Those that have followed the Lone Wolf blog posts know that I am a huge proponent of doing whatever possible to spread the word about your business and products via public relations activities and press releases.
I've blogged on the subject a number of times. Why? Because a small business desparately lives and dies on other people's advertising. By that, I mean that your business can languish in obscurity or rise to great heights simply by the press and acknowledgement you receive from high traffic and "trusted" online sites.
When you are able to tell your story and talk about your products outside the paid advertising circles where the customer continues to be skeptical, you have a great opportunity to gain trust and credibility because your business is in the "objective" news. I know that doesn't make total sense since you can buy your way into the news.
But many folks still view press releases and "mentions" by others as un-biased product and business endorsements.
If you can be mentioned by a high traffic web site or a noted columnist your own web site page views can skyrocket overnight. Why? Simply because these outlets are read and followed by many and they are quoted as well. So you become credible and "trusted by association" even though that honor and status may not be well-deserved.
I found an article today over at Entrepreneur dot com that touches briefly on the subject and certainly reiterates what I've been saying for a long time about the importance of PR.
It stresses how to create a PR piece that can form the basis of a successful marketing campaign by telling a compelling story and tailoring your piece to the right markets and media outlets.
These people (media reps) are hungry for good strong copy that does not read like a giant advertisement or self promotion. If you learn how to give the right people a great story, make it interesting to the media readers, and give them some great advice or tips that are valuable, there's an excellent chance that your article will be picked up by many media opportunities and your traffic will increase almost instantly.
Of course, traffic and web site visitors are nothing without great web copy that leads to the conversion of prospects or visitors into paying customers - but that is a topic for another day.
For today, why not head over to the link I gave you and read the tips that will help to make your public relations skill a great asset for your solo business. Yes, doing PR work takes some extra effort and it is not always fruitful.
But if you learn what is needed and become even slightly proficient at getting some press in your niche for your business and products, you will be miles ahead of your business competitors and should begin to realize the benefits of your labors in short order.
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