Start Spreading the News
Spread The News
What is one of the most powerful ways of attracting new customers and is also free? The answer is news. Did you know positive coverage in a bona fide newspaper or magazine
Getting your story published is not as hard as you may think. Editors are always looking for interesting items to fill pages. If you've got an unusual product, new service, or upcoming event, try distributing a press release to the media.
To draw attention to your pitch, try including a harmonica, kazoo, stress-reliever or mouse pad in your mailer. Journalists, like everyone else, enjoy receiving cool stuff. "I love getting anything fun, useful, or tasty," says a Chicago Tribune writer in his advice column for marketers. "I receive a ton of mail each day and the ones that contain freebies get my attention and are usually opened first. I feel more obligated to cover the story and I'm also a lot nicer when they call to follow up."
A large insurance company used the media to help generate a 22% drop in frozen-pipe claims. TV and print reporters were sent an imprinted mug and package of gourmet coffee suggesting it was a good time to remind the public about the dangers of frozen pipes. The media ran the story and saved thousands of households from a near disaster.
When writing a press release, remember you are selling a story idea, not a product. Tell the journalist how the public will benefit or be interested in what you have to offer. For example, a financial services firm could offer a free seminar on wills to help retirees avoid mistakes. If its possible, try to tie your topic to recent statistics in the news.
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