Even if you have the best product on the market, you need a way to set yourself apart from other brands vying for the media's and the public's attention. A new dietary supplement in pill form that supports heart health is one thing, it's something else if you've developed a way to incorporate that supplement into a national brand of orange juice so that it becomes a 'first of its kind' category.
It may sound simple, but take a few minutes and write down what it is that makes your product unique and newsworthy. Keep this in mind whenever you think about your marketing. It's easy to get caught up in creating ultra-creative marketing pieces and forget about what your main message should be.
About the author:
Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity business model which allows clients to purchase publicity by the story rather than pay hourly with no guarantee of coverage. His business foresight is evident in many ways including quickly reserving portal web addresses such as publicity, media relations, and checkerboard, and advising clients to do the same. Lonny has written two books: Media Hypnosis: Unleashing the most powerful sales tool on earth, published in 2002 and Reach & Teach Product Promotion: Teaching Consumers to BUY in 2007. In his spare time, Lonny teaches marketing as an adjunct faculty member at Dakota Technical College.
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