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3 High-Impact Publicity Ideas

Every business needs to get the word out about the basics of who they are, what they do and why they are special. Well-crafted, focused messages about how a prospect can use your services or products are critical marketing tools for thousands of online entrepreneurs. Why? Because both prospects and reporters need a clear understanding of how you can benefit them.

As a business owner, you can attract a substantial and continuous flow of publicity and referrals quicker than ever before- just because you know what to say and how to say it. When you know your main points, you get results faster from all your promotional methods.

The three ideas below will help you figure out exactly what to say:

1. Shop Yourself

Get into your prospect's head by role-playing. Interview yourself from your customer's point of view. Write down the questions that you imagine your customer would ask.

Answering the question "What's in it for me?" from your customer's point of view is a guaranteed `cut through the clutter' way to figure out what to say in your promotional materials.

Your identity is who you are, what your company stands for, what makes it different. Your image is the perception others have of your identity. It is how your company looks to the world - or at least to the people and businesses you can reasonably expect to be interested in your products and services.

Lastly, get listed in syndicated article directories such as those found at and Traffic from directories is highly targeted and more likely to result in a syndication arrangement.

2. Snoop

Take two hours to gather all the literature that already exists for your company. Take some time to wander through your computer files as well... look for paragraphs from letters you've written.

Once created, your messages will separate you from your competitors, in a unique way, that is relevant (and motivating) to your customers, prospects and channels. Excellent communications give you value and make you special!

Here are some excellent articles on communicating well:
-Top 5 Writing Mistakes
-The Value of Public Relations
-The Magic of Keep in Touch Marketing

3. Practice the Pitch

How many times have you stood up in the introduction portion of a networking meeting and stated your name, position and company and... that's all. Did you sit down feeling like you had just missed another opportunity to share how your product or service helps others?

The Power Pitch (learn more at ) is the first and most basic step in communicating your message. The goal is to capture your audience's attention by showing what your business is and who it helps. Some fancy management consultants call this the "relative advantage" and it consists of how the project or concept directly benefits or affects the person with whom you are speaking.

Are you:
more efficient
more available
more secure (guaranteed)
more features
better value (combining features)
better design
better service
more advertising
better advertising
higher quality

Here is a listing of popular spots to submit your articles online:

To begin posting your articles on announcement lists:

There you have it! Three great ways to market your articles and give publishers what they need, while you enjoy no-cost advertising.

by Laura L. Link, APR

Laura L. Link earned her APR accreditation by PRSA in 1997, and holds a national office as 2004 National Assembly Delegate at Large for the Public Relations Society of America's International Conference. Laura L. Link is the author of 45 Days to Power Publicity, Learn the Insider Secrets to Getting the Word Out to be released in October 2004. The book will is available via

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