"Getting Publicity: 8 Tips for Businesses"

Let's clarify how to get publicity and properly write a press release to get better results.

1. First, it's critical to look at overall marketing strategy to see how 'media' fits into the bigger picture. If you haven't a good website or promotional materials that explain and help you sell your product or services, then publicity can drive lots of callers to you whom you cannot convert to customers or clients. So then, what's the purpose?

2. If you have the groundwork laid to convert visitors to sales, then the next step is understand that the media is looking for stories. Whether it's online media, tv, radio or print media (newspapers, magazines, newsletters, trade journals, etc.) their purpose is to educate, entertain or inform their readers. So, you must offer them a story that fits their publication (or website, podcast, or similar).

3. If your pitch doesn't fit their publication, you're just wasting their time, and yours, so target your publications well. When I edited some of these print publications, I just threw out any faxes or emails from certain people because I knew they were just spamming me with pitches that didn't apply to my readers. And who has time to waste like that? So, don't be rude. Be thoughtful about whom you pitch which story to.

4. Create a database with your media list. Ideally, you want to develop a relationship with your target media, just like with prospective clients, so be sure to track all communications, pitches, responses and notes about all your media relations so you remember to follow up on time, as requested by your contacts. Do not send gifts or samples unless requested. In many cases (like broadcast news) it's simply not allowed. So, you'll be wasting time, money and making the reporter feel bad that they can't use your sample (it's kind of considered a bribe to 'get ink' or get included in the news). Read a few books by media experts to get advice on building media relations, but know that you'll figure it out once you get a foothold in certain media, too.

5. Don't ignore small websites or even newsletters. Imagine this: you're a massage therapist and you're targeting people with pain. Wouldn't you want to pitch stories to a newsletter for athletes about how your style of massage can help them overcome injuries or prolong their stamina so they're better at their sport? The newsletter might only have a readership of 300 members, but virtually all of these athletes might be your ideal target client. Then, why would you (as so many people do) target the SF Chronicle instead?

You'd have a million readers from the 'Chronicle' but statistically only 100 might see your article and click on your site. Of those 100 that click, only 2 will be super interested - and if your site doesn't give them exactly what they seek, like the ability to schedule with you online, they'll click somewhere else! Then all your time and effort is simply wasted. I often see this strategy of targeting smaller publications overlooked. So, don't forget the small and targeted publications when you develop media lists.

6. Once you've created your media list to pitch your story, draft your press release, which is an announcement of your newsworthy event, story or notice. It's not an ad! Be certain to have someone else read it to ensure it doesn't sound like you're selling something - which is what an ad is. If it's news, it should include the five W's: "Who", "What", "When", "Why" and "Where".

It's often very hard for people to realize their latest, greatest offering is really an ad, not a news release, (a news release is the same thing as a press release) so best to get professional advice on this before you develop a reputation as one of those 'spammers' or a publicity amateur. Once your pitch or press release is ready, you can distribute it yourself (the ideal method) via email or fax - as each media outlet requests - or you can use a web based distribution service like PRweb.com. Costs depend on the breadth of distribution.

7. When you've developed your pitch, you can either send in a press release and hope you'll get called for an interview. Or you can send a 'query' to pitch a story to the editor/publisher or section (i.e.; sports, business, travel section) editor.

What's a query? It's a 1-2 paragraph 'inquiry' to the editor to find out if they'd be interested in having you submit a story to them about your topic. Remember, it's not an ad, but a topic of interest to their readers. Many websites will offer writer guidelines should the editor decide to pick up your story. But top rated publications usually have their own writers so will not allow others to submit stories. If they're interested, they'll contact you to get more information. It's not proper to call them except in very specific instances, which are too detailed to note. (if you need info on this, call us for a consultation).

8. Be prepared for an interview or to submit your story if it's a publication that allows submissions. Do not make the publication wait longer than 24 hrs. or you may blow your chance of getting your story picked up. Be sure to submit any relevant general interest stories to online article portals like ezinearticles.com or those specific to your industry. If you get an interview, it's best to have facts and statistics or other data at hand. Best to plan the most likely questions you expect the reporter to ask and prepare your answers so you're ready.

