Hot Air and PR - The Story Continues

July 31, 2008

On Tuesday, I started to share my hot air balloon story and left off with the balloon heading into the trees below…

We were going down and it seemed like we would touch the rooftops. Dogs barked and neighbors came out to wave at us from below.

Soon, we were floating just a few hundred feet above the valley floor covered with wild foliage. It seemed like we were getting way too close to the ground!

But I had complete confidence in the pilot. He was waiting for a specific wind path. He was patient and knew exactly what he was doing. Suddenly, he blasted the balloon with hot air.

A Happy Ending

Soon, we were floating up in the right direction and away from the trees. And just moments later, we landed right on our target with a smooth touchdown.

The chase truck was right there, and we climbed out of the basket. It was an exhilarating experience!

Relating to PR

So how does this experience relate to PR?

At first, you can be very excited about promoting your products and services. You prepare what you are going to say and who you are going to contact.

Then, you do the work, and the media clippings start to come in. Reporters and editors want to talk to you, and you give them exactly what they want. You get into the balloon basket and start to soar.

But if you are not careful, and “keep your head in the clouds,” you can get caught by surprise and see your publicity efforts deflate fast.

Perhaps your competitors come out with a new product and steal your media buzz? Maybe you stop working hard and let press opportunities pass by?

When was the last time you boosted your PR with a blast of air?

The point is that you need to constantly work on your publicity efforts and hone your interview and media-relations skills. This way, you will know what to do in crisis situations and be aware of what is going on in your industry at all times.

It can be difficult to be “up” all the time in the fast-paced, and often less than positive, media world.

But if you prepare your PR plan, focus on your goals and constantly work towards achieving them, you will experience the exhilaration of a fantastic media ride that can help your business boost sales, awareness and credibility fast!

If you’d like help you with your PR and copywriting, please visit www.rembrandtwrites.com.

And if you’d like to take a fantastic, hot air balloon ride with customer-focused, experienced experts, please check out http://www.californiadreamin.com/!

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Are You Full of Hot Air? How It Can Help your PR

July 29, 2008

Recently, I went on my first hot air balloon ride. It was a lifelong dream, and I was really looking forward to the peace and tranquility of floating through the air without thinking about work.

But I couldn’t help but make an analogy between the flight and the world of PR.

The Beginning

It was very exciting as the balloons were pulled out of the trucks, and the baskets were lowered to the ground. Everything was planned out. Workers placed huge tarps on the ground so that the balloons would not get damaged.

Then, fans circulated air into the balloon while the massive piece of material was pulled into place. And at just the right time, a huge shot of hot air blasted into the balloon. I jumped with the unexpected sound. And in just minutes, the huge balloon towered above us.

Taking Action

It was time to climb into the small basket only big enough for three people. I grabbed the metal bar and hung on. My heart raced. And before I could get nervous, we were in the air…floating away from the parking lot.

The view was amazing. The ocean glistened in the setting sun, and we soared above the clouds. It seemed like we would go on forever, and I forgot all about work and life issues.

The Winds of Change

But then, the wind took us in a different path. We started to go down, down, down. It made me wake up and realize that we were in a tiny little basket at the whim of nature!

To find out what happens on my exciting adventure, and how you can use this story to help with your PR efforts, tune in on Thursday… Thanks!

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Get New Customers with PR

July 24, 2008

If you want to obtain new customers, and keep them, you can use public relations to your advantage in three ways:

1. Build credibility.

By having your business mentioned in a major media venue, you obtain third-party credibility you simply cannot purchase via advertising methods.

Not only does a media mention help build awareness in front of your target market, you can also use this press clipping in your marketing efforts.

2. Promote successes.

If your customers have an impressive “before and after story” from using your products and services, be sure to get permission and tell the media their stories.

Not only do reporters love to hear exclusive stories about real people with real results, but this kind of publicity also help your customers get some media attention for their own marketing uses. It’s a win-win situation.

3. Write about your customers.

If you are preparing an original article to post on your site and share with the media, consider including a quote from a potential customer, sponsor or investor. 

