Getting Media Attention in a Small Community

In this Issue

1. Interesting Reading
2. Pest Control Help
3. Help This Brainy Marketer
4. Resources for Entrepreneurs and Marketers
5. Quote of the Week
6. Join Our Forum
7. A Little Fun
8. Smell the Coffee

PLEASE TELL OTHERS!
Please forward this to anyone who wants to attract more customers, close more sales, get more website traffic, and find resources to help them compete more successfully in today's market.

Guess what?
Ricki Murray of Baby Boomer Healthline says, "Great newsletter.
Enjoy your tips and marketing ideas."

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1. Interesting Reading

See this related information:

 

I live in a very small community in Virginia with a population of about 110,000 between the City of Harrisonburg and Rockingham County. As you might guess, our local publicity options are very limited. We have one daily paper, a few weekly papers and one monthly business news journal (owned and produced by the daily paper). We also have a couple of small tourist guides, a monthly "style" type magazine, and a biweekly college newspaper.

The daily newspaper doesn't even have a weekly calendar of events or local business page. When it does publish business news, you'll find it either hidden deep in the paper, immediately preceding the classified ads, or if it's really big news, occasionally splashed across the front page or the first page of the local section.

There are several radio stations, owned primarily by two big conglomerates, and one local TV station.

When I read the business news in the monthly business journal, I have to laugh. Along with the notices that say so-and-so was promoted at XYZ office, there are often announcements that say, "Suzie Goodbody, an independent consultant with Longaberger Baskets (or Mary Kay or any other similar direct sales organization) attended the company's recent national convention and sales meeting in City, State from date to date. Topics covered at the convention included....(list)."

Anywhere else, this wouldn't be published—because it's not NEWS! Sure, some of the biweekly or weekly shoppers carry articles that people have written and submitted as news, and these articles might include some of this fluff. They have a lot of pages to fill every week and very limited staff. That's why writing newsy articles for the shoppers is a productive way to spend some of the time you allocate for publicity.

But pitching our daily newspaper or writing articles for it is not as productive because it is actually owned by a large newspaper conglomerate and the main focus of the newspaper
is not local; it's national.

Is this happening in your neighborhood, too?

With the news media merging and getting larger, some publicity outlets are drying up for local companies. If your media situation is like mine, what can you do to get the word out about your company?

You can do what I do. Here are a dozen ways to spread your news in a tight media market like Harrisonburg, Va.:

1. Get to know the editors, reporters and freelancers.

People who know, like and trust you are the ones who will most likely listen to you and consider your ideas. Be sure to get to know all the local editors, reporters and
freelancers. Ask them how you can help them ... and then do it! If you make their life easier, they'll remember you and one day, you'll hit paydirt.

2. Don't be intimidated. Just pick up the phone and pitch.

But before you start pitching, be sure to ask, "Is this a good time to talk? I just need a couple minutes of your time." And then stick to your 30-second pitch. No more. Make sure your pitch is compelling, interesting, and actually fits the category of news ... not just promotion. Because pitching isn't about YOU, it's about the publication's readers!

3. Look for alternative P.R. outlets.

Maybe there are print newsletters, electronic ezines or Internet radio programs that can help you spread the news. Don't forget to include all the media outlets that reach your target audience. Some organizations—like the Chamber of Commerce or the Shenandoah Valley Technology Council (in my community)—accept releases from outside organizations and publish the information on their calendars or in their
e-newsletters.

4. Create your own column for existing publications.

If you're a solopreneur or someone who would benefit by getting better known, instead of pitching one story, pitch a column that would benefit the publication's readers. If you
can't write, hire a freelancer to ghost write the column for you. You can hire freelancers cheaply at Elance.com or contact your local university's journalism or marketing students. Students will usually work for low wages, do a good job, and be thrilled to be published.

5. Create your own cable TV show or a series of shows.

Most cable companies give away air time for free. All you have to do is pay about $20 to rent the equipment, or bring your own camera person. The key is to have many shows developed so you won't have to scramble. Contact your local cable TV
office to find out specifics.

6. Create your own Internet radio program.

I know this can be done, and it's not very expensive, but I don't know the details. Mike Stewart, the Internet Audio Guy, can help you. Download Mike Stewart's free ebook on how to create audio for your websites and the Net.

7. Develop an opt-in email list and send your news to it.

There are many good reasons to develop an email list of people who say they want to hear from you. It's easy to create by using a form on your website. If you give your readers good information, they'll continue to want to hear from you, and they'll be invested in your happiness and success because they become your Internet friends.

8. Run advertorials.

Advertorials look like articles, but they are actually ads. Unlike publicity, you'll have to pay for the space. But the good thing is ... you get to say whatever you want, and many people will take it as the gospel truth ... just like what they see on the TV news.

9. Do article marketing.

Write articles to position yourself as the expert. Submit them to all the various article banks, to other newsletter publishers, and to as many online and offline publications that reach your target audience as you can. The added benefit is any links to your websites from the resource box will improve your search-engine ranking, too.

