You study your website stats and see the amount of traffic coming through. Nice numbers. But when you compare your traffic against your sales, what do you get? A small fraction of 1%? Wouldn't you love to see those conversions grow? But how can you get them to buy?
The secret isn't some magic trick or tool. But your Internet marketing is just shooting into the dark if you don't know the needs that lead people to buy and how to focus your copywriting to tap those needs.
Two main needs drive all people no matter what the demographic: 1) a desire to expand their world and become more than what they are, and 2) a desire for safety. These needs conflict: the desire to grow leads us to head out into the unknown; self-protection leads us to circle the wagons and dig in against unknown dangers.
Each person strikes their own balance between these two contradictory needs. Understanding the way that different personality types balance these needs is the key to effective copywriting for them.
Methodical Personality Type
The methodical personality type balances strongly toward safety. They need facts, lots of details, to assure themselves that they are making the safest, most logical choice. Make no mistake, methodical personality types decide to buy based on their emotions like everyone else, but they feel a need to back up their desire to buy with sound intellectual arguments.
To get them to buy, your copywriting needs to help them narrow their choices. Avoid giving them too many options. They easily get lost trying to find the best option among a series of equals.
One option to offer, though, is between your plain product at a cheaper price or a more expensive price with lots of additional features. Methodical thinkers are much more likely to choose the more expensive version because it reinforces their image of being a wise shopper. And it changes their decision from deciding between buying or not buying into deciding between buying a more valuable deal or a less expensive offer. But either way, their decision gives you a sale.
Give them solid reasons to buy and buy now. Lead them through your sales process in an easy and non-threatening way. Give them the details they need to make themselves feel that they made a rational decision. They want their purchases to be well-reasoned and risk-free, and want to see themselves as smart shoppers.
Competitive Personality Type
The competitive personality type is less averse to risk, but still needs to feel that their purchase reaffirms the way they see themselves. They, too, consider facts in making their purchase, but rely more on gut feelings of how well the purchase puts them ahead of where they were.
The key to copywriting for this personality type is to recognize their need to see the way they define themselves reflected in what they buy. Recognize what types of self-images your product reflects and sprinkle your sales copy with words and phrases that help your competitive types see your product reinforce their self-image.
Cast a wide enough net in fitting your product's image to theirs, but don't try to cover every possible self image or you'll get too generic to appeal to any of them.
Gregarious Personality Type
The gregarious personality type seeks to feel connected to those around them. They are more willing to trust, more willing to venture into the unknown, but are hesitant to assume the full risk until others have proven that the path is safe. They respond especially well to copywriting that shows how your product has benefited others.
Catch their attention by talking about positive results that others have experienced. Testimonials of satisfied customers or pictures that show happy people enjoying your product also are important. Make sure your copywriting provides them with evidence that others have found your product worthwhile. They'll feel more comfortable taking their own risk with it.
Spontaneous Personality Type
The spontaneous personality type is the most open to exploration. They are the trend-setters, the early adopters, who blaze the trail for everyone else. They will take risks. But not unless you offer to fill the chief need for something better, something that will let them to grow beyond what they are.
Surprise them. Intrigue them with the unexpected and they'll make that leap of faith with you. Present them with the boring old status quo approach and they'll move on to something more intriguing.
Understanding what drives these four different types of customers is essential to copywriting effectively for them. In copywriting, as in clothing, one size most definitely does not fit all.
