Will a reporter really care about what you have to say?

If you can’t answer this question accordingly, you need to conduct additional research, rework your story angle or rewrite your announcement. Focus on a specific benefit, current industry trend or unique idea.

Once you rewrite your announcement, have a regular customer, or someone in your target market, read it. At the very least, have co-workers, friends or family members review the information. Do they think it’s boring?

This work takes extra time and effort, but it can mean the difference between front-page news and the trash bin.

And if you are having trouble finding newsworthy items to share with the press, here are some tips to help.

Five Ideas for Creating Your Own News:

1. Take part in a community event, or create your own.

Give something back and encourage others to do the same. You’ll help others in need while creating a newsworthy event.

2. Create a brief report or “Top 10 List.”

Relate this document to a big trend in your industry that will help others solve a problem. Provide your expertise without asking for anything in return.

 3. Submit an opinion piece.

Write to your local newspaper, and provide your opinion about a published story or current news item. This can help build credibility and awareness for your business when written in a postive manner.

4. Give a presentation.

Speak at a local community college, business group or other organization where your target audience attends.

Provide valuable information without giving a sales pitch, and invite pertinent reporters. You’ll establish yourself as an expert and meet potential new customers while increasing your chances of obtaining media coverage.

5. Find success stories and promote them.

Talk to your customers, and ask them how your products and services have helped them save time and money, increase productivity, meet deadlines, etc.

Media members like unique, “before-and-after” stories, and you can always use these case studies to build credibility and market new customers.

Got News?

Now, please note that some announcements are just that - announcements about winning awards, events, fresh partnerships, new hires, etc. These may not be the most exciting news-items, but they are still important to share with the press. These announcements will help project a fresh, current and credible image for your business.

But before you share this information, be sure to create a list of appropriate press members, event-listing media venues and customers. Not everyone will be interested in this kind of news. And you want to send it to the right people so you don’t waste your time.

These are just a few, key ideas to consider when announcing your news. Hopefully these tips will help you provide valuable information to the press and build positive, company awareness.

And if you need more help with your SEO copywriting and PR to boost sales, awareness and credibility, please let me know here or at www.rembrandtwrites.com.

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Of the three, the most successful so far has been group shopping sites like Groupon and LivingSocial. Why? The answer is pretty simple. Group deal sites give users a clear value proposition (50-90% off something), with a clear incentive to share with friends through social media (if enough people don’t buy it, you don’t get the deal).

While it has been and will continue to be quite effective, the popularity of group shopping has distracted us from what I believe is the bigger future of social commerce: the power of the personal referral.

In “real life”, what factors help you make decisions about how to spend your money (like what restaurant to go to this weekend, which mechanic to take your car to, or just generally what to buy and where to buy it from)? You might do a Google search, but what you’d probably like to do most is ask people you trust. How do you go about doing that? Do you post a status update on Facebook asking your 500 friends where to find a great deal on designer jeans? Maybe - but for most people maybe not.

What if you could automatically ask all of your friends what to buy and where to buy it from based on their own experience, without actually taking the time to ASK?

For merchants, marketing their products online compared to marketing in the “real world” is quite different. Merchants in the real world build their reputation by providing quality products and great service to their customers, who spread the word to their friends about their experience. As the number of satisfied customers increases, the merchant’s natural word of mouth marketing presence grows along with it. This is how good companies build a brand and a loyal following.

But the e-commerce environment has primarily become a price war among both large and small merchants selling common products, and a difficult place for merchants selling unique or handmade items, struggling to find ways to acquire customers who aren’t searching for their exact product (because they don’t know it exists), and then leverage those new customers to evangelize their largely unknown brand.

Unlike the real world, the advantage of the Internet is that everything can be found and organized quickly in a structured way unavailable in the offline world. But now that our offline relationships have been enriched and expanded online (primarily because of Facebook), the two worlds now have an opportunity to merge. The merging of these two worlds means that we can use our offline relationships to effortlessly get recommendations from our friends, in a seamless and structured way.

That’s the future of social commerce, and it will be here before we know it.

Corey Kossack in an Operating Partner at Addoway, an online marketplace where people buy and sell with their friends and the merchants they trust. Corey is also Managing Partner at Game Change Ventures, a venture development firm focused on Internet startups that utilize social media.

