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You’re a Star: Shine Brightly With a Customized Publicity Campaign This Week

PR Publicity

What could you do if you had an unlimited advertising budget? Maybe you’re salivating, thinking of all the advertising you could buy.

Sadly, even with an unlimited advertising budget, your results may not be as amazing as you hope.

Here’s why. When you buy advertising, you’re limited to the advertising venues you choose. In 2013, audiences are fragmented. If you choose to advertise on radio and TV, you won’t reach all the people in your target audience. Your audience may miss your ads completely. That’s money down the drain. The same applies to any advertising venue – you’ll reach just a small part of your potential audience.

Every business needs to advertise. However, for true effectiveness, you need something else: publicity. Publicity amplifies the effect of your advertising, and it’s long-lasting. I’ve often told the story of I first got into copywriting… how a press release I wrote changed the fortunes of my employer.

You need publicity as well as advertising

Few businesses strive for publicity. Public relations tends to be a mystery. Businesses may not even be aware that most news stories in print and digital media originate from a press release.

Here’s a secret: journalists mine their press releases looking for the faintest glimmer of gold amongst the trash. Finding a story is GOLD to them. Providing that gold isn’t easy. However, it’s possible. What could your company achieve if a journalist or three wrote about you? If you appeared in Google News?

You need just two things to create a powerful publicity campaign: time and imagination.

Firstly you create the content for your campaign, and then you launch it.

What do you need to include in a publicity campaign?

A few days ago one of my writing students contacted me about a new ebook she’s launching. She asked me what she would need to include in her first publicity campaign.

Good question. The short answer is, anything you like. It’s your campaign, so whatever you think goes. Ask yourself some questions. How much time do you have available? What results do you want?

Let’s say that you want to create a customized publicity campaign this week to promote something. That “something” could be your business, a new product you’re launching, or a service you provide. As in the case of my student, it could be an ebook. Maybe it’s something for your community – your child’s school needs new sporting equipment, and you’re running a donations drive.

Your first step in any publicity campaign is always to set clearly defined goal.

The next step is to decide what your message will be, and commit to staying on message. “Staying on message” throughout your campaign is perhaps the hardest thing to do, as any politician will tell you. It’s a challenge, but you won’t get the results you want unless you manage to do that.

Let’s get started…

Step 1: set a clearly defined goal

Write down your goal for this publicity campaign. Please don’t omit doing this. You must write down your goal, because you won’t remember what it is tomorrow. Trust me on this one.

Step 2: what’s your campaign’s message? Write it down

Write down the message in a sentence, preferably on a sticky note (stick it onto your phone), as well as in your diary. Make sure the message is in front of you DAILY.

Step 3: create a media kit

According to Wikipedia, common components of a media kit include:

Backgrounder with historical information on the company or individual.
Fact sheet listing specific features, statistics, or benefits.

Biographies of key executives, individuals, artists, etc.

Past press coverage

Photos or other images (high resolution) of key executives, logos, products, etc.

A press release detailing the current news the media kit is sent in reference to

Media contact information (usually of a public relations department or spokesperson)

Collateral advertising material, such as: postcard, flier, newspaper ad, etc.

You can put anything you like in your media kit.

At a minimum, include a company backgrounder, some photographs, and anything else you think would be helpful to a journalist or blogger who wants to write about whatever it is that you’re promoting.

Many companies add their company’s media kit to the “media” section of their website. You can do this too.

However, for the sake of this publicity campaign, create a customized media kit which focuses solely on your goals for this campaign, rather than on your company as a whole.

Let’s get started with your customized publicity campaign

Set a date on which you’ll begin your campaign. Please don’t put it too far in the future. Give yourself a week for preparation. If you give yourself too much time, it won’t get done.

Next, decide what you’ll include in your campaign.

You could include: a series of press releases, Facebook and Google+ pages, a webinar, guest posts on blogs, a blog tour, content marketing with articles… anything you like.

Ask yourself: What am I comfortable creating? Or hiring someone to create for me?

LIMIT yourself. Don’t aim to include too much. A press release, a blog post, a YouTube video, and a couple of articles, might be all that you can comfortably create in a week.

Every company has different resources. Use them. If you have a mailing list, make good use of that list. These are people who want to hear from you, who have done business with you, and who know you. They can help you to get the word out. So include mailings to your list in your list of activities for your publicity campaign.

Create your creative material

Create your material. If you’re a copywriter, you can do it yourself. Alternatively you can hire someone.

The time element: avoid becoming overwhelmed

We’ll have more to say on the various elements of a publicity campaign later – I’ll create some additional how-to material for you on this blog.

For now, consider the time you have available.

If you’re doing everything yourself, creating all the creative material might take you a week or more. Aim to have everything ready before you launch the publicity campaign. Once you launch, you’ll be so busy talking to people and running your business, that you won’t have time to create additional material.

However, don’t set the launch date so far in the future that you procrastinate. As stated, I recommend that you take a maximum of ONE week to create to your campaign material, and then a week to execute. Any longer than that, and your campaign will stall.

Just get it done. :-)

There you have it. You’re good to go. Set a goal for your campaign, decide on a message, and start creating your material today.