33 Reasons To Do A News Release 02:38, 2009-Mar-12 .. 0 comments .. Link News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.Press releases will get you coverage in set features like business notes, and new personnel columns. They also provide a good way to let allies, employees and customers know what you are doing. For these purposes, post releases on the company website, send out by e-mail, or distribute by one of the services like PR Newswire or PR Web. Here is a quick list of 33 possible reasons for you to write and distribute a news release. * New Products * Business Start-Up * Partnership * Strategic Alliances * New Or Innovative Business Strategy * Restructuring The Company * Going Public/Going Private * Company Comeback From Adversity * New Employees * Important Executive Retiring/Resigning * Executives Comment On Business/Economic Trends * Employee Promotions * New Branch Offices * New Divisions Established * Headquarters Relocating * Research Results Announcement * Major Anniversary * Major New Client Acquisition * Company Revenue, Sales or Profit Growth * Company Name Change * Winning Major Awards Or Receiving National Recognition * Company Presenting An Award * Receiving Important Accreditation or Certification * Holding Free Seminar or Workshop * Employee Appointed To Civic/Government/Professional Board * Availability Of Guest Articles Or White Papers * Issuing A Position Statement On Topical Subject * Free Consumer Information Available * Company Speakers Bureau * Company Philanthropic Support * Major Company Milestone * New Board of Directors * New Website Carrer Consultant, Career Training High School Students Search, Public Schools Biotechnology Build a Better Online Press Kit 02:38, 2009-Mar-12 .. 0 comments .. Link Some recent surveys of journalists and reporters indicate that most prefer to use online media rooms/press kits as opposed to the old-fashioned hard copy press kits. Why? The Internet is open 24 hours a day, seven days a week. A busy reporter on deadline can log on and cruise from one online press kit to the next without having to wait for an overnight package or fax. Many businesses and publicists are embracing this new technology in media relations and are in a mad dash to develop online press kits of their own or for their clients. Like a Web site, an online press kit should contain certain elements, should make some features more prominent than others, and be simple to navigate. Here are some “do’s and don’ts” to consider before you dive in and begin creating an online press kit.Online press kits Should: Be easy to locate if linked to a main Web site. For instance, if ABC Bottled Water has a public or consumer Web site already established, a separate media room can be linked to the Web site’s home page. This link must appear prominently – either in the site’s menu or on the home page. Reporters don’t have time to search for it. Also, if the media room is linked to a “main” site, the media room should share the main site’s “look and feel,” so that reporters don’t feel link they’ve been forwarded to some unrelated site. Provide materials commonly used by the media. A general press kit usually contains a backgrounder, FAQ, and profiles of key individuals/spokespeople. This is what a reporter will want to see when he or she visits your online media room. The purpose of providing these common documents is to minimize any extra work a reporter will need to do to get what he/she needs. Other important items to include are high-resolution, digital photos, high-resolution digital logo graphics, and of course, press releases. A good online media room will come equipped with a media library where all types of files can be uploaded, stored, and distributed, including general press kit materials. Include the media coverage already received. When a company, organization, or individual has been covered by the media (preferably favorably), it helps to “legitimize” them. Be careful about copyright issues when reposting articles, though. If you or your organization has appeared in the media, use anything from audio clips, video clips, and links to media outlets’ Web sites in your online media room’s “In the News” page. Check with the media venue for reprint permission. Include media contact information prominently. If the person handling media relations is not an employee of the company/organization, be sure that the contact info in the online media room directs reporters to the person who is. If a reporter reaches out and his/her request is lost in cyberspace, chances are, they won’t come back. Online Press Kits Should Not: Combine info for both the public AND the media. Ideally, the information provided for the media should be separate from content intended for the public or consumers. One reason is that it makes it more difficult for the media to find what it wants, and another is because it reduces your control over the info provided to the media. Messaging is very important, and while it can sometimes vary for the public, it should always be consistent for the media – after all, your messaging is what they’re using to cover you with. Require a reporter to make numerous requests for additional info. There are always going to be some things that you do not want to provide online on a constant basis. This could include certain photos or ebooks. Keeps these instances to a minimum! In cases like these, it is fine to say “please contact us for photos of this event,” or “please contact us for a sample ebook.” Some media rooms have very limited file space, which may require you to upload low-resolution photos to save space. Asking reporters to contact you for high-resolution photos is all right, too. The point of an online media room is to provide the media with most of what it needs. Be out of date. Update press kit materials as needed, and try to keep