This will allow you to develop a relationship and enhance the possibility of working together on future projects. Plus, it will give the potential clients some free publicity for their businesses. 

And if you decide to take this approach, be sure that your article offers important information and expertise without being a sales piece. You’ll get a lot more coverage and media respect for both you and your customers if you provide valuable content editors can use and share with their audiences.

Save Money and Get New Customers with PR
By using the media to build awareness for your business, you can increase credibility and build relationships with potential and current customers without spending a lot of money. 

Have questions? Please contact me below or at www.rembrandtwrites.com. I provide a lot of free information via my newsletter and various blogs and would love to help you out!

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Are You Thinking?

July 22, 2008

During the more relaxed moments you have this summer, it’s the perfect time to do nothing but think. Seriously, when was the last time you stopped and thought about your current activities and future dreams?

Are you just doing your daily routine and activities or are you working with a purpose
towards specific goals?

In today’s stressful economic times, it can be easy to focus on paying bills, establishing new business and completing other daily tasks without really accomplishing anything.

If you just take a few minutes each day to think about what you are doing, where you want to go and how you are going to get there, you can work smarter and reach your goals faster.

As far as your PR efforts go, it’s a great time to get ready for upcoming activities and holiday campaigns. Ask yourself these questions:

- What do you want to achieve with your publicity activities?

Decide which magazines, newspapers, television shows, and radio programs you want to contact within the next six months and how you’d like them to cover your business.

- How are you going to reach these media venues?

To get some good story ideas to pitch, read current news and review upcoming
events and holidays. Then, figure out how your products and unique services fit
into these items. Why will media members care about what you have to say?
 

- What are your deadlines? 

Now, write down all the things you need to finish by certain dates. Perhaps you need to create a media kit, prepare sample packages, have photos taken, or prepare for a big tradeshow. The point is to schedule your activities so you know what needs to be accomplished each day.

By taking a few minutes just to stop and think, you will be able to focus on priorities, meet deadlines with less stress and simply avoid “running around in circles.”

And this applies to both your business and personal life…so during your free time, give yourself a few minutes to just think. You may be surprised at how this simple effort will help you actually get more done and make positive changes in all areas of your life! 

 

For additional help with your PR and online copywriting needs, or for free tips and information, please visit www.rembrandtwrites.com. Thanks!

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3 Quick Copy Tips to Boost Website Sales

July 17, 2008

 

When was the last time you reviewed your website? If it has been a few weeks, take a few minutes to read it over.

 

What are first-time visitors seeing when they click on your site?

 

If you want to boost sales, here are three, quick online copywriting tips to keep in mind:

 

1. Do you provide benefits right away?

Does your home page talk all about what you do, how long you’ve been in business and your credentials? That’s great, but your customers want to know what you can do for them – in seconds.

You may want to move your “company” information to the “about” or “bio” section of your website.

 

Then, you can use the home page to let visitors know they are in the right place and that your products and services can help solve their particular problems.

 

2. Are your verbs active?

Is your online copy written in the present tense or are you talking about things that happened in the past?

 

You can instantly add energy to your site by replacing all of your passive verbs (we worked with this client, we helped XYZ when they needed to raise funds, etc.) with verbs that describe a current action (get help now, take advantage of our 25% discount today, raise funds fast, etc.).

 

3. Do visitors know what to do?

When potential customers take the time to read your website copy, do they know what to do in order to contact you?

 

Each page should have a specific and easy call-to-action. Whether it’s registering for your newsletter, calling your sales department or actually purchasing a product online, be sure that website visitors know what they need to do to take action.

 

These are just three quick copy changes you can make to easily boost sales and conversion rates.

 

For your free copy of my new e-tipsheet, “20 Quick Online Copywriting Tips to Help Boost Website Sales in Minutes,” sign up for my free, monthly newsletter at www.rembrandtwrites.com. You’ll get valuable tips and information you can use to help boost sales and awareness fast!

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How Much Do Press Releases Cost?

July 15, 2008

A new entrepreneur asked me how much a press release should cost to write and distribute. And the answer is that it can cost anywhere from nothing (if you use your own time and effort to do it yourself) to thousands of dollars (depending on the services used and the distribution).

