By Stephen Rhodes
“If he who has a thing to sell goes and whispers in a well, he won’t be so apt to make the dollars as he who climbs a tree and hollers!”
Business people are a shy lot. Some are great self-promoters. Some just don’t believe there is much to say.
In our business life there are things that happen that others should know about. Maybe it’s exceptional customer service to a client. Maybe it’s industry recognition. Maybe it’s a new product line or service.
C.J. Hayden, a noted American author and marketing expert, provides this checklist of what’s newsworthy:
- Winning an award or competition
- Being elected or appointed to office in a professional or civic organization
- Obtaining an important new client or contract
- Giving noteworthy service to an existing client
- Opening or relocating your office
- Expanding to serve a new market
- Offering a new product or service
- Launching a new or redesigned web site
- Publishing the first issue of a newsletter
- Publishing a blog
- Expressing a unique opinion on a topical subject
- Being selected to speak at a major conference
- Completing a survey or study
- Having an article or book published
- Getting a mention in the news
- Landing an interview on radio or TV.
All of these events are newsworthy, some to clients and some to prospective clients and some to the public at large.
When you give great service to a client, ask for a testimonial letter and include it your newsletter, blog, marketing kit and online. Tweet it to the world.
Some of these developments are newsworthy enough for our local media. Write a one-page news release describing what has occurred. If you win an award, describe how it made you feel. If you are elected to office, outline your goals for the organization. Include in your release a brief paragraph about your background and your company’s history.
When you get coverage, capitalize on it. Reprint the articles for everyone on your mailing list. Include them in your marketing kit and in your newsletter. Use them as handouts. Frame them and hang them on the wall of your office. Post links or entire articles on your website.
In other words, holler from the treetops.