Press releases are a great tool to attract more clients and get more sales, by using it both online and traditionally to media outlets.
Yet, many group coaches, speakers, consultants and other small business owners find it frustrating when results are lack luster. It often boils down to a few, but important, issues that can make a press release turn sour.
Take a look and see if you've made one of these errors:
1) Grammatical faux-pas: We all make mistakes, but it is highly important that you proofread your release several times prior to submission. A badly written press release can receive lots of views, but very few will use the release because it takes too much work to correct it.
2) Content: A good press release always has some form of content. Ensure that when you write your release that you excite the user and deliver exactly as promised in regards to the content. Do not have a title that misrepresents what you are offering in the body of the press release.
3) Advertising: As mentioned prior, always stay away from seeming like a commercial. A press release is a news related item. Do not try to pitch sales within the press release; always present the information as news related.
4) Exaggerated Comments: Stay away from hyping your news release with comments that seem far from the truth. Your press release must sound believable or it will be ignored. Do not fill your press release with hype and exaggerated statements that cannot be backed up.
5) Email: Never include an email address that you treasure and consider personal. Every press release can be made public; therefore if you post your email address within the press release you are subjecting yourself to the ever unfortunate spam offers.
6) Website: Some users actually forget to include a link to their website in their press release. Always include your website link, as more than likely it's what you are trying to promote. As a matter of fact, even when mentioning your business name in the release, consider using its domain name instead of its corporate name for more traction.
Shannon Cherry is the publicity/media expert for Group Mastery, and the founder of Be Heard Solutions. Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity.
June 2, 2009
Remember those red radio flyer wagons that you would pull your friends around in as a kid? Okay, maybe you didn't, but I did. It was always fun to see how fast we could go without tipping it over.
Now I use the wagon as a mental image for all things marketing. Pile it up and fly down the street with my latest marketing projects, feel the wind rush and love the excitement.
What I find is that many coaches have wagons overloaded with marketing "to-do's." They want to feel the wind rush and love the excitement, but for some reason they seem to be struggling to move it an inch down the street. What could cause all that struggle? Trying to put too much in the wagon all at once! Pulling with all their might when they don't realize, they lost a wheel about a mile back. Imagine how frustrating that can be! Pulling and pulling, without really going anywhere. Has marketing ever felt that way to you?
Okay, stepping out of the metaphor now. Marketing covers a HUGE amount of activities. No one can do all of them. I know, the experts say you MUST! I'm here to tell you the experts might just be wrong. Okay, please don't throw the tomatoes at me! I know many Coaches have spent a large amount of money and time learning about marketing, so they can successfully market their businesses. That's great! This will give you a great place to go when you need to make decisions. At the same time, you are only one person and you only have so much time. Um, and I’m sorry to inform you, but your brain can only handle so many projects at once.
To keep the wheels on your wagon, here are some suggestions:
1) Prioritize - Take everything OUT of your wagon, put them in a line (create a list) and put them in order of which ones you want to play with most. Rank them.
2) Gather information- There are some things you already know about the tasks ahead of you. There are also some things you aren't clear on. Gather information to help you get clear. Ask an expert, your advisor, your marketing assistant, whoever you know can answer your questions.
3) Create a timeline - Many times this is where the wheels start coming off the wagon. Give yourself time. Even if you have help while accomplishing tasks, there are some things that only YOU can do. Make sure you allow yourself time to get your pieces done.
4) One thing at a time - I know, I know, most of us are excellent at multi-tasking. However, multi-tasking can sometimes help you lose focus. Then you and your wagon end up going in circles. So, take a moment to plan out one project at a time. Go through steps 1-3 with only ONE project. Take a look at your calendar and see where that lands you. If you see some time in there for another project, then go ahead and add that in. Just make sure you really do have the brain power and time to stay FOCUSED on what needs to be done. Only fill your wagon with the highest priority project(s) and what your plan says you can handle.
5) Keep a stockpile - When you unload your wagon, there will be some things you won't put back. because they were a lower priority. That doesn't mean they are forgotten. They are just waiting for you to empty your wagon. So, keep a list…a notebook…a toy box, full of your ideas and keep stacking them on. Get two if you have to, and know that you can always fill your wagon again, when you are ready.
6) Share the fun - Most Coaches didn't start their business to become marketing experts. They started it to actually Coach. So, while there are some pieces you must do, there are many others that someone else could do for you. Find a trusted partner that you know can take on the project management and hold you accountable for your work. This will keep you focused, on track and allow you to do what you are best at!
Marketing doesn't have to be a constant pull, with no progress. If your wagon is filled with just one or two things, you'll be flying down the business street in no time. It's all up to you. Make some choices, stick to them, and make sure you aren't over-filling your wagon. The wheels will stay on and you WILL feel that exciting wind rush.
Kristen Beireis is the Marketing Implementation Expert for Group Mastery. She works with successful coaches who are so buried in marketing they are leaving hundreds of thousands of dollars on the table. Kristen and her team free coaches up to earn those hundreds of thousands of dollars without breaking a sweat.
May 26, 2009
I visited my mom some time ago and spent a day with her. My cousin came over to visit with her 15-month old daughter. First of all, let me just say - the little girl is just absolutely gorgeous. You know, all 15-month olds are gorgeous anyway. But the thing that I noticed about her as she was running around and, experiencing everything - she was soaking it all in.
She loved the fact that her shoes made a sound on my mom’s hardwood floors. She was fascinated by that. She was fascinated too by the difference between the kitchen floor and the floor in the den area. It's almost like a little step up, so she kept running up and back down the step. She seemed delightfully intrigued by this difference between the sounds her baby sneakers made on the kitchen tile versus the hardwood floor.
I started clapping my hands and sensed her reaction immediately. She saw the movement. She heard the claps. She thought, “Wow! It is time for me to move.” And she started moving, dancing, bending her knees, raising her hands. Then I put on music, and boy she just grinned and oh, she just had such a ball with it all.
The learners in our group coaching programs are very much the same way.
They’re waiting on us to invite them into a sensory learning experience that inspires them to absorb our content.
Share your content so your learners soak it all in, using:
- Pictures, diagrams, charts and maps
If you're delivering virtual groups, help your learners using your carefully crafted instructions to guide them. It's actually fun because a few of your learners may be artistically challenged. It's an individual experience and important for each learner to absorb it in their own way.
- Sound and music
Clickers, clappers, melodies and voice are all powerful instruments to help magnify your points. I actually used the sound of the Staples Easy Button to anchor a concept in one of my sessions. Remember, you're creating a unique memory your learners will always remember.
- Metaphors and stories
Paint a picture of your content with delightful and appropriate metaphors. Share heartwarming stories of life and business to illustrate your points. You'll find your learners are inspired and motivated by their learning.
This was a fun post for me to write so you'll see more on this topic. Leave me a comment and let me know how you help your learners to soak it all in.