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For businesses, same rule applies (not the female part, but the type). If you operate a home-based business and your computer is the only real collateral you have, I wouldn’t worry about it. If you have an office with employees, documents and products, you might want to consider. Video surveillance systems and other security devices can help save your business money, just on insurance alone. Not to mention the fear factor to keep employee theft down and act as a security safety net in the case of a break-in.
The U.S. Department of Commerce reports that employee dishonesty costs business owners around $50 billion a year.

The U.S. Chamber of Commerce goes on to report that approximately 75 percent of all employees steal at least once, and half of these employees will be repeat offenders. Shocking, right! If this isn’t reason enough to invest in a video surveillance system, consider the following.

Saves Money
Insurance companies will actually knock off anywhere from 10 to 20 percent if you have a business security system in place. In general, most video surveillance systems are inexpensive—depending on your security needs. A basic single camera system on an analog system (aka not digital), will run anywhere from $120-$250 for a camera, and quality DVRs go for $500-$1,000+ (depending on your needs), according to Resource Nation.

Good Investment
For a more robust system, you may need to invest in multiple cameras and monitors. Digital offers the best picture quality, but again it may not be necessary to purchase a digital security camera system if security at your company is at a low risk of being violated. Before talking to vendors, decide what level of security you are looking for and stick with your decision. No need to purchase a state of the art system if you don’t need it.
Don’t let sticker shock on some of these systems deter you from what you need. Once you factor in savings from your insurance company, many times some of these systems are completely free.

Negotiating
When negotiating with video surveillance vendors make sure you are going through the contract thoroughly. Will they be setting the system up for you? Will they be educating you on how it works? Asking these types of questions will help you realize what is going to need to be done on your end. If a price seems too good to be true, it might just be. Paying a little more to get your system hooked up by a professional may be a better option. You can visit EverythingBusiness.com for a full list of security camera system providers.

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As a small business owner, getting the media attention you deserve is not as difficult as it may seem. In fact, it’s just a matter of picking up the phone and being a good sales person!

Here are five tips to help you get started.

1.     

Before you contact reporters, be sure you know what they write about and their particular styles.

Read their articles, watch their television programs or listen to them on the radio. And you should be able to find their direct contact information with a simple online search via Google or Yahoo! If not, check the media venue’s website for additional information.

2.      Prepare Your Pitch.

Do you know what you are going to say when you get in touch with the news media?

Prepare your talking points in advance. Create a unique and interesting story angle and be sure you can mention the important facts in one sentence.

You can always elaborate if the reporter seems interested. And if you’re new at this, practice pitching your story with a friend or co-worker before moving forward.

3.      Pick Up the Phone.

When you have your story-pitch ready to go, contact the appropriate beat reporter directly. Introduce yourself and give the name of your organization. Tell the reporter you have an interesting news story if he or she has a couple of minutes.

At this point, the reporter will give you a few minutes of time or tell you to call back, e-mail the information, or send a fax.

If requested, give your pitch as succinctly as possible, and try to sell the story to the reporter. Why will he or she care what you have to say?

If the reporter shows an interest, be sure to provide the appropriate information and set an interview time as soon as possible.

It’s also wise to have a “back-up” story angle to pitch if the reporter is not interested in your first news item.

4.      Diary the Information.

Once you are finished with your call, be sure to make a note of your conversation in your own media database. Keep track of the media venue, reporter, date, and any other key notes.

If the reporter was not interested in your story, write down why and when you should follow-up.

By keeping notes of your media discussions, you’ll be able to give better pitches in the future and create great press relationships.

5.     

Many times, the reporters you contact will not have time to hear your story because they are on deadline. Do not get discouraged or take this as a permanent rejection.

Listen carefully to any directions the reporters give you and follow up accordingly. If you keep in contact with media members on a regular basis, eventually your patience will be rewarded.

As you pitch, know that you are giving reporters news about your business, experience and expertise. They may be interested in this information at the moment you call or remember you for a future assignment. It’s up to you to make a good impression.

These are just a few quick tips to help you move forward with your publicity efforts. For more information on how to boost sales, awareness and credibility with SEO copywriting and PR, check out www.rembrandtwrites.com. Also, look for my new book, “Simple Publicity,” coming soon!

