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Continue Reading December 22nd, 2008

Want to Boost Your Advertising Value? Get Your Business In the News!

We see it everyday, articles about businesses in the local paper, internet news sites, or industry publications. But why do companies bother doing interviews and building relationships with reporters and media experts? Because a business news story is worth approximately seven times the value of purchased advertising!

That’s an amazing number, but getting an interview or story in the news isn’t necessarily “free.” It takes time to build personal, ongoing relationships with people in the media, and many small businesses don’t have the time or resources to devote to such activities. That’s where marketing firms and public relations professionals often fill the gap for small businesses.

In the long run, however, it is always worth it to be considered an expert in your industry, and be available to reporters who are often under time constraints for their articles. Strive to be the “go-to expert” that reporters can count on!

Having your business in the news also increases your credibility, since news stories have a huge impact on a company’s reputation. Readers often think that “anyone” can buy an ad, but only leaders and experts are quoted or featured in news stories.

A strong relationship with the media, whether it’s through in-house efforts or through a marketing company, is a great marketing tool. It requires a significant commitment, but it also differentiates you from the competition and can boost your company’s image to the rest of the world. Remember, everytime your business is in the news, you’ve created a seven-fold “bang for your buck” in your advertising efforts.

Lauren Hobson is the Editor of Biz Talk Newsletter, a free monthly publication designed to provide small businesses and non-profits with tips and techniques to help them make the most of their web sites and marketing efforts without spending a lot of money. Biz Talk is published by Five Sparrows, LLC. Visit us at http://www.fivesparrows.com or subscribe to Biz Talk at http://www.fivesparrows.com/biztalk.htm

June 24th, 2008

Almost Free New Product Publicity Can Work For You

You may wonder what I am talking about when I say you can get “almost free” new
product publicity to work for you. By way of explanation let me site a couple of
examples out of my personal experience. These are new product publicity
campaigns I wrote and developed for my clients and myself.

Example: One of my clients was an importer of disposable plastic hospital wares
such as Petri dishes, plastic syringes, specimen sample trays and more. I helped
him, using only a series of regular, well written, monthly new product publicity
releases to grow his business from one based in his two car garage to what is now
one of the largest, most successful importers and distributors of these specialized
plastic disposables in the USA.

Here’s another example: A number of years ago I invented a filing system for
archiving used time cards and I promoted the sale of my system via regularly
scheduled mailings to targeted lists of business publications. Some of the
publications on my list then printed new product releases about my system in their
publications. A few of their subscribers noticed the release and asked me for more
information. I responded with a sales letter, a product brochure and an order form.
Result: orders flowed in to me in a steady stream - for the next sixty years for that
one product! Would you call that a successful publicity campaign?

You see, new product publicity is my specialty. If you want either the whole world or
only a small but highly targeted audience to know about your new product, I can
help you with the kind of publicity releases that can get profitable results. And all of
this is ” almost free.”

Why do I say “almost free”? Let me tell you why.

After many years (about fifty, of direct response advertising, mail order selling, and
writing order producing new products releases for many clients with products such
as: disposable plastic wares, office aids, road building machines, industrial pressure
sensitive tape, consumer items such as sleep masks and more), I know what works. I
also know good, carefully written and planned new product publicity releases are
better than most paid advertising. They are not “free” but they are extremely low-
cost compared to very expensive paid advertising space in similar publications.

Experience has taught me that you have to plan your new product publicity as a
continuous campaign. What I mean is this: in order to get significant inquiries and
orders for your new product you need a series of new product releases to go out to
the same people over and over again for a long period of time. Let me say that
again in a slightly different way: To be successful with a “free” publicity release
campaign, you must be willing to commit yourself to a rather long term schedule of
product releases sent to a specific number of carefully selected publications.

I want to help you make your new product a profitable success in the days ahead.
This kind of publicity release plan may be the only way for you to get profitable
results at very reasonable out of pocket cost to you. What’s more, you can expect to
get sales results ($$$) you can track directly back to your publicity campaign as
proof of its success.

So, if all of this sounds interesting to you, and you think you may want to sign up
for this kind of almost free new product release publicity campaign, give me a call.
Let’s work together to get your new product announcements in the works - now!
Today!

Terry L. Weber

http://www.crafty-ones.com/web/viewproduct.asp?prodID=3171
http://www.crafty-ones.com/web/viewproduct.asp?prodID=2502

Terry Weber is a retired advertising/direct mail sales letter copywriter and
inventor of several useful items. Terry and his wife Doris are Habitat For
Humanity, RV Care-A- Vanners who, for the past eight years have volunteered to
help build more than 39 houses all over the USA. They travel to and from the 2-
week long builds in their RV. The money they make on their Crafty-Ones website
helps them pay their expenses to and from those volunteer Habitat builds.
P.S. Due to the high cost of gasoline we can no longer afford to drive the RV to
Habitat builds. The RV is parked until gasoline prices come down. (4/28/06)

June 11th, 2008