Freelance Media Is A Business Owner’s Best Friend
Did you know that there are ways you can get a lot of free advertising for your business?
That is what I want to talk about in this blog post today. I want to show you why freelance media is a business owner’s best friend.
You may have noticed that a lot of forms of media have begun shrinking due to the internet. Newspapers are a perfect example. Less people are subscribing to receive those regular printed newspapers anymore. The reason there are less subscribers is because there are now more options than ever before where people can get their information.
There are more media channels than ever before. There are websites delivering that information. There are more radio stations than ever before including satellite radio and internet based radio. There are more television stations than ever before. There are more niche channels than ever before.
With all these new forms of media out there, it has resulted in their being more writers and reporters than ever before. These writers, reporters and journalists all need information in order to create their articles and content pieces for publication. Business owners and other industry experts can be key players in helping those writers get access to the information they need.
Most business owners are experts within their industry. After all, it generally takes a lot of expertise for a person to launch their own business in their field. There are exceptions to that. Yet, even in those situations, the business owner learns that very important industry knowledge pretty darn quickly.
If a business owner is an expert in her industry, then she is an ideal source of information that a writer can use to produce a story about that industry. Information, especially good information, is very valuable these days. Business owners possess a lot of really valuable information about their industries that they can trade for publicity.
When a writer interviews a business owner and uses the information gathered in that interview to produce an article, then the business owner usually gets mentioned and credited as being a source of information. That generates free publicity for the business owner. Depending on how popular the media is, that one story could make a drastic difference in your business. Here is an example.
So why not use your position as a knowledgeable business owner to your fullest capability. Take time to network with members of the media, especially ones who report about your industry. Get to know as many of them as possible. Make yourself available for interviews upon request. If you are real ambitious, then go look for opportunities where you can get yourself interviewed right away. Start the ball rolling.
As with many business stories we hear about in Success magazine, and Inc Magazine, the word “passion” is thrown around as if it’s the very foundation for business success.
“Passion” is the media darling for successful startup stories. We hear people like Seth Godin talk about it. Brian Tracy swears by it. Tim Feriss thinks it’s a bonus to have.
Imran Md Ali, who is our featured guest of the month, shares with us his understanding of the word “passion” in the context of entrepreneurship.
Imran is a co-author of Kaizen Business Principles with the legendary Brian Tracy (www.BrianTracy.com) and also author of 2 other books, The 10 Step Marketing Formula and Creating Marketing Breakthroughs, which are available at Amazon and also Barnes and Noble.
In an interview with Imran, he shares with us why passion is the core foundation for business success, and why passion alone will not be sufficient to ensure success.
There are two things which he says are needed, on top of passion alone in order to succeed. The first, is Genuine Domain Expertise.
Genuine Domain Expertise is simply being a real expert in whatever niche or industry you’re in. So if you’re in the restaurant marketing industry, the definition of an expert in Imran’s dictionary, is “someone who is in the top 5 percentile in terms of knowledge in restaurant marketing.”
It simply means that you have to keep learning, and gravitate towards the top of your class (or niche)
This, according to Imran, will give you a platform to operate from. People prefer to work with experts, and experts get paid more for less work too. The reason for this is because we are living in world where expertise is rewarded, and generality is punished with mediocre pays and prospects for jobs.
Here are 2 tips Imran gives to establish instant expertise.
1) Read up for one hour each day, about a topic in your market. At the end of the year, you’d have read about 400 hours worth of material and this should allow you to establish your expertise.
2) After reading, aim to apply your new-found knowledge for free as practise for clients. So if you’re a relationship guru, give away your advice for free in the beginning to practise what you have just read. This concretizes your new found knowledge.
Another aspect of passion would be authority.
Now, in a world where everyone claims to be an expert of some sort, you’d have to climb further, harder, and longer than the rest to establish yourself as a real authority in your marketplace.
Imran Md Ali shares some of the things you can do to establish authority
1) First, get some media coverage. Media coverage is a quick path to endorsed authority. Why? We have, as consumers, been trained to trust the media. How do you get media, you might ask?
Imran advises you to create a newsworthy angle. Get a PR expert to write up a press release, and send it out to all local news channels and magazines/papers. A reporter would inevitably find your story interesting enough to feature it.
Once you have gotten this initial exposure, snowball it by approaching other media sources and showing that you have been featured before. Keep on creating news angles that the media would love and try to be a media darling, and this would pay off in the long term.
2)Secondly, create a blog or website that showcases your past and current work. This is a site that allows you to store your bragging rights. State your achievements on this page and don’t be shy about it at all.
This way, when someone Googles for your name, your blog will appear and they can find out more about you- And the best part is, your website says only the good things about you!
That’s it then. Two things accompany passion, and those are 1) Expertise and 2) Authority
Apply what you have learnt and you will soon be on your way to dominating your industry or marketplace.
Guest Interview written by Christopher Tracy, CEO of CLT Holding and Imran’s marketing client in 2011.
Why you didn’t get that media interview…
A lot of people are using different services to respond to a media interview opportunity and then stop after a while. They stop because they are not getting anywhere.
If you have had that experience this year, let me share from the media side what is missing.
1) Media will usually set up some initial contact with the prospective person to ‘see” how it will be to work with the person. Are they experienced? Are they such newbies that an interview will basically be worthless? The biggest question of all is – Am I wasting my time with this person?
2) You answer my question with a yes when you do the following:
a) Tell me you will be on a cell phone and in the mountains or at the beach and don’t know what the reception is going to be like. Translation: I don’t really care about talking to you or this interview is not even remotely interested in making this turn out well for you.
b) You tell me you don’t have any idea who I am, even though you were provided with the website links to find out. Translation: I don’t care if I am a match or not for your audience. I am not interested in being a good fit for your audience.
c) You tell me you have never seen the show before, even though you were provided with a link to check at least one out. Translation: See B above
d) You tell me you are not the expert on this. Translation: I have no confidence in what I am about to tell you, I just hope I get into media somewhere or I really don’t know what I am talking about.
e) You tell me your availability is severely limited, like 10 minutes at 2 am on Sunday morning. Translation: See A above
f) You don’t hear from me and send my a passive-aggressive note about being polite and responding: Translation: I don’t understand that instead of telling people they have been rejected and starting a long email conversation about why, it’s’ easier for media to NOT contact you. No contact means, no thank you. Anything else creates MORE unwanted contact with a person you won’t be using. I also don’t understand that there are MANY people who respond to the media and I am just one of many that the media is sorting through. I would rather send a nice/nasty note just before I got interviewed than wait and see what happens. I have no problem letting you know how nasty I am after only one contact with me so I am make sure I don’t get interviewed or REFERRED as a good interview.
g) You respond to the media far past the deadline. Translation: I don’t know how media works at all. I don’t read my email and cannot be counted on for a quick response.
h) Your email responds to me that I need to sign up first or get my email cleared by entering in all my information to get an email to you. Translation: I am very clueless as to how email works and how media works. I really think you will enter all that data when you don’t even know me. I don’t realize that are several other people on the list who are making it easy
Understand that every contact with media is an audition, not just a phone conversation or just an email. We are trying to figure out who can make our job easier. We are not looking for prima donnas. We work on speed.
My personal experience has been, the bigger the name, the easier the interview. They did what they could to accommodate me. I did what I could to live up to my end.