Well, not so fast.
Press releases can bring you good exposure for a day or a week but don’t settle for that. Here are some ways to get heaps more value from any published articles.
Added Value #1 – Turn your waiting room into a sales prep room
Get a good quality colour photocopy of your story and put it in a display folder. Add to it over time. Put in in a visible position in your waiting room. It's a low key sales tool. No hustle. No hassle.
Added Value #2 – A credibility builder on tap
Make multiple copies of the article and give them out to clients. Don’t overdo this. Just give it to people when their enquiries or problems are answered in your article. This will work when it’s an advice piece or a comment on a current topic.
Being in print builds your credibility. Your expertise and knowledge are on show for all to see. You don’t need to bash your prospects over the head, shouting “I’m the guy for you.” Let the story do the talking.
Added Value #3 – Proof for wary prospects
Frame the article and place it on the wall in your office, board room or reception area. Over time you may have a whole gallery there. This will bring you credibility. It’s a real image builder and all you need is a hammer and a picture hook. These days prospects are wary.
Let’s face it, we’ve all been stung by dodgy deals. We need evidence that someone is fair dinkum. Framed articles work for you every time someone new comes in the door.
Added Value #4 – Like attracts like
Put a page on your website called In the News. Make a list of the articles you had in the press and the dates. If the press release also had an online version, put in the link to this.
Having a few items on this page will show journalists that you have had previous experience with the media. Who knows when you’ll get a call to comment on an issue in your industry?
Kendall Morton knows this ...
“By providing useful content to the press on a regular basis, I have moved from being just another business to a trusted expert in the home care industry. Now the media call me for comment. It’s terrific!”
Kendall Morton, Director
Home Care Assistance, Sunshine Coast to Wide Bay
In summary, your printed article is pure gold. A newspaper or magazine has decided your business is newsworthy. That’s worth something.
Australian newspapers and magazines have built their reputations over generations. They are the long-term holders of the 'truth'.
So, don’t let your opportunity slip by. Leverage off the media's credibility with these 4 tips.
Make your business story count.
See you in the press.
Dip. Freelance Journalism
Copywriting Mastercodes Graduate
0404 266 665
PS If you want help getting a press release written give me a call on 0404 266 665 or shoot me an email at firstname.lastname@example.org