I doubt very much anyone does NOT know how publicity in the press and the other media can dramatically boost their business by almost frightening proportions..
But what most don’t know is how easy it can be and that they don’t need to use a PR firm to do it (my observation has been the PR firms I’ve dealt with have not been up to much, for a number of reasons).
Of course, as you’re probably already aware, PR and expert positioning go hand in hand, which means they’re both inextricably linked to premium pricing, too.
After all, if you’re the guy or gal on the TV as the resident industry expert, no one coming to you for advice is going to be expecting bargain-basement prices (you wouldn’t expect Mr Motivator to be working for £15 an hour from a dingy side-street gym, would you?).
How to Become the Media Darling
The first thing to realise is you’re already an expert and you don’t need any special qualifications to be wheeled out in front of the camera or featured in the newspaper. The fact you know more about your business than the average Joe in the street makes you an expert.
The second thing to realise is... the media experts you see are no more expert than you are, give or take.
The only difference between you is... they’re in the limelight and you aren’t. And getting yourself in the limelight is as simple as persuading a journalist or a producer that you have information their audience would find interesting, entertaining and informative.
You do that with a press release.
A press release is simply a short-hand way of telling someone in the media you have a story for them.
And this is where most people get it horribly wrong.
You see, they make the press release all about them and their business. But journalists doesn’t care about that. All they care about is pleasing the editor and filling the pages with interesting stuff. You aren’t even on the radar.
So your press release must be a sales pitch, not for your products and services but for the notion that you have a story the journalist can use to make his or her life easier.
We’ll look at this in detail in a future post, but for now, here’s some great examples of a press release you can use as a templates:
But the gist of it is your press release should read like any other sales piece, in that it conforms to the AIDA formula, has a headline, is benefit-rich and ends up with a call to action (you can even put in scarcity, and it works like a charm).
(A.I.D.A - Attention, interest, desire, action. Classic copywriting formula and I use it all the time for pretty much every piece of content I write, even video scripts. I’ll also cover this in another post in MUCH more detail.)
What the journalist wants is to look good to his or her readers, and if you can make that happen, you’ve got a friend for life (and this all applies to TV and radio the same as it does to print media).
And Then There’s Content Writing
Many local publications are crying out for quality content. Remember: every issue they print has to contain enough quality information not only to fill the pages but also to keep the readers, and thus the advertisers, coming back for more in the next issue.
Needless to say, this can be stressful and somewhat trying for the publisher and the journalist.
This is why you’ll often find local publications will gladly take your editorial material and print it as a regular column, especially if it’s good quality and is useful and informative for the readers. They’ll be even happier when they don’t have to pay you for it.
I know, I know, every writer out there will hate you for “writing for free”, but screw them, and in any case it’s not true. Because you are getting huge exposure, and while you can’t have too overt a call to action in your piece, you get instant expert status.
I used to write a monthly piece for the daily echo a way back. It took me maybe 30 minutes a month, got me essentially a full page of advertising, and brought In quite a few personal training clients over the months and years.
It also gave me content to reuse elsewhere PLUS that coveted expert positioning. People knew who I was, they respected my authority on the subject of health and fitness, therefore I could charge more than my competitors and get literally ZERO price rejection.
So, your action for this post:
Call your local publications and do your best to get yourself somefree exposure by offering quality content to them. It might not be instant, and it may require a bit of persistence, but it’s fucking simple.
Also, be sure to make use of those example I shared with you, they're proven pieces and will serve as grest templates to get you moving.
So there you are, simple steps to generating massive business from FREE PR. Just remember, nothing's gonna happen, unless you make it. So get out there, take action, learn, adapt, and go again.
P.S - If you'd like even more powerful internet money making education (for free, of course), you can claim your free online business startup bundle below, courtesy of myself and the Six Figure Mentors: