I’m reminded of the story about my first writer back in 1977. I delegated a publicity project to him for one of our clients, a company called Custom Fabricators, Inc. of Waltham, MA. My writer drove by their facility twice when he went there for his first meeting. Why? Because his only knowledge of Custom Fabricators was from the publicity they had received on the front pages and inside features of leading industrial magazines.
He was looking for a big company!
I have to stop here and tell you that I’m of the school that you don’t skimp on tires, brakes, your accountant, or your lawyer. They can literally save your life! If you’re a small business trying to compete with the large companies today, add “product publicist” to your list. It can save the life of your business.
There’s a lot of information on the internet about doing your own publicity, but that is as crazy as filing your own taxes and doing your own legal work. Having a word processor doesn’t make you an effective writer and owning a camera doesn’t make you a photographer. Besides, it isn’t the photographer who creates a great image, it is the art director who helped compose and stage it. Likewise, publicity isn’t about writing; it is about conceptualizing.
So, here’s the bottom line: Product publicity is a versatile marketing tool that can help you grow your business without spending a fortune:
- It creates widespread news coverage for your products and services
- Drives sales leads to your website from prospects who recognize you offer solutions
- Helps SEO organic search results because of links to quality websites
- Attracts and supports customers, distributors, representatives, and vendors
- Opens new market niches both functionally and geographically.
These benefits don’t accrue automatically. There are specific approaches and techniques required to achieve them. An effective product publicity campaign can position your company as a thought leader and grow your business dramatically without spending a fortune.
© 2014 Steven M. Stroum