I thought I’d share a recent marketing letter I wrote and e-mailed to over 6,000 perspective clients. I received a fairly good response back from people who wanted to do business with me. I guess after reading it you can see why.
Here’s the letter:
Business is picking up. More and more companies are hiring us to get their products written up in the media. It’s no wonder. Have you noticed how low some companies have stooped with their ads? Have you seen the Carl’s Jr. commercial featuring a scantily clad Paris Hilton seductively washing an automobile? Water is shooting everywhere while Ms. Hilton is soaping everything up, and oh, by the way, the ad (which is more like a music video) is promoting a hamburger.
Ask yourself why any fast food company would run an ad like that, knowing full well small children are watching.
It’s because people have become numb to ads. Once respectable companies are afraid that if they don’t resort to tactics like parading around a half-naked celebrity, no one will pay attention.
That’s one reason companies are looking for more effective ways to promote their products. When newspaper reporters or magazine writers do a story about your product, or a TV news crew does a feature about your business, you don’t have to resort to Paris Hilton-like behavior. You can simply tell an already interested audience how your product or service works.
Product news coverage makes good marketing sense. Why swim up stream with promotions people ignore? You’ll sell more if you swim with the current by promoting your product when people are listening — like when they sit down to read a magazine or watch the news.
If you agree, the next question is how are you going to get reporters to do stories about your product? Our company is very unique because we sell publicity by the story. We’ve enjoyed 17 straight years of growth due to our nationally trademarked Pay-Per-Interview Publicity® business model. Most companies that sell media coverage are PR firms that charge by the hour. Buying media coverage from them is like buying a cat in a sack. You may get some coverage or you could end up with nothing.
Because we sell publicity, people are quick to label us a Public Relations firm. Man, I wish I could shake that image. We are strictly a product promotion company. We could care less about your “relations” with the public. If you want a crisis management plan or are wondering what color tie to wear while giving a speech, you’ll have to go to someone else. We’re about helping businesses sell more product. We sell publicity by the article, and unlike PR firms where you are really just buying a chance, with us, all your money buys coverage. There is no risk to you because we place it all on our shoulders. If we don’t get news coverage for your product, you don’t pay. It’s that simple.
It’s hard work selling publicity by the placement. When I look at our phone reports for the month, I can’t believe how many calls our staff makes to reporters: tens of thousands each month. If we were to rely on mass mailing press releases or using the wire services like most PR firms do, we could fold our tent and go home. Unless you’re the top story out of ten thousand that day, those techniques are all but useless. Count on them to get you coverage and you’ll be lucky to end up as filler in weekly shoppers.
If you would like more media coverage for your products, do what many other companies are doing and give us a call.
Imagine how it would help sales if reporters all around the country were doing stories about your products. We can arrange that for you in a cost effective way.
To find out more visit our Web site: publicity.wpengine.com
Sincerely, Lonny Kocina President Media Relations Agency