10. Use direct mail.

Develop or purchase a good mailing list and create an impactful multiple-mailing direct mail campaign. Since you're in charge of the content, you can say whatever you want. Make sure it presents the image you want to promote, and don't forget a compelling call to action.

11. Use rubber chicken marketing.

Spread the word by doing public speaking. Get out there and speak at all the rubber chicken lunches, held by all the various organizations in your community.

12. Develop a viral marketing program.

Viral marketing is something that people just can't help but pass on to the next person. It's much like a cold virus, but it's nothing like a computer virus. It's a marketing or branding message that is so clever or interesting that people are inspired to pass it on to their friends and business associates. Here are two that came to me last week that I think are very clever.

Thanks to Don Crawford for this one:

Organic Starwars Video

Thanks to Nicky Swayne for this one:

Crazy Frog

Here's one I like because you can build and customize your own Mini Cooper.

And if you really want to become a publicity expert, I suggest you pick up a copy of "How to Be a Kick-Butt Publicity Hound" by Joan Stewart and Tom Antion. In this breakthrough ebook, they reveal all the little-known secrets of generating millions of dollars in free publicity that can propel you and your business to Superstardom—even if you live in a small community! This is Joan's most popular ebook. Read more about it or buy it here.

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2. Pest Control Help

Last week, subscriber Zenda Rogers of Armored Pest Control asked for help when she said, "I work for a gutter installation company and help my husband run a pest control company we recently started. Can you help me learn how to promote his business? My husband worked for a top-name pest control company and when they found out he was taking steps to start his own company, they fired him. Since we were already on the path to start our own pest control company, this wasn't a major catastrophe.

Nevertheless, it happened when we weren't expecting it. The problem is he signed a two-year noncompete agreement with his former company. We have adjusted and have researched territories outside of the area, even though these are about 45 minutes to an hour away from where we live. (We are considering moving there because of the benefits for our family.)

We are a little lost about how to promote this company. It has only been a month, but we are both sitting on pins and needles trying to come up with ideas on how to get new customers. We have advertised in three newspapers in the counties he wants to service. We have printed door hangers and fliers and distributed some of them in the small towns. The result? Just one customer. Can you help us?"

Several people wrote to give advice. Thanks everyone! Here are some of the responses.

Catherine Roy of Sayre Enterprises says, "Partner with either a locally-run community bank—they do mortgage loans and part of the process is an insect report—Realty or other mortgage loan company. Advertise something unique about your business—in our area we have Rusty the bug sniffer—a company who has a specially trained dog that will sniff out pesky pests—that TV spot probably brought them a lot of business! Also, having a payment plan schedule for the lower-income communities—they probably could use the service and only get their homes checked once damage is out of control."

John Vonhof of FootworkPub.com offers:

"Create a door hanger in the shape of one of the local bugs. Capitalize on the local problem and then on the reverse side put your information and how you rid their house/yard of these pests. Also, offer a referral bonus to any customer referring a new customer."

Chris Guldi at Keller Williams of Southern Maryland has a bit different advice for you:

"First, go consult with an attorney regarding the non-compete agreement. Most are unenforceable as courts will not usually allow another company to hurt your ability to earn a
living. There are also restraint-of-trade issues.

"Second, go talk to real estate agents, title companies, or closing attorneys. Pest inspections are done every day in the real estate industry. Target people who have their house on the market for sale. Oftentimes after inspections are completed, buyers request sellers conduct pest treatments."

And Lois says ... these are all terrific ideas. I also strongly urge you to see an attorney about the noncompete agreement. You may be pleasantly surprised. Also, start talking to everyone you know. Ask them if they need the service or if they can refer you to someone who might need it. Consider joining a BNI group—it's a referral group that gets together weekly to give each other referrals. It's likely that you would fit into one easily and will soon be able to give as many referrals as you get. Finally, start doing publicity about your new company. You can send a news release to all the local media about your new company, website, and new customers (I wouldn't mention names unless you have your customers' permission). Call the media an offer your husband as an "expert" who can be contacted if they are writing a story about termite infestations and the like. Write articles telling people how to identify pest problems, and what to do about them -- Top 10 Ways to ...

A recent teleseminar I did with Joan Stewart, The Publicity Hound, "How to Use the Media to Market Your Expertise," would also help you by giving you tons of ideas to generate FREE publicity. Read more about it or buy it here.

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3. Help This Brainy Marketer

Subscriber Stephanie Lang writes, "I'm looking for recruiting and booking party tips and ideas. Would also like to learn about marketing techniques that apply to my business and some internet advertising ideas." Stephanie owns a home party business called Insatiable Parties.

I can think of several options, but I know our brainy readers will have lots of great ideas for you, too. How about it, readers? Send me your ideas and I'll post the best ones next week.

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4.Resources for Entrepreneurs & Marketers

• New Internet TV Program

Approximately $82 billion in sales has been achieved via direct selling representatives worldwide, according to the Direct Selling Association.

