Met a lady the other week, passionate about dog training. She asked me about one business issue: that once a dog was trained there was little to no repeat business - after all, she was good at what she did - so she was spending a lot of time bringing in new business.
I suggested developing her services into a group of 'information products', across a range of price points. Perhaps a free ebook, followed by an education DVD on dog training, selling group seminars, then at the top of her funnel her 1:1 training time.
I do exactly the same with my info products: the free publicity tips, Boost Business With Testimonials (A$34.99) DIY Publicity and PR Kit (A$149.99), ongoing seminars, mentoring programs and - at the premium end of the funnel - 1:1 mentoring on PR.
By having a range of products in your marketing funnel, at a range of price points, you allow your customers to sample your services at a lower price, then entice them further with the other products and services you offer.
This lady - let's call her Diane - immediately said "But if I wrote an ebook people wouldn't come to me in person to train their dogs." Of course they will! After all, if you write a book on a topic, you're showing a certain level of expertise, and it boosts your credibility. Also, if books were enough everyone would be millionaires, living lives of happiness and Zen bliss. Just have a look at the self-help shelves in your local bookshop!
A lot of Diane's resistance lay in the fact that although she taught dog owners how to be in control of their canines, she wasn't willing to be assertive in her business. When I suggested she charge more for her 1:1 time, and then offer other info products at lower price points she confessed that 'she felt bad' charging $80 for three hours work!
Diane was looking at the cost, not the value.
Remember, your products and services cannot be measured by their cost, but by the value they offer. She wasn't putting a value on her time - but worse, nor was she wasn't putting a value on her skill.
Remember, you're in business to be of service, and the reward for that is getting paid. Remember, money flows to you through others. It's just another form of energy ;-)
Tuesday, March 30, 2010
Thursday, March 18, 2010
Competitions. Great PR or lazy marketing?
Are competitions a misguided marketing tactic employed by small business...or just an indication of a lazy marketer?
Typically businesses run competitions to build a database. And though they don’t say so, they think that by running a competition they will build a database for the price of a bottle of wine or a dvd.
Which is not only lazy, but also cheap. And an absolute waste of resources. Think about it. Who ends up on the database? People who want to win stuff. Who probably don’t fit the profile of the most ideal potential customer for the business.
Bambi’s comments on competitions:
Around about 20% of people are compelled to take action to win something IF the prize is appealing enough. So that’s 80% of people who won’t enter.
If you are going to run a competition, choose a prize that reinforces your brand position. For example, if you are an accountant who promotes that you take the stress out of your clients’ life, have a prize of a massage or a weekend at a spa. So, for the 80% of people who see the competition and don’t enter, they’ll have still got the message that is at the core of your marketing strategy.
Don’t theme your competition unless it is a direct match for the core message that you are trying to convey.
Try not to give away your own product/service. What’s the value if it is free?
Do get a permit.
Do have terms & conditions.
If you are going to have ‘old fashion’ entry forms distributed in multiple locations or through magazines/newspapers, put a code onto each different one so you can evaluate the response from various sources.
If you are going to have entries online, again, create various identical landing pages, so you can evaluate where the hits came from.
Have you used competitions in your marketing to stunning PR success? Please let me know! (e: philippa@publicityexpress.com.au). For the full article, click here.
Typically businesses run competitions to build a database. And though they don’t say so, they think that by running a competition they will build a database for the price of a bottle of wine or a dvd.
Which is not only lazy, but also cheap. And an absolute waste of resources. Think about it. Who ends up on the database? People who want to win stuff. Who probably don’t fit the profile of the most ideal potential customer for the business.
Bambi’s comments on competitions:
Around about 20% of people are compelled to take action to win something IF the prize is appealing enough. So that’s 80% of people who won’t enter.
If you are going to run a competition, choose a prize that reinforces your brand position. For example, if you are an accountant who promotes that you take the stress out of your clients’ life, have a prize of a massage or a weekend at a spa. So, for the 80% of people who see the competition and don’t enter, they’ll have still got the message that is at the core of your marketing strategy.
Don’t theme your competition unless it is a direct match for the core message that you are trying to convey.
Try not to give away your own product/service. What’s the value if it is free?
Do get a permit.
Do have terms & conditions.
