Advice about business and life often gets around to one of those "80-20" rules. As in, "80% of your business will come from 20% of your customers or activities." Here's my twist on this for publicity and marketing:
Build no more than 20% of your publicity and marketing activities around yourself.
I know. Sounds crazy. "What else besides me would I showcase in my promotions?" a sane person might ask.
But hear me out. Think of all the advertising and marketing messages you're barraged with all day. Do you welcome them? Do you feel, right now, like hearing from one more person, one more time, about how great their product or service is?
Well, neither does anyone else.
So there's the problem with building your whole marketing or PR campaign around your credentials, or the superb service or product you offer. Sorry to break the news, but most folks just don't care.
So the question becomes, what do they care about? And what should you build 80% of your PR around?
Here's my simple to answer. You even knew it all along, because it applies to you too. Most people care most about one thing.
Themselves.
And that's why any financial planner should build 80% of their publicity around what the prospect cares about.
Here's what I mean: Your service helps people. You help them solve a problem, or enable them to delegate a task they'd rather avoid. Every day, you share and apply the highly specialized expertise and professional knowledge you've acquired over years.
So that's what your PR should be all about ? 80% of it, at least. Especially your media publicity. Because in the media, information rules. It's the fuel that drives our society's vast media machine.
The media love only one thing more than information, and that's people's problems. And didn't we just say that you're an expert on solving those, too?
The formula's simple: talk to your prospects--via the media--about their needs and the problems they face. Share the information and insights you have on these topics. If you do a lot of retirement planning, send information on the latest changes in IRAs. I you specialize in mutual funds, send them information about the newest and best places for people to put their money. If you do, the media will quote or interview you on the topic. Believe it or not, reporters can't live without articulate experts to interview. Approaching them, and offering your services, is not difficult. Instant-and free-publicity for you!
And finally, if and when you are compelled to mention yourself, do yourself a favor. Skip the adjectives and superlatives. All of them. Because media folks aren't impressed.
The remaining 20% of your PR? Go ahead and write some press releases about the awards you won, about the new office you opened, about your great skills. It can't hurt. But don't think for a minute the media will embrace it as big news.
So remember the 80-20 rule. Give the media and your prospects useful information they need, and let them reach their own informed decision that you're a good resource. I have seen countless professionals and businesses become media successes following this route. Share your expertise and wisdom. A little bit of it, you'll find, goes a long way.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of "102 Publicity Tips To Grow a Business or Practice." To learn more visit http://www.MediaImpact.biz, call 212-243-8383, or e-mail him at: info@mediaimpact.biz.
When do you use the newspaper for publishing announcements for... Read More
If your product or service can be given as a... Read More
Have you ever heard of the saying, "One person's trash... Read More
Because when it comes to public relations, non-believers can produce... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
Did you Know That Even TV Remote Control Units... Read More
Publicity is an important and often overlooked tool of creative... Read More
How you answer questions depends on many factors. Example what... Read More
Everyone is talking about the Ps of successful marketing, so... Read More
Just because a publication is small doesn't mean that getting... Read More
Looking to get your name into a magazine? You need... Read More
Recently, I told a friend (who's a business owner) that... Read More
And show it for what it is - a humdinger... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
Ever wonder why papers devote a page or more to... Read More
As a business, non-profit and association manager, how satisfied are... Read More
Years ago when my Dad owned a group of local... Read More
Lots of theories out there about public relations.Everything from "publicity's... Read More
The public relations goal and strategy make sense; the message... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
Every reporter, from the cub at the small town paper... Read More
Like human nature over time, the power of good public... Read More
You bet! And in three ways vital to you as... Read More
As if making sure your company runs smoothly on an... Read More
Another way to really become known in your area is... Read More
Better check out the public relations fundamental premise, then take... Read More
I say to business, non-profit and association managers, a key... Read More
In these days of every increasing demand and competition, there... Read More
Something that results in your most important outside audiences doing... Read More
You're trying to recruit a downline into your program, you've... Read More
As an owner of an independent record label, I often... Read More
You know that getting publicity is vital to the health... Read More
As a business, non-profit or association manager, let the tacticians... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
When I talk with business people, they tend to believe... Read More
I recently worked with a group dealing with an unusual... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Yes, you can call a reporter.I've said it before, in... Read More
Everyone knows the value of free publicity. And given the... Read More
When do you use the newspaper for publishing announcements for... Read More
Since the major part of a small business typically comes... Read More
Whether you are a business, non-profit or association manager, your... Read More
What are you trying to do with your business, non-profit... Read More
There's good news for public relations execs, marketing professionals and... Read More
There's the old joke about the two buzzards sitting in... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
The real public relations geniuses might be managers. You know,... Read More
Can you honestly say that your business, non-profit or association's... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
It doesn't matter how cruel the reality programs get, there... Read More
Let's say you've called a reporter with some ideas for... Read More
To get someone's name in the newspaper or a product... Read More
As a business, non-profit or association manager, what do you... Read More
A well structured press release in an excellent way of... Read More
Some financial planners think that they shouldn't share their top... Read More
The VIP databases are fun to create and can be... Read More
When, as a business, non-profit or association manager, you are... Read More
Dear New York Times:I'd like to be quoted in one... Read More
For business, non-profit and association managers, is it publicity that... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
Better check out the public relations fundamental premise, then take... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
Public Relations |