Having done perhaps a thousand interviews, I can tell you the one thing that drives a reporter bonkers is to get generic, not-well-thought-out answers from people who are holding back the goods. So, try to be as specific as you can. Have examples or stories that demonstrate your main points in your newsworthy item. Be relaxed. It's people with engaging personalities who are most often asked to share their stories, so be yourself, be open, and most importantly be vibrantly interesting!

If you need customized publicity guidance for your business or full service publicity to handle all the above, call us for advice. We'll either have our teams help you or send you to an expert in your industry. Just remember, Knowledge is Bliss, so be authentic, forthcoming and truthful in all your media endeavors. And make it fun, too!

When You Need Help Right Now: a Marketing Coach!

I've noticed that a Marketing Coach is most helpful when someone needs an answer RIGHT NOW and can respond when they're stuck on an issue.

One of my clients, a massage therapist, is opening a new wellness center expanding her offerings with partner practitioners. Naturally, I suggested as part of her expansion strategy to let her existing clients know about her new center.

She needed to get an invitation in print today so emailed me asking for an edit check on her text. It was fine, and just needed some minor tweaking which I handled in between other duties today. ahhh, mission accomplished.

So what does everyone else do when they don't have a marketing coach standing by for them or the answer isn't available immediately on Google? Sure a qualified coach will create a marketing plan with the right strategies, but sometimes you just need immediate help getting information to the media, preparing a proposal, fixing a website, writing a brochure, dealing with a difficult client or situation, or getting new projects in the door fast! That's where a responsive marketing coach comes in.

Trying to do it all by oneself is one of the top reasons for failure of small businesses, which I call the "lone wolf" syndrome: we feel we're smart and capable and should be able to do it all ourselves. In reality, we need help with those strategies, writing, design, websites, or even plumbing that we haven't the experience to do ourselves.

And for those who just need some marketing tips, here's a few to get you start:

• 11 STEPS TO BUILD ENEWS CAMPAIGNS
  
• MY FAVORITE NETWORKING TIPS
  
• PREPARING FOR A TRADE SHOW
  
• FINDING PERFECT EMPLOYEES
  
• CREATE A COMPANY PROFILE OR BIO
  

We've an entire agency of writers, designers, web experts who are here to help when you're ready to ask. Wishing all readers huge successes this month!

“Chocolate Changes the World”

In case you’re wondering how to express your love on Valentine’s day: Love is chocolate. Just ask the Buddhist monks who make Intentional Chocolate™.




Intentional Chocolate™ is focused on shifting the way humans relate to food by delivering sustenance that nourishes both body and spirit. Proven through rigorous scientific testing, Intentional Chocolate™ has been embedded with a specific intention of health and well being by experienced meditators, some of whom trained with His Holiness the Dalai Lama.

Need Justification?
Research found that one ounce of Intentional Chocolate™ per day for three days increased subjects’ well-being, vigor and energy by an average of 67 percent and, in some cases, up to 1,000 percent.

Gee, can I cut out my workouts and eat chocolate instead?
The company’s mission is to use intention to bring greater health, coherence and quality of life to all beings. Intentional Chocolate™ is well being manifested in a particularly delicious form. Share the Love.

Green Marketing
And I'd just almost decided it sounded painfully self-serving reading a company's promotion who just now started claiming; 'oh boy, we're so great: we're doing green marketing to benefit our planet'. I want to just write to them saying; "what took you so long? Some of us have been doing that for decades." But gee, how many of us claim an association with the Dalai Lama in our green marketing? Now that got my attention!

What Do You Think?
What do you think about 'green marketing' in today's world? Are you feeling this 'we benefit...' is so overused that you just don't pay attention to it? Or does it have a big impact on your buying decisions? I'm curious because, after all, knowledge is bliss.

Best Time of Year to Reach New Clients

Here are a few new year, new economy marketing tips to kick start your business for 2009:

1. early January is one of the two best times to get 'mailers, notices, alerts or other marketing communications materials out to clients. People are in a more receptive mindset this month - it's a biorythmic thing in this country. The other time is 'back to school biorythm time' in early September. So, if you need help getting a flier or email or sales letter sent to prospective clients, this peak time of year when people are looking for new information, let me help you.

It's a new year in a very new economy so it's critical to keep your company's name and services top of mind so people know where to find you when they need your help. What are you waiting for?

