Newspaper readers give the same amount of credibility to letters to the editor as they give to news articles and opinion pieces! That's the finding of Robert Smith, the most inventive PR guy I know. And he should know. He wrote a letter to the editor of USA TODAY, which was published, and read by a prospect who became a client with a $3,000 fee! And it took just 2-3 phone calls and letters to cement the deal! Why was it so easy?
Because Robert had incredible credibility from the letter printed in USA TODAY! "The prospect kept referring to my 'article' in USA TODAY," says Robert. I interviewed Robert recently on how to write letters to the editor to get free publicity in your local newspapers (no, you don't have to be a national celebrity to get quoted), as well as authors who have gotten letters published in national publications like Forbes! A few of his tips:
Be controversial. Feel free to disagree with trends.
Be fast. Nothing is more boring than old news.
Read everything so you know what is topical.
Reprinted from
Dan Janal Your Fearless PR Leader PR LEADS Expert Resource Network 952-380-1554 dan@prleads.com http://www.prleads.com
Saturday, May 31, 2008
Tuesday, April 8, 2008
Google Alert Alert!
An interesting thing happened today when I was checking my Google Alerts Account under the "Michael Hart" search keyword. The alert notified me of a couple of new web posts bearing my name. The posts were actually the text of some new copy I placed on my web site. Google Alerts actually posted my site uploads as news on their news server. I had always been told it was wise to add content to your web site as search optimization software, spiders, crawlers etc will pick up on it and re-categorize your site.
I did not know however the new text (not just typed onto a page but uploaded to your site from an outside file) could actually appear in a news feed. The moral? Change your site copy often. Even if you just recycle content over and over, new copy will get your site and your name noticed!
I did not know however the new text (not just typed onto a page but uploaded to your site from an outside file) could actually appear in a news feed. The moral? Change your site copy often. Even if you just recycle content over and over, new copy will get your site and your name noticed!
Tuesday, March 4, 2008
Impress Your Clients
A great way to keep in touch with clients and prospects and win the "top of mind" awareness war is to find timely and informative news articles that would interest your clients and email them. The New York Times, Wall Street Journal Interactive and many other top newspaper web sites will allow you to email news articles without charge up to a week after publication date.
At NYTimes.com you can email any article to a single client, or up to 20 separate email addresses at a time. After a prompt you insert your email address so your client and/or prospect knows who is sending the story. You can even included a personal message. This is an easy and free way to stay in touch and to let your customers know just how important they are to you.
At NYTimes.com you can email any article to a single client, or up to 20 separate email addresses at a time. After a prompt you insert your email address so your client and/or prospect knows who is sending the story. You can even included a personal message. This is an easy and free way to stay in touch and to let your customers know just how important they are to you.
Thursday, February 28, 2008
56 Reasons to Contact the Media
The media, particularly newspapers, are in constant need for new inforamtion. Many people think the media only need in depth news stories. Here are 56 reasons to get in touch with the press. Brainstorm and you will discover even more!
