3 PR Must-Dos to Truly Enjoy Summer

June 26, 2008

www.rembrandtwrites.com for Hot PR Tips this SummerWoo Hoo! Summer is finally here. It’s time for sun, fun and relaxation!

But hold on…Before you grab your towel and sunscreen, do you have a publicity plan in place for the upcoming months?

I’ll mention a few tips on the StartupNation Radio program this Saturday. But now is the time to prepare and pitch your “back to school” and “holiday” stories in order to meet appropriate publication deadlines for the cooler months ahead.

It’s probably the last thing you want to think about. But if take care of your work now, you’ll avoid a lot of stressful deadlines later on.

Here are three things to help you prepare:

1. Check editorial calendars.
What do your target media venues have planned for upcoming issues and segments? Find out by checking their online media kits and show schedules. How can your unique stories fit into their upcoming articles and productions?

2. Provide newsworthy information.
Contact media members and give them the unique ideas and data they need to produce future stories. Offer your experts as resources and be as helpful as possible.

And be sure your online media kit provides all of the quotes, facts, statistics, photos, etc. that reporters need to complete their work fast.

3. Make follow-up notes.
Once you’ve pitched a story and offered valuable information, make notes to contact the media members at the appropriate time in the future.

If their stories aren’t scheduled for a few months, they may forget about you. Prior to their deadlines, remind them about your conversation and provide unique information pertinent to updated industry trends and news.

Once you finish your work and have some potential media opportunities ready for the future, you can relax and truly enjoy your book at the beach!

For more PR and copywriting information, feel free to visit www.rembrandtwrites.com or send your comments below. Thanks!

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What Indiana Jones Teaches Us about PR

June 24, 2008

Over the weekend, I went to see the new “Indiana Jones” movie. I heard mixed reviews about it, but I really wanted to see it on the big screen. (I’m sure many other fans of the epic adventure felt the same way.)

It had some good moments, but many scenes were “campy” for an adult. But I bet kids will love the film and it will make a fortune. My point? 

The producers targeted a specific audience in order to earn the most profits from the film’s release. And it’s the same with publicity. If you create a unique pitch specificially for a certain media member, your chances for successful press coverage increase significantly.

And in addition to providing a targeted pitch, think about the character of Indiana Jones. Here’s a few things he can teach us about PR and sales:

1. Act fast.
When faced with a crisis, “Indie” jumps into action and uses his skills to create the best outcome. Think about this when you receive a customer request or media call. React quickly and do whatever it takes to fulfill their needs.

2. Have integrity.
No matter what, Indiana Jones always tries to do what’s best. So if you’re faced with a stressful situation or enticed by “easy money,” always be honest and think about what Indiana Jones woud do!

3. Think about others.
When his friends and loved ones were in danger, Indie focused on rescuing them. As you create your media pitches and talk to customers, think about how you can solve their problems and make their lives easier. By providing valuable information, you’ll increase loyalty, sales and media awareness quickly.

These are just a few things to learn from Indiana Jones. And as you can see, he may just be a fictional action-hero saving the world, but he offers some great business and PR advice in the process!

Do you have questions about public relations and online copywriting? Please feel free to contact me, and I’ll try to help you out. Thanks!

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How to Choose a Copywriter-4 Quick Tips

June 19, 2008

On Tuesday, I shared some reasons for hiring a copywriter (instead of writing your marketing materials and website copy yourself).

More experienced copywriters can be very expensive. But they usually provide copy that increases sales for your business…amounts that far exceed their fees.

With this in mind, here are few tips to help you find the right copywriter to fit your needs:

1. Conduct research.
Ask business associates and pertinent writing and trade associations for referrals (e.g. Direct Marketing Association, Better Business Bureau, etc.)

2. Search online.
Use the Internet to find someone who specializes in your niche or products and services. Enter keywords and check online forums in your industry for suggestions and referrals.

3. Check references. 
Once you have some potential candidates to choose from, review their work samples. Also contact some of their previous clients to discuss their work ethic, results, project deadlines, and other important qualities.