a current press release available – even if it wasn’t distributed on the wire or to reporters directly. By keeping a timely supply of “news,” in your media room, it will be obvious to the media that it receives your attention. Other Helpful Tips: Use links – not e-mail attachments! Media rooms with media libraries should allow you to upload your documents and create a URL to their location online, which you can provide to the media instead of an e-mail attachment. When was the last time you opened an e-mail from a stranger that had an attachment? Have a blog? Link it to your online media room. Blogs are a great way to discuss your company, cause, or industry and are often used by members of the media when researching someone/something for a story. If you have one, add the link to your media room. If you don’t have one, consider getting one. By following these tips and by putting yourself in the shoes of a journalist, you will be able to develop an online presence that is both informative and convenient. Do this and you’ll meet the demands of the media and increase the likelihood of gaining editorial exposure. Volunteers, Nonprofit Charity Printing Companies, Binding Post Office Operation, Post Office Locations Games are a Reflection of Behavior as Told by John Satta 02:38, 2009-Mar-12 .. 0 comments .. Link You are standing on a small stage yelling, “What's the name of the game?!”“Win as much as you can!!!” comes roaring back. “Who's responsible for your score?!” “I am!!” The audience is composed of ninety men, all prisoners in a federal maximum security prison. One more thing - you're a woman. For three years, Alicia volunteered every Thursday at FCI (Federal Correctional Institute) in Bastrop, Texas- “I used my skills as a corporate trainer to help these men learn to shift their perspective on themselves and the world.” “Along the way the prisoners taught me as much, perhaps more, than I taught them.” “In my training business, I use games as a way to break down barriers and shift perceptions. What I came to realize is that your behavior in a game is an exaggerated reflection of your behavior in real life.” Games are an opening to behave true to our natures, to react immediately rather than with a careful response. Depending on the other players, we may monitor our behavior less in a game than in the real world, but we aren't acting differently. In a game there are no emotional holds barred. In a game, we are allowed to be more right brained than logical. After all, “It's only a game.” Saying something is only a game tends to trivialize its importance. Precisely because we view it as trivial, and of no importance, we can give ourselves permission to let our true natures out. When we floated this idea before a number of colleagues, several of them told us stories of self-discovery. One woman, a very sweet and kind person in “real life”, was known as “the enforcer” when she played hockey in school. Another shared that, when she plays a game against total strangers she becomes “brutal” and highly competitive. So if our true nature comes out in a game, what can we do with that information? Can we transform situations so that we can be true to our nature? Can we make a game out of real world situations to allow our true nature to flourish? The obvious example is to view business as a game to be won. This implies competition and a winner take all attitude. Yet Covey and others have told us about creating win-win situations. Is there such a thing as a win-win game - a game where everyone wins, where no one loses? Can you devise a game where you can put your competitive streak toward a larger goal? Can the proverbial pie be made larger? As someone said to me, to transform from “me winning” to “we winning”. What's the name of the game? Win as much as you can! Who's responsible for your score? I am! The game Alicia played with the inmates was called “the handshake game”. She had them pair up by size, height and weight and explained the rules. “We'll play the game for 45 seconds. You get one point when your hand taps his hip; he gets one point when his hand taps your hip.” The vast majority of the pairs had a combined score of 0 points. A few pairs scored in the 10 - 20 point range. But one pair scored 260 points. The high scorers had realized that the name of the game and scoring responsibility did not define a win-lose (or “zero-sum”) game. That is, one person did not win at the expense of the other. Of course, the entire thing was a set-up. Alicia paired them up by size, height and weight to set the expectation that it was an evenly matched contest. She got them chanting to get their excitement up. And she neglected to tell them that the pair was a team and the team members' scores would be combined. “Deliberately I didn't tell them they were supposed to cooperate with their partner. I also never told them who the competitors were.” We all know that a “formal” team must cooperate to win. The revelation here was that by cooperating they could maximize their individual scores. What's the name of the game? Win as much as you can! Who's responsible for your score? I am! The rules say nothing about preventing the other person from getting a high score. The pair who “got it” quickly settled into a rhythm of “one for you and one for me”. And they could have kept that up for as long as the game ran. Meanwhile, the other teams were struggling and would have exhausted themselves long before the winners did. And, when the few teams who did spot the pair who “got it” there were charges of “cheating” leveled at them. “We saw what they were doing but thought they were cheating or didn't understand the rules.” The cooperation - competition confusion is nicely summed up in the concept called “the prisoners' dilemma”. Two people are arrested for a crime and there is enough evidence to put them both