May 11, 2006

Vol. II, Issue 09

A Note from the Editor

Hello to All,

Welcome to this issue of The ART of Business newsletter, and a big welcome to all the new subscribers. I hope you enjoy this week's feature article, "The Power of the Press," which answers one of the most frequently-asked questions I get: "How can my small business attract more customers?"

And if you who haven't yet taken our free Infopreneuring 101 e-Course, I encourage you to sign up now at: Infopreneuring 101. Infoproducts are another great way to get your business name "out there" because they help you build brand identity AND position you as an expert in your field. Here's what others are saying about the course:

"Thank you for opening my eyes to the world of infopreneuring with this 4-day course. I have a great website already but what it lacks is a clear brand. I’d also like to supplement my income with speaking engagements, infoproducts and other marketing work. This course gave me a lot to think about! Thanks!" -- Maria Pascucci, www.creativetypeco.com.

"The course in and of itself was a masterpiece. I still have yet to put alot of things in place, but I have garnered alot of inspiration to do so." -- Carlene Burgin

"I liked the 4 day course because the information provided was short but very informative, educational and applicable. Given the short time I have right now to devote to starting my own business, this course was excellent in giving me the necessary start up skills to get started. Great work!" -- May Blaiz

See for yourself if infopreneuring is right for you. Check out the free e-Course at: Infopreneuring 101.

And now, on with the business of business.

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The Power of the Press

A good promotional campaign can do that.

But what if you don't have big bucks to spend on advertising the way Hollywood and the publishing giants do? What if you need to attract a large number of people, but you don't have the money to reach a large number of people?

Then you need to get creative. You need to get free advertising.

That's right--free advertising in the form of publicity.

You don't have to spend piles of money on TV or radio ads, or pay for expensive newspaper display ads. You do however, have to do something to grab the media's attention. Something that will make them sit up and take notice.

You want them to write about you, or interview you for a news segment, or invite you to be a guest on their radio show. That way a wide audience learns about you from a source that they believe establishes your credentials. You see, when you pay for advertising, it doesn't automatically give you the same credibility that an endorsement from the media does.

Even if the news source is just reporting facts about your business, or offering an "inside look" at your industry from your perspective, it still sends a subliminal message to the audience that you're a reliable businessperson worthy of the media's attention. If the media considers you an expert, then the public feels safe in assuming the same. In a lot of ways, free publicity is better than paid advertising.

So how do you get free publicity? How do you grab the media's attention? By coming up with a "news story," or a human-interest angle on an event or topic the media will want to cover. Then you write a press release, or hire a freelancer to write one for you, so the news reporters and journalists will contact you for an interview, or write about you in their publication. (For tips on writing a press release that gets noticed, check out the Press Releases section on our website.)

Some newsworthy events you can announce are:

• Publication of your new book or e-book
• Sponsoring a fundraiser
• Grand opening of your store/business or website launch
• Participation in a charitable event
• Awards or nominations you've received
• New product launch
• A new group you've formed (such as Work-at-Home Moms Club, a writers' group, a new business networking group, etc.)
• A demonstration you'll be giving (such as cooking, karate, kite-making, dog training, website design, etc.)
• An Open House celebration (in connection with a holiday or store anniversary, etc.)
• An attempt you'll be making to break a world's record (baking the world's largest pizza, jumping on a pogo stick for the longest time, walking backwards for the greatest amount of miles, etc.)

Anything out-of-the-ordinary is worth reporting to the media. Something as mundane as moving your business two blocks to the south won't cut it, but if you're relocating to a building that's been designated as a national or historic landmark and you can tie that in to your business somehow, then you've got a news release.

Other ways you can generate publicity are:

• Offering to appear as a guest on a radio show
• Writing a "tips" column for your local newspaper
• Teaching an adult-learning course at the community college or senior center (Introduction to the Internet, debt management strategies, how to find the lowest mortgage rates, etc.)
• Podcasting or blogging

Whatever methods you use, your goal is to keep your business on the media's radar screen so your name becomes synonymous with "expert in your field." When used wisely, the power of the press can give you what money can't buy: positive word-of-mouth advertising. Now that's what I call priceless!

Until next time, here's wishing you much success in your endeavors,

Angel Brown

www.womens-business-gallery.com

Please feel free to forward this newsletter to your friends and co-workers. You can subscribe to this newsletter by visiting: www.womens-business-gallery.com/newsletter.html

Copyright 2006 by Angel Brown. All rights reserved.

Published by the Womens Business Gallery, Woodland Park, Colorado