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Articles (18):
Award Competitions: Route to a Publicity Bonanza
February 23, 2005
Inc. magazine is currently in the process of judging sites for its annual small business Web award winners. Since I was a judge last year, I thought I'd offer some observations on how and why to enter your Web site for prestigious awards like this.
A Successful Link Campaign Begins with Content
June 17, 2004
These days, one of the best routes to traffic from search engines is posting substantive content that has value for a particular audience. Then you want to get that content linked like heck. Inbound links increase your chances of rising in the search engine ranks.
The Six-Step Process That Grows Your Business
December 08, 2003
1. Examine your clientele and define your ideal client. Of all the customers you've served in the last couple of years, who are the ones you most enjoyed working with and found most profitable?
The Do-It-Yourself Press Release Makeover
November 22, 2003
Despite many changes that the Internet has wrought in public relations, the press release (also called a "news release" or "media release") remains the major tool for attracting media coverage.
Testimonials and Letters to the Editor
November 05, 2003
Of all the marvelous opportunities offered by the Internet to get publicity without paying for it, two of the least- used methods are writing testimonials for companies, books and Web sites and penning letters to the editor.
Understanding Niche Publicity
October 19, 2003
Everyone keeps their radio tuned to station WIIFM - What's In It For Me. This fact and its implications hold a valuable secret for multiplying publicity opportunities.
Offers that Turn Lookers into Buyers
October 19, 2003
If you're getting only a sluggish response for a product or service that people genuinely need, wake buyers up by spicing up your offer.
Wrapping Up Profits with a Package Deal
October 17, 2003
A landscaping company complained to a reporter that instead of carefully defining their needs, interested prospects say, "Send us a proposal".
Guarantees with Oomph
October 02, 2003
Not long ago a real estate appraiser asked my opinion of his new brochure. "'Guaranteed on-time appraisals,'" I read out loud. "You mean that if it's not on time, the customer gets a refund?"
Passive Income from Booklets and Special Reports
October 02, 2003
"Booklets." "Special reports." These words sound pretty insignificant, don't they? But the results you achieve with these little collections of useful information can be anything but small and limited.
Pouncing on Reporters' Leads
August 25, 2003
You see a notice from a reporter seeking examples for an article.
Remember, It's the WORLD Wide Web!
July 09, 2003
Almost always, online publicity means global exposure, whether your business is based in Peoria, Illinois, Perth, Australia, or Paris, France. When your marketing or publicity copy will appear on the Internet, you need to take conscious steps to ensure that your news makes sense to readers from far corners of the world.
Tantalizing Headlines: Do's and Don'ts
July 07, 2003
Put yourself in the position of a newspaper or magazine editor scanning the newswires and the day's email and faxes for relevant content.
Your Personal Trademark
July 02, 2003
For novelist Tom Wolfe, it's a dazzling white suit, regardless of the weather or season.
Online Press Rooms Save the Media Time and Frustration
April 14, 2003
When Web site usability guru Jakob Nielsen tested how well major corporate sites met the needs of reporters, he gave them a "D" grade.
Don't Call it an E-book!
November 01, 2002
Terminology greatly affects how people perceive value. Call something a "brochure" and no one will want to pay for it. Call it a "booklet" and it sounds small and insignificant, perhaps worth up to four or five dollars.
Publicity Stunts Still Earn Attention
Who says publicity stunts are pass?? Outrageous staged events designed solely to show up on the evening news still get the job done when they're clever and fun.
Tips are Perennially Tempting
Techies love them. Young and old technology haters love them. Most importantly, editors love them. Tips -- neatly packaged, numbered nuggets of advice -- are always appealing to those whose job it is to fill up publications with entertaining and illuminating information. Unique Ideas (1):
Get Paid in Multiple Ways for Your Expertise
October 06, 2003
Whether or not you have formal credentials, if you have years of experience in your line of work, you may be able to cash in on these four innovative ways of delivering your expertise. |
