Lesson from David M. Scott: How To Reach and Attract Business Buyers Directly With PR and Social Media Strategies

I was listening to an amazing PR and Viral Marketing strategist David Scott the other night on the webinar with PRWeb, PR services company, and I wanted to share this lesson with you so you can understand how to attract buyers directly. David M. Scott is an award winning marketing strategist, best selling author, speaker and seminar leader. His famous book “The New Rules of Marketing and PR” became bestseller and assisted many people around the world in applying his strategies and I have been reading and applying his techniques that I find amazing!

PR (public relations and social media) is not only about reaching journalists and media but reaching buyers. It is a new way of reaching people…

David brought great topic that fear keeps people from trying new things to reach people.
He mentioned about the dentist who was using yellow pages cost $2000 a month for listing. Well this dentist started blog give free e-book “Healthy Mouth Healthy Sex E-book” . Yes quite a name!
But it was quite impressive and brought a lot of attention and people shared that blog and e-book with others. Then she did press release about it. She got so much attention that again brings a great point. We must give our knowledge and then we can earn attention…
You can achieve similar success as any big name in the online marketing world.. How? You must unlearn what you learned.
Here is what you need to know:

1. Your buyers personas
We used to market to faceless prospects
Example, Hotels.. All websites look the same and they feature facts and their products. People do not want to buy products.
Example if you own a hotel this is what you should do. You must learn about a hotel buyer persona. They could be people who fall into 5 categories.

1. Wedding
2. Vacation
3. Event planner
4. Travel sales manager
5. Business person
Write to them and how you can help them with solutions. Speak their language. Give advice, recommendations.
We must know what your buyer persona is about and what do you want them to believe about your organization?

2. Interesting topic was about ATTENTION:
David said “You can buy attention or beg but you need to earn attention by publishing great content. On the web you are what YOU PUBLISH. Pretty powerful, right?

3. Encourage
Encourage people to share with the push of the button! Again remember, people do not care about your products. They care about their problems and want to find solutions. Very true and we are as humans are selfish we want others to help us to solve problems
Give people free information via blogs without asking to get on the newsletter. Make sure it is rich content or give free e-book even without subscribing to your list, they can download right away. Go to forums, chat rooms and provide advice. Go to where people talk about things, participate, give advice, they will buy from you.

He also mentioned an interesting fact that even US AirForce is usually social media and encourage everyone to start social media profiles so they can communicate with their loved ones especially being overseas… It shows us that we should not fear of social media and pr methods. We need to learn to manage our fear.

To learn about David Scott go his website:
About David Scott: David M. Scott is an award winning marketing strategist, best selling author, speaker and seminar leader. His unique style of marketing and teaching PR and viral strategies made him well known speaker, trainer, motivator.

(c) Copyright 2009 Tatyana Gann. All Rights Reserved

Tatyana Gann is an online entpreneur an online marketing mentor, a social media and pr consultant, a professional connector, a mom of two great boys and an amazing hostess. To Learn More About Tatyana Gann , subscribe to her “Attraction Marketing Queen Newsletter”

Power of Press Releases: How To Market Your Business and Find Real Buyers.

Not long ago I made a blog post about how to market your business with press releases because I saw that not many online business owners take an advantage of a press release. They think that press releases marketing is DEAD.  Let me assure you that they are very wrong. Press release advertising is the classic method of gaining more credibility and providing information directly to buyers… It is the BEST way to reach buyers directly. If you have a big ticket program, it is a great way to establish credibility in front of your clients.

Here are some points you need to remember about press release marketing:

1. Press Releases are not DEAD

2. You donot have to pay fortune to submit your press releases  to major media companies.  In early 90s people had to pay big bucks to media companies, so they can distribute their press releases to general public. The Web broke many rules in our favor.  You can pay 40-200 dollars to get major exposure via companies like PRWeb, News Wire and more.

3. If you want to know what to write, find blogs of well known PR professionals and see what they write about and what hot topics are, leave comments and interact with PR pros. 

For example, today I visited blog of PR Pro Danny Brown with Press Release PR.  I left comments on his blog but I also found what he loves to write about and what kind of personality he has. I am building relationships with PR professionals online without leaving my house. Then you can send your press releases about something they like to read and write about. Bingo! You have a new relationship and your business is getting a special attention.

4. If you want to find hot topics to write about your product and service, find blogs that talk about  them and have good ranking and a lot of interaction on the blogs, comments, posts. See the key phrases they use and use them in your PRs.

5. Press Release is very important form of marketing for a small guy in business. It is A MUST. David Scott says ” If you are smaller and less fortunate, you must tell your story yourself” People want to know about YOU, your unique qualities, your story and not your company and some generic mambo-jumbo.

I have written many press releases in the past 4 years and some of them gained a lot of traffic and some did not.  Some only had 100 visitors and some reached 4 million hits in one year.   As you can see nothing is perfect, but the good thing about press releases you can edit them and change them around or even write a new one. I used few PR companies and a few of them were even free. My recent press release was about my partnership with CarbonCopy Pro, a high income career opportunity. and I did not talk about just company. I talked about event in my life, a partnership and benefits of this business.  That is the purpose of a good press release- tell story to involve your prospect into sales process.  Press releases reach niche markets and appeal to customers because of a personal touch and sharing a story about a small business owner rather just a big corporate account.

In summary, you must remember that any news is good news for your customer.  Do not worry about what you write , write about everything that is happening in your business. Even little details make a difference.  Write keyword rich content for your press release to get more exposure.  Include links within your press release and then in your bio. Make sure they are landing pages and not sales/info page about your business. Submit your press releases to Digg, Technorati and share with your friends on Twitter and Facebook. Give your customers a reason to buy from you by showing how to go from point A to point B in their career and life and why they should be a part of what you have. Provide a real food, meat and potatoes to your starving customers.

I hope these tips were helpful.. Feel free to leave comments and share your thoughts. Share with others. It will be greatly appreciated.


(c) Copyright 2009 Tatyana Gann. All Rights Reserved.
Tatyana Gann is an high income coach, an online marketing mentor, a social media expert, a professional connector, a mom of two great boys and an amazing hostess. To Learn More About Tatyana Gann, visit “Attraction Marketing Queen Report”