wrong with that. McDonalds has a happy, families of sick children are happy, people who donate are happy, and everyone feels good all around. This is a classic win-win situation.
You May not be able to emulate McDonald's level of success, but can used by the charity event planning and other forms of publicity to help and assist the world. It never hurts to be a philanthropist, many business people believe, in fact, it is necessary to give back to the community. Some do it because it makes you feel good, some do it because it's good karma. If you can associate it with increased success for your business, you have the best of both worlds. But let me caution you: do not be a nut to the public. It was said that there is no such thing as bad publicity, but to say that Enron and AIG. Also, unless it just makes you feel good, not a bunch of publicity for no good reason. There's no real point to be a celebrity, if people are not going to give you money.
