Question

Topic: Advertising/PR

Got The Article...now What?

Posted by Anonymous on 3/16/2010 at 10:11 AM ET 87 Points
Now that we've got substantial press in the form of a 2-page spread in the local business journal (we only target locally), how can I get the most of this article without looking like we're just beating our chest?

The article ran last week (weekly publication) so there might be a small sense of urgency.

Would love your thoughts.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by CarolBlaha on 3/16/2010 at 10:14 AM Accepted
    Get over it. Beat your chest. Be bold. In today's market being bold will get you the edge. Get reprints and hand them out. Go to other print publications and get another article. Get on the news.
  • Posted by Gail@PUBLISIDE on 3/16/2010 at 10:20 AM Accepted
    In addition to what Carol suggests, post links on your social media platform where you hopefully have hundreds if not thousands of interested eyes.

    Many publications don't care, or will even stray away if you show them where you've been published before. State your story with color and facts, and they will hopefully listen. If it's a local outlet, they likely saw it anyway.

    Have your friends talk up the story...provide incentives for them to share.
  • Posted on 3/16/2010 at 10:24 AM Author
    So send say, 50 copies, to hot prospects saying what? I always go back to the "what's in it for them" mantra?

    What can I say in tandem with this article that will convince them that this is "for them"?

    Thanks!
  • Posted on 3/16/2010 at 4:58 PM Author
    Thanks. I've already posted on my website and will post to social media shortly.

    1)Also, would you email the article to clients or send them a printed copy with a "thanks"?

    2) My question would be how to engage "hot" prospects (non-clients) - i.e. those who would NOT see social media?

    Thanks!
  • Posted by CarolBlaha on 3/16/2010 at 5:50 PM Member
    Don't show them the article. I have leveraged my articles to another venue by saying, others have found this newsworthy. I have aunique slant. And then I tweak it to how it is more customized to their publication.
  • Posted by marketbase on 3/17/2010 at 5:51 AM Accepted
    Don't forget to add the the "As seen in.....XYZ publication" line as a reference to letters and subtitle for subequent ads.


    Best.
    jag
    MarketBase
  • Posted on 3/17/2010 at 11:15 AM Author
    I have a 40+ copies of the article...I might just send them the entire article...Is that advisable to send to our "hotter" prospects?
  • Posted by CarolBlaha on 3/17/2010 at 8:16 PM Member
    Put it on the website. "As seen in" as marketbase said.

    Sending to your hottest prospect is too passive. It should be in the sales collatoral to add as necessary.

    You should leverage this article to get more articles.

    Editoral articles like this are more powerful than advertisements, they take on credibility. What they do is inspire the reader to call you.

    The article, as you say-- will not be a call to action for someone to buy. But it's a tool in the toolbox to establish credibility.
  • Posted on 3/18/2010 at 11:04 AM Author
    Thanks Carol & thank you to everyone. Here's what I gathered from your suggestions.

    Certainly my intention was NOT to just send it in the mail and wait for the magic to happen.

    I actually had 2 thoughts that I wanted to run by you:

    1) Send to prospects along with a sales letter and perhaps some complimentary marketing collateral (as NuCoPro suggests)

    2) Send a "Thank You" to clients to say that it was their business that providedt the great press. (And say that we're looking for more clients just like them)

    Your thoughts?
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)