Over the weekend, I was lurking around LinkedIn and came across a discussion in a local business owners group.
A business development manager wanted ideas on how to get customers for his start-up. He stated, “Companies do not want to talk to you unless you have established a customer base … even though we have services that are needed and great staff.”
The way his statement was phrased I couldn’t help but wonder if he would have an easier time attracting customers if his attention was on his prospects. Statements such as “established a customer base,” “services that are needed” and “great staff” are dead giveaways that his focus is on his company.
From a marketing perspective, these traits do little to set you apart from your competition. “Services that are needed” and a “great staff” are especially common claims any company can make.
But by focusing attention on delivering value and educating prospects, you can provide proof for these types of claims — even if you own a start-up. Furthermore, by demonstrating and distributing knowledge that addresses prospect problems, you meet people’s desire for information without human interaction.
One overlooked marketing piece that gives you a perfect opportunity to share knowledge is a press release. Now, you may believe press releases are only for corporate giants. Worse yet, you might be hesitant to write a press release because you believe you have nothing newsworthy to announce.
Get over these misconceptions immediately!
Prior to pursuing my business full-time at the end of 2004, I worked as an editor and newsroom supervisor at a newswire for nearly 6 years. I’ve edited and distributed thousands of press releases — and many were not-so-cleverly disguised pitches from companies hoping to land a feature article or segment on the news.
Although features are always a possibility, here’s a little-known secret that will increase your chances of appearing in the media as an expert:
Make yourself known as someone who shares knowledge.
Simply pay attention to writers/editors who cover topics related to your industry and volunteer yourself as a source. You can do this by contacting them or regularly sending out press releases that describe tips or strategies you can offer to their audiences.
Here’s an example of press release I recently sent out to volunteer myself as a source (feel free to use it as a template for your own press releases): http://www.writewaysolutions.com/pdf/tompr4.pdf.
As someone who regularly writes for publications, I promise you developing article ideas is effortless when compared to tracking down qualified sources who can provide valuable insight.
If you want daily opportunities for free publicity as a media source, you’ll want to check out Help A Reporter Out (HARO).
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