in jail for 1 year. The police keep them isolated from each other and offer each the same deal: “If one of you talks and the other does not, the snitch goes free and the other one gets 3 years. If you both talk, you both get 2 years.” The partners can work together (by staying silent) and both get only a year in jail. By both defecting from the partnership to work with the police they will both get 2 years. A single defector will go free while the one who cooperated gets 3 years. The dilemma is formed by pitting trust against greed. The temptation of greed combined with a habit of competition blinds us to a different perspective. But don't think that only prisoners are subject to this. When Alicia has had groups of corporate executives play this game, they fall into the same behavior pattern as the prisoners. In fact, in some corporate sessions nobody “gets it”. There seems to be a dichotomy between competing and winning. The idea of cooperating to win seems odd. In fact, we see other players complain that the ones who “get it” are cheating! What you do depends on your view of the game. If the game is seen as a one-time event, why not be brutal - there will be no consequences. But if this event is one in a series, then cooperation is clearly the better long-term strategy, if only because there will be a chance for the other to get even. In studies of prisoners' dilemma style games (played for points and not reduced jail time) the players eventually settle into a strategy dubbed “tit for tat”. Their actions are saying, “If you cooperate last time, I'll cooperate next time. If you defected last time, I'll defect next time.” Using the word “defect” helps us see the shift - the opposite of cooperating (working on the same side) is defecting to the other side. The desire to compete and the desire to win are not the same. Game terminology (strategies, tactics, moves, etc.) is often applied to “serious” parts of life. Because the word game has a connotation of triviality, we sometimes bristle at its use to describe the things that mean the most to us. What if we kept in mind that 'it's all a game' - would we behave differently? Philosopher James P. Carse writes in the first chapter of Finite and Infinite Games, “There are at least two kinds of games. One could be called finite, the other infinite. A finite game is played for the purpose of winning, and infinite game for the purpose of continuing the play.” The book's subtitle is “A Vision of Life as Play and Possibility.” His premise is that a game is about the relationship between the player. In the book he characterizes two types of players. Finite players play within the rules, infinite players play with the rules. Finite players play to end the game (with their victory), infinite players play to continue the game (by whatever means they see fit). Finite players play to win, infinite players play to keep playing. The players who “get it” are playing with the rules looking to transform a finite game into an infinite one. If this article has intrigued you we encourage you to look at the various “games” that you are “playing” and with whom. Who are your “teammates” and what kind of game are you playing? With increased awareness of our behavior, and the behavior of others, we are able to create a “win as much as WE can” mentality. © Copyright 2004 Alicia Smith Consulting & Training. All Rights Reserved. Recycling Containers Directory Electrical Engineering, Structural Engineering Company Starting A Non Profit Organization, Non Profits How to Create a Better News Release 02:38, 2009-Mar-12 .. 0 comments .. Link Many organizations and businesses want media coverage of their activities, and at the same time many newsrooms are looking for local (or even national and international) topics to cover. If you're belong to an organization that wants coverage, you can increase the odds of getting it by following a few simple news release (or press release) conventions.First, you must have something new or different to say. As the name News implies, the media want information that's new or at least updated. At the same time, reporters and editors want information that's relevant to their readers; choose your media targets carefully, and tailor the content of the release to their audience). Second, your headline should be as interesting as a newspaper headline. It should promise something new, dramatic, or timely. Make the editor or reporter want to know more. Remember, though, the claim should be credible and relevant. Third, in the first paragraph of the body, get in what journalists call the Five Ws: Who, What, Where, When, and Why. In fact, try to get them into the first sentence, and if you can't, at least start with a clear concise statement that summarizes the story. Traditionally, reporters have tried to get the essence of every story into the first paragraph because they didn't know where, or whether, their stories would be cut. So, they start with the most important information and end with the least important. That way, no matter where the story was cut, the best material stayed. Fourth, write and rewrite your news release many times before 'releasing' it. Use active verbs and transitions (from sentence to sentence, and paragraph to paragraph). Boil down the content as much as you can; two pages is acceptable, but one is better. Fifth, follow this standard format: At the top of the page, write this, in all caps: FOR IMMEDIATE RELEASE (Usually this will be left-justified) Or, if you want the release to be held until specific date/time, write something like this: FOR RELEASE AT 10 A.M., AUGUST 23 (But don't necessarily expect the embargo to be honored) Skip a line and then put in contact information, as in: Contact: Robert Abbott Telephone: 403 555-1234 Email: robertabbott@anycompany.com Skip another line and add your headline (centered, and use title case or all-caps): Perpetual Motion Machine Unveiled Now, the body of your news release, which should not exceed two pages. At the end of the body, add three number marks with single spaces between them, as in: # # # Repeat your contact information at the end , as in: Robert Abbott welcomes your inquiries at 403 555-1234 or by email at: robertabbott@anycompany.com Sixth, prepare yourself for reporters' questions It goes without saying, of course, that you would prepare yourself for questions from reporters if you send out a release. I would recommend you write out a list of questions that seem likely and prepare bullet-point answers for each of them. That way you'll be ready for most of the questions. However, don't read the answers back to reporters; just use them as a guide. At the same time, assume you'll get questions you simply can't predict. Answer them as well as you can; and if you can't answer, your best bet is to tell the interviewer you'll need to get more information, and will call back after you do. Environmental Engineering, Pollution Control Security Companies, Private Investigation Temporary Employment Agency, Temporary Agencies Smashing the Myth of the Press Release 02:38, 2009-Mar-12 .. 0 comments .. Link A musician spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels. He gets a contract and becomes rich, famous and adored.The lesson: demo tapes are the secret of becoming a famous musician. Wait, you say, the demo tape was just a tool, just his way of conveying his talent. It's his ability as a musician that got him the contract and made him famous. You're right, of course. He could have become just as famous if a record executive saw him in person, or heard about him from a friend, or as a result of a variety of other events. Which brings us to the press release. Somehow, the press release has taken on a magical reputation as the alpha and omega of publicity. Wanna become rich? Send out a press release. Wanna become famous? Press release. Wanna get on the cover of Newsweek? Press release. Publicity "gurus" are springing up all over the Internet touting the press release as the answer to all marketing ills. Just knock out a release, mass e-mail it to journalists, sit back and wait for Oprah to call. It's a cruel joke. Here's the reality: the press release is no more important to your potential of scoring free publicity than the demo tape was to our musician friend. If he had no talent, if his songs sounded like garbage, the best recorded demo tape in the world wouldn't get him signed. Ditto for the publicity seeker. If you don't have a story to tell, your press release is utterly worthless. I'm not knocking the press release -- it's an important tool. But it's just that: a tool. It's not the first thing you need to think about when it comes time to seek publicity. In fact, it's one of the last. And it's not even absolutely necessary (I've gotten plenty of publicity with just a pitch letter, a quick e-mail or a phone call). If you worship at the shrine of the press release, it's time to rearrange your priorities. Here, then, are the things that are MORE important than a press release in generating publicity: 1. A newsworthy story. This is the equivalent of our musician's talent. It's the very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll down to "Is my company/website/life really newsworthy?" 2. Learning to think like an editor. Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor. Give an editor what he wants in the way he wants it and you'll do great. I've got an entire article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will make a world of difference. 3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxygen. 4. Persistence. Sending out a press release and waiting for results is lazy and ineffective. If you really believe in your story, and you believe that it's right for a particular media outlet, you need to fight to make it happen. Call or e-mail the editor to pitch your story BEFORE sending the release. If one editor says no, try somebody else. If they all say no, come back at them with a different story angle. Getting publicity involves so much more than just sending out a press release. Treat it as seriously and with as much respect as our newly minted rock star treats his craft and you'll be well on your way to success. Central Library, Librarian Promotional Advertising, Promotional Strategies Postal Service, Post Office Locations Incredible results of well-written press release 02:38, 2009-Mar-12 .. 0 comments .. Link Press releases are one of the most important elements in the marketing strategy that provides for the maximum exposure of your company and reminds your clients about important developments in your company. The most important aim of the press release is to win the trust of your steadfast clients and inform new customers about your company and its activities. Each of the press releases should contain some indispensable elements such as intriguing and attractive headline, the body of the press release that should describe the developments of your company (for instance you company starts providing new services, it might start manufacturing new products or it launches some new projects). Remember that the most efficient press release must attract the attention of your reader immediately-only few of your potential readers have the time to read numerous press releases submitted to the desk. The issuing of your pres release should be timely. That is why it is important to cooperate with your marketing professionals who should evaluate and research the market before your press release is issued. The press release should reveal what you are trying to accomplish and why you are publishing it. Your headline is one of the most important elements of your press release; it should be appealing, attracting