Tips Guides

In my many discussions with small business owners and entrepreneurs, I often hear “time management” being mentioned as a pressure point. Most entrepreneurs wear many hats and take on multiple roles in their businesses, making it hard to juggle all the daily activities.

Unfortunately, since many small business owners don’t consider marketing as a core business activity (what a shame), it’s often the task that gets set aside when time is crunched. But by taking just a few minutes to plan ahead, your future marketing activities can go much smoother; you’ll be able to complete your marketing activities quickly and easily.

All you need are a few marketing tools to add to your arsenal. Set aside just one hour each morning, and by the end of the week your marketing toolbox will be well stocked:

Monday

Craft a very engaging bio of yourself and/or your business. Make it as lively and personal as possible. Prepare several different versions of various lengths, and be sure to keep the bios someplace handy. Next time you post to a message board, contribute a letter to the editor, submit a press release, create a special report, etc. your bio or author’s box will already be written and ready to go.

Tuesday

Write three or four high value, high content articles. Whenever you need a bonus give-away, a joint venture contribution, or an online article, you’ll be prepared. The articles can also be compiled into special reports or broken apart into an autoresponder series or online e-course. Several excellent, evergreen articles are a great addition to your marketing toolbox.

Wednesday

Perform a features and benefits analysis. Small business owners usually know the features of their product or service backwards and forwards. But they don’t always relate these to benefits because, to someone who knows the product so well, the features are the benefits. By having an outline of your benefits prepared in advance, you’ll be one step ahead when it’s time to write your sales letters, craft your marketing message, update your website, etc.

Thursday

Develop and memorize your key marketing message. If a hot prospect, possible investor or media contact asks “What exactly do you do?” you definitely don’t want to stumble over your words. Or worse yet, you don’t want to ramble on and on leaving the prospect sorry he ever asked. You must be able to state clearly, in fifteen seconds or less, who you are, what problems you solve and who you solve them for. And you must be able to do it in your sleep!

Friday

Prepare a press release template. There are tons of free publicity opportunities out there for small business owners, but most entrepreneurs don’t take advantage of them because they think it’s too time consuming. By having your press release template prepared in advance, you’ll be able to jump on those free publicity opportunities as soon s they present themselves. And don’t forget to add your short bio to the end of press release.

Action Item

Pull out your calendar or day planner right now and block off one hour every day next week. Be prepared to devote this time to developing your marketing arsenal.

“Great things are not done by impulse, but by a series of small things brought together.” Vincent van Gogh

Karen Scharf is an Indianapolis marketing consultant who works with small business owners and entrepreneurs. She offers several whitepapers, free reports and checklists, including her FREE Can-Spam checklist and FREE email pre-flight checklist to ensure your emails get delivered, get opened and get read. Download your copies at http://www.ModernImage.com.

The scramble for this fall’s book promotion is about to get underway.

Whether you’re a new author, new publisher, or just someone who’s been in this business a long time, you probably understand the reality here.

With nearly 300,000 books published every year, it takes real know-how and promotional intensity to make sure your book stands out from all the other new books being released.

You need that promotional intensity because, with deep pockets, your competition is very serious about how they play the book promotion game.

So, in order to win, you need to know two basic rules.

Rule 1: The Media is Your Best Path to Consumers

The big publishers know the value of great media exposure and what it can mean to the success of a new book. The game to win is getting on the air and in the news, as soon and as often as possible - and ahead of everyone else!

Considering that fall is a prime publishing season, you need to get a jump-start on your competition - preparing your materials and creating your media strategy NOW. Why?

First: RIGHT NOW, every book publicist and publicity department at publishing houses have their strategies defined and press materials in progress, or in many cases, in place.

Second: What many book marketers don’t realize is that there are a finite number of media opportunities available for guest interviews.

It’s not like buying advertising time to promote your book where your money is all that matters.

Third: There are a finite number of media opportunities for specific topics! Let’s say your book is about real estate investing, and there’s a similar new book just released from the big boys.

