The squeaky wheel gets the grease and the internet is getting the most lubrication today for good reasons. Obviously, when people recognize they have a need for a product or service, they search for it online.  But, what about those folks who don’t recognize they have a problem? There are lots of them. As Henry Ford famously said, “If I asked people what they wanted, they would have said faster horses.”

Product differentiation and showing different ways in which your products and services solve problems is more important today than ever before because there is so much information and misinformation being published on the internet.

To compete effectively for mindshare, you need to ignite interest in your products for editors, bloggers, product reviewers, and prospective customers all at once. Doing it right is important. If you leave out one word it can skew your results. We have a great client who manufactures “shaft collars.” Early on, we omitted the word shaft and were amazed by the obscure results. Mostly involving dog collars!

Keep in mind that a product doesn’t need to be to be newsworthy. You do, however, need to be creative and distribute news releases designed to create specific marketing results. And you need to know what editors and web hosts want. We help our clients take full advantage of their publicity opportunities and get terrific results. Click on the “see our work tab” and take a look at our clients in the news to see how important this is and then read the “testimonials” from clients and editors to see how effective it is.

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© 2014 Steven M. Stroum