Comments on: Go Direct With PR - Write Your Own Coverage - B2B Marketing and Sales Tip #98 http://www.theb2blead.com/writing-for-the-web/go-direct-with-pr-write-your-own-coverage-b2b-marketing-and-sales-tip-98/ B2B Marketing and Sales Tips Wed, 20 Aug 2008 03:05:53 +0000 http://wordpress.org/?v=2.2 By: Pam O'Neal http://www.theb2blead.com/writing-for-the-web/go-direct-with-pr-write-your-own-coverage-b2b-marketing-and-sales-tip-98/#comment-1957 Pam O'Neal Wed, 25 Jun 2008 17:45:48 +0000 http://www.theb2blead.com/writing-for-the-web/go-direct-with-pr-write-your-own-coverage-b2b-marketing-and-sales-tip-98/#comment-1957 Totally agree. People need to rethink the press release. Every time we post a new tidbit of news via a press release on Marketwire, we get an influx of leads and inbound links. So that means requests for demos and evals and better SEO, in addition to the traditional press pickup. Totally agree. People need to rethink the press release. Every time we post a new tidbit of news via a press release on Marketwire, we get an influx of leads and inbound links. So that means requests for demos and evals and better SEO, in addition to the traditional press pickup.

]]> By: Rob Towns http://www.theb2blead.com/writing-for-the-web/go-direct-with-pr-write-your-own-coverage-b2b-marketing-and-sales-tip-98/#comment-1954 Rob Towns Wed, 25 Jun 2008 17:10:15 +0000 http://www.theb2blead.com/writing-for-the-web/go-direct-with-pr-write-your-own-coverage-b2b-marketing-and-sales-tip-98/#comment-1954 Consider these 2 keys in regards to PR.... 1. Forget what you think you know about publicity. Most people think they need a "hook"-- something dazzling, exciting or unique -- to generate PR. Not true! To get publicity, simply give people information they want. For example, suppose you bought a new house and needed to landscape the yard. If you've never hired a landscaper before, how do you know what to look for? Now, suppose a landscaper in your area sent out a press release on how to pick a landscaper or how to avoid common landscaping pitfalls. Wouldn't he rise to the top of the list of landscapers you want to talk to? Similarly, suppose your current house needs a new roof and you aren't sure whether to replace the shingles or upgrade to tile. If a roofer in your area put out a press release on how to evaluate and select roofing materials, wouldn't you want to talk to that roofer before anyone else? Shingles and landscaping pitfalls are not dazzling. But people want to know about them. Bottom line: mundane works fine for PR as long as it contains information people want. 2. Provide "foundation" information. Foundation information is news about your product, service or business that may not be new or interesting to you, but holds great interest to your prospects and helps them solve small problems. For example, if you run a plumbing business, consider setting up a "do it yourself" plumber's help line. Set aside an hour every Friday afternoon to take calls from people with questions about plumbing. No charge and no sales pitch on your part. Simply tell people what they want to know about their plumbing issues. Or, set up a website that shows people how to make simple repairs, such as replacing a washer, without calling a plumber. Will this cost you some small jobs? Probably. But when the people who call in have a broken pipe or need a new water heater, who do you think they will call? Some random plumber out of the phone book, or the plumber who took the time to help them fix a small problem for free? more here... www.readtheanswer.com/index.php?RTA=web2 Consider these 2 keys in regards to PR….

1. Forget what you think you know about publicity.
Most people think they need a “hook”– something dazzling, exciting or unique — to generate PR. Not true! To get publicity, simply give people information they want.

For example, suppose you bought a new house and needed to landscape the yard. If you’ve never hired a landscaper before, how do you know what to look for? Now, suppose a landscaper in your area sent out a press release on how to pick a landscaper or how to avoid common landscaping pitfalls. Wouldn’t he rise to the top of the list of landscapers you want to talk to?

Similarly, suppose your current house needs a new roof and you aren’t sure whether to replace the shingles or upgrade to tile. If a roofer in your area put out a press release on how to evaluate and select roofing materials, wouldn’t you want to talk to that roofer before anyone else?
Shingles and landscaping pitfalls are not dazzling. But people want to know about them. Bottom line: mundane works fine for PR as long as it contains information people want.

2. Provide “foundation” information.

Foundation information is news about your product, service or business that may not be new or interesting to you, but holds great interest to your prospects and helps them solve small problems.

For example, if you run a plumbing business, consider setting up a “do it yourself” plumber’s help line. Set aside an hour every Friday afternoon to take calls from people with questions about plumbing. No charge and no sales pitch on your part. Simply tell people what they want to know about their plumbing issues. Or, set up a website that shows people how to make simple repairs, such as replacing a washer, without calling a plumber.

Will this cost you some small jobs? Probably. But when the people who call in have a broken pipe or need a new water heater, who do you think they will call? Some random plumber out of the phone book, or the plumber who took the time to help them fix a small problem for free?

more here… www.readtheanswer.com/index.php?RTA=web2

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