and interesting; however it must in several words tell whole story. One should try to avoid generalization; press release should communicate with your reader in easy-to-read, coherent and logical style. The text must impress your reader and should not exaggerate, one should remember that the press release is issued to the mass media representatives, who are highly skeptical and are used to treat the information cautiously. There are just of several tips on how the press release can be completed. Certainly there is plenty of information in the internet on how the press release can be completed. One might read it and try to complete the press release by oneself, however it is advisable to hire experienced professional who has several years of experience and is well-skilled to complete your task. Press release service will guide through this complicated and difficult process. Once the press releases have been completed by press release services you can use press release written by them as a guide. Roofing Contractor, Home Construction Junk And Rubbish, Trash Removal Corrugated Roofing, Metal Roofing Products Managers: Should Your PR Budget Stress Tactics or Strategy? 02:38, 2009-Mar-12 .. 0 comments .. Link If public relations tactics like special events, brochures, broadcast plugs and press releases dominate your answer, you’re missing the best PR has to offer.Such a budget would tell us that you believe tactics ARE public relations. And that would be too bad, becauseit means you are not effectively planning to alterindividual perception among your key outside audienceswhich then would help you achieve your managerialobjectives. It would also tell us that, even as a business, non-profit orassociation manager, you’re not planning to do anything positive about the behaviors of those important external audiences of yours that MOST affect your operation. Nor are you preparing to persuade those key outside folks to your way of thinking by helping to move them to take actions that allow your department, division or subsidiary to succeed. So, it takes more than good intentions for you as a manager to alter individual, key-audience perception leading to changed behaviors. It takes a carefully structured plan dedicated to getting every member of the PR team working towards the same external audience behaviors insuring that the organization’s public relations effort stays sharply focused. The absence of such a plan is always unfortunate because the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences. If this sounds vaguely familiar, try to remember that your PR effort must require more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve. The payoff can materialize faster than you may think in the form of welcome bounces in show room visits; customers beginning to make repeat purchases; capital givers or specifying sources beginning to look your way; membership applications on the rise; the appearance of new proposals for strategic alliances and joint ventures;politicians and legislators beginning to look at you as a key member of the business, non-profit or association communities; prospects actually starting to do business with you; and community leaders begin to seek you out. It’s always nice to simply hire a survey firm to handle the opinion monitoring/data gathering phase of your effort. But that can cost real money. Luckily, your public relations professionals can often fill that bill because they are already in the perception and behavior business. But satisfy yourself that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And be doubly certain they believe that perceptions almost always result in behaviors that can help or hurt your operation. Share your plans with them for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures? But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors. It’s goal-setting time during which you will establish a goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. You’ll want to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold? Of course, setting your PR goal requires an equally specific strategy that tells you how to get there. Only three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like onion gravy on your rhubarb pie. So be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement. It’s always time for good writing, but never as now. You must prepare a persuasive message that will help move your key audience to your way of thinking. It must be a carefully-written message targeted directly at your key external audience. Select your very best writer because s/he must come up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind. Here’s where you need the communications tactics certain to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members. How you communicate, however, is always a major concern. The credibility of any message is always fragile. Which is why you’ll probably want to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases. When the need for a progress report appears, you’ll want to begin a second perception monitoring session with members of your external audience. You’ll certainly use many of the same questions used in the benchmark session. But now, you will be watchingclosely for signs that the bad news perception is finally moving positively in your direction. Fortunately, if things slow down, you can always speed things up by adding more communications tactics as well as increasing their frequencies. Allow the tacticians a free hand in selecting whether this tactic or that tactic should be used as the beast of burden needed to carry your message to your target audience. You take a broader view of public relations and stress the strategic approach because it requires you as the manager to effectively plan to alter individual perception among your key outside audiences, thus helping you achieve your managerial objectives. Ice Skating Rinks, Hockey Bags Mechanical Contractors, Computer Engineer Armed Security Companies, Private Detectives Publicists: It's Time to Embrace the Technology of Online Press Kits 02:38, 2009-Mar-12 .. 