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I’ve been mulling this around since posting the last Foursquare article and thought that there were more practical tips could be added.

Foursquare is a hugely untapped and powerful little tool for business marketing, especially if you own a business that requires customers to physically visit your location to make a purchase.  Unfortunately most businesses don’t understand just exactly how they can use Foursquare and are missing out on a fantastic and inexpensive marketing opportunity!!

So here are five very practical tips on how to use Foursquare to market your location-based business.

1.            Use Foursquare like a customer loyalty card

The cool thing about Foursquare is it shows the user how many times they have been at each location, so you could offer customers a freebie after so many check ins.  Make sure you set clear rules about how to redeem the offer including: check ins more than once per day do not count towards redemption of the free offer; or free offer value at $5.00, may not be accumulated or transferred, may not be redeemed for cash, etc.

The women’s clothing store Ann Taylor recently launched a Foursquare promotion like this in New York City giving shoppers 15% off at the store after their 5^th check in and giving the person with the most check ins at one location (called the Mayor) 25% off their purchase at that visit.

Another company, Tasti D-Lite, offers frequent shoppers a branded Foursquare badge, as well as additional loyalty points on their physical loyalty card, plus freebies and other perks.

2.            Organize a real-time treasure hunt.

Now this could get really fun.  Leave a clue of the day on the “Tips” section of your Foursquare page with the answer to each clue being a different special of the day.  The customers who come in and guess the special, get the special, plus they are eligible to win a bigger prize at the end of the contest.

Another company, Jimmy Choo, a high-end designer footwear brand, runs this contest by having a pair of Jimmy Choo sneakers check in at various hot spots around town.  The person who is able to guess the next hot spot and arrive there before the Jimmy Choo shoes arrive will win a pair of very expensive shoes.

3.            Use Foursquare to entice new customers to come into your store by offering a 1^st Timers check in discount or freebie.

“Show us your check-in and your dessert is on us!”  Again, make sure you communicate clearly in your offer what the rules are; i.e., free dessert is only for first check in, and must be redeemed with purchase of a meal; etc.”

4.            Leverage word of mouth marketing.

One of the benefits of Foursquare is that friends can “follow” each other and thus can see each other’s check in’s on Foursquare.  Note:  The check in’s are also posted on Twitter, Facebook and Yelp, if they’ve enabled the function.   This is huge for your business because every check in at your location is a tacit recommendation from the person checking in there.    Leverage this exposure by inviting people to check in via Foursquare.  Providing special offers for those who check in via Foursquare will invite people to check in more often.

Also, make sure you pay attention to what people are saying on Foursquare about your business, because whether you use it or not, people are using it, and chance are, they are talking about your business.  Personally reply back to people who leave tips or make positive comments and thank them.  Likewise, it’s just as important to respond to negative comments as well and to remedy the issue as soon as possible.    Don’t be negative; just say something like, “I’m sorry that you had a bad experience.  Let’s get it touch and discuss how we can make it up to you.”

5.            Tie in text message marketing with Foursquare.

Invite people to take photos of them having fun or otherwise enjoying your location and text the photos to a special text message phone number.  Once they do this they will have opted into your text message marketing program and you will be able to send them additional specials and discounts via text.

What other ways can you use Foursquare to market your high traffic location based business?    I would love to hear your comments.  Next post, how to market your non-location based business on Foursquare.

Wendy Kenney is a nationally known Buzz Building Expert and the Founder and CEO of 23 Kazoos, a marketing firm specializing in inexpensive and creative small business marketing strategies.  She has honed her marketing skills through over 26 years of entrepreneurship and business management.

Wendy just released her new book called “How to Build Buzz for Your Biz- Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business” based on her knowledge of what works and what does not work in small business marketing.  This book features practical and low cost marketing strategies, such as “How to Grow Your Business Using Social Media,” as well as valuable links, resources, and tips and is available on Amazon.com.

Wendy frequently speaks to organizations about marketing for small business.  To get more information or to schedule Wendy to speak go to:  Business Marketing Speaker

Claim your free download (no email necessary) on Wendy’s website:  23 Kazoos

How to Build Buzz for your Biz:  23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed

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1.      Is your site ready?

