There is a genius marketing strategy that is pretty much guaranteed to leave your competitors in the dust.
Most of us actively block out advertising and sales messages. That’s why we have DVRs, satellite radio and national do-not-call lists. What audiences don’t block out, they ignore. So how do you make certain that consumers listen to your message? Become the content, not the ad!
The media is constantly searching for new stories about interesting products they can bring to the public’s attention. There is an almost unlimited need for product stories. It’s one of the least expensive and most effective ways to promote your product. Reporters are excellent communicators. They can often tell your story better than you can. They have the public’s ear. They transform your advertising into news and facts. They present the features and benefits of your product as an interesting story published in newspapers and magazines or heard on TV and radio. In that way potential customers listen and learn about your product. Believe it or not, consumers actually love to learn about products when they are presented as a story.
How we do it
No promotional tool is more underused than product news coverage. I know because my company, Media Relations Agency has been arranging product news stories for 30 years. Our publicists make thousands of calls to the media each month and we have placed tens of thousands of product news stories.
Over the last three decades, we have developed connections with reporters and producers who are on the lookout for story ideas. Our process is straightforward. We simply work to persuade them to do a story about your product and charge you a fee if they do it. Our clients like the fact that we charge by the story and not by the hour. With us, you don’t pay someone to “try”. You pay only for results.
A simple secret
Product news coverage is rich in sales content. Best of all, your competition is most likely not utilizing it. Imagine the impact on sales if reporters were telling the masses about your product. National or local media coverage should be one of your promotional channels. It’s a very cost-effective way to teach prospective customers and explain why they should buy your product.
What a deal!
We charge only for each story we arrange. You’ll love our nationally trademarked Pay Per Interview Publicity® business model. If you don’t get coverage, you don’t pay.
It works fabulously!
The argument for using PR as a promotional tool is strong. It’s cheap. It’s credible. You also have the time to fully explain your product’s benefits. PR is in a promotional class of its own. People absolutely embrace the stories. No other promotional channel can create so much positive emotion.
I remember talking with an employee we had just hired. She told me she had worked at a large home goods store. She said every time a news story would come out about a product, they would sell out of it. There’s nothing like a reporter’s power to reach and teach the masses about products. Press coverage is cheap, it’s educational, the audiences are massive, and people will spend time absorbing the stories. If you take a minute to think about it, you will see that media coverage is a powerful sales tool.
Don’t try this at home!
We are a performance-based agency. It’s not easy making money selling coverage by the story, and it took many years to perfect what we do. But we’ve created a well-functioning system. Our business model is unique and we are experts at it.
Test us
Many customers test us by giving us a project. If it works for them, they roll out a larger campaign. And many do just that. We have customers who have been sending us thousands or even tens of thousands of dollars a month for years. Ask yourself why they do that.
Put us to work
Our rates for stories vary depending on the type of media, the size of the audience and a few other variables. Call Heather Champine at 952-697-5269 or complete this form for a free publicity estimate. Heather will be happy to learn about your product and organization. She’ll help you get more of the media’s attention.