Today, one of the first Internet television channels targeted for small business owners and entrepreneurs—BusinessTVChannel.com—announced a new Internet television program entitled "Selling Direct." This weekly program will offer tips on how to generate sales leads, network, find event hosts, account for expenses and presentation skills to be successful at direct selling. The show is hosted by Jennifer Bryan.

• Positive Aging Network Formed

Sharon Sultan Cutler has introduced a new network to help caregivers find help for aging family members. The Positive Aging Network saves seniors and their caregivers time and
frustration. No more searching paid advertisements, making endless phone calls, doing multiple internet searches, and interviewing a long list of companies someone has provided. From finding a companion for dad, locating a local Bingo game, checking out a singles’ group or gathering information for a safari in Kenya, help is now at hand. The Positive Aging Network is a division of Mature Resources.

• Want to Write Better Copy?

Get Yanik Silver's ebook, "14 Point Web Copy Analysis" FREE.

• Thinking of Adding a Shopping Cart to Your Site?

Don't do ANYTHING until you read this FREE informative ebook, "How to Pick a Shopping Cart System That Makes You Money," by Tom Antion.

• Want Better Search Engine Rankings?

Then get more traffic coming to your site! You can learn how with John Reese's all-new "Traffic Secrets" course. Visit the site and read how LOTS of people jumped to number one after following John's advice.

• Networking Secrets Revealed Now Available

Bonnie Lowe has just released a new ebook, "Networking Secrets Revealed," in which she asked networking experts to "tell all" so that YOU can learn how to improve your
business with networking. And guess what? I'm one of the experts she tapped for quotes and free stuff. Learn more about Networking Secrets Revealed.

 

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5. Quote of the Week

"To love what you do and feel that it matters -- how could anything be more fun?"

~Katherine Graham
Former Publisher of the Washington Post

What's your definition of success?
Email your comments to me.

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6. Join Our Forum

It's time to start talking! Let's get some conversations going. The Success Secrets of Women Entrepreneurs Forum now has 113 members. You don't want to miss out, do you?

Learn how other successful women have created and built their companies. Chat with them in our Success Secrets of Women Entrepreneurs forum. Ask a question, find a resource, or help someone else analyze their business idea.

Join our forum and with your membership, you'll get:

==> 9 terrific bonuses valued at $491.00
==> Attendance at all our teleseminars at half off. ($449.00 value)
==> The ability to network with successful women entrepreneurs. (priceless!)
==> The ability to post classified ads F~REE. (priceless!)
==> F~ree access to my large library of audio seminars (priceless!)

All for just $12.95 per month. Read more about it and subscribe to Success Secrets Forum now!

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7. A Little Fun

From JokeCenter.com

Are you a consultant?

1. You work very odd hours.
2. You are paid a lot of money to keep your client happy.
3. You charge by the hour but your time can be extended.
4. Creating fantasies for your clients is rewarded.
5. It's difficult to have a family.
6. People ask you, "What do you do?" and you can't explain it.
7. Your client pays for your hotel room plus your hourly rate.
8. Your client always wants to know how much you charge and what they get for the money.
9. You are rated on your "performance" in an excruciating ordeal.
10. Even though you might get paid the big bucks, it's the client who walks away smiling.

Be sure to visit our past jokes and trivia at:
Marketing Jokes and Trivia and Fun Stuff

Take a look. You'll have fun!

Help keep the smiles coming...please send me your marketing, PR or sales jokes. I'll be happy to give you credit and list your website! Email me.

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8. Smell the Coffee...

Smell the Coffee...

Whoo-ee! It's a scorcher today. It's supposed to get up to 99 degrees. Since I knew that, I took my morning walk first thing this morning before I showered. Usually, I shower
first because I don't walk fast enough to work up much of a sweat, but I didn't want to take a chance and have to shower twice.

I had a fun time over the weekend watching HG TV and painting. I had the house all to myself ... no one to get in my way, no one to rearrange my schedule or ask me to do something that's on their agenda and not mine. And after what seems like a million coats of paint (actually just four coats), the family room is looking pretty good. I know, I know. There are paints available that say it only takes one coat, but I've never had good luck with any of them, especially when I'm painting a very dark wall with a very light color.

Now we need a new couch, end table or small dresser, and a new lamp or two. I'm looking forward to going antique shopping for the table. I love poking around antique stores.

Hey! Good news! Tony came home from the hospital on June 1. Unfortunately, that's about all I know. I called Wendy to find out what was going on and spoke to Tony briefly, but I didn't learn much. He said he's "doing okay, I guess." And Wendy was busy inflating a pool for little Jonathan (age 5).

Wendy did tell me that when Tony first came home, Jonathan went to visit Aunt Trina in Prairie du Chien, Wis., for a week and had a blast. Wouldn't it be fun to be as carefree as a five-year-old? Please continue to hold Wendy and Tony in the Light as Tony recovers from liver-replacement surgery and a subsequent exploratory surgery. It will be a long recovery period and they can use your prayers.

Have a good and profitable week.

Peace & Light,
Lois

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