Marketing with a Flair

It’s easy to forget that the people you want to reach are just as swamped by information overload as you are. This includes all sorts of media professionals who get bombarded on a daily basis with story ideas for radio, television, print and interactive outlets. What makes them notice some stories when most get blown away by the dreaded “delete” button? To make your message cut through the clutter and stand out, you need a way to help them see why your story is perfect for their next assignment.

Part of the secret to getting publicity is remembering that reporters are people too. They have editors to please and a valuable, hard-won audience that demands fresh, interesting and useful content. The more you understand what media professionals are looking for when they’re trying to beat a deadline, the more attention you’ll get for your product or service. Here are a few key points to keep in mind:

Ask yourself “so what?” People don’t buy drills because they need drills. They buy them because they need HOLES! Your offering may be the next big thing, but if you can’t explain it in terms that matter most to the end user, your message is nothing but noise. Make the story more about the audience than your product by focusing on the key feature or benefit that would matter most to them.

Say it, don’t spray it. Whether it’s a reader or a reporter, you only have seconds to grab their attention. When you get a chance to speak up, don’t blow it by reciting pages of boring specs and formulas. Use a mirror to rehearse a few short interview points that focus on what your offering does to improve the recipient’s life in some practical way.

Get socially networked. Social media isn’t just for hackers and slackers anymore. Major brands from Southwest Airlines to Starbucks use social networking tools like twitter to make personal, two-way connections with their audience. You can learn to give your business an impressive digital presence without spending a fortune.

People who master these secrets gain thousands of dollars worth of free media exposure and you can too. If you want learn how to get noticed and not deleted, Unlocking the Power of Publicity by Robin D. Cook is the guide you’ve been looking for. In a practical, step-by-step language, Robin teaches you how to find the newsworthy part of your story and get reporters interested in what you have to say. People are out there waiting for your message and Unlocking the Power of Publicity will help you reach them with great publicity. Available online today from Wheatmark Publishing, Amazon and Barnes & Noble.