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Small Business Publicity: How to Get Media Attention & Control What's Said About You

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There are many forms of marketing which help entrepreneurs and small business owners get new customers.

Referrals are perhaps the most powerful. I mean, what's more powerful than your customers urging their friends, family and/or colleagues to also buy your product or service.

The second most powerful is publicity. Because if a prospective customer learns about you in most media sources, you gain massive credibility. And this prompts them to seek you out and buy from you.

There are many ways of getting publicity for yourself and your business. And when you do get it, there are several varieties. For example, a journalist may give you a simple quote in their article. Or, they may quote you several times or attribute the entire theme of their article to you. Or, in the best case, they write an article solely about you, your company and/or your product or service.

The point is this - the more the article talks about you, the more likely the reader will seek you out after reading it.

Now one concern entrepreneurs and small business owners may have when getting publicity is what the journalist will say about you. Virtually all the time, the journalist will position your company in a positive light. But even if they don't, the saying "there's no such thing as bad publicity" is generally true.

Importantly, there is one way to accomplish both the goals mentioned above: getting publicity (particularly articles) that fully discusses you and your company AND gaining 100% control of what the article says about you.

And that way is to write the article yourself.

Why articles?

Articles are a professional way to get the word out about your company without advertising, because they have educational value. They are an "under-the-radar" way to get positioned in front of people.

What should you write about in your article?

Think of something you've learned in your line of work that your customers or prospective customers would want to know more about. Simply write out a one-page "how-to" article teaching the reader, or presenting facts (and even debunking myths).

Where should you send your article?

Send your articles to relevant newspapers, magazines, trade journals and bloggers to reprint with your permission.

Make sure to add a "bio box" at the end of your article. Your "bio box" includes your name and contact information (e.g., website address) so that readers of the article can easily contact you.

How to get started quickly

The fastest way to get any article published is to submit it to an online article directory like www.ezinearticles.com. On this site, web searches will find your article, and many will click on the links in your bio box that link back to your website.

Also, many website owners and bloggers syndicate articles from EzineArticles; in doing so, they re-publish the article on their website but must keep the bio box and links to your website.

Here are two important notes for using EzineArticles. First, search through the site to see the types of articles others have written about your topic. This will give you new ideas and also alert you to topics that have already been covered too much. Second, more prominent media sources (e.g., magazines, newspapers) want original content. So, if you have a great idea for an article, pitch it to the more prominent media sources first. Since, once you publish it elsewhere (e.g., on EzineArticles), they won't be interested (although you could then pitch them on another article).

Getting your articles printed in media sources is a simple way to get the word out about your company, control the message, and build lots of credibility. And it doesn't take much time.

And one final tip to make this technique even more efficient - don't start by writing the article. Rather, just start by creating an interesting article title. Then pitch the title to newspaper and magazine editors to see if they are interested (simply call them and/or email them). They may say it's perfect as is, or they may suggest something slightly different. Doing it this way saves time and ensures you write an article they'll publish, which will get you great media exposure and new customers.

 

Suggested Resource: Countless entrepreneurs and small business owners have realized both immediate and long-term increases in revenues and profits from getting publicity. And oftentimes these increases are massive. Learn how to easily get tons of publicity for your business with Growthink's Publicity Playbook.


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Blog Authors

Jay Turo

Dave Lavinsky