2.<\/strong> For a broader market, start out with a coherent PR or press release campaign in newspapers and magazines.\u00a0 I’m not talking about just writing a press release and sending it, and hoping for the best.\u00a0 I’m talking about a series of press releases: a campaign sustained over time that\u2019s well thought out, yet planned and created up front.<\/p>\n What is release number one going to say?\u00a0 Release number two?\u00a0 Three and four, also.\u00a0 Cover letters for each release are a must.\u00a0 What are you offering in each release?\u00a0 What is your response going to be?<\/p>\n To increase effectiveness and make sure your release gets the most ink, make phone calls before sending each press release asking the editor \u201dAre you the person I should send my release to?\u201c\u00a0 This sets up a \u201dCan you help me?\u201c relationship with the editor or media person in 20 seconds, and then alerts them to be on the lookout for your release — especially when your cover letter starts out, \u201dNice speaking with you\u2026\u201d even if it wasn’t.<\/p>\n 3.<\/strong> Create informational booklets to give away for free and offer them in your press release.\u00a0 Since the booklet title is totally responsible for the quantity and quality of the response, make it a great title using the Jeff Dobkin 100 to 1 rule: write 100 titles, go back and pick out your best one.<\/p>\n By offering a FREE Booklet you give consumers a non-threatening<\/span> reason<\/span> to call and something to ask for in return for raising their hand and saying they\u2019re interested.\u00a0 Once they call and you have them on the phone the release worked – it\u2019s up to YOU to determine their real interest and figure out how to sell them whatever you\u2019re selling.<\/p>\n 4.<\/strong> Keep tight track of the response: where did it come from?\u00a0 Then take out ads in the most successful PR media placements.<\/p>\n 5.<\/strong> For a narrow market, while the press campaign going on, start creating a mailing list of your top 250 prospects. That’s right – start digging for names and addresses.\u00a0 Yea, it’s hard work.\u00a0 Thankless, too.\u00a0 But your success depends on your mailing list.<\/p>\n 6.<\/strong> Track everything carefully.\u00a0 Every call, every inquiry.\u00a0 Have a sheet of paper by every phone and ask, \u201cAnd how did you hear of our company?\u201d\u00a0 Write it down and put that slip of paper in a drawer.\u00a0 At the end of a few months count the slips for each, you’ll know exactly what’s working.<\/p>\n 7.<\/strong> Create quality literature and cover letters.<\/p>\n 8.<\/strong> Mail to your Top 250. Mail to your best prospects frequently, every 4 to 6 weeks.\u00a0 If you can’t identify your market tight enough and make this mailing work, you’re in trouble.<\/p>\n 9.<\/strong> Test and retest small ads in various media.\u00a0 Don’t forget to look at low cost unusual advertising opportunities such as association newsletters, church bulletins and so forth.<\/p>\n 10.<\/strong> Keep marketing to wherever the best prospects and most sales are coming from.\u00a0 Clone your best customers: Figure out where they came from, what they like, why they purchase – and look for more of the same.<\/p>\n – Jeffrey<\/em><\/p>\n
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