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Added for You - News You Can Use - Winning More New Business From Media Coverage
Inventory control is the most basic form of protection that you should have in your retail establishment. If you have people come into your location, then you need to make sure they are not leaving with anything that they should not be. But, many business owners do not know the right way to handle inventory control. There are various methods that you can use and they all work well in their specialties. If you have had enough with shoplifting, employees stealing or other loss prevention issues, then it is time to consider a reliable inventory control system.First, take a good look at your options. There are several options in front of you as well. For many, a simple security system of some sort can be installed. For others, you can count on using a security team. Regardless, there are many options out there that can help you with your inventory control issues. But, how will you choose the correct one for your sp
Staying in touch with prospects. So you made your sales pitch and the prospect was interested - but not enough to buy today because they have to take it back to their board or maybe discuss it at the next staff meeting. Perhaps even your most enthusiastic prospects take months or even years to make a decision. Newspaper cuttings about how the product is developing, detailing account wins and featuring expansion stories about your company can all help to reinforce the prospect’s feelings of confidence in your organisation, make them feel involved and even prompt their memory to take action.
So perhaps it’s worth going back through any recent media coverage and looking at it again. Could it help build your company’s credibility, keep prospects warm or buil
Are you struggling to find a new twist for old advertising or marketing campaigns? If you're a small business owner or a copywriter/coach/other creative professional, you know exactly what I'm talking about. Having to come up with new ideas for a long-term client (or even your own business) can be overwhelming. As much as you love those long-term clients or established products, because of their longevity, it gets harder and harde
In reality, unless you are placed in a highly targeted magazine or radio station, fewer people will notice your company than you would like. Out of the few who do notice you, only a small proportion will make any effort to contact you.
Now I am not saying that PR is not a worthwhile means of raising awareness of what you do; no doubt it will conjure up some fresh leads and inquiries. It may well open a few doors. PR can lead to interest from potential business partners or even end with your company becoming national news. You may even end up being mentioned in the House of Commons. However, in my opinion this is not the only way that PR can work for your company. I believe it can work just as well at the latter stages in the sales cycle.
Creating favourable coverage for your company or creating stories about new product launches creates credibility. Most of your competitors, unless they are very large, will not bother with PR. They will probably not have the resources to create PR in house and they are unlikely to hire their own PR firm. As a result, they will not be generating regular stories in the media. So if you are, you will instantly have a real advantage over them. How? By collecting and presenting the stories about your company when you are in front of prospects. Here are 6 opportunities that you may have to impress clients at crucial moments in the buying cycle.
Your office. If you are inviting a prospect a meeting in your office, make sure that you have news stories about your company in frames on the walls. The more stories the better (provided they haven’t yellowed with age). What sort of impression does this create when they walk in? It’s impressive. It means that you are a ‘famous’ company - most people are at least a little impressed with celebrity. Having a few press cuttings around doesn’t make you Terry Wogan, but it does make you newsworthy, and therefore a more exciting company to do business with. It also establishes credibility – which is so important in the eyes of a prospect at this time.
Your showroom. Have you ever been in a garage waiting to pick up your car from a service? Often you can be kept waiting hours. Perhaps there are times when your customers sit and wait around to be served? Some garages will let you watch the TV or provide you with newspapers. Some dealers (the smart ones) will also let you read the latest (good) reviews of their cars. You can read about all the latest models, compare their car to their inferior competitors etc. Being car magazines there are plenty of colourful pictures of the new models. Does it make you feel differently about their cars? Quite possibly. You may not normally buy a car magazine, so you are amazed at how much coverage the new model has generated (there are a lot of car magazines, who have a lot of space to fill) and it could well influence your decision if you are thinking of changing cars in the near future. What is true of car showrooms could be equally true of dentists, exhaust centre and anywhere else where your customer has to regularly sit and wait.
Your product portfolio. As a sales person, you are not expected to be an independent witness. I have never yet met a sales person who, at the end of the meeting, concluded that I would be better off buying a competitor’s product because it is more reliable and costs less. You are expected to point out all the good things about the product and so, for that matter, is your company’s brochure. But you can have a secret weapon – media coverage. “Of course you would expect me to tell you how well the system performs, but this is what the newspapers have said about us.” It is at this point that you can unleash a pile of clippings - many of which will be articles which are more or less reprints of the press releases that you sent out, but some of which will be proper articles which really do report on what an innovative / money saving / compact / unusual products you have produced. It is like taking an independent critical set of witnesses who can vouch for your character on every sales call.