If people see your press release and visit your site, what will they see? Does your content focus on customer-oriented benefits, or are you just saying, “We are the best, We offer…, We’ve been around since…”? Boring!

Your site needs to let potential customers know that you can solve their problem, and you only have a few seconds to impress them! If your site does not focus on the benefits you offer and provide valuable information to your target market, update your copy before sending out that press release.

2. What do you expect from the press release?

After your press release goes out, do you expect to be inundated with media requests and new-customer orders? Think again. Very few press releases create these kinds of results. Instead, a press release should help to boost online awareness via search engine optimization and build relationships with media members and new customers. Plus, it can help your business appear current, credible and newsworthy.

With this in mind, please have realistic expectations about your press release. It’s important to have regular, monthly news announcements, but press-release-distribution should be part of an overall, marketing strategy and plan involving other activities like e-mail auto-responders, newsletters, free reports, and more.

3.      Are you ready for orders?

Ok. Let’s say you’ve updated your site with the appropriate content and have started your well-thought-out marketing plan. What if your site is bombarded with orders after your release goes out? Are you ready? Can you system handle the orders? Are you customer-service-representatives trained on what to say and what to do?

Your press release can give you a lot of attention. But if potential, new customers show up at your door or Web site to make a purchase, and you’re not prepared, you could miss out on valuable sales and make a bad first-impression.

Press releases are an important tool for growing your business. Just be sure you have an action plan in place, have realistic expectations and think about what you need to do if your phone starts ringing with lots of media calls and online orders. This way, your press-release distribution will be as successful as possible, and you’ll save time, money and stress.

Do you need help boosting sales, awareness and credibility for your business fast with SEO copywriting and publicity? Please let me know here or at www.rembrandtwrites.com. Thanks! 

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This one is especially for the ladies, because I think this is an epidemic issue with us.  But men, you are warmly welcome here!  I hope everyone gets something from this post….read on!

There are so many programs out there that talk about marketing, sales, Social Media, finding your bliss, etc….  All of these things are really important to be sure, but there is one area of launching a business that is so critical that is can be the difference between long term success or, well….at the risk of sounding dramatic…losing everything.  And amazingly, it routinely gets skipped, shortchanged or ignored.  That one critical step is creating a solid legal foundation for your business.

I think it gets overlooked for three main reasons:

First, it is pretty intimidating to think about, especially when you are new in business or don’t have experience with the legal side of running a business.  Most of us avoid what we don’t feel comfortable with, and this is no exception.

Second, I think we not only feel intimidated, but we feel scared often when talking about lawyer stuff.  For most of us, this is outside of our comfort zone and we don’t know what we don’t know.  Plus, the idea of hiring lawyer, someone who does know, is scary in and of itself, and it threatens to be an expensive process.  For many startups or small businesses, it seems like an expense that can’t be justified.

Third, I think the process of getting your legal foundation in place gets overlooked or put off because it is, well, just plain boring.  It is so much more fun to think about the creative side of launching a business, especially when you are doing something you feel passionate about.  I know that legal issues can be pretty dry - enough to make most people’s eyes glaze over.   It certainly doesn’t feel sexy or exciting.

Or is it?  Actually, while the process of getting your legal foundation in place might not be the most fun you have ever had, the act of it is incredibly sexy, smart and exciting.

Why?  Because the point of getting your legal house in order is that it frees you up to then get on with the fun part of running a business.  You will have the peace of mind that you have done all you can to protect your hard work.  Peace of mind is the best food for creativity, and it gives you mental and emotional freedom to take your business to the next level and to focus on what you love to do and what you are best at.  By taking the time to focus on it, you are making the choice to be smart, and to honor yourself, honor your gifts and honor your hard work.   I’d say that is pretty sexy!

For more information on how to get your legal foundation in order easily and without hiring an expensive business lawyer, visit http://www.businessbrillianceuniversity.com.

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Foursquare is currently one of the most popular services that combines social networking and location-based social media. Launched in spring 2009, it includes businesses in more than 100 cities across the United States with more than 300,000 users. Foursquare allows customers to check-in when they arrive at your business. This becomes a game as users compete against each other to have the most check-ins at your business to become the mayor of your business. In addition, Foursquare users earn badges based on their level of involvement and consistency in checking in. Foursquare has mobile applications for the iPhone, Android phones, and the BlackBerry, and allows other users to check in using their mobile website.

