After a recent review of bestselling author Jill Lubin's new book "Get Notced, Get Referrals", her staff decided to share a few of her articles with the Referral Key community. I thought the SBOC community could benefit from Jill's wisdom as well. If you are interested in learning more about Jill, or growing your business with additional expert advice, come visit me at our main blog page http://www.referralkey.com/small-business-blog/
*How to Become a Celebrity On a Shoestring Budget *
Master showman PT Barnum said, "A terrible thing happens
without publicity ... NOTHING!"
Relations, and Advertising*
Publicity is free media exposure for your product or
service. Public relations (PR) is the overall planning and strategy for dealing
with the media. Advertising is paying to promote your product or service.
Publicity is the art of convincing others to sing your praises for you while
you're singing your own praises.
With advertising, those who purchase your service or product
are your target customers. In publicity, the media is your target customer. One
customer sold on your service or product equals one sale. One media
representative sold can result in thousands of sales.
Guerrillas are business operators who substitute time,
energy, and imagination for money. Guerrillas measure their performance on
profits, not sales; they place primary importance on how many relationships
they build, not on how much money they make.
*Five things you can
do to become a guerrilla publicist on a shoestring budget:*
*1. Know who you are,
what you want, and sing your praises often*
Know who you are.
You are the product regardless of what product or service you provide. For
people to trust you, you must first know and believe in yourself, your
products, or your services. Position yourself as an expert and create a sharp
ten to fifteen second sound bite that proclaims precisely who you are, what you
do, and why you make a difference.
Know what you want.
Opportunities are created when you have a clear purpose, achievable goals, and
take persistent action. Publicity starts with a clear purpose and
objectives. You will succeed with a
precise plan on how you will achieve those objectives.
*Sing your praises
often.* The most obvious signs of your expertise are that your customers
keep coming back, pay what you charge, and recommend you to others. Ask for and
use all testimonials. Don't be afraid to boast.
*2. Build relationships
with a targeted market*
are your most valuable asset*. Because you're in business for the long haul,
your best business will come from your best relationships. Take the "concierge
approach" with your media contacts. Offer information, sources, access to your
contacts, and fresh stories and ideas; actively show your appreciation for
their work on your behalf.
Take every opportunity to say who you are, what you do, and
how what you do can help others. In fact, you'd be well served by building your
entire marketing plan around publicity.
*3. Play the numbers
game - and play it well*
The media always needs fresh information and they look for
people like you to provide it. Expect, but don't be discouraged by
disappointment and rejection. The media sees thousands of press releases every
day. Here are a few ways you can make the numbers game work for you:
releases.* The media wants and expects press releases. Send them hot,
relevant stories with lively one-line headlines that get their attention.
lists*. Media lists are databases containing information about the people
and organizations that can help promote you. Start your own media list or
gather media information from online services and keep them up-to-date.
up, follow up, follow up*. Contact your media list - often and consistently.
The key is to always follow up and capitalize on any news developments, keeping
your name on top.
kits*. Have a media kit ready to go. Include everything they want to know:
your company history, personal biography, a list of suggested questions,
articles, brochures, a quality photo, endorsements and testimonials, and
*4. Be prepared for
Create a unique and attractive slant on your business.
Promote yourself early, forcefully and fast, assuming you have no more than ten
seconds to convince the media. Then, be prepared for anything. The slant you
took may not be the slant they use. Practice your interviews from every angle,
and when the time comes, take command of the interview and stay relaxed.
*5. Get yourself out
The best publicity often happens in the most unexpected
places. Guerrilla publicity is a multi-faceted approach. Get yourself out there
with seminars, articles, a book, website, or e-mail newsletter. Join Internet
communities and use online publicity forums.
Who Is Jill Lubin?
Praised as a modern-day Dale Carnegie for how to be influential, Jill Lublin authored Get Noticed...Get Referrals: Build Your Client Base and Your Business by Making a Name for Yourself (McGraw-Hill, June 2008). She is also the coauthor of the national bestselling books, Networking Magic which rose to #1 on the Barnes and Noble charts for three weeks, and Guerrilla Publicity, the PR bible, which is also reached bestseller status. Jill is the founder of GoodNews Media, Inc. and hosts the TV program, Messages of Hope, and the nationally syndicated radio show, Do the Dream. In addition she has created two audio programs, three DVD training videos, and a workbook.
is a popular international speaker who teaches powerful publicity,
networking, and how to be influential techniques. As the CEO of the
strategic consulting firm, Promising Promotion, Jill has trained
companies in innovative techniques to improve bottom line results. In
the past twenty years, she has worked with ABC, NBC, CBS, and other
national media, and knows what the media wants.
Jill has been featured in The New York Times, Women's Day, Fortune Small Business, Inc, and Entrepreneur Magazine, and on ABC and NBC radio and TV national affiliates