2. if you haven't optimized your website, this is a great time to learn how. You can either spend a full year reading every book, article, tip or tool that teaches you how, or you can get the info in one hour on my webinar on Doing your own SEO (search engine optimization). While the programming still needs a pro to do it properly, this webinar gives you over 25 tips you can make yourself. Tip one: add a page of content every day! Can't do that? Me neither. So, do the best you can as it will help your ranking tremendously.

3. If your marketing plan had lots of action items and you keep getting stuck on one thing that just isn't getting done, it often means you've not enough information - or just need help getting it completed. So, call a marketing coach if you get to that stuck point. [ we all have at least one area we avoid. mine is quickbooks entries, I loathe finances :) ] This is the guage I use for myself: "if it's too easy I must not be doing a good enough job. If it's too hard, I must need help."

4. I send you wishes for sucess, joy & total bliss this new year.

Terrible Customer Service is Bad Marketing

Imagine how hard 24 Hour Fitness will have to work in their marketing to compensate for the bad customer service of their managers. Don't let this happen to you!

SIMPLE INCIDENT, SIMPLE SOLUTION
In the rain I slipped entering my gym in Alameda (it's at a shopping mall) where the floors are super slick, and there are NO doormats. I alerted the gym attendant so she could put down towels, salt the floors or at the very least wipe up the wet spot so no one else would slip. She did nothing. I watched as someone else slipped. This could have been a simple solution, right?

So, I alerted the manager at HQ in hopes they'd actually give a hoot that one of their long time members was trying to save them from a lawsuit. (and no, there were no floormats at the gym when I was there, so they're either lying or too lazy to drive to the gym to check on that personally. )

UNFORTUNATE RESPONSE CAUSING ILL WILL, BAD PRESS
This was their 'we-take-no-responsibility-but- are-making-lots-of-wrong-assumptions' reply:

"...Unfortunately, we are not responsible for the sidewalk, that is left to the Mall Management. I realize we have experienced inclement weather and have floor mats at the entry way. I have given my staff instructions to towel the floor off when wet and post signage as necessary.

Please feel free to contact me if you have any further problems. Thank you!"

Raquel Engelund

Club Manager

510-523-2450

BAD PRESS, WARRANTED
What a sad reply . . . Um duh, you think the universe is responsible for raining? You have to tell someone to wipe a wet floor? Geez . . .

I expect this is why this club gets such horrid comments about them online ("Rip Off Report" was the title I saw frequently about this company. Don't believe me? search 24 hr. fitness customer service!).

So, if you get this kind of horrid customer service let people know. And for heaven's sake, take care of your clients so you don't stoop to this pitiful level. And find a gym that gives a hoot since this one apparently doesn't.

Using Drugs Supports War

I was inspired to share this beautiful 'marketing message' written by my friend Claudia Ruiz, a popular blogger for Columbia's national newspaper. Claudia has educated me a bit about how drugs have ruined her beautiful country (part of the reason she left) and how her hopes are to help people shift their thinking which just might save the beauty, cultural richness and intellectual vastness her country has to offer. Her beautiful graphic reads: "If I use drugs I support war". In the first day she's already had over 800 responses.

Now THAT'S some great marketing!

And if you don't read or write in Spanish, you can still comment in English and perhaps Claudia will translate it for you so her readers can know what English speaking residents think of her impressive 'one woman's fight for humanity' campaign.

Let her know what you think! After all, knowledge is bliss, ignorance is expensive & fear-driven.

Is it Slow or Do You Just Suck? Tips from a Marketing Coach

I love this hilarious email from a national organization in my industry (below). It's how we all feel in a recession even though few will admit it: are we just untalented, unworthy of success, offer products or services that are not as good as our competitors, or do we suck at our job? Or is work just slowing down?

NOTE FROM THE ORGANIZATION (unnamed to protect the innocent sender from embarrassment):

"If any of you are wondering if it’s slow around town or maybe you just suck, well, it’s slow around town. Some probably do suck, but let’s just blame it on the economy so we can all feel a little better heading into the holidays."

If you're feeling like you suck, too, welcome to the club. If I'd not survived several recessions myself, and career changes, I'd not realize that one can learn to be super creative during this period, tapping skills or marketing talents you'd no idea you had.