Since the morning news shows are slated to only do a couple of stories, at most, about your topic, the race is on to secure those slots.

Whether it’s just you (the author) or a big publishing house, it will still come down to who got to the producer first with the best pitch.

Rule 2: Know the Media Timelines

Timelines are how long it usually takes for each of the different media to “bring you to the public.” For example:

1. Magazines. They have the longest lead time - monthly publications often schedule 3 to 9 months “out.”

2. Book Signings. If book-signings are part of your strategy, and they should be, even if only on a local level — you need to work these well in advance of radio and TV.

Particularly if your book is a fall release. Competition for book-signings is fierce this time of year. If possible, we’ll start as early as 3 months in advance.

3. Local TV. We find it best to pitch producers 4 to 6 weeks in advance. Yes, some producers ask us to call back closer to the date our author will be in town, but even in this case, we’re still there first with our pitch and have hopefully left a positive enough impression to land the segment.

4. Radio Interviews. Two weeks in advance is a good rule of thumb. Sometimes producers will want you sooner, but this depends on the timeliness of your topic.

5. Newspapers. We pitch local newspaper journalists one to two weeks in advance, not earlier. Daily papers are looking for “news” and unlike magazines they’re not planning as far into the future.

As you can plainly see, you need to start your campaign plans right now, right in the middle of summer. That’s the case whether you’re handling your own book promotion or hiring professionals to do the job.

For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI. Go to http://www.guaranteednationalpr.com to claim your free “Power of Public Relations” video today!

There are several elements factored into a quote from a PR firm. There is also the fact that no two quotes will be the same because every individual seeking out a public relations firm needs something a little different. The PR firm provides a number of different services that benefits each and every business that seeks out what they have to offer. However, the quote is based either upon what kind of budget the business has to work with or what they are hoping to achieve with their public relations.

Budget

As stated before, the budget may determine what kind of quote is received. The most common PR services include press releases, internet marketing, and the development of public relations strategies. There may be more advanced services such as print marketing campaigns and actual public speaking on behalf of the company. Those two services can become quite expensive. However, the other services can be quite affordable and the firm can work with you based on your budget.

That makes budget a very important part of determining what you’re going to pay. If you say you need an extensive internet marketing campaign, but you only have $10,000 to spend, the PR firm will give you a quote of what they can provide you inside of that budget.

Fees and charges

It isn’t uncommon to see fees such as service fees and such. It is customary for a fee to be charged for providing the service or any other fees that the PR firm finds to be necessary. It can vary from firm to firm, so it is a good idea to get quotes from various firms to see what types of fees they are charging. As for the quote itself, there is no charge. Quotes are free because they are used as tools to acquire your business.

As for what is not included in the quote are such items as late fees. Some PR firms may only require that you pay a small percentage up front and the rest later. If you pay the balance late, they may have some kind of late fee tacked onto the amount. Of course this isn’t going to be included in a quote because they don’t know if you’re going to be late paying your balance.

There are also service charges for each service you choose. You may choose to have a single press release written but, then again, you may wish to have a packaged deal that includes having a public relations strategy drawn up. How you bundle your services will also determine what type of charges you have to pay.

Here is an example of some of the fees and charges you may have to pay:

- A monthly retainer fee saying that you will stay on board so that their efforts are for nothing.
- An hourly project charge for every project.
- Any possible out-of-pocket expenses that is foreseeable.
- A counseling fee for any counseling that is needed.
- A flat fee for the time the agency puts into the project.

Remember that these are just quotes, so the amount quoted may differ from the amount actually charged. However, the quote gives you a great tool to know what types of expenses you are looking at. Just expect to pay as much as 20% more so that you have enough money on hand to make sure you can pay for everything as it comes. By using this strategy, you can employ a PR firm to take care of your interactions with the public and get your business rolling in the direction you want it to.

Polaris PR Inc. specializes in public relations Toronto for corporate events and internal and external communication. They are one of the leading public relations firms in Toronto.

