Excerpted From McCauley's Marketing Manifesto
http://www.freepublicitygroup.com/marketing_manifesto.html
There has been a great deal of talk lately regarding whether it even makes sense to approach traditional journalists anymore when attempting to create publicity for you, your product or your service. The answer to that question is found in the client profiles you create. That being said, if you find that you must necessarily pursue this as part of your marketing strategy, I offer the following from McCauley's Marketing Manifesto, Section H, Media - Traditional Journalists:
MEDIA – TRADITIONAL JOURNALISTS
1. The media does not care about your product or your service
a. This is because the media is interested in news
2. The media really has no reason to care about your product or your service
a. This is because the people in the media are paid to report news. A sales pitch does not qualify as news.
3. The media WILL begin to care about you, your product or your service ONLY if you present something that has real news value
a. Real news value can mean many things at different times. Even if your message has real news value, it is always up to THEM to decide how this will be judged and how important it might be to their slice of the mind of the public. It is not up to you. Don’t bug them. Feed them quality information instead and be patient. Demonstrate that you know your subject and that you are a real professional. Don't call us, we'll call you is a good rule to keep in mind.
b. You will be forced to jump through their particular hoops if you hope to get coverage. Every one of these will have a different set of hoops. However, media people are accustomed to getting ‘pitches’ so, learn how to pitch effectively.
c. That being said, a 'pitch' to a journalist is NOT the same as a 'sales pitch'. They are two completely different things. This too is an art form with a huge learning curve. If you do not know the difference, don't even attempt it. I will say it again - traditional journalists are not paid to listen to sales pitches; they are paid to report news that is important to the public.
4. Traditional journalists, though still important, are not AS important as they once were.
a. If your potential buying profiles are still watching TV, listening to radio or reading newspapers and magazines, then you will need to learn to pitch well as you will necessarily need to get coverage in tv, radio, newspapers and magazines. If your potential buyer is using the Internet exclusively, concentrate your efforts there instead. Due to the move by journalists to the Internet, (and if placed properly), your message will be picked up by default. Remember that it is always best to create relationships with the media and not to be perceived as a huckster. (See 'The End Of An Era' located in the articles section of this site"
b. 'THE MEDIA' is not a thing. The media is a group that is comprised of real, live human beings. Remember that always. Treat them with courtesy, dignity and respect as you would anyone else. They are busy people and you must respect their time.
5. A media release is a one time, very directed news communication tool with a time limit
a. Never use a cookie cutter release. Never use someone else's release as a model. You will be seen to be like that guy in the bar - you know the one - the guy that goes from table to table saying exactly the same thing to every girl in the place, hoping to get lucky with someone - anyone. Using someone else's release as a model is like asking someone if you can read a letter they wrote to their girlfriend, copying it and then sending it to YOUR girlfriend. The results will be pretty much the same.
b. A media release may or may not directly create sales. Usually not. The purpose of the media release is to help create the 'buzz'. The buzz creates the sales. The media release is a vital component of the strategy and should be treated as such. If anyone tells you anything different, run away, run away.
6. The Internet is fast replacing traditional media (duhh)
a. There are two types of improvement models:
Constructive: This is where a new idea improves upon an existing model in some way, leaving the existing model in place
Destructive: This is where a new idea completely replaces the old model, rendering it obsolete.
The Internet could be said to be a destructive form when applied to traditional media. Though this will not happen immediately, the Internet will eventually most likely completely replace tradtional media. Newspapers are really feeling the heat now. Radio is not far behind.
For now, depending upon your target profiles, you may need to use both the Internet and traditional media. Don't ignore either. It is your specific profiles that will determine which should be used and in what ratios.
Posted by Don at Free Publicity Focus Group
Friday, August 28, 2009
Getting The Attention Of The Media
Friday, December 5, 2008
Free Publicity Focus Group Announces New Web 2.0 Press Release Services
[December 4, 2008 - Holden Beach, NC] The Free Publicity Focus Group today announced a new press release service. Dubbed the 'Web 2.0 media release', this service takes advantage of the power of audio, video, social bookmarking, and a host of other features not available through the traditional press release model.
