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

If you find yourself staring at the computer week in and week out, waiting for inspiration, try these tips:

• Create an editorial calendar. Plan three, six, nine months or even a year at a time. Start by filling in any upcoming events that are important to your business, then your industry, then your community. New location opening in 2 months? Tease the opening now, and devote a full blog post to the new location as you get closer to the big day.
• Be the reader. Think about your target audience and what they are interested in – your content doesn’t have to be all about you. If your business is outdoor gear, write about an upcoming work day at a local park. If you sell pet food, highlight the work of a local humane shelter.
• Get visual. People respond to photos and videos, so use them where appropriate. A “behind the scenes” look at your workplace might be fun, or give a sneak peak of a new product.
• Invite a friend. There’s no shame in inviting a guest blogger to post once in awhile. Your audience might appreciate hearing another voice. Consider an expert in your field, a co-worker from a different department or even a longtime customer.
• Be a resource. Collect information that might be useful to your audience. Try a top ten list or a collection of links. For example, if you are a CPA you could link to appropriate local, state and federal tax agencies.

Keeping your blog content fresh and informative is essential, but with proper planning it doesn’t have to be a chore! We can help you create custom blog content that speaks directly to your audience. Contact us to find out how.

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“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!

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1. Consistent Timing is Key. As with so much of our advice, consistency is key. Let’s say you are a realtor. You know that people don’t move often, but someone is always moving, and when a specific person on your contact list is moving, all those months of having sent out a consistent newsletter will now trigger her to think of you at this critical time. We recommend a monthly email newsletter; bi-monthly depending upon your industry and if there is a lot of flux. Money managers might consider this more frequent option, for example. Whatever frequency you choose, keep at it.
2. Consistent Branding. Like consistent timing, you want your image and branding to remain consistent. Use company colors that match your logo, including the fonts, tone, etc.
3. Consistent Categories. Along with your consistent branding, you can create an email newsletter with consistent columns or categories of information, like “What’s New,” “Staff Highlights,” or “Blog Articles.” If appropriate, include a coupon, service discount or special. Whatever categories or sections you create, have them be easily populated each time you prepare your newsletter so that you don’t spend a lot of time reinventing it each issue.
4. Take Time to Prepare. Don’t leave creating your email marketing newsletter to the last minute. It can’t be done well slammed together in half an hour. Allow yourself plenty of time to write the content, let it sit for at least an hour (overnight is better), and then come back to it and proofread, proofread, proofread! Spelling errors are costly public relations mistakes and diminish your brand in your audience’s eyes!
5. Find the Right Vehicle. One of the most-used newsletter generation software is Constant Contact. You can compare their service with Vertical Response or Mail Chimp. All offer a similar service, but one may be more appropriate for your budget or ease of use.
6. After It’s Written. After your email newsletter is complete, send it out to your customer and contact database. Then post the e-news to your social media outlets and your website. If you included a blog reference in your newsletter, make sure they mutually reference each other for increased SEO and exposure on the Internet.

If you would like to see these ideas in action, please ask to be added to our email newsletter.

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!

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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!

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Because time is precious to everyone, we want you to make every minute you spend promoting your business pay off! It’s a great time to plan for success.

