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Fresh Content
Fresh content not only shows visitors your web master is still alive, but it shows you care about giving your repeat visitors a reason to come back. There’s also a third reason to produce fresh content on your site – Google has been known to rank sites with fresher content over sites whose content is stale.
Use the Press
Press Release: N. An announcement of an event, performance, or other newsworthy item that is issued to the press.
The media is hungry for exciting news stories. Use that hunger in your favor. I’m surprised with how many businesses know little about Press Releases and the effect their exposure can have on the success of your business. In this section I’d like to show you how you can get FREE publicity equal to thousands of dollars if done properly.
DID YOU KNOW BIG COMPANIES AND CELEBRITIES TAKE ADVANTAGE OF FREE MEDIA ALL THE TIME
Watch the news, listen to the radio, pick up a USA Today. Not all of these stories were created by reporters and journalists. In fact if you looked at some of them closely you’ll get a feeling the article is benefiting whoever it is written about. Often that’s not a coincidence and is the results of a well placed press release.
Do you think free press is too good to be true? I’ll share with you a few stories that I developed personally and had published
1. When I first launched my business in the little town of St. George, Utah I wrote a press release talking about a young entrepreneur going into business. Nothing spectacular, but it was newsworthy. I mailed in a photo of myself and my press release. A few days later the story was published. It was a small article but the paper went out to about 60,000 homes. I knew the story had definitely gotten attention because several people I knew in the town had come up to me and congratulated me on my new start up business.
I think it’s important to note that because of the way my press release was formatted, the newspaper published it WORD FOR WORD. The initial exposure landed me a few jobs that would later work out to be good long term working relationships. Not to mention that it built instant credibility for my company being in a newspaper that my small town respected.
2. Next I went to the Chamber of Commerce. I signed up for their membership and I took the same angle.. a young entrepreneur starting up a web design firm in town. They not only ran a story in their smaller publication, which was still powerful for me because it went out to 2,000 BUSINESSES , but later that same year they voted me Young Entrepreneur of the Year, and AGAIN I had a larger article published in the Spectrum (which went out to 60,000 homes) . By now I had started to build a pretty solid reputation in the press and around my town. This exposure landed me more jobs immediately and I’m sure it was responsible for jobs I won over my competitors in the future.
More amazingly – So far the only money I had invested was $297 for a Chamber of Commerce Membership. The rest of the exposure I had received (equal to thousands of dollars came for free.) Talk about maximizing a shoe string budget. And please note, I WAS in fact on a shoe string too -- but I made every dollar count by being EXTREMELY CREATIVE -- and you can do the same thing.
To further emphasize my point I’d like to share with you one more incredible story.
I started a project called “Social Cards” . Social Cards were an invention idea of mine that consisted of cards this size of business cards, with pick up lines on them to be used as an ice breaker for the opposite sex.
I took a small press release and a sample of the cards down to the Spectrum Newspaper. First the assistant editor checked out the cards and read the press release I had prepared. SHE LOVED the idea and couldn’t stop laughing at some of the cards. When she found out I was the inventor she called over the editor who was thrilled with the story.
THEY SENT ME HOME WITHOUT A STORY
The newspaper told me they’d be sending a photographer and a reporter out to my office to get a FULLER SCOOP ON MY STORY!
(insert free press pictures)
fig A – Here you can see the initial teaser copy to my story got FRONT PAGE COVERAGE. This coverage went out to 60,000 HOMES! (Front page advertising generally went for $400 for the day and was reserved for a banner at the bottom of the newspaper)
Fig B – Here you can see that the initial COVER to the story took up a FULL COLOR PAGE as an insert to the newspaper. This cover included a picture of me and the product. (The going rate for a full cover ad in the paper was $2,000+, LET ALONE the Cover to an insert)
IT GETS BETTER..
Fig C – The story took up a full two pages INSIDE the section itself. It even included more pictures of the product and long descriptive articles!
THAT’S NOT ALL..
It turns out that the insert to the paper that day was actually part of a separate publication that would go on news stands for AN ENTIRE WEEK!!
Total Press Coverage Value: $5,000+
Total Cost: $0 – All I had to do was go down to the Spectrum Newspaper with a good story and ASK.
So remember.. THE NEWSPAPERS ARE HUNGRY FOR GOOD NEWS STORIES -- THEY’VE GOT TO FILL IN THEIR PAPER ON A DAILY BASIS
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