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Please consider this free-reprint article written by:
Leslie Guria
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Article Title: A Sure Fire Credibility Booster... Let Them See
Your Name In Print
Author: Leslie Guria
Word Count: 818
Article URL: http://www.isnare.com/?aid=115027&ca=Marketing
Format: 64cpl
Author's Email Address: leslie[at]footinthedoormarketing.com
(replace [at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=115027
================== ARTICLE START ==================
Have you ever wondered how to differentiate yourself from the
competition without reinventing the wheel? Are clients clearly
happy with the work you do, but don�t seem to be sending you
business building referrals? If given the choice between two
sellers, would you buy from the one that advertised in your
trade publication or the one that was mentioned or interviewed
in one of the publications� articles?
We�re all influenced by the media. We may not like that idea,
but when a product/service or provider is mentioned in an
article or news segment, it puts them in a uniquely credible
light. Someone else seems to think their opinion counts, so
maybe you should too. One way to differentiate yourself from
the competition and build credibility with existing and
prospective clients is to get yourself/company mentioned by a
credible media source.
Getting you name and message out to the masses can be a
challenge, but it�s one worth taking. Essentially, you say or
do something newsworthy and make sure the powers that be know
about it. There are several ways to make this happen.
Write and Distribute a Press Release
The media won�t know you�ve done something unless you tell
them. A properly crafted press release that highlights
something newsworthy will get the attention of writers, editors
and producers.
Next, you�ll need to either distribute your press releaset to a
media list you create yourself or send it through the wire
service like http://www.prweb.com or http://www.prnewswire.com
. There are several advantages to using a wire service
including...
� Time savings � All you do is submit your release to the
service and they�ll send it directly to media professionals
that subscribe to their service.
� Targeting � Most of the wire services allow you to target
your distribution regionally and/or by industry segment.
� Price � If time is money, you will potentially save yourself
hours or research time by distributing your release through a
wire service to a list of people that are looking for content
and are interested in hearing what you have to say.
Although creating your own distribution list can be time
consuming, you�ll be able to target a few select recipients and
can follow up via telephone or email to build your relationship.
One final note on press releases�make sure to have your press
release properly proofed. A typo or grammatical error tells the
reader you�re sloppy and may not be the credible source he wants
to talk to.
Call and Pitch
If you want to make sure the media know who you are and the
benefits of working with you as a source, you can call and
pitch yourself and your concept directly. When you call or send
an email, make sure you have a deliverable prepared in case it�s
requested. Good deliverables include a resume, a media kit, a
link to your web site or a press release.
The advantage of pitching on your own, or hiring someone to do
it for you, is that you can begin developing your relationship
and building credibility with the contact immediately, you can
tailor or adjust your pitch �on the fly� if necessary and can
take advantage of opportunities, like speaking at an event or
writing your own article, you may not have considered prior to
calling.
The disadvantage of pitching directly is that it can be time
consuming to build your list and drill through an organization
to find your target contact. Many of us don�t like the idea of
cold calling which is essentially what you�d be doing, but it
is an effective way to get to worthwhile media contacts.
Respond to Queries
Some media professionals send out queries through the wire
services to find sources for their articles. This method is
clearly passive, but your time will be spent responding to
actual opportunities rather than looking for the proverbial
needle in a haystack. A timely, appropriate, well written
response to a query will not only get you quoted or interviewed
in the media of your choice, but it will allow you to develop a
relationship with a journalist that will hopefully rely on you
the next time a similar opportunity presents itself.
All it takes is time, tenacity and resources�and your prospects
will see your name in print. Most people don�t buy magazines and
newspapers to read the ads and writers are looking for solid
sources to help tell the stories their readers want to read. A
few well placed words can mean the difference between being a
�product� your prospect is considering and the one well
respected one they buy.
About The Author: Leslie Guria, http://www.footinthedoorpr.com,
helps coaches, financial advisors, entrepreneurs and other
business professionals grow their business through effective
pay per placement publicity, public relations, sales and
marketing solutions.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=115027
================== ARTICLE END ==================
For more free-reprint articles by Leslie Guria please visit:
http://www.isnare.com/?s=author&a=Leslie+Guria
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