I think the real question to ask is…

Why are you sending out a press release in the first place?

If you want to reach a specific audience, perhaps you would be better off talking directly to a reporter at a targeted media venue. Once again, it all comes back to your specific goals and what you want to accomplish with your publicity efforts.

Now if you want to announce some news to a large audience, remind media members you have current products and services and get the word out quickly, a press release is probably the way to go.

And if you are not a skilled writer, I highly suggest that you find one to write your release for you. After all, you want to make a good impression and I’m sure you have core, business activities that need more of your attention and focus.

Where to Get a Press Release

To find out more about press releases, check out resources such as PRWeb,
PR Newswire, BusinessWire, and PRSA.

You’ll also find a lot of sites where you can post your release for free by doing a simple search. Look for pertinent media venues where your audiences hang out and see if there is a place to post news items.

Press releases are a great tool for building buzz about your business. But before you spend too many resources on writing and distribution, review your goals and research all of the possibilities. You may want to pursue other publicity opportunities that will give you better results.

These are just a few tips to help you get started. If you’d like further assistance with your publicity efforts, sign up for my free newsletter at www.rembrandtwrites.com. And as a
special, free gift for registering, I’ll send you my new, e-tipsheet on “5 Must-Have Tips for Working with the Media” at no charge!

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The Simple Secret to Boost Return Customers

July 10, 2008

If you want to increase return customers and upsell to current clients, there is one major thing that you need to take care of at the very beginning of every relationship - Expectations.

This may sound simple, but if you don’t spell out what you are going to provide for the money, you can run into major confusion and complications in the future. And it goes both ways. Your customers need to tell you what they expect too.

With this in mind, here are three key tips to think about when you begin to work on any new projects or customer sales:

1. Communicate goals.

Before you exchange funds, products and/or services, talk about final outcomes and what you both expect out of the relationship.

You should understand potential issues, tactics, budget constraints, potential results, and any other important details prior to working together.

2. Get it in writing.

Whether it’s a stream of e-mails or an official contract, write down exactly what you will provide and what the customer or client can expect from you.

Even if you have a casual relationship, this will help clarify actions, fees, deadlines, and potential results.

3. Stick to your plan.

Once your relationship is under way, be sure you provide what you promised. Stay in touch with your customers, and be sure they are aware of any changes or problems.

And to build a solid customer base and good word-of-mouth, go above and beyond customer expectations. Provide personal attention and extra services whenever possible.

By being honest and upfront with customers, you will reduce stress, meet deadlines and avoid unnecessary surprises.

And if you make the extra effort to provide customers with additional, unexpected services that exceed their expectations, you’ll be well on your way to surpassing the competition and boosting sales.

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Are you ready for a change? It’s possible.

July 7, 2008

Welcome back from the July 4th weekend! Was it a little more difficult than usual to get up this morning?

It was for me - which is perfectly natural after having a fun weekend enjoying the California sun!

But if you just can’t stand it when the morning alarm rings, and you need to drag yourself to work on a regular basis, it’s time for a change.

And you may not think it’s possible - especially with today’s high prices and economic forecasts. But you know what?

Life is too short to spend time at a job you don’t like.

You see, I’ve been talking to a lot of negative, media people lately who hate their jobs. And it got me thinking. If you want to be one of the wealthy, happy people you admire, it’s up to you to make it happen!

I don’t want to sound too “Miss Sunshiny,” but wouldn’t it be better to spend some extra time and effort to be happy now rather than waiting until you retire?

Now I’ve been anxious about finances and my future too. But if you don’t take action, nothing will change. With these thoughts in mind, here are a few tips I used to go from a full-time career to working for myself:

1. Research
Before you make any big decisions, figure out what you want to do and what actions are necessary to make it happen.

Start by checking on all of the legal and financial issues involved (business structure, copyrights, patents, loans, conflicts-of-interest, etc.). And talk to others in the field you want to pursue.

Visit your local SCORE (www.score.org) office, and look online for helpful sites like www.sba.gov, www.startupnation.com and http://pinkmagazine.com/index.html.

