|
DuctTapeMarketing.com
May 10, 2006
In this issue:
Resource #1
- Marketing Workbooks and CDs
Resource #2
- Local Search Engine Business Profile
Main Article
- How To Find a Good Story Angle to Pitch the Media
Duct Tape Coaches
-
Hire A Duct Tape Marketing Coach
Free Magazine -
4 free issues of PRWeek
Featured Reading -
Book Yourself Solid - Michael Port
Featured Listening -
All The Roadrunning- Mark
Knopfler and Emmylou Harris
I co wrote a little piece with Eric Kintz, VP of global
marketing strategy & excellence for the Hewlett-Packard Company titled
Why Small Businesses Should Care About Web 2.0 Marketing: A
Discussion with the Creator of Duct Tape Marketing The article was
picked up by the folks at Marketing Profs -
You can access the
article here
You can always
view past newsletter issues here!
Featured Resource -
The Duct Tape Marketing System Workbooks
The Ultimate Marketing System individual workbooks and audios. 15
workbooks and 12 audios. Buy one or buy them all. $29 Workbook
only/$39 workbook and audio.
Individual Workbooks and Audio CDs
Resource
-
Get Local
Search Engine Traffic
Don’t Let Your Small Business Get Left
Behind in the Local Search Engine Game
Get your local business found online automatically by local prospects with a
Duct Tape Marketing Local Search Engine profile. One of the best ways to get
your business found in your town by local prospects.
More
How to Find a Good Story
Angle to Pitch the Media
Everybody wants
media coverage, but few really get how to get it.
 Here
is a good rule of thumb to follow when searching for a story angle to present to
the media. Ask yourself this question: Will the readers of this publication
think this is interesting, entertaining, informative or useful?
Self-interested, veiled attempts at promoting your business will fall flat. The
media does not care about your company’s success unless their readers care about
it. The media does not care about your new product unless you can help them
understand how their readers are longing to know about the problems it solves.
The following is a list of topics that can help you get a reporter’s attention.
If you can find a way to position your potential story ideas using one of these
vehicles, you will have a better chance of success.
Have Real News
There is nothing that gets the media’s attention like news. Now, what you think
is news may not actually be newsworthy, but if you have won a significant
contract or licensed a new technology you may indeed have a story that provides
a reporter with a news angle.
Be First
Everyone seems fascinated with things that are first: the first company to
feature a technology, the first company to do a certain type of project, the
first company in the area to win a national award, etc. Of course, there are
ways to be a new kind of first. The first woman- or minority-owned business in
your industry to do something of note is also a first.
Be Unique
Sometimes you can receive positive publicity by simply doing or offering
something that is unique. An unheard-of guarantee, service technicians in
tuxedos, balloon telegrams for marketing are all examples of unique practices.
Local Angles on National Stories
If some aspect of your business is making national headlines, you may be able to
weigh in with the local media on a local angle of the story. Local news
reporters often prefer to quote local sources even when they are covering a
national story. Has some legislation recently passed that impacts your industry?
Has a major lawsuit been settled? Is a new product, service, or innovation
receiving coverage? It is critical that you watch the national news trends to
stay on top of these opportunities.
Ties to a Trend
Your association and industry publications often report on industry and
marketing trends. Reporters love to get a jump on a coming trend. You can put
yourself in the middle of a story by simply pointing out something that may be
happening in other parts of the country that ties your company or product to a
recognized trend.
Overcoming Adversity
Everyone loves a story with a great ending. If you personally or your firm has
overcome some adversity, this may be a great source for a story.
People Stories
Promotions, new hires, awards, board appointments, wedding, births, and all
other manner of story that involves people in your firm and what they do on and
off the job can be a good source for story ideas. Maybe your company’s softball
team hasn’t won or lost a game in 10 years. Maybe your firm has repaired eight
houses for a charitable organization this year. Perhaps your firm has college
tuition reimbursement program that is far better than most, and you have four
new college graduates at the firm to prove it.
