Ideal Marketing Company Blog

These ideas are discussed at the new Leiccetershire Marketing Seminar run by the Market Harborough based Ideal Marketing Company

A news release is like a short, pre-written article that people in the media can use and adapt as they wish.  But what about having your own article in the press?  The trick here is not to write a completed article, instead you want to pitch the idea of an article.

Select the type of publications that your target market reads - so if you want to target plumbers contract the various plumbing trade titles with an outline of what you are proposaing summed up in 2 sentances for example:

Whilst most plumbers are busy most of the time, few grow their businesses beyond small 2 person orgaisations.  Would you be interested in an article on how one Market Harborough based plumbers more than doubled in size over a 2 year period by adopting simple to use marketing ideas that enabled them to win more than 90% of all projects that they bid for.

Now not every plumbing magazine would be interested in that idea, but lets say 3 out 10 were.  They will then give you the number of words they want and a deadline they require the article by.  Your job is to write the basic article and then vary it as much as you can for the titles who come back to you.

Study the style of article in the magazine - some use a very punchy ‘top 10′ style approach.  Others  use a lot of quotes as if it was an extended interview.  Make you article suit the title.  Don’t ever send off the same article to all three titles - imagine how much they will hate printing the same article as their arch rival!  Also, make sure you change the headline, offer different photos etc.

The end result will be an article that will generate more enquiries than an advert would, but you won’t have to pay for the space in the title.  It will give you credability and generate enquiries and position you as an expert in your field.

This entry was posted on Friday, September 21st, 2007 at 7:11 am and is filed under Business Thoughts, Goal Setting, Ideas & inspiration, Marketing Blog, Marketing Consultancy, Marketing Help, Marketing Leicestershire, Marketing Mentor, Marketing Seminar, Marketing Support, Marketing Talks, Northamptonshire Marketing, PR. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.