You can publicize your service or product with a pamphlet or booklet. Topical subjects such as saving ....
... energy orcutting costs are always newsworthy. Naming new trends orbuying habits can equally be publicized.
Take a look at the magazines and trade journals in yourarea of endeavor. Are there special sections forinteresting tidbits of the industry? Maybe there's asection for new products, or even a section that comparesproducts.
Does your product or service have something special thatcompetitors don't? Maybe yours is the best - and -best' isnewsworthy. Does yours have the longest resiliency, or isit made from the best materials? Maybe your service isnoted for complete satisfaction or reliability.
These aspects are especially important for the bigmanufacturers. Trade journals cater to the specialindustries, and those in the trade always want to considerthe best product investment - especially when spendingthousands of dollars.
An oil company sends out free booklets on maintaining yourcar; a travel agent prints a brochure on the most beautifulvacation spots; a dry cleaners gives out a flyer on gettingout stains as soon as they happen.
What promotional literature can you tie into your business?And it doesn't need to be product oriented. Some largecompanies produce tips on employee relations or benefits. Many print their own newsworthy in-house publications.
Any special message booklet is a public service and isworthy of free publicity. Some interesting information canmake a good feature if followed up by a reporter. Or you may write your own feature for magazines.
You can get your literature designed and printed by a localprinter at minimum cost. Don't go for an elaboratefour-color booklet unless you can afford to. Consider what you can get at the least expense and then work from there.>From a small investment, you may get thousands of dollarsworth of free publicity.
Always include the name and address business number of yourenterprise on the brochure, and offer copies for thegeneral public as a free give-away or as a bonus forservices.
When you don't have a specific news release or a specialbooklet to publicize your enterprise, you may solicitpublicity with a letter to the editor of the section thatsuits your endeavor.
Rather than providing complete information, suggest thepracticality and timeliness of a feature or article onyour business or the owner of the business. Some people or organizations are famous in their own right and start sidebusinesses or enterprises. For example, celebrities openrestaurants or community theaters; financiers donate artcollections; a local orphanage may raise a phenomenalamount of money for a special cause.
A pitch letter is a highly motivating letter to get theeditor interested in the topic that will benefit yourcause. Type it on letterhead and send it personally to theeditor. You might call in advance and use it as a followup.
Get right to the point. Present the topic and the angleimmediately. Then, support the worthiness with somepoignant information concerning the topic.
Send copies of local publicity if you're building to anational level, or send copies of other news features thatrelate directly to your person or product.
Don't deluge the editor with too many clippings or anoverload of information. A few choice tidbits will sufficeto get that person's interest in doing a feature.
Close your letter with a mention of calling that person andthen follow up with a telephone call a few days later.
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