Solving a Common Problem
If you have discovered a unique way to solve a problem that your target market
has or that impacts other firms in your same industry, you may have a story
idea. Business publications in particular are always on the look out for
innovative business practices. Don’t just think in terms of some solution to a
client need. Maybe you’ve discovered a successful way to attract prospective
employees. These stories will often be read by potential clients and really help
tell how your firm is different. In addition, it is easy to show how these types
of stories can benefit the readership of a publication without appearing too
self-serving.
~ ~ ~
John Jantsch is a veteran marketing coach, award winning blogger and author of
Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
published by Thomas Nelson - due out in the fall of 2006
He is the creator of the Duct Tape Marketing small business marketing system.
You can find more information by visiting
http://www.ducttapemarketing.com
You may reprint this article in its entirety if you attribute the article
to John Jantsch and include the information about the author above.
Duct
Tape Coaches -
Duct Tape Marketing Authorized Coaches - coming to a town
near you (already spanning the USA, UK and Canada!) -
FIND OUT MORE
The If you really want to take
your business to the next level hire a Duct Tape Marketing Coach.
Duct Tape Marketing Coaches can offer you personal and phone based marketing
coaching based on the Duct Tape Marketing Ultimate Marketing System.
The network of
Duct Tape
Marketing Authorized Coaches will become the recognized brand of
small business marketing coach.
Find A Duct Tape
Marketing Authorized Coach
Next Group forming for training in
September 2006! To be notified
Email John Jantsch
Featured Reading
Book
Yourself Solid
- The Fastest, Easiest, and Most Reliable System for Getting More
Clients Than You Can Handle Even if You Hate Marketing and Selling - Michael
Port
Michael Port is one of
my favorite kind of marketers - he just practices what he preaches. You don't
really need to read what he writes - okay I take that back - you need to get
this book and read every word, but also subscribe to his newsletter, visit his
web sites and listen to his podcast - you'll learn a great deal about marketing
by just watching what he does in his own marketing.
Featured
Listening
All
The Roadrunning- Mark Knopfler and Emmylou Harris
Over the course of 10 years or so these two musical icons recorded a song here
and a song there. Had anyone known what they were up to it would have been one
of the most anticipated projects around. As it turns out its just good stuff.
Emmylou IS the sweetheart of the rodeo and Knopfler can claim a sound all his
own. One of the best albums of the year (Of course next week I'll profile Paul
Simon's new album and say the same thing.)
|
Featured Resource #1
The Duct Tape Marketing Small Business Marketing System
This complete small business marketing program contains 15 workbooks, 12
audios CDs - packaged in a Duct Tape
Marketing 3 ring binder. This is the same tool I use to coach my
clients.
Find out more.
Featured Resource #2 -
The Duct Tape Marketing System Workbooks
The Ultimate Marketing System individual workbooks and audios. 15
workbooks and 12 audios. Buy one or buy them all. $29 Workbook
only/$39 workbook and audio.
Individual Workbooks and Audio CDs
Featured Resource #3 -
Digital Version Now Available for Immediate Download
Referral Flood
- How to generate a flood of new business without spending one dime on
advertising
I
just released a digital version that allow you to download the 125 page
ebook as a PDF file and MP3 Audios. I also passed on the saving to you.
The digital version is $79 (as opposed to $97 for printed version) + no
shipping
Featured Resource #3 -
Blog Lightning -
How To Create and Promote Your Blog In
A Flash
Drawing from my experience creating blogs, including my award winning
Duct Tape Marketing Blog, I have launched a complete step-by-step guide
that takes you by the hand and shows you exactly what to do to instantly
create and promote a successful blog for your business.
You also get 14 video screencast tutorials that allow you to watch over
my shoulder as I actually do the steps I outline in the system - It does
not get any easier than this! -
Order Blog Lightning
Featured Free Magazine
PRWeek
Subscribe to free
publications on a wide variety of topics and industries
Duct
Tape Marketing Podcast
Tune in each week as I
interview some of the brightest business experts, authors and
entrepreneurs. Subscribe and get the Duct Tape Marketing Podcast
delivered to your iPod or other mp3 player.
Listen Now!
|