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Marketing and advertising your new business or announcing your recent internet presence does not have to cost an arm and a leg. You can advertise and promote what you are doing on a low cost budget. The even better news is that few will be skeptical about what you tell them because most people believe what they read and what they read about you will be taken as fact.
Large companies take out expensive ads in magazines and on TV and Radio. They also spend a great deal advertising on the Internet. You will be spending your time not your money.
First you need to understand that the media is always looking for stories. Editors frequently receive suggestions from readers. Do you have a story to tell? Are you one of the few people at age 50 or 65 or 75 that has started a business? That is a story. Helpful hints about what a home based business can do at home to be environmentally friendly is a story. Starting a new career is a story. Learning technology for your business is a story.
Secondly, you do not have to have any special writing ability or talent. You do, however, need to follow some rules. Your job is to attract the attention of a reporter or editor.
Thirdly, you do not need special contacts in the media to use publicity. Radio, online news directories, and program directors are always on the lookout for new stories.
And finally you do not need to hire a publicity expert. Your can do this yourself.
Getting the most from press releases does require, however, some strategy and some grunt work.
First, create your press release. Work on the headline a bit longer to make sure it gets some attention. Check out the key words for your topic and include at least one in the headline. Make sure you leave your contact information on the release. Then look up the local newspapers on line and offline in your local area or state. If there is another location where you believe you can interest prospects will be interested in what you do, find the media directories for that area. You can go to other localities; it all depends on the number of press releases you want to send out.
Before you send the press releases, prepare a Question and Answer sheet to also send to the reporters. Plan on using this sheet when a reporter calls. It will make her job and your job easier.
After emailing or faxing 250 press releases along with the Q and A sheet, you should expect to hear from 10 reporters. Most of them come from smaller newspapers but there is one that comes from a national magazine that focuses on your topic. Hooray for you! Your press release got their attention and they want to write a story about you. When you are interviewed for the article have the Question and Answer sheet right in front of you and start from there.
People will instantly believe that you are the expert in your field once they read an article about you and your business. For some reason, when we select a magazine or newspaper to read, most of us just assume the reporter would not be writing about that person or that business unless he was special. The media does not care if you become rich and famous. They just want you to solve the problems of their readers so they get used to purchasing the newspaper. That is the power of free publicity. It connects the power of belief and joins it with the claims you make about your product or service.
The one thing you do need to learn is how to write a press release. Media people do not have time or patience to deal with someone who doesn't understand what to say and what not to day. If you have no idea what you are doing in the press release chances are it will get tossed in the basket. However, sending the Q and A page along with the press release will get you extra points.
And finally you need to know how to accept your role of being an expert. The fact is that most people are no more skilled at what they do than you and I are at what we do. We are the experts because we are actively engaged in doing our business while others think about doing their business. Using press releases can help you promote and market yourself and your business.
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