No-cost/low-cost marketing

doesn’t happen overnight!

When you commit to spending minimal or no dollars to get your marketing message out to your target market, don’t expect miracles. Be realistic enough to recognize that a great many factors can impact your effectiveness. 

Whatever you do must be well done. If it’s news releases, you need to distribute a series of at least 5 or 6 different ones, 10-20 days apart, to a reliable list of media contacts, whose names and titles are double-check spelled correctly . . . and who are treated with utmost respect and gratitude for consideration.

Remember you are asking these people to give you free publicity. They decide if you get it or not, if your words are worthy, if they like the way you ask, if they are in a receptive mood, or if they will require you to buy advertising time or space first.

Your releases must be:

• NEWSWORTHY – Use “enlightened” self-interest, not just self-interest!

• GRAMMATICALLY FLAWLESS – Use Spellcheck. Use AP and UPI “Style” books, and Strunk and White’s Elements of Style

• 1.5 PAGES MAX, AND 1.5 – 2 LINES PARAGRAPH SPACING

• 3-4-LINE PARAGRAPHS

• ACCOMPANIED BY:

  • Your contact info
  • Interesting, captioned photos whenever possible
  • Short, personalized-as-possible cover notes that point out why each release will have interest to the recipient’s reader or broadcast audiences

If you’re using social media and/or emails (and you should be on both counts, if for no other reason than to support and promote the use of releases), think before you “Send.”

Always include a shortened link to your site. Be social. A steady stream of sales pitches, day after day numbs Twitter and Facebook and LinkedIn subscriber brains into Delete Mode.

As with your news release headline, make sure your message attracts attention without being alarmist or overstepping acceptable boundaries of good taste.

Be smart enough to realize that the economical course of action you choose for your marketing simply does not offer the same accelerated pace of providing and paying for an advertisement and getting immediate exposure.

“Free” takes time!

Expect — even when everything and every person involved in the process falls neatly into place — it’s going to take you longer than you want it to, to make things happen.

A news release that finds its way to a receptive editor may get tossed at the last minute because a major news event breaks. Coverage of that takes priority because it sells newspapers, magazines and broadcast aduiences.

That’s what sells advertising time and space and that’s what pays salaries.

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Hal@Businessworks.US or 302.933.0116

“The price of freedom is eternal vigilance!” [Thomas Jefferson] 

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