What if you are not marketing a product, but a service? A service is something someone needs to experience in order to love and use again. Often a friend will take your recommendation of an auto shop, beauty salon, or restaurant. Our strategies here however, are for those whom you will likely not speak to one on one – journalists.

Here’s a quick guide on how to go about pitching products vs. services:

1. The Pitch. In previous posts we discussed what a pitch is, why it is important, and how it should be formatted. Both products and services should be introduced to journalists and reporters with a professional pitch.

Product: Offer a free sample in your pitch.

Service: Offer an opportunity to try the service for free.

2. Next Steps. Once you’ve sent the pitch, if a journalist responds favorably to you, take these follow up actions:

Product: It is not advisable to send the real thing with the first pitch for several reasons (expense, journalistic interest, etc.), but when you have received the journalist’s green light indicating interest, you should send a sample along with what we at Three Girls Media & Marketing call a “Sample Letter.”

Write a catchy phrase at the top, like “Your Sample of XX Has Arrived!” with your logo and contact information. Below that include a professional picture of the product, and useful facts that a reporter would want to know: what is does (product specs), what it costs, where is it made and when did it launch, where can people buy it, and so on. You can even include a few brief testimonials from real users. Make the page look inviting and to the point; don’t saturate it with verbiage, and send it along with the product to the press.

Don’t expect the sample to be returned! You want the press to use it, keep it and write about it.

Service: The service equivalent of the Sample Letter is the Fact Sheet. Since you can’t send your service through the mail, you want to invite the reporter to experience it. Include a snappy title like, “Enjoy the Luxurious Experience of XYZ On Us!” with your logo and contact information. If appropriate, include a picture of someone using the service, and possibly one or two short testimonials from satisfied customers.

Make a reasonable offer: a free dinner for two, one night’s stay at your hotel, 3-month free trial of your app’s premium version.

3. Follow Up! As we love to say, “The Fortune is in the Follow Up!” Neglect this, and all your efforts are wasted.

Product: Wait until the media professional has had your product in-hand at least three days before following up. Email or call, asking what she thought of the product and if she will be able to include it in a story.

Services: The first follow up on a service might be assisting the journalist to schedule his appointment. Don’t hesitate to ask if he is interested, and would like you to help set up an appointment for him Once the reporter has tried your service, follow up with an email or phone call, asking what he thought of the experience, and if he would be able to include it in a story.

Successfully marketing for products and services takes time, attention to detail and legwork. But the payoffs in media attention are worth all the effort.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: VFS Digital Design

“Pitch” is simply the Public Relations (PR) industry’s term for a customized letter—sent via email, never snail mail anymore— to journalists, in an effort to persuade them to cover your story. Here’s the nitty gritty.

1. The email subject line. Write this to generate the interest required for the journalist to want to read more. No smiley faces or other catchy tricks, which will likely backfire. Keep it professional and intriguing. Think of a newspaper headline, as a model to work from.
2. The first sentence. This is the most important part of the pitch. In the first sentence, explain exactly what it is that you do, what you produce or how you work. Include why it is unique or interesting. If you run a cafeteria, that’s great, but the fact that formerly drug addicted, reformed teens run it without extensive supervision is truly noteworthy! Yet, this sentence will be brief and to the point. You will not explain every detail of your production process, or how you came to own your business. Just the facts, in one neat, attention-grabbing opening sentence.
3. The first paragraph. The first sentence should be followed by just a few —not more than three or four— subsequent sentences, which explain the reason you are seeking media coverage, followed by an “ask.” You will ask for what you want: an interview, a chance to send samples, an on-site visit by the journalist, or simply to be able to provide him more information.
4. The second paragraph. The body should include any celebrity or VIP connections that you may have, or other outstanding supporting facts about the company, product or person. Again, don’t overdo the content of this paragraph: three to four sentences should suffice.
5. The third paragraph. This should either be the close of the pitch or one more brief informational paragraph if there are important secondary facts that did not go into your second paragraph. Be very discerning here. You need to hold some information back so that the journalist will be hungry for more. Walk the fine line between telling enough, and not too much. This is not the place to include everything but the kitchen sink. Think of it as a “tease” —give them enough to let them know what the story is, and whet their appetite. If they want more info, they will definitely be in touch. If you don’t truly have more super important info to share, omit the third paragraph and move right onto the close.
6. Close the pitch. Graciously conclude your pitch. Thank the journalist for her time reading it. Reiterate your offer to arrange an interview, send samples or provide more information. Always include the following phrase: “If you’re not the best contact for this will you please let me know?” You’d be surprised how many journalists will respond and put you in touch with a better connection for your story.
7. Images and Attachments. Never send attachments with your pitch. There’s a high likelihood of it hitting spam filters if you do. However, definitely include a link to high-resolution images (at least 3×5, and 300dpi) inside the body of the email if they’re available. Links to your website or product pages are critical. Test links to be sure they work before you send the pitch.
8. Samples. Journalists appreciate the opportunity to see your product first hand. Be sure to include an offer of free samples, if appropriate.