'It is a model for both the present and for the future,' stated Don McCauley, founder and facilitator of the Free Publicity Focus Group, 'and frankly, the time for a service such as this came a long time ago. It is evident that the traditional release, though still viable in many respects, is quickly being surpassed. Historically, the ability to get that release into the hands of the public has represented a challenge, due to the fact that traditional print media is limited in regards to space, and traditional electronic media is limited in regards to available time. The need to incorporate 'direct-to-the-consumer' news releases has not only become necessary - one could say it has become urgent. Current Internet technology makes this very easy to accomplish.'
The Web 2.0 media release incorporates resources that are simply not available in traditional news releases. These include, but are not limited to:
* Graphics
* Social Bookmarking Tools
* Audio
* Video
* Links
* Referral Tools
and a host of other resources. In addition to the social bookmarking aspects of this style of media release, these releases can also be highly ranked by search engines such as Google and Yahoo. Links to media sites, such as YouTube, allows for a single release to serve as a media experience, rather than a potentially boring, flat text file.
'Assuming the release is properly structured, i.e. keyword and search engine optimized', stated Mr. McCauley, 'this style of release can also serve to drive the release and the information to the top of these search engines. That fact, combined with the power inherent in presenting the information in audio and video formats, makes this style of release both an informational tool and a very powerful, direct-to-consumer marketing tool. The days of struggling to get a single release printed in a newspaper or magazine in a single market are quickly passing into obscurity.'
In addition, the ease of bookmarking the release on social marketing sites adds the potential for making the release a viral marketing tool through the utilization of tell a friend links and other information sharing tools.
A sample of the Web 2.0 press release can be seen at http://www.freepublicitygroup.com/pressrelease_web2.0.html. For more information, including options and price quotes, contact Don McCauley at the Free Publicity Focus Group by email at don@freepublicitygroup.com, or call 910-842-9248.
The Free Publicity Focus Group specializes in demonstrating how anyone can build a massive marketing and publicity campaign for little or no money. The Free Publicity Focus group brings 30 years of marketing experience to the table for their clients. Services include, but are not limited to publicity and /advertising strategy analysis, marketing plan development, campaign development, website services, traditional and web based publicity services and a host of other services.
The above release details something I've been meaning to do for a long time now. I have finally decided to offer this service because, as I see it, if you are not using a 2.0 media release in addition to the other tools in your bag of marketing tricks, that WOULD be a stupid marketing trick . . .
More at http://www.freepublicitygroup.com
Thursday, October 23, 2008
Stupid Marketing Tricks Part II
Watching TV Is Exhausting . . .
. . . and exasperating, I might add.
Karl Greenberg of Media Daily News says it better than I ever could. However, I would also add that the same holds true for radio (especially), newspaper and magazines. The article he wrote is located here:
The public, by and large, is fed up. The use of commercial skipping technology is on an ever-upward trend. I have commercial skipping technology on nearly all my electronic devices. I call it the 'mute' button.
People want to buy. However, they do not wish to be sold. Giving the market what it wants, in the way it wants it is key, but does require a completely different set of strategies.
As I have said many times - giving your potential buyers a message, using intrusive advertising tactics not only does not work, it causes them to actually resent your message.
The entire world of advertising is slowly moving towards being lumped under the 'spam' heading.
Do you really want your potential buyers to actually resent your methods? If so, keep shoving advertising in their collective faces. If not, draw them in with strategic publicity strategies.
To be fair here, running intrusive advertising certainly is not a Stupid Marketing Trick . . . yet.
More at http://www.freepublicitygroup.com
Saturday, October 11, 2008
Some Marketers Just Don't Get It - Part IV
In the last few posts I have discussed the fact that, to become a successful marketer, you must think like a leader, as your communication will flow from your perception of yourself. I also mentioned that a key component in this is that you learn to provide good content to your potential clients or customers, as this is what they desire.
Have you ever signed up for a newsletter? If so, I think you will agree with me that there are basically two types:
In the first, which I shall call Style One, we are pleased to receive a flow of information we both need and desire. Normally, these types of newsletters will start by quoting a recent report or study ie 'XYZ Special Report - Recent Study Shows More Seniors Going Online'. Then, we are presented with perhaps the facts or reports that give us the details. Finally perhaps, we are told why this is important to our business. And then, at the end, we are told that XYZ is a leader in developing effective email strategies.
Style Two is decidedly different. It goes a little something like this -
"Don - NEWS FOR YOU! More seniors are going online! YOU NEED THIS REPORT NOW! Special Discount Pricing FOR MEMBERS ONLY!'
