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10 Secrets for Free Media Placement
Why pay a high priced PR agent when you can get free media placement to promote your product, service, or book?
Follow these top ten tips for 2005 and it willbe your most profitable year yet!
1. Write an attention grabbing headline.
Realize that your headline must immediately"hook" a busy producer or editor at first glance. If your headline doesn't hook them, they won't read further.
2. Be certain that your book is appropriate for the target audience.
Do not send a media release about your romance novel to a radio show that interviews only nonfiction authors. Wishful thinking is well and good, but realize that shows KNOW their target market.
3. Realize that there is a difference in format when sending a release by email and by fax.
A faxed release and release sent by mail can beidentical. However, an email release requires carefulcrafting to get right and is an art onto itself. The keyconcept to remember is twofold. First, the subject line spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to the recipient's "bozo" file.
4. Be certain to include key information in a bookrelease such as your ISBN number, publicationdate, page count and binding, and if you likea small .jpeg of the cover.
5. You can increase your chances of being booked on a radio station if you offerto give away books on the show in yourrelease.
6. For media releases aimed at reviewers,include information on how they canget a book to review by email or fax.
7. Do not follow up to see if the recipientreceived the release. If this is a show orpublication you are keenly interested in,call them with "new information" designed to create more excitementin featuring you.
8. Keep a notebook with you and jot down names of appropriate mediacontacts as you read publications andhear radio interviews.
9. Journalists and producers need you and your news, but will lose respect ifyou hammer them with releases thatdon't apply to their market or beat.Discriminate.
10. Keep a "swipe file" of clever advertisements or headlinesyou can refer to when you needa creative boost.
Publishing Guidelines: You can publish this article in your print or electronic ezine as long as you include the resource box/signature line below. If you are using this for your web based ezine, please hyperlink to http://www.BuildingBuzz.com and send a courtesy link to mailto:email@example.com
Marisa D'Vari is author of the new book Building Buzz: How to Reach and Impress Your Target Audience (Career Press, 2005 . Access a complimentary 76 page reports on free media placement, as well as additional articles, at http://www.BuildingBuzz.com and can be reached at firstname.lastname@example.org
Naming Names... How to Name your Business
Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with "Slice A Day :: your slice on marketing"... First the purpose and vision of my site was to have people volunteer some marketing stories...true case studies of business owners and how they promote business. Then gathered the supplies for brainstorming. I had a sheet of paper, pencil and a dictionary/thesaurus. Let the brainstorming begin!I love really clever, catchy and visual names. It comes from having a web design and creative background. The AIGA.org hosts a local networking event called "Brew" with the tagline "where ideas perculate". I loved it! And to mimic it's genius, here is where that spark of inspiration took me.::: Start List :::? "grill - where ideas sizzle" ? "water cooler" ...sidenote: i thought that's where people really talk openly ? "feedbag - serving up ideas" ? "your market draw" ...sidenote: i don't know how i got here ? "evoke" ...sidenote: now i'm just writing words, synonyms ? "persuade" ...sidenote: this is where the dictionary & thesaurus come in? "convince"? "share"... a few minutes pass by... a few more minutes pass by? "Slice-A-Day.com" ...sidenote: visual images of pie and cake ...sidenote: slice is a portion of a bigger piece...hmm? "Share Your Slice On Marketing" ...sidenote: tagline that explains and supports vision ::: End Brainstorming List :::
Brand Name Identity in the Oil Business
I submit to you that Brand Name Identity in the Oil Business is just a important today as it was when Mobil Oil and McDonalds were building their brands. Perhaps in the future it may even be more so. I have often seen others using our business name and sought either injunction or stern warning. As a matter of fact I am preparing a lawsuit against the Federal Trade Commission for using one of his Brand Names and Federal Trademark in their Key Words and Meta Tags on the Federal Website, to attract visitors; a lawsuit which would have enough case law behind it to slam down the Federal Trade Commission with the help of the US Patent and Trademark Office.
Brand Boring or Brand Buzz?
I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It was a national company's ad. They pay an ad agency to write and produce their commercials. There are so many words at their disposal, so many descriptions, so many emotional statements to attract customers, why would they use the trite phrase, " knowledgeable, friendly staff to serve you"? Even if they couldn't think of anything exciting, they could have used, "if you've got questions, we've got answers", "we specialize in providing answers"?"specializing in premium products and effective solutions"."Try and stump the staff with your questions, they love a challenge". "We don't have all the answers but we'll help find solutions"
Tips for Creating Brilliant Business Names
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened "Premier Coffees". The names would be far more descriptive than their current ones. But they wouldn't embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it's unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.
Branding Yourself To Increased Profitability
Successful Realtors know the importance of branding their identities into the consciousness of the communities in which they live, like the big boys; Pepsi, McDonald's, Burger King, and other companies we know and have come to trust.
Boston Web Design Branding - Brand Identity Guru
A branding company's website purpose is to design websites that will attract attention, give a professional image and support the message you are trying to convey in writing. There are arguments for doing your website design in-house. However website design, search engine optimization and copywriting is a very specialized area and utilizing a website design company can pay big dividends.