4. Communicate upfront.
Before hiring a copywriter, be sure to discuss specific deadlines, goals and fees upfront to avoid negative surprises later. Sign appropriate contracts or agreements in advance. And you may want to start with a small project first and then go from there.

It’s a good idea to keep communications open. Set expectations to help reach goals and create a positive working relationship.

A Final Note
An experienced copywriter can help you communicate your key messages, optimize various elements in your print and online marketing materials and grow sales faster.

Take the time to find the right copywriter for your specific needs, and your business will always be one step ahead of the competition.

Thanks for reading, and check back for additional tips.

In the meantime, feel free to contact me at www.rembrandtwrites.com for more information.

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Why Do You Need A Copywriter?

June 17, 2008

If you are tempted to save money and write your own marketing materials and website copy, please stop and think about it.

Although copywriters may be expensive, they can help you:

- Optimize conversion rates;

- Build credibility;

- Reach targeted audiences;

- Increase search engine placements;

- Assist you with your overall, Web architecture; and

- Grow sales fast!

And even if you are an excellent writer, it takes several hours of research and editing to create ”copy that sells.” This is time that you can spend on core business activities instead.

With this in mind, try to stop yourself from creating your marketing copy and materials. It is well worth it to outsource your copywriting needs.

You can focus on your area of expertise while your copywriter creates the words that will  produce results…Results that bring in new sales worth much more than his or her fees.

Thanks for reading. And next time, I’ll share some tips for finding the right copywriter for your specific needs.

Melanie

 

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10 Questions to Ask When Hiring a Publicist

June 12, 2008

A lot of entrepreneurs ask me how to get started with their public-relations efforts. And the most common questions pertain to finding a good publicist.

Before hiring a new PR expert, it is essential to conduct research, check credentials, get client testimonials, and ask important questions.

To start, review your goals.

What do you expect the publicist to do for your small business?
What kind of budget do you have to work with?
What are your immediate deadlines?

You really need to know exactly what you are expecting before speaking to a potential publicist. This way, you can clearly communicate your expectations and goals during your search.

When you are ready to interview a new PR expert, here are some sample interview questions to ask:

  1. Who will I be working with and what is that person’s experience?

  2. Will more than one person at your organization be helping me, or will I have one, central contact person?

  3. How can you help my small business reach my specific goals?

  4. How long do you think it will be before I see results?

  5. What services are included in your fees? What products and/or services cost extra?

  6. How do your contracts usually work?

  7. Is there a way to have a trial period before making an actual commitment?

  8. What happens if I am not satisfied with your work?

  9. Do you have some references I can contact?

  10. Why should I use you for my public relations needs instead of another organization?

These are just a few questions so be sure to add those pertinent to your specific needs. Check out PRSA.org for more information.

And as a side note, be wary of anyone who can guarantee placements. In today’s media world, full of last-minute news coverage and uncontrollable edits, it is very difficult to guarantee a publicity placement.

Also, look for someone that you feel comfortable with and can act as an extension of your team. And for your protection, be sure to sign a contract that both parties can agree upon.

You can significantly increase sales and awareness for your small business through publicity. And if you don’t want to do it yourself, be sure to take the time to find the right publicist for your specific budget, goals and needs. Otherwise, you might spend a lot of time, money and effort with little results.

If you’d like assistance with your publicity efforts, have questions or would like to receive my newsletter full of helpful tips, feel free to contact me at www.rembrandtwrites.com. Thanks!

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Save Money and Grow Sales with the Right Publicist

June 10, 2008

If you are worried about your business budget with current economic conditions, you may want to review your public-relations efforts.

By hiring the right PR consultant who acts as an extension of your team (and actually cares about your overall success), you can save time, money and effort for many reasons:

1.  Stop wasting time on PR and writing efforts and focus on core business-strategies to bring in new customers, partners and sponsors.

2.  Enjoy the benefits of media placements and third-party credibility that are impossible to purchase via advertising.

3.  Experience a snowball effect once your story hits a major press venue. This builds more awareness and media attention at no additional cost.