Hmmm. Now, which of these two do you believe will catch my attention, assuming I am a real businessman (with a marketing budget) interested in creating a successful business that involves email marketing?
Style One demonstrates the potential for thoughtful analysis, real facts and rock solid information. Style Two sounds like it was written by a carnival huckster.
Now we must ask the real question. Whom do you trust? The businessperson who provided the information in Style One, or the shady character that jammed Style Two down our throats?
Credibility is key. You will never succeed in marketing without it.
I asked you to think of yourself as a teacher. Now I will ask you to imagine yourself as a consultant.
It is said that consultants make the big money. Why is this so? It is because they provide facts and proven strategies - impartial information.
Real leaders - teachers and/or consultants - do not use these styles of communication. They impress us with the fact that they are credible and really have the best interests of others at heart.
Likewise, nothing impresses me more than a marketer who will admit his competition is also quite good at what they do. This creates a level of credibility in my mind that can be produced in no other way. This shows honesty.
You are a good businessperson. This does not necessarily make your competition 'bad'. If you say this, you will totally lose your credibility. If you even hint at this, you will lose some credibility. A real consultant, real teachers, know that they are not the only ones on the planet with good ideas, theories, methods or techniques.
When learning to create free advertising and publicity, one need only to stop thinking like a marketer and to start thinking like a publicist. Likewise, to become a really successful marketer, one need only to stop thinking like a marketer and start thinking like a consultant.
The whole timbre of the communication offered will change. Others will perceive you in a whole new light. Likewise, YOU will perceive you in a whole new light.
Teachers and consultant are perceived to be leaders. That perception - being perceived as a leader - will cause your sales to soar.
Imagine for a moment that Albert Einstein, after developing the Theory of Relativity, had put out an email to his constituents:
"Don! You Gotta See This! I have developed an entirely NEW, secret Theory of Relativity! I am offering this report to only a very SELECT group of people. You need to HURRY as they are going fast! The price, now just $97, will most likely be raised to $147 very soon. GET IT TODAY!!!!!"
Testimonial " Albert, you are right on the money with this one! This has provided me with everything I need to know to build a rocket ship! Everyone needs this report! Thank you, thank you, thank you!"
"Order my 'Secrets To Relativity' Report today and I'll throw in bonuses worth over $4900! Blah Blah Blah"
Now, would we have put any faith in what he said about the Theory of Relativity? No. Neither will anyone put any faith in what you say if you use this type of communication. This type of communication puts you in that carnival huckster category (in the perception of real business people) in nearly every case.
It goes without saying that, if you wish to market anything successfully, you must become a valued, credible resource to your potential clients or customers. You must become a leader. In your own mind. First.
And then you must speak like a leader . . .
More at http://www.freepublicitygroup.com
Saturday, October 4, 2008
Some Marketers Just Don't Get It - Part II
I mentioned that the key, the Holy Grail, the single factor that will determine your success or failure in marketing your product or service, more than any other factor, is your ability to create relationships with your potential customers or clients. Real relationships.
No, I am not talking about one of those long distance, auto-responder kind of relationships. I AM talking about REAL relationships that are built on trust, effective communication and are mutually beneficial.
I would like to try a very brief project now. Please complete this before you continue reading. Ready?
Please write down the names of 3 businesses that are just like your business. Write the names of 3 companies or people who do what you do, in the same way you do it. Do this before reading on . . . .
I'll wait . . .
Got it? Good.
Can't think of three? That's fine. Now you can continue reading.
If you managed to think of 3 businesses like your own, you get an F.
If you could not think of a single business like yours, you get an A+.
The first step in creating a relationship that will produce new clients/customers is to differentiate yourself from your competition ENTIRELY. You must claim a position that is uniquely yours. This is basic branding and positioning.
If you want to experience mediocrity, simply do what has made others successful. That is the sure road to eventual failure. This, unfortunately, is the road most marketers take, as it is the easy road.
Your situation is completely unique. Copying someone else's methodology is akin to wearing someone else's eyeglasses. You might be able to see, but you will not see well.
It goes without saying that, if you wish to achieve stellar success, you must be perceived to be at the very top of the proverbial food chain. You must be not just A leader, but THE leader.
But how, I hear you asking, can I be the leader when I am currently located at the bottom of the damned chain?
The answer, so elusive to those new to marketing, is this:
Simply assume the lead.
