Publicity Tools to help you deliver your Message
This article was written to help authors
publicise their books but a good chunk of it would be beneficial to any small
business. It was written by US
communications advisor, Joel Kessel. He mentions expressions we’ve all heard
before – elevator pitch, value proposition, brand promise etc but gives
practical questions you can ask yourself to help develop a Message Map. These include:
What category/industry are you in? What opportunities, problems, issues or
challenges exist among the people you are trying to serve/help? What solutions do you provide? What are the benefits to those who you help
or serve?
When you’ve answered those, you can then complete these:
When you’ve answered those, you can then complete these:
I am _____________________________________________________
I help ____________________________________________________
Do/understand ____________________________________________
So that __
He also provides a list of questions to help authors as they prepare to
publicise their book. Read more here……
Upselling,
Barcodes & Window Cleaning
Feargal
Quinn gives great practical advice to SMEs in his regular piece for the Irish
Independent. The 3 topics covered here include upselling, barcodes and
promoting a new window cleaning business. I think we all get annoyed when going in to
buy one item and staff really push additional purchases at you. However, if it’s relevant, people don’t mind
and will often accept it – an example he gives is if you go in to buy a coffee
and you’re advised that a pastry is just €1 extra – tempting!
There’s
really good and useful info in this article if your business needs barcodes. For the student who has just started a window
cleaning business, he suggests referral cards from clients, dropping leaflets
into houses either side of one whose windows he’s just cleaned with the
wording, “I’ve cleaned your neighbour’s windows”. Feargal recommends showing the routes he is
covering on a Facebook page or website and enable people to book online or via
an App.
Good PR
Initiative
I really
like this initiative from B&Q which featured on DailyMail.co.uk – it features
7 of the hottest bloggers and their home décor style – and showed how you can
get the same look for less at B&Q. A
simple enough idea but it would have taken quite a bit of work and the choice
of media is excellent targeting. You
would need a budget for it of course but for a nationwide retail chain, it
makes perfect sense.
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