Talk radio interviews are one of the bases of a writing homerun. In fact, they’re custom-made for non-fiction authors who want quick, affordable national exposure for their titles.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your book at the grass-roots level?

* Reach America’s greatest urban markets - Boston to LA - from the comfort and convenience of your own home?

* And, talk directly to fans and fans-to-be?

Publishers and best-selling authors understand all this. They know the marketing and promotional value of appearing as a guest on talk radio. And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1. Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news: making you an attractive guest for a talk show. Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about - get a feel for the rhythm of it. Most of all - get a pulse of the public listening in.

TIP #2. Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them. Look for controversy or big names, big money or even relationship issues: These are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle for your book that’s newsworthy means you might even be able to get on the air with your novel - we’ve had success doing that a number of times.

TIP #3. Pitch Your Topic, Not Your Book or Yourself

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you. They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. There’s no need to worry: once on the air, you’ll be given plenty of opportunity to plug your book during the interview.

TIP #4. The Right Press Release Formula

Nothing is more important than the press release itself - it’s your key to the media’s door. The quality of our press releases have everything to do with our success in booking guests. You want to make sure your headline is enticing - it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about. It’s always good to include a couple of juicy or provocative quotes. Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI. Go to http://www.publicitythatworks.com to claim your free “Power of Public Relations” video today!

If you are struggling to get the media interested in your press release, you are not alone. Many people believe that you write a release, send it over to the producer at a radio station and wait for the avalanche of phone calls. Then, when you get no response, you call up the station who promptly tells you that they never read it!

If you want your radio press releases to grab the attention of producers…here are two quick tips to crafting an effective press release!

1. Topic Overview

Once you have gained attention with your eye-catching headline, topic summary, and talking points, it is time to present your full show idea. This is when to position yourself as an expert on the topic.
Do not write a sales piece here. Write the show. Work the author’s name, personal quotes, and book title into the overview. Use the following liberally to build your topic and profile: statistics, testimonials, current facts, specifics from relevant news stories, and professional credentials. Use anything that will interest the producer, the host, and their audience. Try to limit this section to no more than a page; the ideal range is four to six paragraphs with no more than four sentences in each one.

A Topic Overview for a show on pets would read as follows:

For some people, “cute” is the only criterion they follow when choosing a new pet. But deciding which pet to adopt based solely on the animal’s appearance can set new “pet parents” up for disaster. After all, puppies don’t look quite so cute when they’re chewing your furniture! Lack of foresight is one of the top reasons an estimated 6 to 8 million unwanted pets end up at local animal shelters each year.

Enter pet expert Jane Doe, author of the new book about pets.

As a bonafide animal lover, she wants to help prospective pet owners understand how to make the best decision when choosing a new pet and to recognize that adopting a pet is a lifetime commitment and responsibility that requires much thought and planning.

“There’s no denying the attraction to a cute puppy or kitten,” says Jane. “But people need to be fully prepared for what’s truly involved in caring for that animal. Realistically speaking, they are bringing a child into their home. If you don’t have the temperament, the schedule, or the space requirements to meet those needs, you should consider a pet that does fit your lifestyle.”

Another important factor that often goes overlooked is how children in a family will interact with a new pet. Pets make wonderful companions for children and can help teach them compassion, responsibility, and respect for all living creatures, as well as boost their self-esteem. But it’s important to determine ahead of time what type of animal best suits the household and what role each family member will take in caring for it.

Money also comes into play when adopting a new pet. Vet bills can be expensive, and upkeep for some animals can be costly if they develop health problems.

“The reality is, pets can be expensive and time intensive. When you love your pet, obviously you want to provide the best care possible. So it is important to understand the costs and responsibilities ahead of time when choosing your pet.”

2. Biography

Oddly, this is the element people tend to forget, underplay, or overplay. It is important to position the author as an expert. You can cite a variety of qualifications: education, career, relationships, memberships, travel history, odd pets, and more.

If the book is about religion, for example, anything the author does that pertains to religion is applicable.

