In addition to writing and sending out a press release, you might also want to consider writing letters to the editor as many newspapers, magazines, and trade journals print them on a regular basis. This can be a great way to get exposure for your small business, products, or services, but once again your letter must be far more than simply an advertisement promoting what you do or sell. Try to tie your letter into a local hot topic, or you might position yourself as someone with expert information or even inside information in regards to a particular subject or topic. The great thing about letters to the editor, besides the fact they can provide you with all sorts of free advertising, is that often the letter will be talked about for many days or weeks in the same publication via letters written by readers with supportive or opposing views of your original letter. Writing letters to the editor is a great way to secure some free publicity, just make sure not to be too controversial and risk alienating potential or, worse, current customers. Additionally, your letter will also stand a better chance of being published if it is in direct response to a recent article the publication featured. For example, if controversy was brewing over a proposed new bridge being built over a waterway and you owned a water taxi service then perhaps the gist of your letter would be why we don't need a new bridge, signed by you followed by the name of your business.
Excerpted from 'The Ultimate Small Business Marketing Guide'
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