by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire

Summary: Gaining publicity is a key strategy for small business owners trying to spread their message on a shoestring budget. Read on to discover how to work with burgeoning media hungry for news.

Now’s your chance. While the public relations professionals are off enjoying their hard-earned vacations during the next month or two, media are left scrambling for much needed copy and story ideas. Give them what they’re looking for!

In July and August reporters are more accessible and open to lighter business stories, trend pieces, technology news, back-to-school and education themes, travel features and creative, fun releases related to entertainment. In September, the public relations and agency reps will be back at work making it more difficult to capture the attention of a busy editor, so make hay while the pros are away!

One way to capture the attention of editors and reporters, and ultimately customers and prospects that read or hear about your news through the media, is to tie into current events. Think about the upcoming Tour de France. Running from Saturday July 5 to Sunday July 27, 2008, the 95th Tour de France will cover a total distance of 3,500 kilometers including flat stages, mountain stages and individual time-trial stages.

During the 23-day event cyclists from around the world will compete for the top spot. Whatever the outcome, you can tie into this news. Plan your strategy now. A few ideas:

1. An ear, nose and throat physician can easily tie into the Tour and share his/her expertise related to the facial injuries bikers typically suffer when they go head over heels over their handlebars. Newspapers and web sites love these stories. So do prospects searching for a specialist and current patients who hear about their doctor in the news. And they’ll remember that story long after the Tour de France cyclists complete their 21-stage odyssey.

2. Bike stores can tie into the tour with special “Tour de France” promotions, discounts and contests. People love contests. So do the media. They’re fun, and they’re one of the best ways to get publicity without spending money on paid advertising. Brainstorm every possible angle, then run with it throughout the summer as you highlight contestants and winners.

3. Bed & breakfast inns and hotels can tie into the Tour with special rates and organized rides for bicyclists. Develop a news release that focuses on recreation, tourism and low-cost, self-propelled excursions while also featuring an individual, couple or family enjoying some R&R. Readers love to see themselves in others who are having fun and experiencing success.

4. Wine shops can tie into the event by featuring special Tour de France wine and cheese gatherings with a discount on French wines. A special basket filled with wine, cheese, appetizer, croissant and tablecloth could provide the essentials for the perfect picnic.

5. Children’s toy stores can tie into the Tour de France by offering special promotions on helmets and bikes. Imagine photos of kids in their new helmets or at a kids’ bicycle safety event. It may be just the ticket needed to fill a hole in an area newspaper or a 30-second spot on the evening news. Any published news or photos could also be displayed throughout the store.

6. Organizations working on a fundraising campaign or event can tie into the Tour by telling donors or registrants that a percentage of each donation/registration will be sent to the Lance Armstrong Foundation. Everyone wants to support a good cause, and the Lance Armstrong Foundation has done an exceptional job in funding education and research in the fight against cancer.

7. Restaurants can offer Tour discounts on pasta, pancakes or other carbo items being devoured by Tour de France cyclists.

You get the picture. Think current events, establish a hook, and create targeted, benefit-rich releases to tout your new product, event, special promotion or cause. Bring your news to life with explanations, anecdotes and quotes that delight both media and prospects, and include the practical facts such as prices, times, web URLs, and phone numbers that enable media and prospects to contact you to learn more or to place an order. Add a headline that piques interest yet makes the gist of your story clear so that media gatekeepers pay attention.

Once written, leverage your news. Brainstorm ways to get each story into the hands of customers and prospects. Post news to your website the same day it is distributed offline. Send an email blast to your list. Frame and display the published story in your lobby.

Summer truly is the time to work with the plethora of burgeoning media hungry for news. Those who devote time, energy and imagination will garner plenty of publicity that translates into brand awareness and increased sales on a shoestring budget.

Certified Marketing Spitfires™ Leslie Hamp and Holly George are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for your free Marketing Mastery Success Kit, visit http://www.lesliehamp.com

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire

It’s coming…the 35th anniversary of the American Birkebeiner Ski Foundation. And just like many small business owners, organizers of the 3-day event with cross-country ski races for all ages and fitness levels are counting on mass publicity to capture a cascade of last-minute registrations. They have a great hook — 35 years of inspiring skiers to live fit, healthy lives – and more than 9,000 skiers for media to interview.