Accomplishments
Alliance with another organization
Anniversary
Annual Report
Appearances at major events
Board or Committee Appointments
Articles written about or by you
Awards you’re receiving
Books you have authored
Book/Newsletter/Magazine mentions
Classes your firm is sponsoring
Company anniversary
Contests you’re sponsoring
Charitable contributions
Local angle on national stories or controversial topics
Death of corporate figure
Debates
Employee trips
Expanded facilities
Expanded or reduce hours
Free Demonstrations
Free Offers
Free samples
Fundraisers
Grants you’re giving or receiving
Guest speaker you’re hosting
Holiday events
Hostile Takeover
Incorporations
Industry groups you are joining
Industry programs in which you are participating
Major industry changes
Job Change/promotions
Land purchases
Lawsuits field or settled
Mergers/Acquisitions
New markets
Name change
New employees
New major client
New product rollouts
Newsletters you are starting
New Address
Open House
Patents
TV/Radio Interviews
Predictions
Product recalls
Public Service Announcements
Stock Offering
Publication launch
Real Estate Transaction
Relocations
Research
Sales Promotions
Surveys/Polls
Accomplishments
Alliance with another organization
Anniversary
Annual Report
Appearances at major events
Board or Committee Appointments
Articles written about or by you
Awards you’re receiving
Books you have authored
Book/Newsletter/Magazine mentions
Classes your firm is sponsoring
Company anniversary
Contests you’re sponsoring
Charitable contributions
Local angle on national stories or controversial topics
Death of corporate figure
Debates
Employee trips
Expanded facilities
Expanded or reduce hours
Free Demonstrations
Free Offers
Free samples
Fundraisers
Grants you’re giving or receiving
Guest speaker you’re hosting
Holiday events
Hostile Takeover
Incorporations
Industry groups you are joining
Industry programs in which you are participating
Major industry changes
Job Change/promotions
Land purchases
Lawsuits field or settled
Mergers/Acquisitions
New markets
Name change
New employees
New major client
New product rollouts
Newsletters you are starting
New Address
Open House
Patents
TV/Radio Interviews
Predictions
Product recalls
Public Service Announcements
Stock Offering
Publication launch
Real Estate Transaction
Relocations
Research
Sales Promotions
Surveys/Polls
Monday, February 4, 2008
Turning Publicity Into Cash
When you here the words “free publicity” do you automatically think radio, TV, or newspaper? If so that’s common.
However there are vast publicity avenues that will gain you just as much mileage, and even more money. It’s called “Niche’ Publicity” Let me give you an example. Some years ago in addition to my speaking/consulting business, I owned a company called LifeSaver of Alabama. We built and installed protection fences to keep toddlers from drowning. Not the traditional wood privacy fence but a removable, mesh, deterrent fence. At that time I sent 2000 direct mail pieces to homeowners in and around my home in Birmingham AL. Knowing that most direct mail generates a return of 1 or 2%, how high do you think the return was? It was 67%!!!
That’s right SIXTY-SEVEN PERCENT!
How did we do it? We sent our mail piece to $150,000 plus homes, with a swimming pool, with an income in excess of $80,000 with a KNOWN toddler inresidence. And since we are the only game in town, voila’! (You can learn how to create such a target niche’ at one of my seminars)
Let's take another look at niche publicity. Let's say you sell securities (stocks and bonds), probably 95% of the readers of your local newspaper would/could never be a prospect. Doesn’t it make more sense to reach a readership where 100% of those that read about you are potential buyers? Well would it or not?
Did you know there are newsletters with subscriber bases that exceed 200,000 people such as:
*Mutual Fund Investor
*Today’s Investor
*High Net Investor
*Real Estate Marketing Report
*And THOUSANDS more!
Not only in the financial services sector but Manufacturing, Automobile, Insurance, Communications, Medical, Restaurant, Internet, Public Relations, even waiters and waitresses can get in on the fun. (Yep even service professionals have a publication - it’s called “Tables”)
And again, thousands more! Additionally there are radio programs with formats ranging from Christian issues, to Finances, to Golf. Moreover there are countless associations, organizations, and groups who have their own newsletter. These groups are begging for professionals such as you to write articles for their publication(s). And they are jam packed with like minded professional people who are dedicated, loyal clients. So if you wish to truly maximize your exposure think of publicity in terms of prospect tight compartments. Penetrate these specialty groups, call them, offer to write an article relevant to their readers. Ask their publisher what topics are most important to them.
Go to the library, find these niche’ publications, contact them, and offer your services. Call the local radio stations, find out what program formats they offer. Talk to the show’s producer. Ask how you can help them. If you wish to see your income double or triple, you must get all the PR/Publicity you can. But focus on groups who can buy and save courting the “feel good” exposure (What I like to call "Ego Publicity") until you have exhausted the smaller outlets.
