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FREE Tips to Promote Your Business
If you want to get your business' name out there, and don’t want to spend a bundle doing so, here are a few tips to help you easily get the word out. Create
News Want
media coverage and publicity, but don’t want to buy an
advertisement? Create your own news! If you can set up an event, you
have something to promote, and therefore something that has the
potential to draw media attention. Once an event is set up, the best
way to advertise it to the press is by submitting a press release. The key to a good press release begins with formatting. EReleases.com has some great tips. Here are some samples of well-formatted and well-written press releases. Note how the contact information is clearly available. In addition, there are either one or two headlines. The headline grabs the reader’s attention, and includes punchy words with verbs that sum up the release. Some releases feature a sub-headline, which gives more information easily summed up to grab more reader attention. For
example, here two sets of headlines for this
release. GOOD
HEADLINES
BAD HEADLINES
Notice how the first set has a top headline that sums up the release and news, and includes target words “florists”, along with “get” as the verb. This could easily go to floral industry publications and avenues, but also piques interest from any reader when they see that there is a bag involved. Flowers…and bags? Interesting! The second headline just says what the product is, and if the reader doesn’t go on to see that it’s the actual name of the product, they won’t really get it. The second headline below it describes the bag, but has no action word. By adding “combines” in the second line of the first headline set, it gives “verbage” to it, and creates an actual headline. Think about it: if the media are ones reading your press release, you want to put it in to “their” language. They may not take a release seriously if it doesn’t adhere to basic press release standards. Always include a date and a dateline. Allow the lead to allure the reader to want to read more, and make sure that it sums up the gist of the release. For example, if an ice cream shop is having a free, in-store tasting party and Sparky the Clown will be there for the kids, you want to get both of those tidbits in the lead. Here you’ve enticed ice-cream lovers and the kid audience by adding Sparky in the mix. Network With regional specialized organizations geared to help businesses connect, it’s imperative to join at least one. Membership fees can be somewhat costly in some cases, but are well worth the investment. When you go to a business card drop-off or luncheon, don’t sit or stand alone and wait for others to approach you. Work the room. Talk to others, ask about their businesses, and don’t compete at these events. And please – bring business cards to events. Actually, do as American Express advises, and never leave home without them! Use the membership purely to meet others in your field, or an industry that can help your business. Socializing is also key, especially for small business owners who are workaholics and don’t get out much. Hit up your local chamber of commerce, or consider an organization such as JSPRAA, based at the Jersey Shore, which holds monthly luncheons and involves a great group of creative folks. Leave Them With Literature Even if a customer leaves without spending a dime, they may think about coming back if they have a reminder. When you’re at a trade show or other event, your business may get a second chance to retain customers if they can take something with them. Brochures are an easy, cost-effective way to advertise your business, and give potential customers a brief description of your unique services. So how do you create a brochure, and what can you do with them? First, think about whether you want a professional to write it, or if you can manage yourself. Surf the Web using sites like Google and Yahoo to get some ideas. Look at other business literature and notice the way things are worded to get ideas of how you want it written. The local marketing pros at Flying Turtle Marketing have some great samples here. A brochure is a sales-based document that entices the reader with attractive graphics and colors, but more so contains words that sell – and that is the most important thing about it. Anything that clearly puts your message across will work, and businesses can include information about themselves, though the services should come first. Here are some brochure formatting tips:
Last but not least, if you choose to hire a copywriter or editor to help create snazzy business materials, there are a wealth of freelancers and agencies to help. To learn more about my freelance writing and editing services, visit http://www.kristenfischer.com, or click "home" above. NOTE: To share these tips with a friend, or bookmark them for future use, visit http://www.kristenfischer.com/biztips.htm.
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