Web Content: 5 Genius Tips to Make Writing Content Easy

web content creation

Web content creation is an integral part of business these days.

From email messages to website content, someone has to write it. If you dislike the chore, and can’t get out of it, you might as well make it easy on yourself.

Start by forgetting about “writing.” I coach people in communication skills, and it amazes me how many excellent communicators tell me that they “can’t write.”

You can. Here are some tips to turn you into a Web content genius.

1. Forget writing: do you like talking?

Start by forgetting that you “can’t write.” Just talk. Dictation software will turn your chats with yourself into Web content; the software is easy to learn. These voice-to-text programs have a 98 per cent accuracy.

Once you get used to your dictation program, you’ll find that writing becomes a chore you enjoy.

Important: don’t try to censor yourself as you speak. You can edit and restructure the content later. Speak as if you were speaking to a friend.

I like to jot some notes before I dictate, but this is optional.

2. What do you wish customers knew about your business?

If you find it a challenge to come up with ideas for Web content, make a list of things you wish that customers knew about your business, and the products you sell. The first time you do this, you’ll be able to come up with several dozen ideas.

Keep adding to these ideas. Ask your colleagues what they wish customers knew.

3. Create a list of 20 questions customers have asked in the past month.

Want ideas for content you can create immediately? Talk to your customer service people. Ask them what questions they’re asked. In addition, ask them to keep a list of customers’ questions.

If you have a database program, create a Knowledge Base database, and have all your staff record the questions they’re asked into the database.

Choose 20 questions which are asked most often, then write Web content around those questions.

4. Pick others’ brains: have content brainstorming meetings.

For on-going content-creation ideas, ask for others’ input into your Web content. Set up monthly meetings to brainstorm content.

Alternatively, ask for suggestions. Give bonuses to people whose suggestions you use.

Remember that you can ask customers for what information they would like to see on your website. Create a form, and add links to the form to your website.

5. Get out of your office: talk to your customers, suppliers, and other business people.

You’ll be amazed at what you learn when you talk to people. Ask customers what they find challenging about your website.

One client, who sells shoes, discovered that customers wanted to know more about the shoes — how and where they were manufactured; the company’s policies on returns; better sizing information; and custom orders.

Ideas for Web content are everywhere. Forget about “writing”, just communicate. Your customers will appreciate it, and your sales will go up.

Write An Article A Day and Build Your Own Business

In today’s economic climate, you can’t depend on anyone other than yourself to ensure your family’s income. What if you could build your own home business in by writing an article a day?

On this page, PLR Genius: Build a $100,000-a-Year Private Label Rights Business FAST — Video Course, I talk about a writer who did just that:

“She says: “I wrote the article sitting on the sofa, with the kids playing around me, and my darling husband playing video games. I committed to writing an article a day. In the beginning, it was my own personal challenge.”

Here’s what she did next.

She sold PLR memberships. Members of her PLR club receive five PLR articles a week, every week, on her selected topics. (Understandably, she asked me not to mention the topics; she doesn’t want the competition.)”

Creating PLR (Private Label Rights) content is a viable business model, because PLR is in high demand.

My new video course, PLR Genius: Build a $100,000-a-Year Private Label Rights Business FAST, shows you how to do create your own PLR business.

Here’s an excerpt from one of the first week’s videos.

The course is currently in prelaunch, at a very special price for my loyal readers.

Content Marketing – Use Content to Sell

You’re running a business. You need to make sales. For many years, advertising helped you to make those sales. Unfortunately, conventional advertising is no longer as effective as it once was. You’re spending more, and making less income. It’s time you learned about content marketing.

What’s Content Marketing?

Many companies are shifting to content marketing. Traditional advertising, based on the interruption model, is no longer effective. Not only is the audience segmented widely, but the audience is no longer reacting in the way it used to.

Content marketing is simply marketing by using content. This content can be in the form on informational articles, entertaining videos, custom publishing of magazines, and blogs, or other forms of content.

How Can You Use It?

One of the major benefits of content marketing is that content, at least compared to traditional advertising, is very cheap to produce. This means that you can test content marketing in various ways, and select methods which produce the best results for you.

Start out by using content marketing to support traditional advertising you’re using. For example, if you’re running a radio or TV campaign, set up a website for it first. Create a blog, and build some social media marketing accounts. If you set up these forms of content before your campaign goes live, you’ll be able to test the results you’ve achieved.

Of course, you don’t have to wait until you’re launching a new campaign. If you don’t have a company blog, create one now. A blog is a form of content marketing, and it will allow you to test its effectiveness slowly, without investing a great deal of time and money.

What Results Can You Expect?

The results may surprise you. Of course it depends on the industry and you’re in, but some companies report that they’re achieving the results they want by spending only 20 per cent of what they’d usually expect to spend on traditional advertising.

Over the past ten years, the gradual shift to content marketing has begun. In the vanguard were companies which invested in blogging and other social media. Over the past couple of years, more and more companies are realizing the effectiveness of marketing using content. Perhaps it’s time you tested this new form of marketing too.

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Order superb, well-written articles today. ContentBee provides articles for your sites and blogs, and promotional articles posted to article directories too.