Guerrilla Publicity: Expert Advice From A Bestseller

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    Many of you in the SBOC know that I manage a popular small business blog over at http://www.referralkey.com

    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!"

    *Publicity, Public
    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.
    Guerrilla Publicity

    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*

    *Your relationships
    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:

    · *Press
    releases.* The media wants and expects press releases. Send them hot,
    relevant stories with lively one-line headlines that get their attention.

    · *Media
    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.

    · *Follow
    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.

    · *Media
    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
    giveaways.

    *4. Be prepared for
    anything*

    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
    there*

    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.

    Jill
    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