We love to hear success stories! If you’ve used these techniques and gained some media mention or press coverage, let us know. We want your business to thrive.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: madmolecule

1. Compatibility. Schedule an in-person meeting with a few different publicists. From the way the phones are answered to your experience during an introductory meeting, you can learn a lot about a public relations agency’s working style, and whether you will be compatible. It’s a little like having someone watch your children. Your business is precious, so find someone who values your time and effort and will treat your business that way.
2. Creativity. Do the agencies you are evaluating have a variety of clients and projects? Do they specialize in one or two areas, or can they execute your entire package? Are you inspired by their vision of what your business can be, or are you driving the outcomes? Find a publicist partner whose creativity you can trust.
3. Experience. The main reason for hiring a publicist in the first place is for him or her to achieve bigger results than you can envision, in a professional way. Otherwise you could do it yourself! See if an agency has the energy and manpower to execute your plan. Above all, do they have the experience, a proven track record, and other satisfied clients that show they can produce the results you want? Look at their portfolios and call their clients. Check references.
4. Media Relations. Often, a business requires a public relations agency to work the media on their behalf. If they need to pitch journalists, or talk to other media professionals, ask the publicist how she builds her media lists. Does the agency subscribe to major industry databases such as www.cision.com or www.vocus.com which give them access to journalists nationwide? This is a critical requirement, as you don’t want a publicist who is winging it on his or her own, working from her own independent journalist list. This information changes constantly, and your public relations agency must have the latest, most up-to-date information. If they don’t, run!
5. Writing Skills. So much of marketing occurs “on paper!” It is imperative that a public relations agency represents you with good writing. Look at samples of their work. Can they adapt their style and content to fit your business image, audience, and goals? Are they creative?
6. Reputation. Is the publicist’s reputation among her peers and the media industry a good one? Don’t forget: This person or their staff will be representing you and your business. Don’t hire someone who has burned bridges.
7. Who will be your account manager? Ask specifically to meet the person responsible for your account’s daily management. If you are paying for the top executive to run your account, make sure it isn’t passed off to a junior staffer or intern. If it is a team management approach, make sure you meet every key player and that you feel comfortable with each. Above all, be sure you have rapport with your primary contact. Public relations is a personal endeavor. It is important that you are able to communicate openly and honestly at all times.

The bottom line here is that you should do your homework when deciding to hire a professional to promote your business. It’s an important decision that’s key to your company’s success. What other tips do you have on hiring contractors?

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: lululemon athletica

Press releases require a certain format and protocol (please see our previous post, How to Write an Effective Press Release), and are designed for intermediate readers (a media professional) before the news reaches its final destination (your audience). Here are our insider tips on getting the most out of your well-crafted press release.

