Got Publicity? 18 Tips for a "Newsworthy" Business - Part 1
by Sue DiFranco
Copyright 2003 Sue DiFranco/Fun Facts Publishing
Media publicity is a cost-effective way of getting information about
your business out to the world. But the news media looks for press
releases on items that are actually "news" - so your release on the fact
that you're the best business ever probably won't fly. There's a fine
line between advertising your business and offering the media valuable
news and information. So, here are some ways to make your business or
service newsworthy.
1. Customer Spotlight. Is there a customer who has a special story, or
who has used scrapbooking in a unique way? Have any of your customers
won any national awards or been published in an idea book? Spotlight
their success.
2. Why did you start your business? If you are one of the only scrapbook
businesses in town (this is divided by areas of business - for example,
there may be a store in town but you're the only custom scrapbook
artist), let the media know why you decided to open. Were there no
stores within a two hour radius? Did many people approach you to create
scrapbooks for them?
3. Prove a stereotype wrong. Many people think that scrapbook
enthusiasts are all basically the same - female, married with kids, of a
certain faith, etc. This couldn't be further from the truth! There is a
growing diversity among scrapbook enthusiasts, embracing many cultures,
religions, genders, and ages. Write a release spotlighting this fact.
For more information on this topic, please see our book, "Scrapbook
U-Diversity: Redefining The Scrapbooking Industry."
4. Do a customer survey. It may help if you include some "controversial"
questions. Then write a press release about the results of the survey.
5. Sponsor a "Kids Rule!" day. Consider having your son or daughter, or
those of a friend or employee, be the boss of the business for the day.
Invite the media to peek in on the fun.
6. Tell your story! Is there a "rags to riches" element of your story?
For example, how you went from a laid-off dot-commer to someone who
launches her own business and becomes successful. (Hint: the media love
"human interest" stories like this.)
7. Be a do-gooder. Put together a project for your local community.
Provide free classes and product to inner city youth groups, or other
organizations. Host an evening benefit and donate all proceeds to an
organization. Good for publicity, good for your karma.
8. Appeal to the problem that your business solves. Write a release on
Scrapbooking 101, what damages photos, and what to do about it.
9. Give an award. Give out an annual award that you give out either to
someone in the community, or a customer.
Part 2 (Nine more ideas...) > > >
Sue DiFranco is the founder of Fun Facts Publishing and the
author of more than a dozen books on building and marketing scrapbooking
businesses and services. This article was based on her books, "Secrets
of Scrapbooking Success: Making Money, Making Memories," a detailed
overview of the business opportunities in scrapbooking, and "Make Money
Scrapbooking For Others: The Complete Guide to Creating the Career of
Your Dreams," a 200-page Super-Success manual. Visit
http://www.funfactspublishing.com to read a library of FREE
information and get started today!
More Scrapbooking Business Articles
