Marketing Commandments

If you're in business for yourself, you've probably got a collection of books on how to be a marketing expert. Grabbing the attention of the media, whether traditional (newspaper, television, radio, etc.) or new media (blogs, forums, Facebook, etc.) is something most business owners dream of someday getting.

Here are a few things I've learned over the past decade of pitching the media and being pitched to as a member of the media. Even if you just have a side hobby that you want to turn into cash, these tips are a great starting point. Who knows, maybe someday you'll be written up in the pages of Fast Company or Forbes.

1. Know thyself. Realize why you're in business and what makes you different from your competitors. If you're not in it to win it, reevaluate things and innovate.

2. Know thy stuff. Are you an expert in your field? Learn all you can to become one and then create press/media kit materials around what you know and what value your business represents. 

3. Know thy audience. Find out everything you can about your ideal clients and customers. Educate yourself on who they are and where they go for information to solve their daily problems.

4. Innovate. It has been said that the only human institution that rejects progress is a cemetary. You're alive, so accept and seek positive change. Change for the right reasons and in a positive direction will make it easier for you to be noticed. This video from Fast Company's Work Smart series will get you started.

Entrepreneur Tips: Getting Press

With the prevalence of online media, the opportunities for getting published information about your product or service out to the masses has grown by leaps and bounds.

Some tried and true methods still apply whether you’re pitching a product review to a blogger or pitching feature ideas about a great new business to a print publication. Here are a few rules to follow:

1. Know your audience. Become familiar with the types of people who would not only seek out your product or service, they’ll love it. Do all your research before you approach the media. Make your self into an expert, both on your product and your audience.
2. Match your audience to that of the media outlet you’re pitching. There’s nothing worse than assuming you know. Request a media kit from any media outlets that have them to familiarize your self with their demographics. Ask questions and make sure you’re audience coincides with that of the media outlet.
3. Get to know the format. Knowing what types of products or services the media outlet usually features, what kinds of stories they typically do and what tone they use will help you reach them. Read the blogs where you want to be mentioned. Watch the TV shows where you want to be a guest.  Subscribe to the magazines where you want to get published.
4. Be personal. Don’t mass email the media. They know when you’re sending a mass email by looking in the “to” field. They’ll be more likely to read your email if you address it to them specifically and mention something that applies to them directly. For example, say something like “in your January/February issue, you featured…” You’ll show them that you’re not only a reader, you’re are a real person and not another publicity hound.
5. Be authentic and unique. You’ve got to grab their attention, much like an ad has to grab the consumer’s attention. These people are busy and they get pitched to all the time. Come up with an angle that no one else has come up with before. Use your imagination and your personality.
6. Give them what they want. When you finally get through to a decision maker, you’ll want to show them that you know how to do this – even if you’ve never done “this” before. Give them succinct descriptions of why your product or service will interest their audience. Give them high-resolution photos, clickable links, snappy descriptions and all other information you feel necessary to bring traffic back to you. Make sure you answer their calls and emails promptly. This step is crucial and could be the key to a long relationship with the media, if you do it right.

Don’t give up if you don’t hear back from the media you’re pitching. Persistence really does pay off. Media decision makers are very busy, so give them time to respond to you. Use your discretion when emailing or calling – you don’t want to be a pest. If they email you that they aren’t interested, ask them if they have any suggestions, or if they can tell you what kind of content they need most. Offering to help them with their content could open another door for you. Always, always, always follow up. You’ll be surprised what a little consistency and timing can do to get you heard and seen.