1. Design an overall Public Relations Strategy. We have blogged on the importance of designing a comprehensive and focused PR strategy, based on your budget, personal “bandwidth,” and desired outcomes (please see post, Understanding Public Relations). In something as important as an overarching PR strategy — which could also encompass such major elements as designing your logo or developing your brand — we recommend consulting with PR professionals like Three Girls Media & Marketing, to be sure your goals are clear and focused.
2. Determine the purpose of the press release. Once you have identified and mapped out your overall PR strategy, you will easily see where news releases fit in, and what they should say. Do you want to get coverage for your business? Promote a new product? Announce a move, service or special? The purpose of the media release will dictate its contents.
3. Improve your SEO with press releases. Many business owners do not consider a press release as a way to increase traffic to their websites through SEO (Search Engine Optimization). This is a mistake! A properly worded press release sent out on Internet wire services like Marketwire or PRWeb can help tremendously in increasing traffic to your website just through SEO. PR pros like Three Girls Media are specialists in making every word of your press release count towards increasing traffic to your website, and promoting your business.
4. What else to include. As mentioned above, your overall PR strategy will be a multi-faceted approach, using all available tools besides media releases: social media, advertising, writing press pitches (please see post, 9 Strategic Tips to Write a Successful Media Pitch), video blogging, and in-person events and networking. Obviously, that’s a lot to do, and many business owners in this fast-paced world are salesmen, customer service reps, accountants and Girl Fridays! If you are feeling overwhelmed by the scope of incorporating a great PR strategy in your business, don’t give up—GET HELP!

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: Tulane Public Relations

1. Use Proper Formatting. It is critical to represent yourself professionally, starting with the actual press release presentation. In a previous blog including precise layout details, we underscored the importance of following proper press release formatting. You can also get great general writing tips from the Associated Press’ Style Guide.
2. Include pertinent contact information at the top of the press release. Your name, address, phone number and email must appear at the top of the press release, not buried inside the body or at the very end.
3. Include your URL and social site information. This needs to appear with the rest of your contact information, at the top of the press release. Test URL links. Include your Facebook site or Twitter handle, if appropriate.
4. Play the SEO game—but cautiously! This is a perfect time to include a few search engine keywords, but do not overdo this! One or two is perfect; more than that will make the press release difficult to read, stilted and obvious.
5. Keep your reader in mind. Who is your press release audience? If you said, “my customer,” try again. Your reader is the media, the professional who will farm out your news to the appropriate press outlets. That is where the consumers and potential customers will find it.
6. A press release is not an advertisement. Based on Tip #5, write for the media professional. Keep it formal, and don’t use “you.” Even if you are writing about yourself, write from the third person. You are writing hard news, not a feature story. The media professional will turn your press release into the appropriate story.
7. Keep language simple. Media professionals are not professionals in every field. Avoid making them have to work hard to understand what you’re saying by not using technical or industry terminology or jargon, etc. Keep it understandable, and expand in simple language where necessary.
8. Keep it short. Aim for 400 words, roughly one widely spaced page. Keep in mind that you want to pique the media’s interest, and have them call you for more information. Another incentive to avoid wordiness is that some online press release wire services like PRWeb and Marketwire charge by word count.
9. Don’t bury your news! Per Tip #8, you will not only keep it short, but you will get to the heart of the news right away! Your first paragraph should clearly state the reason for the press release. The most important details (what happened, when, by whom, what impact it has) should be at the top of your press release; keep the less important details further down.
10. Proof read, proof read and proof read again! Have at least one other person besides the author proof the press release. If you don’t have anyone to help, try these tricks: A) Let the piece “sit” for a minimum of one hour; 24 hours is better. Then go back to it and read it with “fresh” eyes. B) Read your press release backwards. When your brain isn’t expecting a word, you are more likely to catch a misspelling or punctuation error. See additional proof reading tips on our blog post, Five Proof Reading Tips.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: xposurecreative.co.uk

