| When you want to win and woo new clients
| |
| | company's generosity with a warm, fuzzy
|
| with national publicity -- and don't have
| |
| | feeling. You can't beat free advice for
|
| an enormous budget to distribute your
| |
| | building trust.Did you know?You can
|
| message -- turn to the news wires. But
| |
| | assert all you want. But numbers make it
|
| first, be sure you're telling a story
| |
| | real. Research -- real, proprietary
|
| that's worth printing.The best publicity
| |
| | research, carried out by you, with
|
| draws on one of a handful of
| |
| | numbers that you own --can be a great way
|
| tried-and-true themes. Newsworthy stories
| |
| | to get attention. San Diego-based
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| have something that hits you as a reader
| |
| | Metabolife Inc. just wrapped up a
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| and makes you more interested than "just
| |
| | year-long research initiative that
|
| the facts."
| |
| | resulted in mentions and stories in
|
| Think about how your company's story
| |
| | several national publications. What did
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| might work as part of one (or more) of
| |
| | they do? They got numbers, and they used
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| the following story themes.David vs.
| |
| | them. Did you know that 47 percent of
|
| GoliathYou were small, the odds against
| |
| | people say everyone is out of shape at
|
| you were great, but you took on the big
| |
| | their high school reunion? Metabolife did
|
| guys and you won! Everybody loves an
| |
| | the studies, found the numbers, then
|
| underdog, and if you can play this card,
| |
| | turned the statistics into a great
|
| you might stir up more attention than you
| |
| | opportunity for publicity.The wiresOnce
|
| ever thought possible. An Orange
| |
| | you've got a newsworthy story, how do you
|
| County-based company, ProtectConnect ( is
| |
| | get the word out?
|
| using this strategy to publicize its
| |
| | One option is to hit the news wire
|
| buzzworthy invention -- a modular system
| |
| | services yourself. Both the PR Newswire (
|
| of safety-first electrical outlets and
| |
| | and Business Newswire ( are
|
| switches. The wiring device industry
| |
| | membership-based services that require
|
| they're taking on is dominated by just a
| |
| | you to join in order to distribute your
|
| handful of huge corporations, but the
| |
| | releases. Prices for releases can range
|
| attention they're getting as a startup
| |
| | from as little as $125 for a statewide
|
| for their patented product has prompted
| |
| | distribution to $600 for national, or
|
| more than $1.5 million in orders --
| |
| | several thousand dollars for an
|
| before the company even opens its doors
| |
| | international release. For this price,
|
| for business.First, fastest, brightestIf
| |
| | which is much less than postage, your
|
| you've really got a story that's unique
| |
| | brief release will cross the country or
|
| -- you're the first, or the biggest, or
| |
| | the globe, passing in front of the eyes
|
| the strongest, or the loudest -- then you
| |
| | of thousands of editors in tens of
|
| have a certifiably newsworthy story.
| |
| | thousands of media outlets.There are also
|
| RoseTel System Inc. ( a Los Angeles-based
| |
| | services that will take on the task of
|
| manufacturer of the world's first
| |
| | distribution for you, especially if
|
| streaming, real-time video delivered
| |
| | you're a small firm or don't have a
|
| through plain old telephone lines, scored
| |
| | dedicated staff to make contact, handle
|
| a touchdown with this angle in January
| |
| | releases, or do follow up. One such
|
| 2003, when their system helped the city
| |
| | service, E-releases ( for example, will
|
| of San Diego maintain surveillance,
| |
| | do as little or as much as you want to
|
| security and order during the Super Bowl.
| |
| | help you get the word out. They'll even
|
| The story became especially significant
| |
| | write your release for you, for a nominal
|
| because on the day of the big game, the
| |
| | fee, shaping your story in ways they know
|
| Internet, which would have carried other
| |
| | are likely to garner the most attention.
|
| forms of video, was crippled by a global
| |
| | They'll also distribute for around $350,
|
| virus. RoseTel was able to honestly state
| |
| | and send you links showing you where your
|
| that their video communication system was
| |
| | story was run online (a great deal that
|
| the first and only one in the world that
| |
| | saves you hundreds of dollars, because it
|
| could have performed so affordably and so
| |
| | includes a national distribution via PR
|
| well that day -- and as a result, their
| |
| | Newswire).Finally, no public relations
|
| story was picked up around the country
| |
| | expert would ever say there isn't at
|
| from one simple wire release.Rags to
| |
| | least some element of chance involved in
|
| richesStories about the GWOG (Guy Working
| |
| | what stories get picked up and which ones
|
| Out of Garage) who strikes it rich are
| |
| | don't. It's best to take a "water drip"
|
| still unusual. Steve Jobs of Apple may be
| |
| | approach. Every little bit makes a
|
| one of the best examples of a
| |
| | difference, even if you can't see them
|
| rags-to-riches story, but there are
| |
| | for each droplet. Still, after a while,
|
| countless examples of this. Jack Daley,
| |
| | water will wear away a stone, and your
|
| president of the Triarch Group, a San
| |
| | story can break through the clutter in
|
| Diego-based consulting firm that works
| |
| | the same way.Henry DeVries is a marketing
|
| with tech-driven companies to systematize
| |
| | coach and writer specializing in lead
|
| their approach to innovation, delights in
| |
| | generation for professional service
|
| telling a rags-to-riches story from his
| |
| | firms. An adjunct marketing professor at
|
| own experience. His client, the company
| |
| | UCSD since 1984, he is the author of
|
| that eventually became Network Solutions
| |
| | "Self Marketing Secrets" and the recently
|
| (still the biggest registrar for domain
| |
| | published "Client Seduction." Visit or
|
| names on the Internet) was started with a
| |
| | e-mail questions to © 2005 Henry
|
| cash advance on a credit card and
| |
| | DeVries, All rights reserved. You are
|
| eventually grew into a
| |
| | free to use this material in whole or in
|
| multimillion-dollar monster. Now that's a
| |
| | part in pint, on a web site or in an
|
| story.Free adviceRemember the ad campaign
| |
| | email newsletter, as long as you include
|
| in the 1970s that urged you to write away
| |
| | complete attribution, including live web
|
| to a major petroleum company for free
| |
| | site link. Please also notify me where
|
| booklets on auto maintenance, safety and
| |
| | the material will appear.The attribution
|
| repair? (Hint: The booklets were yellow,
| |
| | should read:"By Henry DeVries of the New
|
| and the logo is still red. Looks a bit
| |
| | Client Marketing Institute. Please visit
|
| like ... a seashell.) School children
| |
| | Henry's web site at for additional
|
| across America learned to write "business
| |
| | marketing articles and resources on
|
| letters" by carefully printing "Dear Sir"
| |
| | marketing for professional service
|
| requests to that company, and even 30
| |
| | businesses.
|
| years later, people remember the
| |
| |
|