Think about this. One article, in a newsletter or specialty magazine, with a readership of 50,000. That’s 50,000 potential clients, reading an article written by someone they now perceive as an expert (that’s you). The article will take about 2 hours to write and edit. (Don’t worry if you cannot write, most editors are forgiving and will help). The byline has your contact information. You will reach more people with 2 hours of work then you could in 5 years. AND you have the added benefit of them calling you.
Geez ya'll just do it!
However there are vast publicity avenues that will gain you just as much mileage, and even more money. It’s called “Niche’ Publicity” Let me give you an example. Some years ago in addition to my speaking/consulting business, I owned a company called LifeSaver of Alabama. We built and installed protection fences to keep toddlers from drowning. Not the traditional wood privacy fence but a removable, mesh, deterrent fence. At that time I sent 2000 direct mail pieces to homeowners in and around my home in Birmingham AL. Knowing that most direct mail generates a return of 1 or 2%, how high do you think the return was? It was 67%!!!
That’s right SIXTY-SEVEN PERCENT!
How did we do it? We sent our mail piece to $150,000 plus homes, with a swimming pool, with an income in excess of $80,000 with a KNOWN toddler inresidence. And since we are the only game in town, voila’! (You can learn how to create such a target niche’ at one of my seminars)
Let's take another look at niche publicity. Let's say you sell securities (stocks and bonds), probably 95% of the readers of your local newspaper would/could never be a prospect. Doesn’t it make more sense to reach a readership where 100% of those that read about you are potential buyers? Well would it or not?
Did you know there are newsletters with subscriber bases that exceed 200,000 people such as:
*Mutual Fund Investor
*Today’s Investor
*High Net Investor
*Real Estate Marketing Report
*And THOUSANDS more!
Not only in the financial services sector but Manufacturing, Automobile, Insurance, Communications, Medical, Restaurant, Internet, Public Relations, even waiters and waitresses can get in on the fun. (Yep even service professionals have a publication - it’s called “Tables”)
And again, thousands more! Additionally there are radio programs with formats ranging from Christian issues, to Finances, to Golf. Moreover there are countless associations, organizations, and groups who have their own newsletter. These groups are begging for professionals such as you to write articles for their publication(s). And they are jam packed with like minded professional people who are dedicated, loyal clients. So if you wish to truly maximize your exposure think of publicity in terms of prospect tight compartments. Penetrate these specialty groups, call them, offer to write an article relevant to their readers. Ask their publisher what topics are most important to them.
Go to the library, find these niche’ publications, contact them, and offer your services. Call the local radio stations, find out what program formats they offer. Talk to the show’s producer. Ask how you can help them. If you wish to see your income double or triple, you must get all the PR/Publicity you can. But focus on groups who can buy and save courting the “feel good” exposure (What I like to call "Ego Publicity") until you have exhausted the smaller outlets.
Think about this. One article, in a newsletter or specialty magazine, with a readership of 50,000. That’s 50,000 potential clients, reading an article written by someone they now perceive as an expert (that’s you). The article will take about 2 hours to write and edit. (Don’t worry if you cannot write, most editors are forgiving and will help). The byline has your contact information. You will reach more people with 2 hours of work then you could in 5 years. AND you have the added benefit of them calling you.
Geez ya'll just do it!
Sunday, January 20, 2008
Are you bleeding?
Like all businesses – and news reporting is a business – media outlets have a product to sell. Naïve media marketers labor under the misunderstanding the media is only concerned with reporting news, not so.
Journalism is an entertainment industry. The more provocative and compelling the stories, the more readers, viewers and listeners they attract and the more advertising dollars they generate. With this is mind, it’s easy to see why news programs lead with the most provocative “teasers” and newspapers print the most tantalizing headlines they can conceive. In the media world, the adage “if it bleeds, it leads” is more than a catch phrase, it’s a goal.
This fixation with the provocative stems from the intense competition in the industry, which has quadrupled in recent years. Today business related stories, if they get any coverage at all, are relegated to low readership specialty sections, trade publications, business journals and early morning broadcasts.