1. Know your goals. Be specific in this regard. Do you want publicity for publicity’s sake or do you have an event coming up? Are you just looking to get more foot traffic in the door, or do you have a measurable sales goal in mind?
2. Know your audience. Again, specifics help! You can only reach your audience if you know who you are aiming for.
3. Listen first. This is especially important where social media is concerned. Identify the key power-brokers in your field and follow them on Twitter, keep up with their Facebook and LinkedIn accounts, read their blogs.
4. Offer value. Share articles or provide tips that your audience will find useful. We’re all bombarded by information every day – so make sure what you’re putting out is truly informative.
5. Link. A lot. Linking to other people’s blogs or websites tells people you’ve been listening to them. They’ll be more likely to keep you in mind for stories, sales or referrals in the future.
6. Offer to write a guest blog. Writing for someone else’s blog is an instant way to reach a whole new audience. If you have expertise, share it!
7. Build relationships. This is especially true when working with members of the media. Get to know which reporters cover your business and find out what kinds of stories they are looking for.
8. Make it easy. Keep your website up-to-date and relevant and make sure all of your public outreach reflects your company’s mission in clear, concise language. Reporters (and for that matter, potential clients) should not have to go digging around for information.

Three Girls Media & Marketing‘s specialists design PR strategies that encompass the Internet as well as traditional media outlets. Gone are snail mail, faxes and paper proofs. We understand that the Internet’s rapid speed can be daunting and designed these quick tips to help you get started in the world of electronic social media immediately.

1. See Social Media as another tool to relate to your public. Like the telephone, catalogue, or person-to-person contact, this is simply another way to “talk” to your audience. When you see it as a tool, it becomes less intimidating.
2. Pick a few social media platforms, and focus there. Not all sites are best for all businesses. (See this previous blog post for tips on picking the best sites for you). Of the “big five” (Facebook, Twitter, Google+, LinkedIn, YouTube), choose one or two to start. When you are comfortable with these, branch into another as appropriate.
3. Choose to have time to do this. Stop using the excuse of time for not being on any platforms. Like anything you’ve achieved in life, you created time to do it. Planning and executing a successful social media PR presence doesn’t take loads of time. All you have to do is block out time for it.
4. Schedule time to write and send posts. If you are a beginner, start with a 30-minute block one day this week. (Soon, you’ll only need 15 or 20 minutes.) Write several brief, concise posts, with different content for each platform you’re on: Google+, Facebook, Twitter, etc. (For tips on presenting the best subject matter and how frequently to post, please see our previous blog post, Social Media Marketing: How to Run a Successful Campaign). Once you have a few different posts per platform, schedule them to be posted. Free services like HootSuite automatically send posts according to the schedule you prefer. Talk about a virtual assistant! Imagine having all your posts for a week written and scheduled in less than 30 minutes.
5. Schedule time to blog. Blogging is another avenue to garner a large audience, promote your business and establish you as an expert in your industry. Schedule time to write a three to four paragraph blog at least once a week. The purpose of blogging is to let your audience see that you know your stuff, and gain higher SEO rankings for maximum exposure. Regardless of how frequently you blog per week, stick to a schedule. Consistency is key.
6. Schedule time to respond. Social media requires give and take. It’s great for you to be humming along on Twitter, but you also need to be a good “listener” for it to work. It is important to read and respond to every post on all your sites, no matter from whom or in regards to what. People want to be heard, and when you are a good listener, they will respond to you. Three Girls Media & Marketing recommends you block out time to respond to social media, just as you block out time to write your posts and blogs. Treat this task as you would lunches, networking events, training calls, etc. Download apps on your phone for quick responses during daily downtimes, such as standing in line at the grocery store or coffee shop.
7. Get into a consistent routine. Consistency is key to writing posts and blogs, scheduling them to post, responding to incoming posts, queries, etc. Plan a regular maintenance schedule and soon the traffic and buzz will elevate your business’s relevance, importance, and rank higher on search engines. The cycle will continue to your benefit.
8. If all else fails . . . If you need help with your company’s PR strategy on social media, the staff at Three Girls Media & Marketing can do it for you—from posting tweets to writing blogs. You’ll be surprised what a relief it is to have professional marketing minds on your side.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: stevegarfield

1. It all starts with a “Pitch.” To get media coverage, it requires a professional, polished and strategic approach. Almost every single press placement in the media today started with a “pitch.”