WHAT'S MY STORY?
When I finally started making some cash as a musician, getting ready to audition for some great jobs, my solid silver flute was stolen by my college roomate's boyfriend who melted the silver to buy drugs. There was a 3 year waiting list to order another handmade pro model (built just to fit my embouchure- mouth) . So, while I had another non-professional model flute, I just couldn't perform at the same level or tonal quality and had to grieve losing the career I'd been groomed for my entire life . . . and then move on in order to pay my rent [survival is a great marketing teacher!].

I took my 'amateur' flute to write and perform 'incidental music' for live theatre. Surprisingly, I almost liked that more animated representation of my music than just performing on stage. And I didn't have to be locked in a practice room for hours each day perfecting my skill - a very hard discipline for a social person. I found a new vitality to this type of music, and discovered 3 career hops later that I actually use the essence of music in my marketing today- creating ideas for clients, intuiting a deeper understanding of their business and potential markets. See, it's all about creative thinking and taking action.

And this example is NOT really about me, but shared so you'll extrapolate and use this 'understanding' in your own marketing during this critically tough time.

FINDING CLIENTS IS LIKE MAKING MUSIC, HUH?
In marketing one's business, the secret is to couple analysis & business experience with abstract imagination to find that key essence in your product or service. That's how you attract those who need what you offer - forming a kind of harmonious existence, just like playing in an orchestra. This is a critical path to recession proofing your business. You'll get into a rhythm of discipline outreaching to help those types of people who need your talents, skills, understanding, wisdom, connections, resources or "offerings".

So, where do you meet them? Just pick up the paper and start a bit of networking, thinking of it as a gift to help you find people who need what you offer (scroll down to find the 'networking tips' report). If you need some tips to inspire your OWN creativity, consider marketing as a sort of 'spiritual' practice: like music which requires deep thinking, good listening for harmony, attunement with others, clarity of pitch, passion of delivery, and practice, practice, oh-so-rigorous practice. Then apply those lessons to your own business. If you can't make it happen yourself, let our Marketing Coaching guide you to 'symphonic' bliss.

That's what I've learned weathering 3 recessions. And no, you don't suck. The economy does. After all, Knowledge is Bliss. Ignorance is just an expensive mistake.

Do It Yourself SEO

If you've been told by a web designer that they know how to "optimize your website", then ask them how many sites they've got #1 on Google for that business's 'category', not just their 'name'. (i.e.; the 'category' of 'dentist', not just #1 for their name like "Dr. Jones Dentistry"-- anyone can do that!)

Chances are, they really aren't SEO specialists even though they really believe they know how to do SEO.

It's quite sad to see so many people being misled by misguided designers. I don't think they're lying to people, they just don't really know that search engines change how they rank sites so the (nonwritten) rules change daily. And if you're not following the changes, you're certainly not an optimizing expert.

YOU CAN LEARN SOME SEO TECHNIQUES
The good news is that I'll be teaching what SEO is really about and some do it yourself tips to improve your ranking at this upcoming webinar with my hostess, Caterina Rando on November 13th: http://www.attractclientswithease.com/allisonblissevent.htm


Sign up now before it sells out! Happy Halloween!

"The Feminine Business Model?"

I wonder if this radical shift in our economy recently can force us to shift our business models a bit? My colleague, Sasha Sabbeth, a Leadership Soul CoachTM in the Bay Area, recently suggested some of the principles she advises for transitioning to a ‘feminine’ business model. While I’m not sure of the gender, certainly it seems to me the ideas are ripe for our times and worth mulling over as we plan our business development:


• To get what you want in work, give up the ‘masculine’ war model requiring one person wins at the expense of another. The recommended alternative is to craft your suggestions (or pitch ideas) from the ‘feminine’ model showing how your idea is for the greater good of all concerned.


• Bring your intuition and compassion to the forefront of your business, without solely relying on rational, material proof, or digital thinking. The old style of doing business is about using force and power rather than reliance on inspired action.

Sasha shares her top tips for success in today’s world:

Succeed In Sync With Your SoulSM - find your fastest access into your intuition, your values, your passions, and your sense of life purpose destiny.

Honor your soul. Identify your passions, purpose, deepest values and intuition. Then craft yourself and your life so that you are bringing a dauntless commitment to live your life by those 4 elements. That way, regardless of what happens in your life, you will be able to have these principles guide you.