If you are going to have ‘old fashion’ entry forms distributed in multiple locations or through magazines/newspapers, put a code onto each different one so you can evaluate the response from various sources.
If you are going to have entries online, again, create various identical landing pages, so you can evaluate where the hits came from.
Have you used competitions in your marketing to stunning PR success? Please let me know! (e: philippa@publicityexpress.com.au). For the full article, click here.
Saturday, March 13, 2010
How are you presenting yourself to the media?
There are two things you need to make the most out of publicity leverage. Firstly, a solid marketing plan that integrates with your PR plan. Secondly, a great news release.
1) When you’re preparing to profile yourself and your business to the media, ensure your website and marketing materials are in great shape, branded effectively and consistently. A reporter’s reputation depends on readership interests and approval, so if you’re going for great coverage you need to ensure your brand and business looks worth profiling.
2) A great news release. Over 90% of all press releases submitted have poor grammar, spelling errors and a complete absence of proper writing skills. This causes a disconnect between the journalist and sender. Your credibility is shot immediately. Any "luck" of getting a story just went in the bin along with your press release. Your goal should be to tell your story better than anyone else.
I’ve written on how to structure a news release in early editions, so I urge you to practise, practise, practise. And spell-check ;-). I’ve also been asked by many of you to offer you extra hand-holding if you need it: check out Up In Lights this edition.
Up In Lights
News Release Express
Whilst I love writing news releases, I know it’s not the favourite task for many of you. In fact, it can be such a struggle it prevents you from doing any publicity in the first place! News Release Express takes away the headache. You simply have to fill in the proprietary form I’ve developed, then the team at Publicity Express writes the release for you – with the best hooks and pitch angles you’d expect from a team of seasoned pros. To help you pitch your news release with ease, you also receive a copy of my “Insider Secrets to Media Pitching That Works” valued at $69.99. PLUS, for a limited time, you’ll also receive search engine optimisation enhancement and PR Wire distribution for FREE.
Contact Phil to get your news releases rolling today!
Email: Philippa@publicityexpress.com.au
Subject: News Release Express
1) When you’re preparing to profile yourself and your business to the media, ensure your website and marketing materials are in great shape, branded effectively and consistently. A reporter’s reputation depends on readership interests and approval, so if you’re going for great coverage you need to ensure your brand and business looks worth profiling.
2) A great news release. Over 90% of all press releases submitted have poor grammar, spelling errors and a complete absence of proper writing skills. This causes a disconnect between the journalist and sender. Your credibility is shot immediately. Any "luck" of getting a story just went in the bin along with your press release. Your goal should be to tell your story better than anyone else.
I’ve written on how to structure a news release in early editions, so I urge you to practise, practise, practise. And spell-check ;-). I’ve also been asked by many of you to offer you extra hand-holding if you need it: check out Up In Lights this edition.
Up In Lights
News Release Express
Whilst I love writing news releases, I know it’s not the favourite task for many of you. In fact, it can be such a struggle it prevents you from doing any publicity in the first place! News Release Express takes away the headache. You simply have to fill in the proprietary form I’ve developed, then the team at Publicity Express writes the release for you – with the best hooks and pitch angles you’d expect from a team of seasoned pros. To help you pitch your news release with ease, you also receive a copy of my “Insider Secrets to Media Pitching That Works” valued at $69.99. PLUS, for a limited time, you’ll also receive search engine optimisation enhancement and PR Wire distribution for FREE.
Contact Phil to get your news releases rolling today!
Email: Philippa@publicityexpress.com.au
Subject: News Release Express
Wednesday, March 3, 2010
Social media helps put PR on the map
The premise of an article lasting forever online makes the Internet and social media fascinating to me as a PR consultant. Before its advent, communicating directly with your ‘public’ beyond anything further than traditional media relations was cost-prohibitive for most small businesses. No longer.
Having a solid social media program helps businesses and brands to build new relationships, across a wider landscape, and in a sustainable fashion never before possible. This is where PR plays best strategically, for three important reasons:
Crisis – Many a poor customer experience is blogged and tweeted about, and it’s out there quickly. Relying on PR as your ‘litmus test’ (how do we want people to think and feel?) helps you consider the effects of a campaign or response and allows you to act accordingly
Word Of Mouth – social media tends to reject commercialism. There’s an unprecedented intimacy when a customer or prospect becomes your fan on Facebook. They won’t tolerate a steady stream of marketing hype. Remind you of anyone? Cynical news and editorial contacts, of course. Learning PR skills in media relations means you’re well placed to manage great word-of-mouth social media relations too.
