Know-How Exchange : Advertising/PR

(Aside: people aren't looking for seminars in achieving goals (that's his service) - they're looking for more money, more time, more visibility, etc. Focus on the key benefit in the copy.)

It depends on who your client's target market is.

For example for small/local business, contact the local Chamber of Commerce offices. Provide a free intro class to build interest in his seminars.

How about gifting some presentations to Rotary Club, Lions Club, Kiwanis Club members? Members of service organizations might be their target market?

Has he given many presentations in the past? If so, I would reccomend contacting past clients and asking them if they know of anyone that would want a similar presentation.

Jay is right about figuring out what the benefit of the presentation is. Companies need concrete examples of what they can gain from this.

Does he have any videos of his presentations. It might be worth distributing those to any local networking groups, the chamber of commerce, large companies, school districts, colleges, etc. Again, be very clear on what the benefits can be. Has he posted any of his presentations to You Tube? If he doesn't have any videos I would add this to the list of things to do. If a picture is worth a thousand words then a video must be worth millions. I would be sure to have this professionally done.

If he doesm't have a lot of past presentations, Jay is right that giving away some to any of the groups that businees leaders join would be a great idea. At that time he would want to have some information to pass out the the audience on what he can do for their organization/company.

Hope this helps,
Mike

I suggest you read Tom Peric's book, Wacky Days.

Tom outlines dozens of ways for folks like this to rake in free publicity.

With both of you being good networkers, I would assemble a handful of case studies that demonstrate how real people have benefitted from your client's services and feature them one-by-one on the website and offer them in an opt-in enewsletter.

Via social networking sites, develop a dialog with members who are also looking to develop, expand and meet their goals. Encourage dialogue about significant things that your client's clients did with his guidance that helped them to better achieve their goals.

Take a couple of these stories and share them with local business media. People in a down economy are looking for better ways to establish new goals and focus on them to not just succeed in business, but survive.

Definitely contact local professional organizations (builders leagues, medical associations, realtor associations) and offer to give a free talk then bring your merchandise to sell. I do these for a number of organizations and always sell out my books at the end. Chambers usually won't let you speak unless your a member. Rotary/Kiwanis/Lions will let you speak but usually the crowd is too small to make a good profit off of merchandise. Call the meeting planners at local hotels and ask if they would recommend you to be a keynote for upcoming conventions. Make sure you have a one sheet to send out about your client and his workshop. You can also reach out to local businesses - cold call HR departments - and sell your client.

When pitching press releases - you should reach beyond Peter's list. While it's good - thousands of people get it and are pitching the same leads. Write an interview press release listing the topics your client can speak on in the media. Then pitch it to radio/TV/print and internet media.

Some good suggestions already, so I'll just focus on one more area.

You mentioned he has a web site, does he have a highlight video on it? Those can be great for potential clients who find him through search engines and/or those who are referred directly.

Look over that web site and critically evaluate it. Does the copy address potential client needs? does it position him appropriate to the marketing strategy? does it contain enough of the key words potential clients will use in searches for these services?

Best of luck!