Advertising in the media can be a high-end expense, especially if you are still in the growth phase of your business. Radio and TV spots, magazine ads, commercial marketing can all be quite costly. The question becomes how to increase your exposure and demand for a fraction of the typical cost. It is possible – and quite simple once you have the secrets: there exist several opportunities for FREE publicity if you are willing to write, network, and – yes - speak. The ten tips below will show you how to increase your bottom line without breaking your budget. First, choose a ‘gotcha’ topic related to your industry. For example, if you are a diversity trainer and offer seminars to that regard, find a current HOT topic and center your article or interview around it. The more up-to-date and controversial the speaker can be the more publicity you will get. The media eats up controversy.
1. Write a Column in a publication targeted to your audience. You have within this target audience a ready-made market sector of peers. No matter what industry you serve, this is already – by its very readership – a fairly ‘warm’ audience. Google publications in your target market. Find current information as to submission guidelines and editor/submission reviewer; be sure to address any calls and correspondence to the correct individual.
2. Send Press Releases – The gold mine for free advertising! Again, choose a HOT topic. Market your services and products in light of that product. Be sure, always, to title your press release with an attention-grabbing headline. Holding a seminar soon on EEO rights and your company’s domestic partner coverage? “Diversity Workshop to be Held December 15th: There are a variety of websites where you can – for free or very inexpensively – place your press release yourself. For newspaper and printed media, be prepared to follow-up on your submission with calls and emails (“Did you receive my press release?”). Always head your press releases with the words “For Immediate Release” in bold.
3. Radio and TV Interviews – This is not as difficult as one would think. From the interviewers perspective, they have hours of air time to fill and are always looking for an interesting, and hopefully catchy topic. Your bottom line may be in dollars and cents; their success is based upon ratings. Help them help you. Target local and/or national stations and programs that cater to your market sector. Contact their producers by phone, email, fax, or letter. Convince them as to why you’d be a ratings-grabbing guest on their show (see above re: controversial, current topic). They will, most likely, want to follow up with you, learn a bit more about who you are and what you offer.
4. Write a book, eBook or eZine – What better way to establish yourself as an expert in your field – and get free market exposure at the same time?! Make your content catchy and useful to your intended audience. Advertise your published works with the other options on this list. For books and eBooks, consider having an industry peer review your writing or hiring a freelance editor with reasonable rates. The small expense for the latter may be well-worth it when it comes to making your content as captivating and user-friendly as possible. As with press releases, be sure that your author bio is both interesting and informative. Set yourself apart from the pack by drafting an intriguing bio. List your credentials briefly. Add in a few things that are out of the norm, e.g. sky diving gave you an appreciation for the stock market; you are fluent in German, which facilitates networking with international banks, etc. List a favorite hero or two. You should also have a longer bio for books and eBooks and a shorter, abridged version for your eZine, blog, article submissions.
5. Write Sidebar articles and submit them to targeted publications and