You’d think it would be easy to get TV, print, web and radio on board to cover the plethora of human interest stories, the mass gathering of skiers from every state in the US plus 30 countries, the Ski for the Cure program, the challenge of training for a long-distance event, and on and on.

Sometimes it is easy…if you put in the time, energy and imagination to make it happen.

Last night the Weather Channel highlighted the Birkie, gave the forecast in Hayward, Wisconsin, and encouraged viewers to be part of it.

Earlier this week the St. Paul Pioneer Press did a feature on two brothers who will relive their Norwegian heritage by skiing as 13th century warrior-heroes in Saturday’s Birkebeiner race. (http://www.twincities.com//ci_8300086?IADID=Search-www.twincities.com-www.twincities.com)

And radio stations around the country are interviewing super fit Birkie skiers, couch potatoes with the goal of completing their first long-distance ski marathon, and everyone in between.

All small business owners can apply the lessons of this boot-strapping publicity campaign to reach thousands, or even millions, of customers and prospects. Whether you’re media savvy or a small business owner with little media experience, put on your true blue Guerrilla Marketer’s hat and use time, energy and imagination to get your name in the news. Here are a few quick tips to capture that big buzz:

1. When a reporter contacts you, return their call or email promptly. If you don’t, they’ll likely move on to someone else in order to meet their deadline. Anticipate what they want. Have a list of story ideas ready along with a list of contacts to bolster your pitch.

2. Develop key messages that will inspire your intended audience to action. Getting free publicity is for naught if you don’t inspire action. Focus on a few keys points and make them with clarity. Tell your audience what you want them to do.

3. When you’re on television, convey your energy and enthusiasm. Be mindful of body language, keep your feet and legs firmly planted, and use your torso and hands to deliver your message. Smile to show the audience that you’re excited and to keep your energy high.

4. When you’re on the radio, paint a picture. Help the listener visualize whatever it is you’re selling. Pace yourself. If you stutter, forget about it and move on. Even though they’ll never see you, smile to keep your energy and excitement high.

5. Know what you want to say and stick to it. Whether your interacting with print, web, TV or radio media, stick to just 3 key messages and deliver them over and over again, along with your call to action, phone number and website.

6. Always be a resource. Find out what other topics your media contact may be covering in the future. Let him/her know your area of expertise and how they can count on you.

Whether you’re launching an event, publicizing your upcoming book, or trying to create a buzz about a new product or service, be strategic. Develop a long-range, comprehensive plan, and get out in a big, systematic way. Those visions of free publicity and a spike in sales really can come true.

Leslie Hamp, Certified Guerrilla Marketing & Lifestyle Coach, collaborates with entrepreneurs and small business owners who want to achieve business success without making sacrifices in home life, health, or personal balance. Find out more at  http://www.lesliehamp.com

by Leslie Hamp

Summary: If you’re looking for THE secret to reach target customers through the media, read on for 5 key tips. You’ll learn how to get big results with limited time and budgets.

Small business owners with limited time and budgets know it is critical to identify target markets – customers as well as media – for big results. Many, however, don’t know where to begin. Focusing on three keys will skyrocket success.

Key #1: Know Your Target Audience Like the Back of Your Hand
Your target market of customers and prospects will have at least four common characteristics including a particular need, access to your products and services, enough money to purchase your products or services, and decision-making power.

Ninety percent of small business owners never take the time to identify the challenges of their target market or how they can help them overcome those challenges. Take time to walk in your ideal customers’ shoes. Know him/her like the back of your hand. A few questions to ask:

How do they spend their day? What type of work are they involved in? What is their family structure (married, divorced, parents)? What are their hobbies? Which magazines and newspapers do they read? Which television programs do they watch? Which radio programs do they listen to? What websites do they view? What keeps them awake at night? How can you help them?

Key #2: Know Your Target Media Like the Back of Your Hand
Once you determine the characteristics of your target audience, you’ll be able to focus on ways to reach them via the media. Walk through the same process visualizing your ideal media contacts. Narrow down publications that are targeted to your ideal audience.

Visualize a reporter or editor. Imagine a frenzied, overworked person with stacks of paperwork on their desk and the clock ticking down toward the next deadline. Imagine a person with a voracious appetite for information.