Too Dull? Too Sharp?
You work hard getting the right cover message and words for your brochure. Now, you want to give it a look, an image.
Branding: Bring Back the Jingle!
Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day." Why is this?
Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!
Colour is essential to building a strong brand.
Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)
Make A Bold Promise Then Back It Up With An Awesome Guarantee
Having been in the franchising business all my life and understanding how hard it is to build a brand, I have probably read every other popular book on the subject. Some are good and most are excellent, as each one helps give you ideas on setting the stage for your brand marketing objectives. Branding on the Internet is somewhat new as before 1995 there was little if any Internet to speak of. One book I can recommend is:
Good Logos Make Great Sales Tools
Every day, the average person is exposed to millions of visual stimuli including hundreds of company logos.
9 Keys to an Effective Logo
The right logo, with the right characteristics, will boost your visibility, credibility and memorablity ? which means more business for you!
Branding Is Not Selling Out: ITS SELLING IN
Ever see an amazing band perform and wonder why you've never heard of them before? Ever see an astonishing artist on the street and wonder why isn't their work isnıt in a gallery? Ever see an astounding independent film and wonder why people all over the world don't know about it?
How Do You Define a Good Logo Design?
Everyone wants his company logo to be the best but how good is good? How do we define a good logo? Is it necessary to be colorful or an exquisite piece of art? Can a simple design work as a good logo? We are often in a dilemma.
Choosing the Right Color Palette
Color is a highly personal experience ? everyone has favorite colors, and other colors that they absolutely don't like. So, how do you determine which colors that will work for your business identity, and that will send the right message to?
Brand equity can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. For a brand to be strong it must accomplish two things over time: retain current customers and attract new ones. To the extent a brand does these things well, it grows stronger versus competition, and delivers more profits to its owners.
The Brand Called You
The best brands always try to do the right thing, so that their reputations will remain unsullied. But beyond that they grow, evolve and get better with time, while maintaining their special qualities from the past.We all have a personal brand with social, cultural, intellectual, and personal needs that may not necessarily be addressed in our daily work. Address these needs and you begin to improve your brand. Here is my agenda for building your brand.Join and participate in community and professional organizations Generate media coverage about your brand Stay in touch, or renew old ties with friends, family and business associates Let's examine how each one improves your brand.Join and participate in professional and community organizationsThe best brands grow, evolve and get better with time, while maintaining their special qualities from the past.Professional and community organizations provide ample opportunity to learn and grow.They provide professional development opportunities. They allow you to network with peers as well as with people you would not necessarily ever meet in the normal course of your workday.For instance, I am a member and served on the board of our local International Association of Business Communicators chapter. This allowed me to broaden my contacts in the corporate communications world, as well as form a number of friendships I probably never would have developed. I'm also a member of the North Carolina Citizens For Business and Industry. Here I meet people from all walks of life and all work disciplines. Finally, I am involved with Charlotte Reads, a local non-profit that focuses on literacy issues. This allows me to use my communication experience in support of an issue I feel very strongly about.But it's not enough to just join groups: you must participate to benefit fully. As a participant you have the opportunity to stretch, to gain confidence in yourself. Learn to lead by involvement on the board or in a special project.If you are a communicator by trade, try being treasurer for the group to exercise the other side of your brain, or take on a special project about which you feel strongly.Generate media coverage about your brandAll that professional and community involvement will certainly lead to opportunities to leverage that involvement into news about the brand called you. And, of course, there will be promotions, new assignments, and awards at work, too. More opportunities to make headlines.Your achievements are of interest to local print, broadcast, and online media, particularly the business pages. In Charlotte, the Observer has a weekly feature called On The Move spotlighting someone in a new position. The Charlotte Business Journal has a similar feature called Moving Up. If it is a big enough move and your company won't do it, pay the estimated $150 to place it on BusinessWire or PR Newswire. Consider it an investment in your future. Don't forget trade publications serving your industry and alumni publications.Seek out speaking engagements and write guest articles, too. This is yet another way to publicize your brand. And don't forget to do news releases when you make a speech or write an article. It's all about merchandising.To stay top of mind, you might even want to develop your own monthly e-newsletter like Think, the Hoover ink publication. Keep it mostly informational and limit the commercial material.Stay in touch, or renew old ties with friends, family and business associatesEveryone you know can be a brand ambassador for you, so stay in touch or reach out to those you haven't talked with for a while.Yet another reason for having a monthly newsletter that shares your expertise.The network of contacts you have built over your lifetime will be instrumental if you decide to start your own business, or change jobs.So, heed this word of advice: always deal fairly with people. One bad experience with your brand can negate 10 positive ones.Now, get out there and start branding.
Notable News - The Branding Myth
How many times have you heard of seen advertising for a graphic design company that states that they do branding?
Branding ? Brand Identity Guru
Brands are important aspects of any business, but unlike money or bricks, mortar and paperclips, a brand is an intangible aspect of business. It lives in people's heads and is defined by all of that person's contacts with a company. Improving a brand is, therefore, one of the best marketing tools available because it involves your whole company and in the end, creates happier customers, more loyalty and higher marketshare.
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