Category Archives: Marketing Tips

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Playing Politics. Telling Your Story.

How might you get a politician’s attention? Put your business or organization (and yourself) on the leader’s radar screen BEFORE you ask for any assistance. Attend a program the elected official is hosting or look for her or him at a community gathering. At the event, speak to an aide about a shared interest or concern, then ask to be introduced to the politician. Write a letter commending her for introducing legislation. Offer positive feedback on his stance on an issue in the community. As with any sales outreach, it’s best to have interacted with the individual prior to making the pitch.

Save Time. Save Money. Make More Money.

Save Time, Save Money or Get More JOY Out of Life. A restaurant and a museum offer a less tangible service. They create a transformative experience and people are willing to spend their time and money to capture an elusive mood, engage their senses or master content. Compared to the quantitative terms like time and money, these moments where participants get more JOY out of life are best described as a before and after. Even those who are not patrons or supporters can recognize the possible uniqueness of being connected to such an experience.

Networking Towards the King

Who do you know who knows Someone Special? You probably abhor name-droppers, yet someone you know has a contact who might refer you on to the next person whom you’re eager to meet. LinkedIn offers various ways to approach this issue, via searches among connections and by companies. Best of all, locating a person among its 300 million members will yield the names of the intermediary contacts who will put you on her or his radar screen. Everyone knows someone worth knowing. You don’t know who that person is until you ask.

Your News Article is Just the Beginning

The clock is ticking on your 15 minutes of fame. After you speak to a reporter, prepare to spread the word, even before you see the article. When the news story is published, you’ll be ready to launch the amplification process, so your target audience may encounter you in multiple venues, a positive reinforcement.

Is Your Website Up to Date?

A traditional website layout may make your business appear out of step. A pre-2011 design could fall short of visitor expectations. Compare your site to those of your competitors and see if you are on, ahead of or behind the curve. Then budget accordingly for an update — and also for the next one three years later.

The Tao of How

It’s not always who or why — but HOW. Be sure you highlight the HOW of the product or service to show your impact on people and organizations. For ULTRA Testing, their HOW means that clients receive better outcomes and exceptional people get jobs. That’s a clear win-win and readers see the benefits for everyone

It Takes Two: You and a Client

It feels like a light bulb. Prospective clients are more likely to identify with the needs of satisfied customers than with self-proclaimed expertise. When reading brief case studies, the potential client imagines that the solutions described will have a similar impact and will solve their problem. Voila!

Build in Post-Marketing Success

Keep your insights accessible. Incorporate imagery and limit use of technical language; your readers might forward your ideas to colleagues who are less conversant with the issue.

Do You Track Communications as an Investment or Expense?

Public Relations activity affects more than sales. Miserly Communications spending may save dollars, and also affect how customers, prospects and industry observers remember — or overlook — your organization.

How Your Photo Can Attract 3,000 People

A photograph is worth 1,000 words. People in the picture are an engaging testimonial in your brochures, on your website, in media outreach and in your emails.

Make Your Season’s Greetings Card Memorable

An active photo grabs attention. Focus on a staff member interacting with a client or a visitor, who is seen from the back or in profile.

Back to School — As a Teacher

Teach your contacts and prospects in partnership with other groups. The fundamentals, advanced techniques, new technologies or latest trends in your field are vital subjects for sessions sponsored by organizations whose marketing muscle will fill the room.

Drive More Traffic to Your Website — Without a Blog

As a Guest Blogger, you can write whenever it suits your schedule. You’re free to produce timely, insightful content and, chances are, the host will welcome the respite from their frequent writing frenzy.

Client + You @ Business Meeting = Speaking Success

Harness the power of a client testimonial at a membership group’s event. A case study comes to life when a client tells your shared success story. Audience members visualize themselves participating in the process and achieving similar results, fueled by your insight and services.

Client Success Becomes a Case Study and Article

Always Be Celebrating Success. Make sure your contract or engagement letter allows you to possibly mention your work with the client in future media outreach and marketing activity. This way you don’t need to ask for permission after the project is completed.

Janet L. FALK

Strategic Public Relations and Marketing Communications