2. What is a Pitch? “Pitch” is the industry term for a written introduction, usually an email. Fundamentally, it is a request. You are asking for someone in the media to do something for you. You are asking him or her to help you promote your business in a professional manner. Keep in mind that you are trying to sell the reporter on helping you with your need. How is it best to do that?

3. Keep it Brief. Media professionals are inundated with pitches every day. The Internet makes it simple for anyone to bombard them with words, many not carefully crafted, so the competition for their attention is fierce due to sheer volume. How will your pitch rise to the surface? Consider what you would rather read: a full page of solid type, or a few brief, concise paragraphs? Keep your audience in mind as you craft your pitch. Never exceed four brief paragraphs; two paragraphs will often suffice.

4. Write a Compelling Subject Line. Your pitch starts in the subject line of your email. Grab the reporter’s attention here. Don’t use special characters, smiley faces or other cute tricks. Be straightforward and to the point. Four or five words are usually sufficient for a subject line; anything more may be overkill.

5. Keep Their Attention. Strive to keep the recipient’s attention through the first sentence of your pitch. Let them know why you’re writing, and why they should care. Why is your service or product important, timely or different? If you can quickly and concisely convince the media professional that their audience will appreciate knowing about your product, that is the win-win situation most are looking for. Media professionals are only interested in things their audience will like and respond to. Tell them very clearly how your product or service will provide that.

6. Keep Their Attention By Deliberate Omission. Don’t include everything under the sun about your product, service or cause. Whet the reporter’s appetite so they want to learn more. If they do, they’ll definitely contact you!

7. Keep it Real. People love tangibles and samples. Be sure to include an offer of free samples, if appropriate. Definitely include a link to high-resolution images—at least 3×5, and 300dpi inside the body of the email. Dropping a few low-res images into the body of the email can be helpful too, especially if your product is visually striking. Links to your website or product pages are critical. Test links to be sure they work before you send the pitch.

8. Other Critical Elements. Make sure to include your contact information, phone and email. NEVER send attachments. They will likely get filtered to spam and you will have to reproduce your efforts, wasting time, energy and money.

9. A Pitch is NOT a Press Release. . . . although the two are not necessarily mutually exclusive. Remember, a pitch is a request for help, for exposure, for attention. A press release is a news announcement. If your request for exposure coincides with some important news, then include the press release below your brief pitch summarizing the news (see how to format a successful press release in last week’s post). Again, include it in the body of your email, NOT as an attachment.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: Will Folsom

1. What is it? A press release is a document designed to a) share important news with the media, investors or other key constituents and b) raise a company’s likelihood of being found by a search engine—in short, increase its SEO.

2. When should you write one? Any of these occasions would be a good reason to write a press or news release:

• Opening a new business
• Relocating an established business
• Winning an award
• Hiring a senior staff member
• Launching a new product or service

You may have other reasons to write a press release; just make sure that it is newsworthy and important.

3. What should you include? Always include your contact information in your release: email address, phone number, website and business address. Make sure your website is also hyperlinked.

4. How do you write it? State your news in the FIRST sentence of your press release. The recipient should be able to read the first paragraph and know exactly what the story is. Be clear and concise, and follow the first sentence with supporting facts and information. A release should never be more than three to four brief paragraphs—about 500 words, written in the third person. Short and succinct is better than long-winded and filled with extraneous “fluff.” You want a media professional to be interested enough to call you for more information, not bored by overkill.