Media contacts have never-ending deadlines to fill print, web, television or radio space. If you provide well-written, interesting copy that appeals to their target audience, you will make the media your partner, become a media “expert in demand,” and get key messages published. There is no better way to create a buzz, build credibility and get your name in the news!

Key #3: Build Strong Media Relationships
In order to turn your effort into ink, understand the media and build strong media relationships. Know the publication, the type of information your contacts are looking for and the way your contacts put articles or news clips together. Here’s a quick overview to help.

Daily newspapers want to help their readers every day. Magazines are typically feature-oriented and will research and write more in-depth stories over a longer period of time than daily newspapers. Television is a visual medium with stories lasting less than one minute. Internet outlets have an urgent need for immediate information

Key #4: Approach Your Story Like a Journalist
Knowing how to approach reporters and editors, no matter the media outlet, is critical in order to establish a win-win relationship from the get-go. Give them what they need so you can get what you need. If you become a source of information and story ideas, regardless of whether the ideas are specific to your business, products and services or relate to other topics, you will become a valuable media ally.

One of the very best ways to connect with your target media is to write your story the same way they would approach their story. How do you know how they’d write a story? One quick solution is review the “nut graph” that appears near the top of every story. The nut paragraph is typically just after the lead, and is the paragraph where the writer explains in a nutshell why the story is important. Often times it includes statistics, perspective, and/or comparisons. Notice what is important to the reporter and their media outlet. Notice the target audience they are speaking to. Then zero in to the media outlets where you can create win-win collaborations to get your business in the news.

Key #5: Keep the End in Mind
Remember that newspapers, magazines, and web publications are always searching for a good story. Make sure they find yours. Getting your message into the hands of the right media is a win-win situation. If you hand editors and reporters newsworthy stories on a silver platter, you are helping them meet their deadlines and fill their pages, news clips or radio segments. You are helping them maintain the interest of their readers, listeners and/or viewers, which just happen to be your target audience. You’ll also find yourself being featured regularly.

Are you ready for big results on a shoestring budget? Focus your media efforts around these 5 key concepts, and you will get your name in the news.

Leslie Hamp, Certified Guerrilla Marketing & Lifestyle Coach, collaborates with entrepreneurs and small business owners who want to achieve business success without making sacrifices in home life, health, or personal balance. Find out more at http://www.lesliehamp.com

By Tara Alexandra Kachaturoff

As a Certified Guerrilla Marketing Coach, I’m a strong believer in implementing free or low cost strategies to publicize your business. As a start-up, with cash flow being slow or non-existent, it’s imperative to find ways where you can gain visibility without spending a lot of money. These tips and tricks are just a sampling of some of the creative ideas you can use to generate publicity now! Try a few to find out which ones work best for you.

1. Publicize With a Press Release

Go to www.prleap.com and sign up for a free account! Cultivate a habit around issuing press releases about newsworthy items related to your business. Use them to announce new additions to your staff, a new book you’ve published, an upcoming workshop or seminar, or the availability of an e-course. Don’t let this wonderful and free opportunity pass you by. In fact, you should make an effort to create some sort of consistent buzz around your business which you can share through a regular press release campaign.

2. Write and Publish Articles Online

Write articles and submit them to websites like www.ideamarketers.com, www.goarticles.com, or www.ezinearticles.com. These websites, in turn, offer your articles, for free or fee, to other online newsletters or ezines. As a result, your articles are spread throughout the internet. You can include a captivating byline, complete with your contact information so any inquiries will be directed back to you. If you don’t like to write, hire a ghostwriter. Publishing articles online is a fast, quick, and free way to spread your name everywhere. Writing is a wonderful way to increase your visibility and credibility with your target market.

3. Craft a Captivating Email Signature

Each time you send an email, you have an opportunity to generate free publicity. Make sure your email signature includes the basics such as your name, company, telephone number, fax number, and email address. Consider adding other information to capture the attention of readers — like a catchy slogan, a link to your blog, or your Skype address. Better yet, if you have a new seminar to offer or you’ve written a book, an e-book or an article, include a line about each of those as well. You might want to experiment with different typestyles and colors, but don’t go overboard. Your primary concern should be readability and to provide useful information. Dress up your email signature and make every email count!