Imagine for a moment that you are, really are, the leader in your industry. Imagine that your company sits at the very top of this chain. Vividly imagine this for just a moment in your mind. Now ask yourself:
What would the leader in this industry do today?
What would the leader in this industry be thinking today?
What decisions would the leader in this industry make today?
What beliefs would the leader of this industry hold?
And, most importantly, if you were the leader of this industry - if this were true - what would you say to others?
Now, say it.
You must learn to act, think, decide, believe and speak like THE leader in your industry. When others hear what you have to say, whether that be on your website, in your articles, in your posts or on your blog, they will recognize clearly the fact that you ARE the leader.
It is vital to your success that you change your perception of yourself first. Changing your perception of yourself will change your style of communication completely. It is this style of communication that will draw customers and clients to you, more than any other factor.
When you are perceived to be the leader by others, people will come in droves and will very much want to create those relationships with you. People do not want to associate with mediocrity or middle of the road success.
Think about this. What communication style attracts you? Suppose you are seeking good advice about a business project. Which of these two people would you have a tendency to believe?
Person A: "I tried a few things, and I think this might work . . "
Or
Person B: "This is precisely what you need to do today . . . "
When you are perceived to be at the top, they will come to you.
Those relationships will never be formed unless you - YOU - perceive yourself to be the leader and know that you are worthy OF those relationships.
This is the primary step. This is Psychology 101. This is NLP Modeling in its most basic form.
Take a moment today to think about those you perceive to be the leaders in your field; those you wish to emulate. Now ask yourself - Are they mediocre? Do they apologize and/or argue? Do they waffle? Or do they speak with absolute confidence and authority?
Leaders do not follow. Leaders lead. You must do the same if you wish to experience the same success. Do not copy the leader. That will make you a follower. Lead.
In the old days, the saying was 'Build it, and they will come.' In this new marketing model, the saying has become 'Build YOU, and they will come.' You see, in this new model, leadership is no longer defined by an established brand name. The old school, lumbering big boys on the block can no longer stand solely on their reputation.
In the Internet free market model, everyone is equal. Leadership is now taken by those who are on the cutting edge of thought - not past leadership or reputation. It is not based on yesterday's success. It is built upon the ability to think forward. Those who look to the future, not to the 'this is the way it's always been done' past, will lead.
In reality, you may not be the leader. However, this is the chicken or the egg theory. To become the leader, you must first believe yourself to be the leader.
Assuming the leadership role in your own mind will not actually make you the leader. However, when you take on the leadership role in your own mind, every aspect of the way you approach your business will change. But what will happen immediately is that your communication style will change completely. You will speak with the authority that comes from confidence in yourself and confidence in your ideas.
Only then will you be able to build relationships built on trust.
Tuesday, June 24, 2008
Even More Proof That The Internet Is Hurting Traditional Media
If there was ever any doubt, here is the proof . . . .
Check this out
If you have not yet made a change in your strategy, now is the time.
Tuesday, May 27, 2008
More Bad News For Newspapers And Print Media
Erik Sass, in Media Daily News wrote this morning, and I quote, . . . .
"U.S. marketers say they will be cutting print and boosting online ad spending over the next three years, according to a survey by Eloqua, a Canadian-based company that helps marketers increase lead generation and customer acquisition with integrated campaigns, including online and offline components.
The survey, titled "State of the Marketer" for 2008, asked roughly 200 marketing executives from companies with revenues between $10 million and $500 million about their plans for the future.
Overall, 90% of respondents said they plan to increase online ad spending, and 15% said they would boost it "radically." Seventy-eight percent said they will increase spending on social media, 74% on email campaigns, and 65% on mobile texting.
In part, respondents said the move to digital media is driven by increased pressure for accountability in marketing by the rest of their organizations, with 86% saying corporate pressure has increased over the last three years.
The outlook for offline media isn't as promising, with print media taking the punches. Fifty-five percent of the marketers surveyed said they anticipate spending less on print advertising in three years. The Eloqua study did not specify newspapers, magazines or both."
The article is here:
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=83381&Nid=43132&p=932294
Saturday, April 5, 2008
Get Booked On Radio
Mark Kaye is offering a teleseminar that may interest many of you.
Mark is offering a money-back guarantee if you are not satisfied with the information he will be providing here. Mark produces results and he certainly has the experience. I recommend you take a serious look at the seminar here if radio or tv is a part of your marketing plan!
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