Archive for press

4 Ways to Self-Promote Without Promoting Yourself: Part II

Last week I began the conversation about ways to get others to sing your accolades for you, instead of having to do it yourself. Our lengthy discussion with awards and nominations was labeled “Way #1”. It’s up to you, after all, to find creative ways to inform and educate your clients & prospects about how great you are….without it sounding like self-promotion.

This week I want to give you three more areas to focus on, Letters to the Editor, Speaking and Article Marketing. Each of these areas offers creative opportunities for accomplishing far more with your promotion efforts than you can muster alone.

Way #2. Letters to the Editor

In each of your local publications will be a section where the paper wants to hear intelligent and thought-provoking content from its readership.  The Philadelphia Inquirer, for example, has an email listed on their online edition that clearly solicits engagement in sending material to the publication. Take advantage of these areas where you can find them.  Editors enjoy hearing from their readership for a variety of reasons.

What’s your Angle?

  • Take a stance on something the paper ran in its last issue. Make sure you research the topic, know your facts and write an intelligent and relevant response.
  • Point out an error or challenge an opinion…but do it respectfully from an engaging and knowledgeable place. Ranting doesn’t get printed – nor does it help your reputation.
  • Pitch a story idea (called a query in publishing terms) that will complement and benefit the content in their publication. Be sure to research submission guidelines, as some prefer contact via email and others by snail mail.
  • Talk to the readership. Come from a place of support for the paper.

In magazines you can look for this information somewhere within the first few pages. You’ll find a listing of editors, staff, contributing writers and often, some instruction for those wishing to submit material to the paper.

What can they do for you?

Write back = Recognition

Run your piece/list your name = Visibility

Consider you a resource if they like your stuff = Credibility

Ultimately you need to be respectful, interesting and informative. You’re doing this to build your relationship with the paper as a professional resource and a supportive member of community. In time, they may come straight to you when they need knowledge or contribution from an expert in your field. There’s your shot.

Way #3: Event Promotion/Public Speaking

It’s a well known marketing tactic that public speaking is an excellent way to increase visibility and become more well-known within your field.  Many community entities need and welcome your expertise for the betterment of both their organizations and their constituents. The long list of these entities includes your local library, Rotary Club, Networking Clubs, Chambers of Commerce, Association Memberships and many more. But how does that fit into our topic of discussion here?

What’s the Point?

Newspapers often promote Community Events via their online editions like the Courier Post Online or the Burlington County Times. The guideline here is to make sure your events are of interest to the public rather than an ad for a Clearance Blow-Out or a Sale, Sale, Sale!  Business, networking and educational events have the most chance of being accepted for posting. Check the instructions upon finding the link, as on the BizJournals site.

Way #4: Article Marketing

Wikipeadia says:Article marketing is a type of advertising in which businesses write short articles related to their respective industry. These articles are made available for distribution and publication in the marketplace. Each article contains a bio box and byline (collectively known as the resource box) that include references and contact information for the author’s business. Well-written content articles released for free distribution have the potential of increasing the authoring business’ credibility within its market as well as attracting new clients. These articles are often syndicated by other websites, and published on multiple websites.”

Where Do You Post Your Stuff?

  1. Use your Association memberships to insert your content in their member newsletters, websites and online blog editions.
  2. Blogs of friends or alliances – Seek guest posting opportunities. Check out BloggerLinkUp.com
  3. Article Marketing sites like EzinesArticles.com
  4. Information Curation Sites in your own city like Examiner.com

Follow Through –Getting others to promote you is a stealth form of communication . Combining the efforts of accolades, article marketing and public speaking achieves the kind of visibility that comes from wearing red blinking glasses in a darkened room.  Your prospects can’t help but see you.

Help get the word out via your website/blog, your collateral materials and your social media profiles. And don’t forget the almighty press release! Don’t know where to start?  Let me give you a hand.

4 Ways to Self-Promote Without Promoting Yourself: Part I – Awards & Accolades

It’s a commonly known phenomenon – when your name/company name appears in print and is being promoted by the press, its level of visibility and credibility rises exponentially. You already know that your product, services and/or knowledge are superior. The challenge is in getting others to claim your superiority.  Here’s where “being humble” gets in the way.

Most folks tend to get hung-up on the difference between self-promotion and promoting oneself.  I like to think of it as standing in a dark room with a bunch of your competitors…if you don’t turn on a lapel-light or some blinking goggles, how will your prospects be able to see you?

While not everyone feels comfortable wearing blinking goggles, it’s still up to you, as a professional, to find a way to inform and educate their clients & prospects about how great you are…without it sounding like self-promotion.

There are 4 activities that will aide in getting the press and the community to do the promoting for you;

1.      Awards & Accolades

2.      Letters to the Editor

3.      Event Promotion/Public Speaking

4.      Article Marketing

Each of these areas offers creative opportunities for accomplishing far more with your promotion efforts than you can muster alone, so I’d like to provide you food for thought…one step at a time. Let’s start with Awards and Accolades.

I. Awards & Accolades

When it comes to nominations, whether self or otherwise, this is the single most effective way for getting recognized for achievements in your profession, your industry, your community or your non-profit & volunteer efforts.

Don’t want to put on the blinking glasses?  Then have a friend or colleague do it for you.  Write the nomination content and give it to them to submit using their own name as “Nominator”. Assure them that it’s not like being a God-parent; their responsibility ends after submission.

So where do you find places to submit yourself? Each large press publication in your region has recognition contests for individual professionals, company accolade and for non-profit organizations. In my region our big ones are NJBIZ and the Philadelphia Business Journal.  Additionally, many Chamber of Commerce associations promote their members by recognizing them with award & dinner programs (see example: Burlington County Chamber of Commerce’s Voice of Business Awards ). Check out your local association listings and begin collecting your submission data research, including criteria and deadlines.

Got growth? Here are a few National opportunities you’ll want to look into:

What’s the catch? You have to win the award in order to get the recognition.  Check out your competition first – most award programs post past recipients on their websites. Google search winner backgrounds and make sure your own background and community efforts are comparably noteworthy, recent…and not just about incoming revenue.

Follow Through – You’re not finished if you win it. Don’t rely on the paper to promote it alone.  Help get the word out via your website/blog, your collateral materials and your social media profiles. And don’t forget the almighty press release! Don’t know where to start?  Let  me give you a hand.

Stay tuned for next week’s creative self-promotion method, Letters to the Editor.