By Shelly Cone
Do you remember those days when you were just a kid coming home from school full of stories to tell and your mom would offer you a freshly-made cookie, sit down and ask about your day?
Yeah, I don’t know what I’m talking about, I didn’t have that mom either. But I do remember anxiously trying to wrestle her attention away from Phil Donahue’s talk show to tell her all about the nuances of my day. I’m talking EVERY SINGLE DETAIL. I would tell her what we had for lunch, I’d tell her about how Lisa stole my turn at the tetherball court just because I turned around to talk to that boy she likes. I’d talk about the joke Mr. Mitchell told and how it was so funny that Michael laughed until he turned blue and had to be taken to the nurse’s office, and geez that teacher is so great he really deserves a raise. I told my mom all the news I had to share. Now that I have kids, I realize I wasn’t the only chatty child.
Kids love to share their news with you. So it makes me think that naturally we all like to share our stories. That’s wonderful if you are an entrepreneur. However, the funny thing is, most entrepreneurs start a business and then clam up. They tell everybody about their plans to start a business, then when it’s off the ground it’s like it’s some big secret. So if it’s natural to share news and tell your stories why don’t businesses do it more often?
Because a lot of business owners assume they have no news. (That didn’t stop me when I was a kid. I thought EVERYTHING about my day was news.) Really what most businesses need is someone to help them discover what they need to share and how to do it. And believe me, you’ve got more news to share then you think.
Start with press release services
A simple press release will help you share your news. And a press release writer can help you discover what news you should be sharing. Sure you can probably write a press release yourself, but be honest, is that what you really do best? A press release writer knows what information will tickle a reporter’s fancy and what format online press release distribution sites require. Sure you’ve got skills but a press release writer has mad skills in the area of press release services.
Pitch your press release to reporters
If you are pitching reporters yourself make sure you distribute your press release to the right places. Start local. No, getting your press release published in your hometown newspaper isn’t the same as getting a feature in Entreprenuer magazine, but it’s still publicity and you’ve got to start somewhere. If nothing else it gives you a clip to add to your portfolio.
After including your local media work outward. Hit up the next largest media outlets in your metro area. Then go broader than that. Then hit up the major leagues. Don’t be afraid to pitch your press release to the major magazines in your niche.
Then tell EVERYONE else about your news
Seriously, tell everyone. At the barbershop or salon, at the grocery store check out line or at the sandwich shop waiting for your tuna on rye you have the opportunity to tell people about your business. You never know who may be interested in your business. I know of which I speak.
Once upon a time I left journalism and public relations to spend seven years in real estate. I kicked ass. One of the reasons was my website. The other reason however, was I took a common prospecting technique and gave it a little twist. Instead of door knocking and telling residents about my real estate services I decided to go to businesses where I had a build-in audience. Then I told them about my services whether they liked it or not. Everyday I came back with about five leads from either someone at the business, a friend of someone at the business or a patron of the business that overheard my pitch.
So it really does make sense to tell everyone about your business. And if you still can’t bring yourself to tell everyone, consider enlisting the help of your children.
Shelly Cone is a journalist, public relations professional, and press release writer. She is also the owner of Beach Betty Public Relations, a California lifestyle design company offering press release services, media relations and collaborative marketing events to help you design your life by growing your business.