Over the years, I’ve publicized products for hundreds of job shops. And the owners always want to talk about their equipment and show pictures of their latest machining centers and dedicated employees’ hard at work. Although the equipment, facilities, and people are impressive and important to their prospective customers, this is precisely the wrong approach to take from a publicity point of view.
If you own a job shop, I know what you’re thinking: “We provide a service and want to show off our capabilities.” You’re absolutely right, but you want to show them off to prospects who need the products or components you can produce. It is the products and components they care about, including the specifications, tolerances and materials; not how you make them. From a publicity perspective, you want to focus on “what you make, not how you make it.” Reserve the “how you make it” to show to prospects after they found you in a magazine, on a website, or in a search engine.
The way to attract sales leads from design- and manufacturing-engineers, or purchasing teams, is to provide them with examples of your capabilities in terms of what you make, not how you make it! The best way to relate to this new thought process, is to conceptualize what you put into a box or pallet on the loading dock and ship to your customers. They are buying products from you that get produced because of your capabilities. Therefore, if you want to get leads for products, show those products, not how you make them!
We know how to obtain publicity for the products you produce in the right media outlets that are being read by your prospective customers. If you are reading this and own a job shop, Venmark International can take this a step further and show you how to get publicity in specific market niches. There are, quite literally, thousands of examples of this on our website at www.venmarkinternational.com. On our homepage, just click on the “Client News” tab on top and browse around the various industry categories.