0 comments .. Link So you have a cell phone, a Palm Pilot, an automated office complete with teleconferencing, remote-access, Web site and e-mail addresses. So what? Just because you’re always available to the media doesn’t mean the media has easy access to your clients. What will your high-tech office be able to do when a reporter wants a press kit at 7 p.m. on a Friday evening? Nothing – except hastily prepare the hard copy kit for a costly overnight shipment. There is a simple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients’ press kits online. Making the move from hard copies to press kits published online that are always-accessible is essential in today’s age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped. I know what you’re saying right now. “But, Drew, I e-mail my clients’ press materials to the media.” Well, that’s great, but just because reporters use e-mail doesn’t mean they open every stranger’s message that arrives in their inbox and it especially doesn’t mean that they even bother opening your attachments. Why? Because it’s too risky. First of all, everyone knows not to open an e-mail from someone you don’t know; especially if there’s an attachment. This is e-mail safety 101. Strange e-mails with attachments usually mean one thing: virus. At least, that’s the take of most business’s firewalls and anti-virus protection systems. You may think you’re making waves by mass e-mailing your media lists with attached press releases, but how many calls are you getting back? Not many, since your important e-mail has been tossed out with the “wasser” worm and those annoying “enlargement” e-mails. So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online. Now, an online press kit is not a Web site. Don’t be confused by the term “online.” Though an online press kit can be displayed online and present information like a Web site, it is really a virtual folder or briefcase that allows you to upload and store your press materials on the Internet. Once in your online press kit folder, these documents and images can be distributed as links – not attachments. When you prepare your sharp, concise e-mail pitch to the media, you simply insert links to your clients’ press kits. When the reporter clicks the link, the document can be opened and saved on their computer. It opens like an attachment, but the documents themselves live online. Instead of piling them onto your e-mail, you’re simply providing directions (a link) to get to them. They become part of the e-mail message, so a media outlet’s virus protection system won’t automatically kick it out of the system. Virtually anything can be uploaded to an online press kit: press releases, high-resolution images, video and audio clips, graphics and more. Plus, since you have control over your online press kits, you can always be sure they’re up to date. Now you’re thinking “Wow, these things sound great, but I bet they are expensive.” Not necessarily. Though there are online press kit programs available that cost into the thousands, they usually include extra features you don’t really need and will probably never use. Think of the online press kit market as the binder or folder aisle at your favorite office supply store. Sure there are binders with all kinds of extras, but you pass those by for what you need and the price you can live with. Face it – technology is only going to get better and faster. Don’t be left in its dust trying to wave down that brown truck with your emergency overnight press kit. By going online with your clients’ press kits, you’re not only making them easy to access, but easy to cover by the media. The media loves that – and so will your clients. Trade Union Labour, Union Striking Janitorial Supplies, Maid Services Grain Elevator Equipment, Grain Dryers Steps to a Writing an Effective Press Releases 02:38, 2009-Mar-12 .. 0 comments .. Link ant to get the most media attention and spotlight for your business? Then the first place to start is with a GREAT press release. Now I can almost see half of you leaving now, dreading the thought of having to write one of these. But wait!! I’m going to show you easy methods to make your press release work for you and get the attention it deserves. Ready? Let’s go.We’ll briefly go over the basics because of their importance. Editors want to see things done the RIGHT way. I would bet that a lot of good releases simply get tossed out just because they aren’t set up properly. To a busy editor, that all too familiar “10 second glance” says a lot for you and your business; it let’s them know if you’ve done your research enough to warrant that release to be placed in their newspaper or magazine. Here are your essentials: "FOR IMMEDIATE RELEASE" on the top left of the page. Your contact name, phone number, e-mail address, and website follows. Headline is next, normally in bold and centered on the page. Summarize what the release is about and capture their attention. Spend almost as much time on your headline as you do writing the release. It’s that important. The press release body starts with the location of the release and the date (Margate, Florida, May 5, 2005.) Most press releases are between 200-500 words, and no more than a page. The first paragraph has the most important information. Don’t save the best for last, it won’t get read. In this paragraph answer the questions, who, what, when, where and why? It is recommended that you write press releases in the 3rd person and use short sentences and paragraphs. Do not go over board, trying to dazzle the editor, it won’t work. Target your release. You will be sending