TOP 6 EASY STEPS FOR
BIG VISIBILITY BIG PROFITS For More Tips & Strategies Visit: MediaPitchingSecrets.com
Diane Lefrandt.com
Diane Lefrandt is co-founder of the National Institute of Women Entrepreneurs and is the senior consultant at Coltrin & Associates, a full service public relations and corporate communications firm in New York City. Diane advises a broad list of corporate clients, both small and large in the United States, Europe, Africa and Asia. She and her team specialize in top tier media and regularly place clients on FOX News, CNN, New York Times, Bloomberg, Inc. Magazine, USA Today, the Today Show, Good Morning America...the list is endless. She is the mother to seven children and resides with her family in the shadow of the rocky mountains.
6 Strategies & Tips For Visibility Success Start your roadmap to Big Visibility, Big Profits
1
Make Sure You Are Ready You need an updated, easy-‐to-‐use website. Everyone needs a digital face these days, so make sure your website has the right content to accurately re9lect you and your product. Use easy to read, succinct language and be absolutely sure that the “who”, “what”, “when”, “where”, “why” and “how” of you and your product is clearly available on your site. Optimize your bio, pro7iles, LinkedIn, Twitter & Facebook. If you don’t have a social media presence, you may as well have no presence at all. Social media will help you keep the conversation about your product rolling and on point. Keep the tone of your social media content (bios, “about” sections, etc.) short and descriptive (in some cases you only get 140 characters to relay your key message!). Also, make sure you include key words in your bios and descriptions to amp up your SEO! Have head shots taken. People will always want to see the face behind your service or product. Your headshot should capture you in a professional light, but not show you sitting so stif9ly at your desk that you don’t look approachable. Also, tell your photographer to take it easy on the Photoshop – you need to look good, but you must look real! Provide product samples. You can build brand af9inity by providing product samples to interested customers. After all, people are more likely to buy something after they realize they can’t live without it. Provide product samples to interested customers, whether by invitation only or requiring a registration page. Regardless, you’ll build your lead list and increase your potential for success.
2
Key Messages/Talking Points Focus on each target audience. People will listen to you once they know what you’re going to do for them. Make sure you play to the interests of your target customer audience in what you say and in your product descriptions.
3 Be clear and concise. Say what you mean and mean what you say. There’s no need for confusing language when it comes to you or your product. People will be impressed with how simple your pitch is, not how smart you seem because you use big words or use 9lowery language to describe your service or product. Practice, practice, and practice your elevator pitch. People won’t remember all of what you say, but they will remember some of what you say – so make it count! Your elevator pitch is your 30-‐second description of your product or service and why it’s awesome. You want people to “get it” fast.
3
Facts Tell/Stories Sell Give the media a visual picture that’s compelling with the story you tell Facts are important but it’s the stories that will really bring the real service you bring to life or the impact your product will have on someone’s life. For example, if I am pitching to the press a new beauty product I am not going to pitch all the ingredients of the product, I am going to tell what a difference the product makes or the health bene9its and share the stories that illustrate that.
4
Are You Newsworthy? What Is Trending? Set up Google alerts for keywords you can speak to. You can’t read every industry publication every day – you’ll never have time to run your business! But you can set up Google alerts to email you the latest news around speci9ic keywords, then know what the press is writing on and see the different angles. See what's being reported and what's trending. Knowing what’s trending around your product category will help you knowledgeably answer questions from customers and media alike. It will also give you the edge as your marketing strategy evolves.
5
Make A Targeted Media List Keep track of reporters who are writing about your industry or market. Here’s how: 1. Create a worksheet 2. Constantly update your list of reporters by looking for their articles 3. Maintain their correct contact info 4. Keep links to their recent articles pertaining to your industry 5. Be aware of their editorial calendars
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Look Before You Launch
Create a strategic plan and then work that plan! Strategy is more than a sequence of solutions – it’s your plan for success. Figure out what you want to do, why you want to do it and how you’ll get there. Once you have a plan, follow it and you will see results!
For tips and training on how to pitch the media yourself visit: mediapitchingsecrets.com