4. Write a Newspaper Article or a Column for Your Local Paper

No matter what your niche, you can always find something interesting to write about. Newspapers editors regularly look for filler for their papers, so if you have something interesting to share, consider presenting your idea to your local paper. It’s best to have several examples of your writing on hand as most of them will request writing samples. You may even consider offering a proposal to write a regular column. Again, check with the editor about the types of stories or ideas he or she is looking to promote. Most likely, you won’t be paid for your contributions, but you’ll probably be supplied with a byline that includes your name and contact information. This is a great way to receive free publicity in your local community. If you write a weekly or monthly column, there’s always a chance you may end up in syndication, with your articles being picked up by newspapers nationwide. Also, don’t hesitate to contact papers outside your local geography. Papers across the nation and the world are always looking for high-quality, well-written content.

5. Contact your Local Talk Radio Station

Local talk radio stations are always looking for interesting people to invite as guests. In order to receive an invitation, you must have something captivating to talk about. Think about how you can relate your product or service to health, wealth, happiness or relationships — four primary areas heavily promoted on talk radio. What’s unique about your product or service? What interesting way can you position yourself as a guest? Keep your eyes and ears open to current events, celebrities in the news, and upcoming holidays to see how you might relate your business to what’s happening in the world around you. If you can find the right angle, rest assured that radio hosts will be eager to speak with you! Radio is a wonderful medium to publicize your company to the masses.

Tara Alexandra Kachaturoff is a business consultant, writer, speaker, Certified Guerrilla Marketing Coach and producer and host of Michigan Entrepreneur Television. Drawing on over 15 years of corporate experience, she coaches executives, professionals, and entrepreneurs on business and lifestyle issues and has been featured in print, radio and television. She can be contacted at info@virtualleverage.com. Copyright © 2007 by Tara Kachaturoff. All rights reserved in all media. www.VirtualLeverage.com

by Leslie Hamp, Certified Guerrilla Marketing Coach

Many small business owners are surprised to find that crafting a press release is more like following a recipe than writing a creative essay. Industry dictates certain formatting requirements that can’t be overlooked, even within the seemingly impossible 400 word count limit.

But why all the rules? Imagine you are an editor who receives dozens, even hundreds, of press releases every day. You¹re looking for news‹good news that will attract readers or listeners and increase subscription numbers.

You are under deadline and have a big hole in our newspaper or broadcast.

You receive a press release with standard formatting, complete contact information, and an informative writing style that requires very little editing on your part. Another press release contains a mish-mash of fonts, salesy language, and missing or incomplete contact information. As a busy editor, which press release would you choose?

If you want your press release to get published or aired, follow traditional formatting standards:

1. Use 8 ½ x 11 paper when you’re faxing a press release.

2. Use a one-inch margins on each side of the page to increase readability at a glance.

3. Type “FOR IMMEDIATE RELEASE” (no quotation marks) in all caps at the top of the page.

4. Include contact information two lines under “FOR IMMEDIATE RELEASE.” Include your name, phone, fax, email and website in case an editor wants to contact you to verify or clarify information.

5. Use a Bold typeface for the headlines, and capitalize the first letter of
each word.

6. Include the city and state from which the press release is being issued along with the date that it is being sent at the beginning of the first paragraph of the body of the press release, ie, MADISON, Wis., January 7, 2007 Begin first paragraph here.

7. Include the who, what, when, where, and why in the opening paragraph so that the editor can discern the essentials of your release in a minute. The headline and first paragraph of the press release will make or break your chances of being picked up.

8. Complete the full paragraph at the end on each page instead of carrying it over onto the next page to make it easier to read and comprehend.

9. Use the word “more” between two dashes and center it at the bottom of the page to let editors know that another page follows.

10. At the top of the next page, include a line with the name of your business and topic of release and second line, single spaced, with the date and add #1. Double space and continue your release.

11. Use three number symbols immediately following the last paragraph to indicate the end of the press release:
# # #

When you send a press release without the three numbers symbols at the end, there is always a risk that editors will assume the document is incomplete and therefore unusable.

Follow the rules and you’ll increase the likelihood of getting your name in the
news.

© 2006 Leslie Hamp

Leslie Hamp, Certified Guerrilla Marketing & Lifestyle Coach, collaborates with entrepreneurs and small business owners who want to achieve business success without making sacrifices in home life, health, or personal balance. Find out more at www.lesliehamp.com.