Here’s a short video that explains how Foursquare works.

How To Unlock Your World With Foursquare on Howcast

You don’t need a Foursquare account to access information about your business. Do a search on your business name. Skim through the search results to find your business. Click on your business name to display a page about your business. The page includes a link to Google Maps but doesn’t provide access to your Place Page (if your business has one).

If your business isn’t listed in Fourquare, you need a free account to add it. One of the options for a place search results allows you to add a new business. The form is simple and collects basic location information. When you add your business, you can add your Twitter account, a smart idea for reaching your mobile customers.

The most valuable information here are the statistics that show you the number of people who have checked in at your business and the names of these users. Most people have a photograph avatar, so you can start to identify your Foursquare customers when they arrive. You can also see your current mayor.

Foursquare wants to help your business advertise to its users. They will help your business set up a special badge for your business that users earn by meeting a criteria you set (number of visits, etc.) They will also advertise your current mayor promotion to people checking in at your business or at nearby businesses.

Your turn: Have you been monitoring customer check-ins at your business through Foursquare? Have you used any of their advertising or promotion services? Share your experience here.

The Social Media DIY Workshop is for small business people who want to learn social media. The workshop consists of articles, ebooks, and videos that explain social media topics. Use these resources to create your customized learning experience. Learn what you want to build a customized do-it-yourself (DIY) social media program for your business, non-profit, or government agency.

Wendy Kenney is a nationally known Buzz Building Expert and the Founder and CEO of 23 Kazoos, a marketing firm specializing in inexpensive and creative small business marketing strategies.  She has honed her marketing skills through over 26 years of entrepreneurship and business management.

Wendy just released her new book called “How to Build Buzz for Your Biz- Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business” based on her knowledge of what works and what does not work in small business marketing.  This book features practical and low cost marketing strategies, such as “How to Grow Your Business Using Social Media,” as well as valuable links, resources, and tips.

Wendy frequently speaks to organizations about marketing for small business.  To get more information or to schedule Wendy to speak go to:  Business Marketing Speaker

Claim your free download (no email necessary) on Wendy’s website:  23 Kazoos

How to Build Buzz for your Biz:  23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed

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But how do you pitch your story to a reporter?

Here are eight quick-tips to help you through the media process:

1. Know Your Targeted Media-Members.

Before you even reach out to a reporter, you should know what that person writes about and what he or she will be interested in discussing. Do your homework before contacting a specific reporter, and you’ll have a much better understanding of what you should say (and the topics to avoid).

2. Have Talking-Points Ready.

Keeping point number one above in mind, write down all of the benefits your business has to offer. Know why a reporter will be interested in what you have to say, and practice giving your unique story-angle. Then, when the time is right, you’ll be ready. (You may even want to place your talking-points on an index card by your phone.)

3. Be Newsworthy.

Try to think of a way that your business fits in with current news and industry events. Develop a story-angle related to something newsworthy and current. Then, approach a reporter with your idea.

4. Be Unique.

Media-members want fresh, interesting stories. Try to stand out from the crowd, and provide your opinion about a current topic, unique statistic or story angle that no one else can offer. By conducting research and offering something different, you’ll get much better results from your pitching efforts.

5. Be Succinct.

Reporters are on deadline. Get to the point fast. Practice what you are going to say in advance. Then, speak clearly and succinctly. Mention the most important benefits of your story-angle first. Reporters will appreciate your sense of urgency and respect for their time.

6. Know Your Industry.

Become an expert in your field and know the most current news, events and activities within your industry. Share your news with reporters. And soon, they will come to you for the latest industry updates.

7. Offer Expert-Advice.

Without pitching your own products and services, introduce yourself as an expert to targeted media-members. Comment on a current news-item, provide a special report and offer your help with a future article. Reporters will appreciate the fact that you are willing to provide assistance and may add you to their list of regular resources.

8. Follow Up Accordingly.

Media-members are busy people, and you will probably need to make an effort to stay in touch with them. If you are waiting for a pending story or a call back and haven’t heard anything for a few days, feel free to contact the media-member directly.