In written proposals. You are expected to present your product or service in its best light when preparing a written proposal. But the more independent it appears, and the less hype that goes into it, the more believable it becomes. The danger of course, is that it can become a very dull document. Direct quotes from radio interviews, TV stories or trade magazines can be a good way to back up the point you are making. In effect you are saying - don’t just take my word for this, listen to what the media have to say about it.
On your website. Whilst the article, when it was originally written or broadcast, may have been seen or heard by a wide group of people, most of whom had no interest in who you are or what you sell, people visiting your website are very different. Many of them will be interested in who you are and may want to buy what you sell. I can’t think, therefore, of a more suitable place for the press release that you sent out to appear, enhanced by extracts from the magazines which featured your story. Not only will people be interested to read these stories, once again they increase your credibility, keep your site fresh and will help you to get picked up by search engines. Steve Hawkins, Director of web design company ‘Caged Fish’ who specialise in website optimisation says, “The more current you can keep your website, the higher its rankings on search engines such as Google. This is because the search engines rate the fact that you take the time to keep your site up to date and refresh its contents on a regular basis. If you include the name of the trade magazine that ran your story in the first place, you may also appear when people search under that name. ”
Staying in touch with prospects. So you made your sales pitch and the prospect was interested - but not enough to buy today because they have to take it back to their board or maybe discuss it at the next staff meeting. Perhaps even your most enthusiastic prospects take months or even years to make a decision. Newspaper cuttings about how the product is developing, detailing account wins and featuring expansion stories about your company can all help to reinforce the prospect’s feelings of confidence in your organisation, make them feel involved and even prompt their memory to take action.
So perhaps it’s worth going back through any recent media coverage and looking at it again. Could it help build your company’s credibility, keep prospects warm or build
There are three words which often bother me. " I remember when….." When my peers and friends use them, I always feel like telling them to switch gears and think about today and tomorrow, not yesterday. They seldom comply. Now, having been invited to write about how the ad agency business has changed since I was in it on a day-to-day basis, I suppose I have to "remember when."If you remember when Channel 10 did a live, (LIVE!) daily, (DAILY!) Network (NETWORK!) show, you're probably as old as I am.If you remember when ad agencies relied heavily on Type Shops for fast, efficient service, you are probably in your forties.If you remember when word processing people were called typists and when they used a thing called carbon paper, you are probably in your fifties. (Side effects from typewriters and carbon paper were messy erasures and blue-stained fingers.)And if you think FedEx, cable TV, B101, All Ne
Your office. If you are inviting a prospect a meeting in your office, make sure that you have news stories about your company in frames on the walls. The more stories the better (provided they haven’t yellowed with age). What sort of impression does this create when they walk in? It’s impressive. It means that you are a ‘famous’ company - most people are at least a little impressed with celebrity. Having a few press cuttings around doesn’t make you Terry Wogan, but it does make you newsworthy, and therefore a more exciting company to do business with. It also establishes credibility – which is so important in the eyes of a prospect at this time.
Your showroom. Have you ever been in a garage waiting to pick up your car from a service? Often you can be kept waiting hours. Perhaps there are times when your customers sit and wait around to be served? Some garages will let you watch the TV or provide you with newspapers. Some dealers (the smart ones) will also let you read the latest (good) reviews of their cars. You can read about all the latest models, compare their car to their inferior competitors etc. Being car magazines there are plenty of colourful pictures of the new models. Does it make you feel differently about their cars? Quite possibly. You may not normally buy a car magazine, so you are amazed at how much coverage the new model has generated (there are a lot of car magazines, who have a lot of space to fill) and it could well influence your decision if you are thinking of changing cars in the near future. What is true of car showrooms could be equally true of dentists, exhaust centre and anywhere else where your customer has to regularly sit and wait.
Your product portfolio. As a sales person, you are not expected to be an independent witness. I have never yet met a sales person who, at the end of the meeting, concluded that I would be better off buying a competitor’s product because it is more reliable and costs less. You are expected to point out all the good things about the product and so, for that matter, is your company’s brochure. But you can have a secret weapon – media coverage. “Of course you would expect me to tell you how well the system performs, but this is what the newspapers have said about us.” It is at this point that you can unleash a pile of clippings - many of which will be articles which are more or less reprints of the press releases that you sent out, but some of which will be proper articles which really do report on what an innovative / money saving / compact / unusual products you have produced. It is like taking an independent critical set of witnesses who can vouch for your character on every sales call.
In written proposals. You are expected to present your product or service in its best light when preparing a written proposal. But the more independent it appears, and the less hype that goes into it, the more believable it becomes. The danger of course, is that it can become a very dull document. Direct quotes from radio interviews, TV stories or trade magazines can be a good way to back up the point you are making. In effect you are saying - don’t just take my word for this, listen to what the media have to say about it.
