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[Book Report] The Art of Self Promotion
This is is a "book report", based on The Art of Self Promotion, by Ilise Benun. In this book report, I will distill only the most immediately useful strategies I learned, for promoting and marketing a small business or organization, even on the tiniest of budgets. Marketing is Not About You * Step outside of your own experience, and try to understand the needs and problems of your potential clients.
* Listen carefully to what they are saying, and determine whether you can actually help them, temporarily putting your own agenda aside.
* If you are genuinely able and willing to help, they will pick up on, and truly appreciate the offer. Stick to a Regular Marketing Schedule * Commit to 2-3 monthly meetings, educational seminars, workshops, or volunteer activities - which would also be good networking opportunities.
* Create a system to keep in touch with your prospects - a monthly newsletter, quarterly postcard, etc. The time may not be right to do business with you at your first, second, or third contact, but if you keep in touch, they will think of you when the need for your services arises.
* Create a simple marketing plan, hang it somewhere where you can see it, evaluate it every month, and stick to it.
* Decide on a monthly marketing budget, then spend it!
* Your marketing efforts need to be consistent in order to generate results. Some Ways to Get People to Spread the Word * Give something away - if it's something interesting and/or useful, people will tell their friends
* Do things differently - any unusual activity that benefits a customer evokes favorable comments from its sponsors
* Empower your customers - provide those who buy from you with awards and privileges to share with others
* Provide new, important or humorous information - you'll benefit from the discussions arising from the inevitable “Where'd you hear that? More Paths to Free Publicity * Being included in a resource list - newsletters, books, and magazine articles often list resources, and if you can be listed in appropriate lists, it'll be easy for your prospects to contact you
* A calendar listing for an event you either sponsor or are involved in, with your contact info and url.
* Tips or articles on your topic - submit them to article directories ( http://goarticles.com/ and ezines (http://ezinearticles.com/). If they're fresh or useful, they'll get picked up. Be sure to include your contact information, url and a brief description of your offerings in the byline. Send out Press Releases * A press release is a newsworthy story about your business that you submit to newspapers, radio, television, magazines, etc.
* If an editor is interested in your story, they may interview you, or write an article about your business.
* The public is generally more receptive to a news story than an ad
* Brainstorm for anything that's fresh and newsworthy about you or your business
* Offer surprising facts tied to your business
* Do a survey and publish the results
* Conduct business in an unusual setting, then write a press release reporting on the event Where to Submit Press Releases - a Few Good Starting Points * http://www.prweb.com/
* http://www.mediapost.com/
* http://newslink.org/ There is much more to explore in this book. It's a quick and easy read, and nice to have it around as a reference. If you get it from Ms. Benun's Marketing Mentor Store, you get a free bonus book - Designing Websites://For Every Audience. Even if you're not designing your own site, this book will educate you on what to look for and request in a website. © 2007 Emilie Nottle Want to use this article in your website or ezine? You can, as long as you include this complete blurb with it: Emilie Nottle of Zooop Design, publishes Grow Your Biz, a bi-monthly eZine for entrepreneurs and small business owners. If you're ready to take your biz to the next level, using your website as an effective marketing tool and automating your marketing efforts, subscribe at http://www.zooop-design.com/subscribe_info.html. |
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