Try not to be a pest, but conduct the appropriate follow-up when necessary. This is essential to obtaining clips and maintaining professional, media relationships.

Go for it!

Hopefully, these tips will help you pitch your story to media-members and get results. By “thinking like a reporter” and offering beneficial information in a timely fashion, you’ll definitely increase your chances of obtaining some good media-coverage that can boost buzz and credibility fast!

Need help increasing site visitors and sales fast with SEO copywriting and public relations? Please write to me here or at www.rembrandtwrites.com. 

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Just last month Google announced the completion of their new web indexing system called Caffeine.

According to Google,

“Caffeine provides 50 percent fresher results for web searches than our last index, and it’s the largest collection of web content we’ve offered. Whether it’s a news story, a blog or a forum post, you can now find links to relevant content much sooner after it is published than was possible ever before.”

This change means that having fresh content is more important to your business than ever before.  How do you do that?  According to Google’s Matt Cutts,

“Blogging is a great way to show people the human side of your company and provide information to customers and visitors. Blogging is also much lighter-weight than a press release. The only time I’d refrain from blogging is if you don’t anticipate updating your blog very often. If you only do a blog post every year or so, it makes your site look more like a ghost town than a vibrant community.”

I’m assuming that you already know what a blog is, so I won’t go into that here.  But suffice it to say, a blog can be a very powerful marketing strategy.  But before you get started, here’s what you need to know.

1.         Blogging is free!

You can use free blog platforms like Wordpress.com, Blogger.com, Typepad.com or Tumblr.com to get started.  The great thing about all of these platforms is that you don’t need to know coding or design.  Once you set up your account, you’re ready to publish.  For many of these websites you can even purchase a custom domain name for your account if you don’t want to have the platform name such as Wordpress.com in your website URL.

2.         Blogging is easier than you think!

Come on admit it, your website was built 5 years ago and is ready for an upgrade, but your wallet is not.  Fortunately, you can use your blog as your new website!  It has all the functionality of a website and then some.  Plus you can update it as you need to as often as you like without having to pay a programmer.  This keeps your blog fresh and timely-search engine friendly!

3.         A blog doesn’t have to be wordy.

The beauty of a blog is that it can be as short or as long as you like.  You don’t have to write a new chapter of War and Peace every time you write a post.  Sometimes a sentence is all you need!  And if you don’t want to write, try posting photos or videos instead.  What about “before and after” photos of work you’ve done or virtual tours of your product, facility, office, or process.

4.         Your website is like a yellow pages ad, but your blog is like a journal.

Which would you rather read?  A blog invites people to read it because it is reveals the inner thoughts of the writer.  Don’t worry if you start a blog and the only one who reads it is your mom.   That will change as you keep at it and word spreads.   The key is to update your blog regularly.  The rule of thumb is that the more you update your blog, the more traffic you have.  At minimum you should update your blog once a week with articles of 500 words or less.  But blogging twice a week is optimal.

5.         Blogging establishes you as an expert.

With so much competition out there, it can be difficult for consumers to make decisions, however a blog sets you apart from your competition as an expert.  This increases your credibility to your potential buyers which translates to increased sales.  An added benefit is that the media also rely on bloggers as experts.  Case in point, the blog “Get Rich Slowly” is frequently referred to by Money Magazine.  The blog, The Pioneer Woman.com, led to a New York Times best selling cookbook.

So what are you waiting for?  It’s time to get started!  Have a blog?  Feel free to post it here, but business appropriate only please.

Wendy Kenney is a nationally known Buzz Building Expert and the Founder and CEO of 23 Kazoos, a marketing firm specializing in inexpensive and creative small business marketing strategies.  She has honed her marketing skills through over 26 years of entrepreneurship and business management.

Wendy just released her new book called “How to Build Buzz for Your Biz- Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business” based on her knowledge of what works and what does not work in small business marketing.  This book features practical and low cost marketing strategies, such as “How to Grow Your Business Using Social Media,” as well as valuable links, resources, and tips.

Wendy frequently speaks to organizations about marketing for small business.  To get more information or to schedule Wendy to speak go to:  Business Marketing Speaker

Claim your free download (no email necessary) on Wendy’s website:  23 Kazoos

How to Build Buzz for your Biz:  23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed

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