Make the Most of Every Move You Make to Advance DIY Publicity Success

Now, more than ever, it’s timely and efficient to make the most of every move you make to deliver your message far and wide with your DIY publicity effort.  That’s why it’s essential to re-purpose your content and ideas in at least five ways.  For example:

If you write a blog post on a topic, turn it into an article to post at BizNik.com or Ezine Articles.com.

Apply the content or ideas for your next workshop, radio interview, or presentation.

Create an information product, a tips sheet that can serve as an immediate digital download to reward  people who sign up for your e-newsletter, or a handout when you call on a potential client.

Offer the ideas in reply to a media query from Help a Reporter Out or PR Leads.

Issue a press release to deliver the latest news to a much wider audience.

Frame the content into a story pitch to a reporter at a local business journal or television magazine show to serve as the foundation of a useful, timely, and relevant feature.

This really works.  Three years ago, I wrote an article about the most important lessons I learned during my first five years running my business.  That article ran in a Puget Sound area trade publication called Marketing.  Days after the article was published, I got a call from Paul Casey.  Paul had a radio show on KKNW Alternative Talk Radio called Small Business Innovators — and he still does.   He said he liked my article and invited me to do an interview on his show.   That lead to an on-air opportunity to promote my next speaking engagement at the North Seattle Community College Network Breakfast.   That event was well attended, and the people who showed up have been a steady source of new clients, referrals, and other support for my business.  Some time later, I asked Paul if I could contribute a publicity tip of the week to his show, and he said “Yes!”  That led to a number of radio shows that have lived on happily in re-runs.

Now, my business will celebrate its 8th anniversary in February, and I am still consistently re-purposing ideas in multiple ways to serve you and advance the DIY publicity message.   Video, blogging, micro-blogging, and social networking are part of the media mix, and new elements will come into play as the communications and media landscape continues to change.

How can you make the most of every move you make to advance your DIY publicity success?   One good thing typically leads to another, and that is a beautiful thing.

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Audio File about DIY Publicity – My Gift to You

Last week, I had the fabulous opportunity to share DIY publicity information with the members and guests of the Puget Sound Coaches Association.   It was a 75-minute presentation, yet my audio recorder captured just 44 minutes of it. You can listen in at this link and benefit from useful, timely, and entertaining tips to fuel your DIY publicity effort:  100113_02

Note:  You’ll need to listen to a few meeting announcements before the DIY publicity presentation begins.

Pictured at left are:

Tammy Redmon, president Puget Sound Coaches Assocation and founder of Redmon and Associates, me (Nancy Juetten) and Karen Steckler, principal with Fusion Works.

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How Many “I’s” are In Your Bio?

Obama’s speech yesterday captivated America, boldly declared his mission, made clear the problems that need to be solved, instilled confidence, and invited action — all within about 19 minutes.    And he said “I” maybe three times during the full length of his speech.  What he accomplished in a short time is pretty darn remarkable.

If you had that length of time — or much less — to do the same about your business, what would you say?   And, if you only had a half-page of text or the length of an elevator ride  to tell the same story, what then? My challenge to you today is this.  Read your bio.  Count how many times you say “I” within the text.  Then, change the “I” to “you” and see how much better it reads and how much more inviting the message becomes.

If you like the impact making that simple change makes, I invite you to:

1) State what you are committed to.

2) Identify your ideal customer in very specific terms so they know immediately they’ve come to the right place.

3) Share the kinds of problems you help solve and the pain you ease for your ideal customers.

4) Demonstrate your credibility in a powerful, compelling way with stories that put meaning behind your decades of experience.

5) Share what valuable clients have said about the contribution you’ve made to solving their problems and making their lives easier in clear, compelling, descriptive terms.

6) Say something that showcases you are someone the reader can like, trust, or respect.

The emphasis of these action steps is not to talk about yourself.  It is to make clear the mission you are on, how you serve, what you do, and who you are relevant to your ideal customer and to invite their action.

Consider this.  If your ideal customer were to land on your biography page of your website before reading the text on your home page, would the message on that page be compelling enough to invite that reader to learn more?  Or, would it be so generic and boring that folks would check out before they check in?

If you want to get your bio in great shape to invite perfect opportunities to deliver your mission and be of service, follow these steps and you’ll be in much better shape to invite perfect engagements with the right people.

And, if you need a guiding hand to get the job done, sign up for one of the three remaining spaces at the 2-20-09 Winning Bio Writing Workshop taking place at Office Nomads from 12:30 – 5 p.m. in Seattle.   Yes, I am bringing this workshop to Seattle.

Obama just enlisted the hearts and minds of our nation with his fabulous oratory.  What can you do with your bio that can enlist the hearts, minds, and action of your ideal customers to benefit from how you serve?  You need this tool in your marketing tool chest, now more than ever.   It’s just a matter of getting into inspired action.  I am here to help.

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Are You a Leading Mom in Business? Startup Nation Wants to Hear from You!