Including a quote by someone directly associated with the news or by a company executive builds credibility and interest as well.

[NOTE: A press release is NOT designed to promote events. That's done via a Media Advisory, a document related to the press release, but which has a completely different format.]

5. How do you format it? All press releases should follow the Associated Press Style Guidelines. Refer to this diagram:

• Company logo or letterhead at top.
• Far left: contact information
• Far right, in CAPS: FOR IMMEDIATE RELEASE
• MAIN TITLE IN CAPS. Subtitle (if any) in Title Case, below MAIN TITLE.
• The body is double-spaced, no indentations.
• Place three number signs (# # #) centered at the end of the body.
• “Boilerplate” language including basic information about the company, or indicating whom the media can contact for additional information.

6. How do you submit it? Press releases are rarely sent by mail or fax any more; most are sent to journalists via email. Avoid sending your release as an attachment, as it may get filtered into a spam folder. After the email salutation, draft one or two sentences indicating the nature of the news, then include the entire release, properly formatted, below that, in the body of the email. Three Girls Media & Marketing recommends keeping a database of media contacts, updating it frequently so you can email reporters directly (If keeping this kind of information is daunting, ask how Three Girls can help manage your media contacts).

Many companies post their own news releases on a press release-specific webpage. To gain maximum exposure, send them via a wire service such as PRWeb or MarketWire, which sends your release to hundreds or thousands of media outlets. In addition, media releases can be submitted online to free press release-specific websites, such as www.FreePressRelease.com. The releases on sites like this are often more “chatty” and blog-like, however we still highly recommend that you follow established press release formatting. Posting a release to this kind of website does not get your news into the hands of media professionals, but it does serve to increase SEO.

Sometimes it is tricky to know exactly where to focus your press release efforts. At Three Girls Media & Marketing, we pride ourselves on writing media releases that get noticed. If you have big news and don’t want to take any chances on your release, please call us at (408) 871-0377 for assistance.

We would love to hear your press release success stories! Please share them in the comments below.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: RB design + interactive

Three Girls Media and Marketing’s Helpful Insider Tips:

1. What to promote: Most business owners focus mainly on products. Promote not only your services, but also gift certificates and events for the holidays, too! Announce events to local event calendars such as those in regional and neighborhood newspapers’ community sections. Many magazines list holiday events as well, the key is getting the proper information to the media outlet in the appropriate time frame.

2. Have the media FIND YOU. Believe it or not, you can actually have reporters and media professionals come to you! These are three free, legitimate internet services you can use to help the press connect with your company: www.HelpAReporter.com, PitchRate.com, and ReporterConnection.com. On these sites, media professionals indicate the kinds of stories, products or services they are looking to highlight in their media outlet (magazine, television, newspaper etc.), and will seek you out if you respond to them with a well-designed pitch.

Simply sign up for a free account and you’ll see press queries in your inbox every day! If you are unsure how to respond to these queries, or do not have time to manage the required follow up, contact Three Girls Media and Marketing to see how we can assist you. These services are a gold mine of publicity opportunities; don’t pass them by.

3. Be Proactive. You need to be proactive in order to reap the benefits of press coverage during the holidays. Find a website you like, and get in touch with the person producing their gift guide, community calendar etc. Do the same with other types of press. If you are friendly and helpful, and have something the press is legitimately interested in, they may want to work with you first.

4. Be Prepared! All this great work will pay off, so you need to be ready to respond! Have samples ready to send, have an offer of services the press can use to get familiar with you, and be ready with high-resolution pictures (at least 300dpi and 3×5 in size), or additional information as needed.

If preparing your business for the holidays seems like a big undertaking, it is. We at Three Girls Media have proven results in obtaining holiday publicity. We would be happy to meet with you to discuss your holiday strategy, so that you, too, can see your name and product featured prominently and gather market share during the height of spending season.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: stevendepolo