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Small
Business, BIG Marketing™
by Will
Dylan ©2004
CHAPTER 2 - START
MAKING HEADLINES (con't)
So How Do You Get
“In The News”?
How do you get on air or in print?
Follow these tips:
a)
Send a news release in to a few local TV/Radio
stations and newspapers. Remember, it has to be NEWS,
not shameless self promotion:
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“Shameless”
Self Promotion
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Positive
News Spin
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As the winter
approaches, now would be a good time for your
viewers to have their vehicle inspected to ensure
worry-free winter driving. As a local mechanic, I
can help by offering practical information about
what to look for in a mechanic, and what safety
systems you should have checked on your car before
the snow flies this winter.
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I’m a new
chiropractor in the area and I’d like to build
business by running and article in your newspaper.
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Back problems
are becoming a major problem for people in our
society, and may lead to a significant strain on
the health care system in the future if not
treated properly now. As a local chiropractor,
I’d be pleased to share with your viewers the 3
most common types of back problems, and the steps
they can take to correct them now before the
problem gets out of hand.
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My new toy
store took a lot of work to get up and running,
and I think people would be interested in hearing
about the exciting products that I have to offer.
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With the
Christmas season rapidly approaching, parents are
looking for quality toys that their kids will
enjoy for years to come. As the owner of a local
toy store, I’d be happy to give you information
on the latest toy crazes for the festive season,
including what’s hot, what’s not, and some toy
buying tips for parents to help them stretch their
shopping budget.
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See
the difference? The negative quotes were saying ”look
at me”. The positive quotes put a “news spin” on
your story. They said “Here’s a great story idea for
you, and I’ll help you put the news piece together.”
Don’t worry…if they do send a camera or reporter to
run the story, they’ll put your name and business name
on the screen or in the paper without you even asking.
It’s common practice. And that kind of exposure, my
friends, is very good for business.
**Remember,
the news does not maintain its credibility by promoting
businesses. However, offer them a news story that
involves your business, and it is no longer promotion.
It’s news.**
b)
follow the news
When something
newsworthy happens, the news likes to cover it from a
few different angles. Remember the catering company that
I mentioned earlier? Imagine you are the owner of that
business and you hear about a local story where 6
children fall ill because they were at a BBQ where the
hamburgers weren’t fully cooked. The local news is
going to cover the story, but they’ll also try to add
some helpful hints for viewers about how to avoid this
situation in the future. And since you know all about
food preparation because you run a food related
business, guess what that makes you : the local
expert! Call them up and offer to do a quick
demo at your place of business on how to tell when
burgers or other foods are actually cooked and safe to
eat.
This
works with all kinds of small businesses…..
Continue Chapter 2 >>
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