On your website. Whilst the article, when it was originally written or broadcast, may have been seen or heard by a wide group of people, most of whom had no interest in who you are or what you sell, people visiting your website are very different. Many of them will be interested in who you are and may want to buy what you sell. I can’t think, therefore, of a more suitable place for the press release that you sent out to appear, enhanced by extracts from the magazines which featured your story. Not only will people be interested to read these stories, once again they increase your credibility, keep your site fresh and will help you to get picked up by search engines. Steve Hawkins, Director of web design company ‘Caged Fish’ who specialise in website optimisation says, “The more current you can keep your website, the higher its rankings on search engines such as Google. This is because the search engines rate the fact that you take the time to keep your site up to date and refresh its contents on a regular basis. If you include the name of the trade magazine that ran your story in the first place, you may also appear when people search under that name. ”
Staying in touch with prospects. So you made your sales pitch and the prospect was interested - but not enough to buy today because they have to take it back to their board or maybe discuss it at the next staff meeting. Perhaps even your most enthusiastic prospects take months or even years to make a decision. Newspaper cuttings about how the product is developing, detailing account wins and featuring expansion stories about your company can all help to reinforce the prospect’s feelings of confidence in your organisation, make them feel involved and even prompt their memory to take action.
So perhaps it’s worth going back through any recent media coverage and looking at it again. Could it help build your company’s credibility, keep prospects warm or buil
Negative self-talk and negative self-belief are the most common ways that can keep a person away from succeeding in business. Imagine that you are in business and you are working on it, and at the same time your mind keeps telling you that you will either fail or what ever that you are doing will not work out like you are planning it to.You MUST get your mind right and thinking in a positive way before you even think about becoming a success at anything. The ATTITUDE is AS Important as the ACTION taken.Let me give you a short example:If you have an online business and you are in the process of learning how to build it successfully, but at the same time there is a place in your head that keeps telling you that you will either fail or you won't make it. You keep feeding your mind that what you have being doing in the past and now is not worth it and you won't succeed. What do you think is going to happen? you with newspapers. Some dealers (the smart ones) will also let you read the latest (good) reviews of their cars. You can read about all the latest models, compare their car to their inferior competitors etc. Being car magazines there are plenty of colourful pictures of the new models. Does it make you feel differently about their cars? Quite possibly. You may not normally buy a car magazine, so you are amazed at how much coverage the new model has generated (there are a lot of car magazines, who have a lot of space to fill) and it could well influence your decision if you are thinking of changing cars in the near future. What is true of car showrooms could be equally true of dentists, exhaust centre and anywhere else where your customer has to regularly sit and wait.
Your product portfolio. As a sales person, you are not expected to be an independent witness. I have never yet met a sales person who, at the end of the meeting, concluded that I would be better off buying a competitor’s product because it is more reliable and costs less. You are expected to point out all the good things about the product and so, for that matter, is your company’s brochure. But you can have a secret weapon – media coverage. “Of course you would expect me to tell you how well the system performs, but this is what the newspapers have said about us.” It is at this point that you can unleash a pile of clippings - many of which will be articles which are more or less reprints of the press releases that you sent out, but some of which will be proper articles which really do report on what an innovative / money saving / compact / unusual products you have produced. It is like taking an independent critical set of witnesses who can vouch for your character on every sales call.
In written proposals. You are expected to present your product or service in its best light when preparing a written proposal. But the more independent it appears, and the less hype that goes into it, the more believable it becomes. The danger of course, is that it can become a very dull document. Direct quotes from radio interviews, TV stories or trade magazines can be a good way to back up the point you are making. In effect you are saying - don’t just take my word for this, listen to what the media have to say about it.
On your website. Whilst the article, when it was originally written or broadcast, may have been seen or heard by a wide group of people, most of whom had no interest in who you are or what you sell, people visiting your website are very different. Many of them will be interested in who you are and may want to buy what you sell. I can’t think, therefore, of a more suitable place for the press release that you sent out to appear, enhanced by extracts from the magazines which featured your story. Not only will people be interested to read these stories, once again they increase your credibility, keep your site fresh and will help you to get picked up by search engines. Steve Hawkins, Director of web design company ‘Caged Fish’ who specialise in website optimisation says, “The more current you can keep your website, the higher its rankings on search engines such as Google. This is because the search engines rate the fact that you take the time to keep your site up to date and refresh its contents on a regular basis. If you include the name of the trade magazine that ran your story in the first place, you may also appear when people search under that name. ”
Staying in touch with prospects. So you made your sales pitch and the prospect was interested - but not enough to buy today because they have to take it back to their board or maybe discuss it at the next staff meeting. Perhaps even your most enthusiastic prospects take months or even years to make a decision. Newspaper cuttings about how the product is developing, detailing account wins and featuring expansion stories about your company can all help to reinforce the prospect’s feelings of confidence in your organisation, make them feel involved and even prompt their memory to take action.