Winning awards for your fabulous ways can be a powerful means of inviting media awareness and new opportunities to be of service.  If you are a Leading Mom in Business, check out the latest contest being staged at StartUp Nation at this link.    While you are there, check out the other candidates and see what sets them apart.   And, if you have products or services that would appeal to this audience, this is certainly a good way to connect with those other winning companies to explore ways to work together. This is a bit of a popularity contest.   The winners are determined by the 200 businesses that capture the most votes, and all the candidates gain visibility on the website, making it easy to learn more about each.

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Unlimited Possibilities for All, One Historic Day at a Time

On August 28, 1963, Martin Luther King said, “I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.” That day is here, and it is a beautiful, important, and meaningful moment for us all. Today and tomorrow are historic, important days.   Let’s celebrate them.

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$26,788 for a Half-Page Weekday Ad One Time — Yikes!

I read something in the Puget Sound Business Journal on Friday that captured my attention in a big way. Here is a quick excerpt: “The Times recently told advertisers that it was not raising its ad rates for 2009, the first time advertisers say they remember that happening. A half-page weekday ad costs $26,788, although volume advertisers get discounts.”

With the right client with a fabulously interesting and unfolding story to tell, I can earn multiple story placements, several bylined article placements, and a host of mentions in local, trade, and national print and online media over a year’s time with the same budget. Those stories will likely reside online indefinitely, reinforcing the client’s position and expertise in the marketplace and inviting new opportunities to be of service long after that one $26,788 ad found its way to the recycling bin.

All the advertising experts will tell you that any ad one time isn’t sufficient to deliver the goods.  You have to be consistent and deliver the message three to nine times in order to make an impression that stimulates action.  Multiply that $26,788 by three to nine times, and you arrive at an advertising budget that is far beyond what most small businesses can afford.  Even with quantity discounts for multiple placements, that is still a formidable advertising investment, which means the expectations for results are just as high.

If ever there was a timely opportunity to revisit public relations as a cost effective, influential, far reaching, and potentially lasting tool in the marketing tool chest, this is it.  Every dollar has to work with impact, especially given the demands of our current economy.   Whether you engage a PR firm to deliver your message or learn to deploy DIY publicity to your advantage, your business and your marketing budget are well served to take a much closer look at sharing your message through the power of print, television,  radio, and online editorial placements.

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What are Your Next Steps Leading to Inauguration Day to Make America Better?

I had the pleasure to attend the first Step Two Ideation Lab to brainstorm with concerned and thoughtful citizens about what is next for Obama and America.  This session was organized by Leslie Phinney and Karl Bischoff,  CEO and president respectively of Phinney Bischoff Design House.   This award-winning strategic branding agency has particular strength in ideation, and plenty of good ideas surfaced during this well attended session.

Already John Platt, owner of St. Cloud’s Restaurant and Catering in Madrona, has invited the community to be part of the next steps over dinner at his restaurant on Tuesday, January 20.  He’ll be pushing the tables together to invite family style dining and connections among and between people from all political parties.  Visit this link to read what he has brewing, and be sure to call ahead to make your reservation to be part of it.   What are your next steps to effect positive change?  Please share them at www.steptwo.org and invite your friends, neighbors, and colleagues to join in this important conversation.

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Did You See Seth Godin’s Blog Post Entitled, “You’re Boring?”

This is a good read, and it leads to a pretty compelling podcast that you can listen in for free.  Visit this link to read the blog post and this link to listen to the audio file. If you want to be successful with do-it-yourself publicity, make the commitment not to be boring.

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WE Magazine for Women Winter Issue Now Online! This is a Great Avenue for Your Article Ideas.

Heidi Richards Mooney is the founder of the Women’s E-Commerce Association as well as the publisher and editor-in-chief of WE magazine.  It’s a great read to learn how women are collaborating, celebrating, and communicating as they grow their businesses.  You can download the latest issue at this link.

As you read the magazine, imagine your story or expertise featured within the pages of this online magazine.   If you’ve decided to become a published author in 2009, are an ordinary business woman doing extraordinary things, or contributing to the marketplace in powerful ways, pitch your story for WE magazine consideration.  You have plenty of readership to gain.

And, as you view this magazine, take note that the Publici-Tea™-TO-GO! Gift Bundles are featured on page three of this magazine.  Tens of thousands of readers are going to see this message, and that is a beautiful thing!

Thank you Heidi for advocating so powerfully for this cause-related initiative to benefit Northwest Hope and Healing. This is a non profit organization that delivers healing baskets full of “comfort and joy” items like chocolates, lotions, and teddy bears to women newly diagnosed with breast cancer.  Northwest Hope and Healing also provides cash for groceries, transportation, and child care so women can be supported in the ways they need as they endure their treatment and recovery.

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How You Do Publicity is How You Do Everything – PR Secrets Susan Harrow Says

Check out this blog post from PR Secrets CEO Susan Harrow with useful insights to propel your DIY publicity effort.  She offers tips for 2009 PR planning and makes quite a healthy endorsement for my Authentic Visibility Publicity Tips Booklets, which warms my heart.   If you’ve got $10 to invest and want to learn 147 powerful ways to build your business and profit from free publicity, these handy-dandy booklets are just the ticket to show you how.   Read all the testimonials.  And, if you like what you read, treat yourself to the best value $10 can deliver for your DIY publicity effort this year!  Thanks Susan for being a powerful advocate.  I appreciate you.

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