"Advertising is what you pay for. Publicity is what you pray
for."
What is a small business owner to do? You have dozens, hundreds
or even thousands of competitors around the world. How do you
make yourself known amid all the noise and confusion? One thing
is for certain. You may or may not have a budget for marketing
and promotion, but you want to get the most bang for your buck. Stretch your budget by developing a low cost public relations
campaign that you can handle in house. Publicity is a much more
powerful tool than advertising and a successful campaign lends
credibility to you and your company. Use the following tips to take advantage of the many
opportunities to make yourself known in the on-line and off-line
world. Think creatively and you'll come up with even more ideas
to propel your public relations campaign ahead. 1) Write articles such as customer case studies, book reviews,
how to advice, editorials, etc. and develop a snazzy by-line
that drives readers to your web site. Submit your articles to
directories, newsgroups, e-zines, web sites and off-line
newsletters and magazines. You'll be astonished at how far one
article can reach and how it can convert readers to loyal, long-
term clients. If you need guidance with this technique consider
signing up for the "Expert Articles" teleclass held by Dr.
Rachna D. Jain. E-mail Dr. Jain at Coach6-46006@autocontactor.
com for more information.
2) Speak for free at your local Chamber of Commerce, trade
associations and clubs. Ask the sponsoring organization to hand
out your business cards and brochures to all attendees prior to
the event. Collect business cards and hold a prize drawing at
the end of your speech. Use the business cards to send out
"thank you for attending" e-mails after the event and ask for
permission to add the recipient to your newsletter list. Build
this list and communicate regularly. 3) Approach local and national radio shows covering your target
audience and offer to appear as a guest. You will need to craft
a pitch letter that can be sent via e-mail to the producer of
the show. Make your pitch exciting and spend a great deal of
time on the benefits listeners will derive from your segment. To
find radio stations search the brs web-radio site at
http://www.radio-directory.com/.
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Bonnie Jo Davis is an experienced shoestring marketer who
specializes in article submission for fun and for profit! Sign-
up for her FREE "Solving The Article Submission Puzzle" e-course
by visiting http://www.articlesthatsell.com/ecourse.htm.
(c) 2003, Davis Virtual Assistance. All rights reserved.
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