Although any exposure is better than none, the larger audiences of mainstream newspapers and prime time news programs are vastly preferable. And with a little creativity and imagination you too can exploit the media’s desire to titillate, regardless of your product or service.
However, your story must be “packaged” in such a way reporters and producers can see the potential for attracting an audience.
All news has a story, yet all stories are not news. What’s story is your product or service keeping hidden but waiting to tell? How does it improve the lives of others or change the way people think or feel? Discover the story behind what your product or service’s does and the media will beat a path to your door to help you tell it!
Journalism is an entertainment industry. The more provocative and compelling the stories, the more readers, viewers and listeners they attract and the more advertising dollars they generate. With this is mind, it’s easy to see why news programs lead with the most provocative “teasers” and newspapers print the most tantalizing headlines they can conceive. In the media world, the adage “if it bleeds, it leads” is more than a catch phrase, it’s a goal.
This fixation with the provocative stems from the intense competition in the industry, which has quadrupled in recent years. Today business related stories, if they get any coverage at all, are relegated to low readership specialty sections, trade publications, business journals and early morning broadcasts.
Although any exposure is better than none, the larger audiences of mainstream newspapers and prime time news programs are vastly preferable. And with a little creativity and imagination you too can exploit the media’s desire to titillate, regardless of your product or service.
However, your story must be “packaged” in such a way reporters and producers can see the potential for attracting an audience.
All news has a story, yet all stories are not news. What’s story is your product or service keeping hidden but waiting to tell? How does it improve the lives of others or change the way people think or feel? Discover the story behind what your product or service’s does and the media will beat a path to your door to help you tell it!
Friday, January 11, 2008
"Get Ink"
The media is the most powerful, practical marketing entity ever conceived. A story on you or your firm provides something no amount of print, radio or television advertising can buy, at any price - The Implied Endorsement. One well-placed newspaper article or television or radio interview can build instant credibility, name recognition and attention for your product, service or business. Learn how to write and distribute compelling press releases and you're well on you way to a publicity windfall.
People that produce news programs and newspapers rely heavily on outside sources for story ideas and most of these ideas come in the form of press releases. Large corporations have people whose only job is to release news to the thousands of available media outlets.
It's that important.
Some release ideas include sharing trends developing in your industry. Update reporters on new innovations and advances. Send a release announcing promotions in your firm, product rollouts company awards, staff additions, banquets, conventions, the possibilities are as endless as your imagination and may prompt a larger story. Working with the media is an absolute must for any size business.
An even more powerful publicity strategy is to write! Write articles that highlight problem your product or service will cure. In addition to submitting articles to local publications, professionals in any consultative selling field such as financial planners, insurance, real estate, construction, mortgages, banking and others, should write for industry specific magazines. There is a magazine for virtually every industry imaginable. (Actually they're are over 22,000 such publications and many accept article submissions) These publications are always on the lookout for new dynamic ideas from "experts" in the field.
People that produce news programs and newspapers rely heavily on outside sources for story ideas and most of these ideas come in the form of press releases. Large corporations have people whose only job is to release news to the thousands of available media outlets.
It's that important.
Some release ideas include sharing trends developing in your industry. Update reporters on new innovations and advances. Send a release announcing promotions in your firm, product rollouts company awards, staff additions, banquets, conventions, the possibilities are as endless as your imagination and may prompt a larger story. Working with the media is an absolute must for any size business.
An even more powerful publicity strategy is to write! Write articles that highlight problem your product or service will cure. In addition to submitting articles to local publications, professionals in any consultative selling field such as financial planners, insurance, real estate, construction, mortgages, banking and others, should write for industry specific magazines. There is a magazine for virtually every industry imaginable. (Actually they're are over 22,000 such publications and many accept article submissions) These publications are always on the lookout for new dynamic ideas from "experts" in the field.
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