How To Write An Exciting Press Release For A Book or A New Product

09JunMay 27, 2015 By Tatyana Gann

Learn how to write a press release for a book, a product, or even a new business that gets your customers inspired and excited!

Do you know how to write a press release that brings positive energy, motivating, encouraging and fun to read that you cannot wait to share the story with others? Does your press release provides solutions to your customers in simple and exciting way?

Do your write a press release that never gets read because it is too stale and boring? Do you fall asleep while reading your own press release?

Then we got a problem….

Let me tell you a story. Last week one of my facebook friends asked me a question why she needed to write various press releases for her brand new business and her book. She asked a question , “Tatyana, what would they do for me?” I asked her what did she want to get out of her product, her book and what was her vision. It was clear that she wanted more publicity but she needed to do homework in understanding the basic principle.

Press releases are like fashion trends. They change. Customers Change.

As you might have read online old ways of using press releases in your marketing campaigns are gone. Press releases are like fashion trends and they changed the way customers seek and buy products today. No more faxes, no more writing to millions of journalists because honestly they get too much junk in their inbox and some good press releases never get read. NEVER! Sad, but true..

They are like precious beautiful flowers in the middle of desert that never get found! They never get noticed and recognized for its beauty. That is why hoping your press release is EVEN noticed by hundreds of journalists is just a hope. Your goal is to write a press release about things people want to know more and buy more. Google is like open flower field that gives your press release advantages and inbox of an journalist is like a desert. You got my point. Right? Do you want your story to be a story that is like this desert flower or a beautiful flower in the field along the paths where people stop by.

I get asked very often on how to write a press release that promotes a company product or consulting services especially for their new business. Online business owners wonder what benefits do they have from such “old fashioned method” and my answer it can do a lot!

Remember this:

It is your footprints that you leave and it is written in stone instead of the sand. It is what everybody will see over and over.
It is something will give your customers opportunity to share it and buy products over and over! WHY? They can trust you. Do you love when customers trust you and you feel you want to do more for them? That is what writing a press release about: establishing instant trust because they see your intellectual abilities.

However, you must follow certain guidelines to writing an effective press release:

Determine the angle of the story: writing about event, product launch, expert revealing the truth.
Determine your buyers: what do they do on a daily and weekly basis and their lifestyle. Write what you know about them. It is your profile exercise. It will help you.
Your goal is to focus on your headline and press release description: that is what Google wants to see and what your customers will see. Create controversy and compelling to turn heads in YOUR direction.
The Purpose of Online Press Release: It is about seeking and informing buyers where to get what they need to get fast and efficient.
Your press release must be objective: write a press release in 3^rd person. Writing about yourself will do more harm to you than you think. Keep your excitement under control.. You can express it in your quotes.
Write Quotes/your opinions: It is something you think about, said and mentioned to others. Use quotes as John Smith said, “your quote/opinion”
Media coverage: If you want to get media coverage explain why your product is unique to public and include few examples.
For Buyers: Give away a FREE report, FREE e-book. Plus BONUS for the customers who act FAST.
500 Words: Keep under 500 words but no less than 400 words. Your customers and media do not have time to read but they have to see if it is what THEY want. They will say YES or NO.
Interest score: If you were a journalist, a customer, would you read it and share with others? Make sure it has hot topic, debate, controversy. Good news is not boring stories that everyone talks about but what people are AFRAID to talk about.
Write with excitement and passion. Include videos, images of your products for your customers. It makes a story more personal and real! It speaks your customer language and meets their needs!
Where to submit a press release? There are many services available today and I personal recommend PRWeb.com for paid service MarketWire.com for regional and national distribution, especially they are great when your purpose is to get locally known first. They have great SEO press release options.

Enjoy your week!

Tatyana Gann

Tatyana Gann is a social media and online PR consultant, a mompreneur who resides with her family in Nashville TN. She provides PR and marketing consulting to local business owners in Nashville TN and nationally. Get instant access to SmokinHotPR training newlsetter and receive FREE weekly online PR traffic tips and business advice to grow your online business

7 Magic Steps To Writing An Effective SEO Press Releases

03MayMay 27, 2015 By Tatyana Gann

“Learn How Online SEO Press Releases Can Be Your Magic Hat That Gives “Wow Factor” and Attracts Customers Raving About Your Product or Service!”

Do you still believe the myth that online press releases are only written for bigger corporations with HUGE advertising budget that need publicity? The fact that these companies write online press releases because they understand the power.

