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Press Releases Are A Colossal Waste of Time
For 20 years before I became a traffic builder for web sites, I was a publicist handling household name consumer brands. I’m going to share a trade secret with you: press releases are a colossal waste of time.
How to Pass the "Who Cares?" Test With Your Publicity
Publicity in online and in traditional media can bring you business. But first you have to
pass the "Who Cares?" test.
How to Become a Much-Quoted News Source
How many times have you picked up a magazine and seen yet another article or photo about a
competitor who always seems to be in the news. You know you offer better service than
he/she does, that your prices are lower, and your quality higher. So how come everyone
interviews him? It's really very simple!
Business Week ebiz, March 20, 2000
E-tailing's Missed Opportunity: Customer Service
by Ellen Neuborne
There are low-tech ways to make the customer happy, too. Here's an easy one for e-tailers: List your phone number prominently. If it's hard to find, "it can drive the customer crazy," says Internet consultant B.L. Ochman of Whatsnextonline.com. "What kind of message is that sending? 'I don't care what you have to say. Just send me an e-mail, and maybe I'll answer.'" |
Oh No! They're Asking For a Picture of Me!
You need a photo of yourself for your web site, a conference brochure, a magazine article
or a press kit. For god's sake hire a professional photographer and don't try to
save money by using your cousin who likes to take pictures. What kind of picture will
work? What should you wear? What should you be shown doing? What will it cost?
How to Write an Article that Won't Put Your Audience to Sleep
Most people would rather have root canal than write an article or a report. Getting through to today's distracted, media-drenched audiences is getting harder and harder, especially for someone who doesn't make her living by the keyboard.
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Gadzooks! The Evening News Wants Me!
Whether you sell apple pies baked by your grandmother or are the CEO of a controversial
business, you may one day get a call from a TV reporter. How can you make sure the
interview is good for your business? What should you say? What should you do? Don't do anything right away.
Questions You Must Ask Before You Grant an Interview
While it's flattering to be asked for an interview by a reporter, it also is
important that you ask some questions before you say yes.
The Difference
Between Advertising and Publicity
An old adage says: Advertising you pay for, publicity you pray for.
That's because publicity has at least ten times the credibility of advertising.
Some experts, like Al Reis, author of the classic marketing book, "Positioning: The Battle
For Your Mind," believe that most companies shouldn't waste their money on advertising
until they have established name recognition and credibility with PR. Others say both
advertising and PR are necessary. Every expert agrees that you can't just put up your web
site, open your store or manufacture your product and do nothing to attract customers.
No More Boring Executive Bios
Most bios figure among the driest, dreariest and dull tomes ever written. Whether you are
writing your own bio or doing one for someone else, you can add sparkle to your copy if
you humanize your subject by asking open ended questions. Good writers want to tell
something about what makes the person tick. The writer who found out that Roosevelt Greer does
needlepoint to relax gave new dimension to the football star. Here are some questions you
can ask to help give life to a bio.
Getting Publicity
When you advertise, your message can highlight your good points because you are paying
to display your ad. Publicity, which has greater credibility, refers to free positive mentions
in a variety of media - what others say about you. Over time, these mentions help create a
favorable impression of your product or services. There are many ways besides sending out
press releases to attract favorable attention to your site.
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