Would you like to expand the
volume of your business? You can let thousands of people know about
your service, your store, or your new products without paying a penny.
Whether you want to make more sales, or get an offer on television,
you can broaden the scope of your clients by free publicity.
You don't have to climb a flagpole
or hire a dancing bear to attract attention and sales. In fact, with
just a telephone and follow up letters and flyers, you can be making
much more money than you are.
What product or business is
you involved with that needs more clients or customers? You might have
a neighborhood store, or you might be seeking exposure for a celebrity
or politician. Maybe you have a new invention that you can't get marketed
or a recently released line of designer furniture that you want to increase
sales on.
How are you presently getting
to customers? You may be advertising in newspapers and magazines or
trade journals. Or you may be relying on a distribution agreement to
retail the products your plant manufactures.
Perhaps you're an author depending
on a publishing house to promote your book, but it seems to be waning.
Or you could be a young comic, trying to get some more acts to further
your career.
Regardless of your business
or enterprise, free publicity is available to you. You don't need any
particular background or training to do it. What you do need is the
belief in yourself and your product and the diligence and perseverance
to continue when one idea doesn't pan out.
Take a look at the variety
of types of publicity. Whether you want a local increase in sales, or
national fame, free publicity is available to you.
WHAT IS PUBLICITY?
Publicity is making something
known to the public, spreading information to the general, local or
national market. It is information with a news value used to attract
public attention or support. Everybody uses publicity. Politicians,
manufacturers, celebrities and even the Detroit car makers use publicity
to further their causes and gain attention.
Publicity isn't limited to
large organizations. Small committees and enterprises use the local
newspapers to publicize events and endeavors.
Publicity differs from advertising
because it is free. Although some groups or individuals do trade tickets
or services for free mention in publications, generally publicity is
newsworthy copy that a publication produces.
Publicity is a form of promotion,
although promoting a product or service may require other efforts that
cost the company money. Good publicity is one of the best ways to let
people know you have a worthwhile business.
KNOW YOUR PRODUCT OR SERVICE
In order to gain publicity,
you have to be totally familiar with the product, service or business
that you are promoting. If it is your own product, you are the best
one to describe the benefits and features. If you want to publicize
something else, talk to everyone involved to get the facts and details.
Consider the radius of your
market. If you have a local business such as a retail store or service
shop, most of your customers are from the surrounding five miles. If
you are located in a large city, you may have a larger radius, but at
the same time, there may be stiffer competition.
Your enterprise might be regional
or statewide and your clients may come from hundreds of miles, either
in person or by telephone to use your services. And, if you are a large
manufacturer, your clients and customers may come from the entire United
States or you may even have a worldwide audience.
Profile your customers. Who
are they and what do they do? If you have a service, how often is this
service used? If you have a product, is it something that is bought
again and again, or is it a lifetime purchase?
How much do your customers
pay for your products and are you competitive with the other manufacturers
of the same products? If you have an unusual product, are you reaching
the widest audience you can?
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