Greater Influence – engaging dialing with customers on social media gives insights into customer and prospect motivations that incomparable. It allows PR to better quantify the value it delivers to the business bottom line.
Through social media channels, businesses can foster and maintain ongoing, quality "dialogue" with influencers, media, customers and partners, regardless of time or geographic limitations. These channels allow businesses to have direct access to, and feedback from, their audience, allowing companies of any size to better meet marketplace demands.
I’ll be teaching PR & social media during my March Publicity and PR Bootcamps, so if you want to learn more join me there. Early bird expires tomorrow!
Having a solid social media program helps businesses and brands to build new relationships, across a wider landscape, and in a sustainable fashion never before possible. This is where PR plays best strategically, for three important reasons:
Crisis – Many a poor customer experience is blogged and tweeted about, and it’s out there quickly. Relying on PR as your ‘litmus test’ (how do we want people to think and feel?) helps you consider the effects of a campaign or response and allows you to act accordingly
Word Of Mouth – social media tends to reject commercialism. There’s an unprecedented intimacy when a customer or prospect becomes your fan on Facebook. They won’t tolerate a steady stream of marketing hype. Remind you of anyone? Cynical news and editorial contacts, of course. Learning PR skills in media relations means you’re well placed to manage great word-of-mouth social media relations too.
Greater Influence – engaging dialing with customers on social media gives insights into customer and prospect motivations that incomparable. It allows PR to better quantify the value it delivers to the business bottom line.
Through social media channels, businesses can foster and maintain ongoing, quality "dialogue" with influencers, media, customers and partners, regardless of time or geographic limitations. These channels allow businesses to have direct access to, and feedback from, their audience, allowing companies of any size to better meet marketplace demands.
I’ll be teaching PR & social media during my March Publicity and PR Bootcamps, so if you want to learn more join me there. Early bird expires tomorrow!
Tuesday, March 2, 2010
Connect and create
Ever forgone an event, workshop or networking lunch because the work and email have piled up? I’m guilty of it – in fact, for a chatty PR person I can be a downright grumpy old hermit some days ;-)
No-one can be ‘up’ all of the time; but neither can we be chained to our desks 40 plus hours a week. Forgoing that lunch so you can ‘just finish this off’ is a slippery path to overwork and disconnection.
Remember, PR is all about what people think and feel about you. What do you choose: disconnected old hermit or interesting, authentic creative being?
Your best ideas bubble up from your subconscious when you’re away from the computer.
Whether it’s walking along the beach or listening to a live speaker who gets your brain bubbling, investing in time away from your office environment is crucial.
I regularly head overseas to listen and learn from thought leaders in my industry and outside of it. My investment in any seminar more than pays for itself with the new business ideas and connections I bring back.
Think about every event you attend as your own personal PR appearance. What do you want people to think and feel about you, your brand, your business? During my live PR and Publicity Bootcamps, I like to remind people that they’re not just there to learn, they’re there to connect, listen and mastermind.
So get out there. Make it your personal PR goal to attend three events in March. Maybe I’ll see you at one of my Bootcamps!
No-one can be ‘up’ all of the time; but neither can we be chained to our desks 40 plus hours a week. Forgoing that lunch so you can ‘just finish this off’ is a slippery path to overwork and disconnection.
Remember, PR is all about what people think and feel about you. What do you choose: disconnected old hermit or interesting, authentic creative being?
Your best ideas bubble up from your subconscious when you’re away from the computer.
Whether it’s walking along the beach or listening to a live speaker who gets your brain bubbling, investing in time away from your office environment is crucial.
I regularly head overseas to listen and learn from thought leaders in my industry and outside of it. My investment in any seminar more than pays for itself with the new business ideas and connections I bring back.
Think about every event you attend as your own personal PR appearance. What do you want people to think and feel about you, your brand, your business? During my live PR and Publicity Bootcamps, I like to remind people that they’re not just there to learn, they’re there to connect, listen and mastermind.
So get out there. Make it your personal PR goal to attend three events in March. Maybe I’ll see you at one of my Bootcamps!
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