4.  Receive individual attention, know what is going on with publicity efforts at all times and work quickly and cost-effectively.

5.  Use all of your new media clippings in your marketing efforts to build sales. 

These are just a few examples of how the right publicist can help you save time, money and effort…so if you haven’t already done so, you may want to start researching potential candidates and move your PR activities up on your business priority checklist.

Check back on Thursday for tips on choosing the right publicist!

In the meantime, please post your comments below, or visit my website at www.rembrandtwrites.com. Thanks!

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Thank You Tips-Part Two

June 5, 2008

On Monday, I discussed the importance of thanking reporters, customers, employees, and various business associates.

As you probably know, a simple thank you is a valuable tool for creating valuable relationships and customer loyalty.

How are you showing your appreciation?

After asking for some ideas for my Nielsen Small Business Resource Blog, I received many suggestions from small business owners nationwide. Here are some of their tips:

“Try to give thank you gifts that remind customers of the service or product you provide. Every holiday we give customers cookies and chocolate in the shape of construction tools. It’s more creative than just a gift basket and about the same price. We always receive favorable responses … and more business!” Todd Andrew, CEO of Andrew General Contractors, Inc.

“We like to send some of our latest product – CDs, DVDs, clothing. It’s cost effective and helps educate our clients on our latest and greatest products.” Beth Shaw, founder of YogaFit Training Systems.

“Have your picture taken with a client doing something interesting. Then have the picture professionally framed along with a momento of the event. I have done this repeatedly and smile whenever I visit a client’s office to find this hanging on the wall. Can you just imagine what my competition thinks when they walk in and see it?” Mary Cantando, WomanBusinessOwner.com.

Hopefully, you will take a few minutes to thank all of the people who have helped you and your business now and on a regular basis in the months ahead.

And with this in mind, I’d like to thank all of you for reading my blog and sharing your tips and insights with me. If you need PR or copywriting help, or have comments, please feel free to contact me. I wish you all the best and will share more tips soon!

Melanie

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Just Say Thanks-Tips to Improve Sales

June 2, 2008

As a small business owner, it is important to develop ongoing relationships with media members. And an important part of that process is thanking them for their assistance year-round.

The next time you see a quote or article in the media that includes information about your business, be sure to thank the reporter who wrote the story.

After dealing with stressful deadlines, pitches from hundreds of publicists and interview-scheduling, media members appreciate a note of thanks and a few comments about their hard work.

With this in mind, have you thanked your customers, partners, employees, and other business associates lately?

By taking a few minutes to send a simple thank you, you can help build valuable relationships, increase word-of-mouth and grow sales.

For Nielen’s Small Business Resource Center, I asked several small business owners how they say “thank you” was overwhelmed with responses. Here are some of their tips:

“To thank an executive for something I send a small gift to their children or their dog. Also, whatever they helped me with (say advice on a business problem) I follow-up and give them the resolution with a “your advice helped in blankety-blank.” They are usually curious of the outcome when they’ve “helped.” Debra Benton, President, Benton Management Resources, Inc.

“Special ways we can thank customers not only include thank you e-mails or letters, but also answering questions promptly and thoroughly, offering discounts for products or services, phone call follow-ups, and free tip sheets or reports that are applicable to the customer’s needs.” Jill Exler, Founder, jexbo™.

“One of the best ways we’ve found to say thanks to our customers is to give back to the community. Peavy’s Garage hosted a food drive for a local, Katy, Texas food pantry. In the past, we’ve been a part of blood drives and other events. We believe that by bringing the community together to make Katy a better place Peavy’s Garage is making life a little better for our customers.” Ken Peavy, Owner, Peavy’s Garage.

In my next blog entry, I’ll share more of these great thank-you tips. Perhaps you’ll be able to use some of these ideas or be inspired to create your own appreciation efforts specifically for your customers and business associates!

And if you have some thoughts on this, please let me know here or at www.rembrandtwrites.com. I’d love to hear them!

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