There are many free resources available to help you pursue your own business or a new career. You just have to look.

2. Plan.
Can you start on a part-time basis? Instead of abruptly leaving your current position, try to transition into your new business or career in the evenings or on weekends when you are not working.

This will give you a sample taste of your “new life.” Plus, you can grow your business or new career slowly and then leave your current position with another income in progress.

(And just a note…if you work at your new career while at your current job, you can get into a lot of trouble. It’s best to keep things separate to avoid problems or even losing your job before you’re ready!)

3. Go for It!
If you’ve done your homework, don’t be afraid to make the leap and pursue your business dreams.

It can be extremely nerve-wracking to take risks that can change your life in profound ways. But if you prepare and look at all the positive and negative possibilities in advance, you will reduce your stress levels and increase your chances for success.

I’ve worked for horrible bosses at terrible jobs, and I know what it’s like. And I’m here to tell you that you can change things. It’s just a process of having a positive mindset and doing the necessary work.

So the next time your alarm goes off, think about your reaction. Are you looking forward to the day ahead or would you rather cover your head with your pillow and hide?

Life has so much to offer, and it goes by fast. Take a moment now to think about your goals and when you want to make things happen. I went through the trenches (too much to go into here :>) and made it out o.k., and you can too!

If you have questions, just let me know. I’m here to help!

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3 Inexpensive Ways to Avoid Stress July 4th

July 3, 2008

Happy July 4th America! With the holiday here, it’s time to have fun. But as a small business owner, you may have a difficult time letting go of work issues. Here are five inexpensive things that will help you relax:

1. Spend time outdoors.
Just by sitting or walking outside, you’ll notice all of the beautiful things around you. Nature has a way of putting things into perspective and slowing down our hectic pace.

2. Turn off your computer and phone.
Unless it’s an emergency, shut down your business-communication devices. Just for one day, give yourself a break from responding to phone calls, e-mails, and faxes.

After all, other people will be celebrating the holiday too so it’s the perfect time to leave your phone and computer turned off!

3. Participate in a favorite activity.
If you want to sleep in, visit a new restaurant, attend a special concert, or just spend time with positive family and friends, now is your chance. 

Try to avoid negative conversations, traffic and stressful events. After all, the holiday goes by fast, and you want to enjoy every minute of it! And if you do have some tasks to accomplish during your time off, take care of them right away. Then, you’ll have time to do the things you love to do.

Everyone will be celebrating America’s birthday so enjoy the festivities! Have fun with the people you love. And when it’s time to return to work, you’ll be rested and more productive than ever!

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10 Questions to Never Ask a Reporter

July 1, 2008

Before you contact reporters, it’s essential to conduct the appropriate research.

Do you know what topics they cover on a regular basis?

What newsworthy items are you going to share with them?

After all, media members receive hundreds of calls and e-mails each week, and you want to make a good, first-impression. Now, I’ve mentioned this several times via my articles at StartupNation, Pink Magazine and Nielsen’s Small Business Resource Center, but here’s a reminder list of the top ten questions you should never ask a reporter:

  1. My client just created a new product, will you write about it next week?
  2. What  is your column about?
  3. How do you spell your name?
  4. Will you write a feature story about our small businesses?
  5. We are having a press event tonight, can you come?
  6. Did you get my fax?
  7. Are you going to write about the press release I just faxed to you?
  8. Our CEO is available to speak to you now. Do you have 30 minutes to hear his story?
  9. Can I proof your story before it goes to print for errors?
  10. The local paper and CNN just did a major story about my client. Would you like to do the same story too?

These are just a few of the many, time-wasting questions reporters receive every day. What others do you have to add to this list?

Instead of asking irrelevant questions, please do your homework. Research the appropriate media venues and review archived and current articles, television programs, radio shows, etc.

Discover appropriate beats, deadlines and as much information as possible before you pick up the phone. You’ll save time and increase your chances of getting some good publicity. But most importantly, you’ll start to build a reputation as a valuable resource for future stories.

Check back soon for more PR tips. And if you have any questions or comments, please let me know. I’d love to hear from you! Thanks!

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