So perhaps it’s worth going back through any recent media coverage and looking at it again. Could it help build your company’s credibility, keep prospects warm or buil
"To have respect for ourselves guides our morals; and to have a deference for others governs our manners." Lawrence Sterne, Irish novelist & satirist (1713 - 1768)Etiquette, or good manners, is an important part of our day to day lives. Whether we realise it or not we are always subconsciously adhering to rules of etiquette. Much of the time these are unwritten; for example giving up your seat to a lady or elderly person, queuing for a bus in an orderly fashion according to who arrived first or simply saying “please” or “thank you”. All are examples of etiquette; complex unwritten rules that reflect a culture’s values.Etiquette accomplishes many tasks. However, the one noteworthy function that etiquette does perform is that it shows respect and deference to another. By doing so it maintains good interpersonal relationships. Ultimately, it could be argued, etiquette is about making sure that when people mix togeth
In written proposals. You are expected to present your product or service in its best light when preparing a written proposal. But the more independent it appears, and the less hype that goes into it, the more believable it becomes. The danger of course, is that it can become a very dull document. Direct quotes from radio interviews, TV stories or trade magazines can be a good way to back up the point you are making. In effect you are saying - don’t just take my word for this, listen to what the media have to say about it.
On your website. Whilst the article, when it was originally written or broadcast, may have been seen or heard by a wide group of people, most of whom had no interest in who you are or what you sell, people visiting your website are very different. Many of them will be interested in who you are and may want to buy what you sell. I can’t think, therefore, of a more suitable place for the press release that you sent out to appear, enhanced by extracts from the magazines which featured your story. Not only will people be interested to read these stories, once again they increase your credibility, keep your site fresh and will help you to get picked up by search engines. Steve Hawkins, Director of web design company ‘Caged Fish’ who specialise in website optimisation says, “The more current you can keep your website, the higher its rankings on search engines such as Google. This is because the search engines rate the fact that you take the time to keep your site up to date and refresh its contents on a regular basis. If you include the name of the trade magazine that ran your story in the first place, you may also appear when people search under that name. ”
Staying in touch with prospects. So you made your sales pitch and the prospect was interested - but not enough to buy today because they have to take it back to their board or maybe discuss it at the next staff meeting. Perhaps even your most enthusiastic prospects take months or even years to make a decision. Newspaper cuttings about how the product is developing, detailing account wins and featuring expansion stories about your company can all help to reinforce the prospect’s feelings of confidence in your organisation, make them feel involved and even prompt their memory to take action.
So perhaps it’s worth going back through any recent media coverage and looking at it again. Could it help build your company’s credibility, keep prospects warm or buil
Have you herd about the mazu business pack? If you are reading this article I am sure you know a little bit about it. If not I am going to tell you exactly what comes with the mazu business pack, and why it is one of the top home business programs on the Internet.If you are someone that is looking to work at home, and are tired of all the lies and false claims being made you are in the correct spot. Mazu tells not lies, and makes no flase claims of becoming rich over night.What mazu does do though is show you 10 extremely profitable ways to earn and extra income working online. Whether you choose to use all ten or not is totally up to you. You don’t have to sell, call, or talk to anyone to make money using any of the 10 systems.You will learn how to invest money into a member’s only pool that earns up to 15% a month. You will see step-by-step how to profit using sports arbitrage trading, and
Staying in touch with prospects. So you made your sales pitch and the prospect was interested - but not enough to buy today because they have to take it back to their board or maybe discuss it at the next staff meeting. Perhaps even your most enthusiastic prospects take months or even years to make a decision. Newspaper cuttings about how the product is developing, detailing account wins and featuring expansion stories about your company can all help to reinforce the prospect’s feelings of confidence in your organisation, make them feel involved and even prompt their memory to take action.
So perhaps it’s worth going back through any recent media coverage and looking at it again. Could it help build your company’s credibility, keep prospects warm or build up the trust of a prospect? If you don’t have a PR programme currently in place, perhaps you can now see how useful media coverage can be at building credibility and helping to close the deal. Now is the time to start making a habit of doing more to gain PR coverage for your company, and doing more with the coverage once it has been generated.
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