your release to a specific audience so make sure that in your release you keep to what would appeal to that audience. What don’t they know that you can add? Nothing works better than getting an “AAH HAA” when an editor is reviewing your release. Provide statistics. Do some research and find some relevant information that applies. You can easily do this through Google. Once you find your quote, do a Google search or Yahoo quote on that particular topic. However, don’t stop on the first Google link and take that for gospel. Research it a bit further. Have it come from a respectable company or magazine. Include relevant quotes from experts in your field that will reinforce what you are saying. Approach authors, leaders in your Industry, and other experts that back up the facts you are stating in your release. They will normally appreciate the added publicity and you get the quote you’re looking for. For example, as an author I’ll often get asked to provide a quote for an article on home-based businesses or the virtual assistant industry. I welcome the opportunity as it provides me more publicity. Also, if you have a satisfied client that you feel will add credibility to your Release, add a quote from them as well. The first time you mention the expert, write out their full name. Then list them by last name or Mr. and Mrs. Smith only. I normally prefer the last name. The last paragraph should be your call to action. You’ve talked the whole release about your business or product, now tell them what to do with the knowledge they just acquired. At the bottom of the release include ### to indicate you are done, followed by a short bio. Make sure if you include your website that you include http:// in front of it for search engine recognition. Your bio should include your information, any books authored, etc. Double check this for accuracy. At this point, you’re tired and done with the Release. But if it goes out to the world with the wrong web address, the valuable time spent even writing the Release has been wasted. That’s it! The basics for writing a press release. Now one other thing I’d like to add in, they work! They truly work. I’ve had a recent release get accepted by PRWeb (and yes they do reject bad ones!), and then go on to hit several other major newspapers and media outlets and the Google alert, which resulted in our paper in the area contacting me. You want to set up a Google news alert for your name so that you can follow the path and see when you make the news so you can follow up. Also, PRWeb at http://www.prweb.com has complete guidelines for setting up a good press release. Go with the extra money and spend $20.00. It’s worth it to get the additional exposure. Outdoor Patio Heaters, Propane, Natural Gas, Electric, Infrared Boston Convention And Exhibition Center Address, Convention Traders, Wholesale The Start of Your Own Business 02:37, 2009-Mar-12 .. 0 comments .. Link Excitement at the thought of starting your own business venture, fear at the thought of failure, are the two major emotions that people face when thinking of starting their own business. For many the fear of failure is enough to hold them back from taking the chance at starting their own small business; however, with careful planning and some luck a small business will be set for success.When starting a small business it is important to step back and decide what exactly the company will be focusing on. What type of products or services will it be providing and to what group or niche will the company be aiming towards as its target audience. This seems like a simple enough step however many people many people either try to cater to too broad of an audience or to too small of a group. Although trying to appeal to a large audience may sound great at first, it can be harmful for a small business. Trying to cater to a broad spectrum of people makes the company lose focus and ultimately lose its identity. Targeting too small of an audience is a problem simply because a small target group makes for a small population of potential customers. Another thing to consider is the supply and demand of the market that the company will be focused on. A company will need to either be excellent at what it does, very unique in what it does, and most importantly lucky to succeed let alone survive. Choosing a market that is largely in demand and short in supply will increase a company’s chance of survival immensely. The opposite can be said for a market that is low in supply and large in demand. Try to study where current business trends are headed towards and what is needed or wanted by today’s consumers. Also, it is important when looking at trends to try and think about its long term viability. The last thing that you want to do is start a business based on a fad that is over within a year or two. When a general direction is decided for your small business, it is important to then think about the things that your company will do better than your competition. What will make you unique? What will make people choose your products and services over anyone else’s? Most importantly, is there something that will make people choose you over your competition? There is definitely a problem if the last question was met with hesitation or a no. There needs to be something that sets your company apart from the rest and pulls you out from the mold of every other business. Finally when all of that is set, it is important to think of how you will get your name out to your consumers. Marketing and advertisement are crucial in getting your business known to your audience especially at the start of your business. If it’s possible getting a public relations firm to help market your name will help immensely. Social Service Organization, Foster Care Event Marketing Chicago, Meeting Planners Interior Car Detailing, Engine Detailing |