Two warnings: Sensationalizing the author’s credentials will immediately turn producers and hosts off; and simply rehashing a resume with bullet points is an absolute no-no.

If you take your time developing exactly what a book related interview segment will be about, and then put lots of thought into developing a press release that clearly reflects your planning, you will command more media attention.

For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI. Go to http://www.publicitythatworks.com to claim your free “Power of Public Relations” video today!

Most people seem to believe they can write a press release, mail or email it to a radio or television station, and sit back and wait for the avalanche of phone calls. But as time passes and no producers are beating down the door, they make a few phone calls only to discover that no one even read the release.

The following are components of radio and TV press releases that will make your show idea come to life for producers and hosts, and also position you ahead of the pack.

1. Headline! Headline? HEADLINE!!!

Arguably the most important aspect of your press release, headlines are so vital that entire books and seminars are dedicated to the art of constructing the most effective ones. Now, don’t let this scare you. Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.

Write down your show idea and look it over. Now look it over again, remembering that it should be an idea for an interview that relates to your book but most definitely not a summary of the book’s theme or content.

What is your key message? Is your show idea newsworthy? Are there any well-known people you can tie into your topic? Do you have any impressive statistics that are relevant? Does anything controversial tie directly into your subject? The answers to these questions will help you develop a headline that will capture the attention of producers and hosts.

First and foremost, your headline must instantly communicate the topic of the show. The test is, if you can envision what the conversation will be about just from the headline - you’ve got it!

Generally, headlines should be no longer than one sentence. As this is a lot of weight to put on a single sentence, sometimes you will need a subhead to support it. The result is that anyone who reads the headline and subhead together will immediately click on the concept of the show.

Here are two examples of the successful headline and subhead combination:

Global Economic Chaos?
Expert Reveals Predictions on Grim Future of US Economy

Are Personal Conflicts Ruining Your Life?
How to Successfully Resolve Squabbles in Everyday Life

2. Topic Summary

This is your chance to present a concise summary of your show topic. It should continue naturally from the headline and expand on it. The headline gets the attention, and the discussion topic gives the reader more.

The discussion topic component of your press release should be two or three sentences, tops. Again, try to tie your topic to current events, big names, big money, or controversy. Don’t be worried about repeating yourself in different sections of the press release. After all, you want to get a cohesive point across! Tip: Try writing the headline and topic summary together.

Here is an example of a headline with a topic summary.

Global Economic Chaos?
Expert Reveals Predictions on Grim Future of US Economy

The United States is about to move into a period of major economic chaos and poverty that will wake up people to overthrow the rule of money in society in a ballot-box revolution. Let an internationally renowned expert reveal predictions on the grim future of our economy.

3. Talking Points/Question

These are an absolute must for radio and TV because they are the shaping tools that guide the host through your topic. Often, hosts read directly from press releases during an interview. This not only makes them look knowledgeable; it saves them heaps of time. So why not have them ask you questions you’ve created, enabling you to get your specific message heard? This makes you look knowledgeable and makes for a great interview!

Yet again, you will need to tie in current events and any controversy that will stir interest. Generally, it is good to give no more than 7 or 10 of these conversation shapers. For instance, here are a few questions that were used in a release for a radio show on “How to Find the Perfect Pet for Your Lifestyle”:

* What are the primary reasons people decide to get a pet?

* What criteria should people follow when choosing a pet to make sure it fits into their lifestyle?

* What can families do ahead of time to determine what type of pet is best for them?

* How can families prepare children for the responsibility of caring for a pet?

* What are some of the things people need to consider before adopting a puppy or other young animal?

If you do get invited as a guest, your interviews will generally last anywhere from 10 to 30 minutes for talk radio and 3 to 5 minutes for TV. So, concise is a word you should keep in the forefront of your mind.

Remember: The more you focus your questions on the topic of your book, the more interested listeners will be in it.

For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI. Go to http://www.publicitythatworks.com to claim your free “Power of Public Relations” video today!