I’ve been fortunate over the years to work with some brilliant business and marketing professionals, from Orlando Magic’s founder Pat Williams, who has been my mentor since my high school days, to Steve Forbes, who wrote the foreword to my last book. Coupled with building my own business over the last 15 years, growing it from my spare bedroom into what I can humbly say is one of the largest business book publishing and authority marketing companies in the world, I think I’ve learned a thing or two.
I want to start sharing what I’m calling the ForbesBooks 5—user-friendly, practical and implementable tips I’ve picked up along my journey which I believe can help you build, maintain and grow your business.
Of course, there is no one-size-fits-all. Every business has its own idiosyncrasies, but I hope this will give you some ideas. Let me know what you think.
FORBESBOOKS 5: PUBLICITY FOR $100 OR LESS
- Respond to Breaking News:
o Is there something going on in the world—a trend, a news event—for which you can provide an expert opinion? Contact the local newspaper or radio and offer yourself as an expert commentator with advice and perspective their audience would find valuable. Websites generally have contact information for editors and producers.
- Write Content:
o Write a Letter to the Editor or an Op-Ed and submit it to your local newspaper. Make it pertinent to something you read in the paper or heard in the news. Noting your expertise, discuss how that issue affects your community, aka, the paper’s readers. They’re more likely to publish it if it has a local perspective. Here are some tips.
- Create A Milestone:
o Are you celebrating your 3rd business anniversary? 1,000th customer? $1 million profit? Whatever it is, it’s big news. Send a press release to your media. Here are some templates. Note that claiming a milestone number—customer, profit margin, product sold—is not a science. Approximates are completely acceptable.
- Watch the Calendar:
o Create some sort of sale, giveaway or promotion in tandem with a holiday or awareness day, from the familiar to the obscure, and let the press know. Did you know the second Tuesday in April is Be Kind to Lawyers Day? Or the first Friday in October is World Smile Day? Use your imagination. Check out www.holidayinsights.com.
- Brag About What Makes Your Different:
o Are you a home-grown enterprise succeeding against the big guys? Has your business gone from rags-to-riches? Are you doing something faster, smarter, cheaper? Send an email to a local feature editor for a possible story, stressing what makes you different.