Have you ever opened the newspaper to see your competition highlighted or mentioned in an article and been frustrated to see them get that free advertising? Perhaps it wasn't your competition, but another company you saw getting this kind of attention and you would love to be the next one to get that kind of press. You can if you know how to do it.
First, you need to understand the difference between advertising and this kind of press. When you put an ad in the paper, everyone knows you have paid for that space, so they know it is just you bragging about your company. On the other hand, if you are featured in an article about your industry, it looks more like the newspaper has hand selected you as an expert in your field that they wanted to talk to about the topic. This is a very important difference as the people quoted in articles are looked at as pseudo experts and possibly even local celebrities.
Here's how to make sure your name is in those articles.
Read The Paper Well
Bill Bartmann's tip #1 is to read the newspaper well and know everything about the writing that is done relating to your industry. For example, if you work in the field of interior decorating, make sure you read the entire home section and know just whom the writers are for that section and what they are talking about.
Comment / Compliment the Writer
Bill Bartmann's tip #2 is when you see an article that is pertinent to your field that has been done by a local writer, you should read it over very well and get to know the article. Come up with a compliment for the article and also come up with something that could have been added to it. This should be something that will show you really know your field. For example, if the article was about spring cleaning and they did a great job, compliment the article. After that is done you may want to mention that perhaps a new organizational system for the office or closet may make a great future article that can help people take their spring cleaning to the next level.
Begin your letter to the author by introducing yourself and your business. Next compliment their work. Third write your comment for a possible future article and then offer yourself as a source that would be happy to talk to them if they need a few quotes.
Don't be too pushy, just offer your assistance if they would like it and be done with it.
Follow Up
Bill Bartmann's tip #3 is from time to time you should follow up with the writer and comment and offer ideas on other articles they have. Again, don't get too pushy. It may take a few times of writing the paper to get a response. There are a number of reasons for this. Your mail could get lost in all the other messages they get, or perhaps you just happened to write at a time when they did not need any ideas. Persistence is key.
Bill Bartmann is a nationally acclaimed business coach and founder of the Billionaire Business System, a series of books and seminars that teach you what you need to know running a business. Bill Bartmann has provided real business guidance to thousands of entrepreneurs to help them succeed in business, even during tough economic times. Visit Bill Bartmann's website http://www.billionaireu.com to learn more about the course.
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