Channelling the spirit of Valentine’s Day, Greg Simpson, founding father of Press for Attention PR and Enterprise Nation Champion for Nottingham, offers some sound marketing advice.
Covid is red
But please don’t be blue
Because mastering the media
Is easy to do
You start with your buyer
The ideal punter
Then get researching
Become a real hunter
Discover their pain points
What makes them bemused
Then look at the media
They tend to peruse
Now make the switch
Stop selling, just share
Become their new teacher
Show them you care
The media will thank you
With coverage galore
And you’ll get the leads in
And oh so much more
Come on guys, be honest, when it comes to your marketing, you are usually a bit, well, selfish. So, with Valentine’s Day looming on the horizon, I want you to start giving a little more.
You see, when it comes to a lot of marketing with PR in particular, too many business owners focus on themselves. I’m not talking purely about “weeing” all over the copy – “We do this, We all do that, We are great” – I mean that there is often very little in the campaigns and messaging for anybody else. There’s no value.
That is the reason why so much of the ‘content marketing’ that gets spewed out is ignored. It is simply too sales focused. It isn’t shedding a brand new light on a topic, it isn’t clarifying a problem, debunking a myth or basically being helpful.
This is how things fall down so badly when individuals try to work with the media through PR. I mean the clue is there within the name…Public RELATIONS. It is a two-way street, both you and your customer.
Actually, it is really a “three-way” when you add in a journalist but let’s not explore that analogy too much otherwise this magazine will need to reside on the top shelf!
Suffice it to say that there has to be something in it for everyone when you are working on building your profile and RELATIONSHIP using the press. First, you need to enlighten, inform, or entertain the client. You then need to help the reporter money clicks and/or copies or generate social buzz. Only then can you be selfish about your real motives, that is basically to sell but from a position of authority.
Let’s stick with the Valentine’s example.
If you are a florist and want to generate media coverage, it is no good asking a reporter to write about how good you are at your job unless;
- You have just won an award
- Expanded your business
- Created a totally unique bouquet of flowers
What you must do is be USEFUL to the reporter and also the reader/audience – aka your potential punter.
- Explain which flowers take presctiption trend this year
- Discuss how the pandemic is different the market
- Share how to keep your flowers fresher for longer
Do you see how that content is useful?
It isn't an advert proclaiming (without proof) that “We're the best florist in all of town,” it is positioning you as the best florist in all of town because you are being so generous together with your advice that you don’t even Have to sell. Once you master that, pricing becomes irrelevant, instead it's all about service, delivery and experience.
If you believe this approach would make a difference for your offering, give it a go. If you need some inspiration, just yell, I’m more than pleased to give you some free tips.
No flowery language needed, remember I’m a giver!