1. The most important step: Set Aside Time for Marketing. Even if you have not yet identified your end results and incremental goals (below), it is vitally important that you set aside time strictly for working on your marketing strategy. We recommend a minimum of two hours per week dedicated only to marketing. Tasks to complete during this time include creating and posting content (pictures, blogs, posts, website updates), networking and following up on leads, and other action items resulting from the work you do in Steps 2 and 3. Later, it will also include reviewing marketing results (see Step 5). If you use a calendar tool like Google Calendar, block out weekly times for marketing work. Block minimum half-hour chunks so that you can complete something significant every time you engage in this work.
2. Identify your end results. What are the specific outcomes you intend for 2012? Most people want increased sales, but you may also need greater brand recognition and more clients. You may want to be known as an “expert” in an area. Focus on one to three overall outcomes, and use these to drive all your actions.
3. Set realistic goals. Within the overall results you want, set realistic goals. Let’s say you have a new product you want to promote. Think of actions you can take to get the word out. Setting up a website is fundamental and not difficult to get started. Getting your product mentioned in 10 magazines within three months might be an unrealistic expectation. If you aren’t sure what you should wish for, a consultation with a marketing professional is perfectly in order. Three Girls Media & Marketing specializes in helping small businesses gain insight, perspective and focus on their end games.
4. Find social media compatibility. Spend some time on the various social sites, and determine which one best matches your business image, goals and audience. Not all are right for every business (Please see our previous blog post about Social Media). Once you identify the top two, focus on them primarily (in addition to your website and blog), as your social media marketing targets.
5. Use helpful Internet tools. There are free Internet tools available to help you gain insight into your market, your strategy, and even your wording. Although they can seem overwhelming to a beginner, tools like Google Analytics are indispensable to the DIY’er. Analytic tools monitor traffic and sales conversion rates, among other data. If you pursue a social media marketing campaign, which we highly recommend, there are Internet helpers like Hootsuite and Sprout Social to manage posts and notifications.
6. Monitor results. Whether you use an analytic tool or devise another system (such as tracking payment sources, or calculating referrals received, etc.) reviewing results on a regular basis enables you to spot trends quickly, so you can make adjustments to your plan. Decide how often you will review the results of your marketing strategy—monthly, bi-monthly, quarterly— so you can fine tune for optimum ROI.
7. Consider other marketing strategies. Not all DIY strategies are sufficient for all goals. In-person networking is one thing only you can do. Many business owners like to maintain their own social media and website activity, but if you are unable or unwilling to devote the time required for that, we advise delegating this task to professionals. Other marketing to do’s best left to marketing professionals include such things as graphic design and business identity creation, press releases, or a sustained marketing program that includes outreach to media professionals or big name advertisers.
8. Be yourself. People generally respond to people, not images or names. Carve out time in your schedule to meet people, to be a resource of information and referrals for others, and to promote other businesses you admire. Being a source of positive energy and support to others is one of the best things you can do to market your business. The main key here is to be valuable to others before expecting or asking that other do business with you.
9. Don’t be afraid to get creative! If you don’t think you are a creative genius, call someone who is! The staff at Three Girls Media & Marketing thrives on finding creative ways for small businesses to meet their goals within their budget. Drop what isn’t working and try something new. If you don’t feel happy about something, find another way to do it, delegate it or stop doing it. If something is bleeding you financially, get rid of it. If you like what a friend is doing, pick their brain over what is working for them and copy it.

We wish you the very best, most fun, creative and financially rewarding year ever! Don’t forget: small businesses are the backbone of our economy. Be a great business, support local businesses and 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: jbj

• Don’t forget strategy. Aimless chatter on sites like Facebook and Twitter is just that: chatter. Know what your goal is with your social media outreach and keep that goal in mind.
• Don’t talk without listening. Tune in to social media channels to find out what’s important to your customers and clients, and then be responsive.
• Don’t get personal. Don’t use your business accounts for personal issues. Keep the two separate to maintain a professional image for your business.
• Don’t forget to spread the word. Make it easy for people to engage with you on social media channels by putting links in an easy-to-see location on your web site. Offer an RSS feed so that people can subscribe to your blog.
• Don’t post unclear messages. Give your posts some context. For example, if you are sharing a link, include a message about why you think your clients might be interested in it.
• Don’t be inconsistent. Abandoning your Facebook page or Twitter account for months at a time will lead to a loss of interest from your customers and potential new audiences. Update consistently to remain relevant.

Don’t get caught behind the curve! We can help with social media consultations and can even help you manage your social media presence, so you can be sure your business is presenting its best face on all fronts. Contact us to find out more!

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.