In this issue:
Important Links
Spotlight blog of the week: Unconventional Branding
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But, we hope you'll decide that you miss us terribly and come back.
Who cares?
I sat across from a potential client this week while he bemoaned the fact that he kept sending news releases but no one, not a single TV or radio station or newspaper in Iowa, would pick up his stories.
I asked for more information and he showed me some samples of the releases his company had sent out over the past few months.
They were plentiful and certainly followed the right format. All the contact information was provided. But there was still something terribly wrong.
I spotted the problem right away.
He wasn't happy with me when I told him the reason he was not getting any coverage was because he was boring the reporters. (I was much kinder in the delivery...but the message was the same.)
He was sending them information that mattered to him. It might have even mattered to some of his employees or a specific customer.
But not to the reporters. And even more important -- not to the reporter's audience. It's not their job to help him sell his wares. It's their job to engage their audience.
So to catch the interest of a reporter... you need to know who their audience is and what interests them. Does the fact that your business is turning 50 matter to the average person? Probably not. Does the fact that you're having a sale matter? Sure, but buy an ad. Reporters can't write about our blue plate specials.
Has your industry seen sweeping change and do you have some thoughts on trends for the next 10 years? Now we're getting somewhere.
Before you send your next news release, ask yourself why anyone but you would care. If you can answer the question -- there's your lead sentence. If you can't -- think twice before you bore them.
Do you know a charity that needs marketing help?
We've just announced that we are accepting applications for our 3rd annual Adopt A Charity program.
Here's how it works. Non-profits apply (they can download our application here) and we choose one in April. Then, for an entire year -- we adopt them. Not only do we adopt them, but some of our business partners like Brackett Media and Event Services and Radio Garage also adopt them.
Over the course of the year, the charity will receive over $75,000 in free services.
Do you know a non-profit who could use a professional marketing squad for a year? Encourage them to download the application and get it in before the end of March.
Go buy this book - Robin Hood Marketing
Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds.
The Robin Hood rules steal from the winning formulas for selling socks, cigarettes, and even mattresses, with good advice for appealing to your audiences' values, not your own; developing a strong, competitive stance; and injecting into every message four key elements that compel people to take notice.
This book will have you jotting notes in the margins and changing up your marketing tactics.
Click here to buy it from Amazon.com.
Free magazine of the week - iMedia Connection
Over 500 titles. Magazines like Creativity, BusinessWeek and Chief Learning Officer. White papers, e-books. All written for today's business leader.
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This week's spotlight is on iMedia Connection. Get the latest news, expert advice and analysis of the internet marketing industry. Also, check out the latest industry job openings and join their People Connection to build your industry profile!
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