It reminds me of a conversation I had with a business client of mine couple weeks ago. She asked me how press releases can increase sales and why she could not just use PPC and Facebook ads. It was a great solid question but I heard the hesitance in her voice and I asked her question, “Do you read stories and get information on google from the trusted sources?” She said “Of course, Yes”. As you can see you all search online and only trust experts that give your ENOUGH information to make a decision! Readers trust NEWS! What has happened with Online Press Releases in The Past Few Years?

Major Changes Occured. Media Relations Changed. People Changed The Way They Communicate.

The major key is to understand a customer: how they think and what they search for online. Your magic wand must affect the touchy subject on your customer mind and bring SOLUTION that nobody could bring before. I have been reading what David Meerman Scott, one of the top PR experts, talks on the subject of the new rules of press releases marketing, and I totally agree that search engine optimized press releases work because they take controversial subject, turn into story and give solution!

Would it be awesome to put this MAGIC HAT on and take your magic wand and bring tons of traffic to your site?

Here is my 7 Magic Steps Formula To Writing SEO Press Releases.

Step #1 Understand press release is about connecting with your CUSTOMERS directly. Media is secondary and serves as a big plus for your extra publicity.

Step # 2 The foundation is still there. The core foundation is still present. I call it ” Big 5 Ws of Press Release”- (why, where, what, who, when)

Step #3 Think of the controversial topic about your product or service and reveal it. Give your thoughts on it and how you can provide solutions fast and efficient. You become the expert in your customer eyes and credible source of information for media.

Step #4 It is your list building method. Yes, you heard me right. Majority of business owners do not use it as a list building tool but more of announcement story.. WRONG! Give way special report, free consultation, coupons and direct them right to your website. It is your call to ACTION. Monetize your press release right way.

Step #5 Add videos and images. They are proven to increase opt in rate and awesome for SEO and help with first page ranking.

Step #6 Add Links to the related content within the body of your press release such as your blog, your Twitter or Facebook page and of course your business website you want to market. Show your customers where to go. (believe me people still need to be directed and people love orders)

Step # 7. Try a new kid on the block called Social Media Releases. They are a proven method for branding, adding buzz to your company online presence and give you an expert status. They are found through social networking channels. They never replace SEO online press releases but they can do magic for your business. Few months ago I did an blog talk radio interview with Deirdre Breakenridge the author of awesome book I recommend everyone to read called “Putting People back into Public Relations” and we talked about the power of social media releases as online PR traffic method to increase traffic and brand awareness.

One more thing to remember that good written press releases are going to stay in search engines for months, years and your customers and media will find you when paid ads disappear and others run out of budget to advertise their product or service. I hope you get the point and ready to use my magic secrets.

Dr. Helaine Smith Gives Every Business Owner Something To Think About: The Reality of Running Successful Business

30MarMay 27, 2015 By Tatyana Gann

Announcing Special Interview! Discover How Helaine Smith, Boston’s Best Cosmetic Dentist Took Her Business From Six Figures To Seven Figures Business Using Innovative PR 2.0 and Marketing Strategies.

Do you still believe that yellow pages work? Dr. Helaine Smith, the Best Boston Cosmetic dentist gives every business owner something to think about- The Truth About Transparency and Innovative Marketing. Research shows that social media marketing has been the dominating viral marketing strategy for not only PR and social media professionals but real business owners, like Dr. Helaine Smith.

Few months ago I was on PR Webinar given by David Meerman Scott about new rules of PR and marketing and he shared the story of Helaine Smith, a cosmetic dentist from Boston who used creative marketing ideas to build dental business. That story intrigued me because I wanted to share with business owners who believed still in using yellow pages, how they could transform their business by bringing VALUE through educating the clients.

Recently Dr. Helaine Smith and I have had a great conversation on phone about being transparent and innovative in running a business. Her passion for the dental practice and serving her clients has impressed me. Her e-book “Healthy Mouth Healthy Sex” became the tipping point of her career.

(Dr. Helaine Smith talks about this e-book as her magic bullet of the marketing viral campaign and she is going to share that on our podcast at 2 pm EST April 1 2010.)

In 2003, Dr. Smith received a prestigious award as Exceptional Woman given to women in the Boston area who have “overcome obstacles to achieve greatness in their lives.” We hope to see you on our podcast where you will learn

Her struggle with the traditional advertising methods
Her discovery of blogs and e-book marketing
Viral Marketing Campaigns
Overcoming adversity and making quantum leap in her business
Plus her advice on how to take your business online

Listen to our podcast Blog Talk Radio With Dr. Helaine Smith

Details APRIL 1, 2010 2 PM EST

Dial in 1-646-716-8501

Bio: Dr. Smith, a Boston, Massachusetts cosmetic dentist, has combined a dedication to patient care, volunteerism, and business acumen since beginning her dentistry career in 1991. She is a Fellow in the Academy of General Dentistry and a Las Vegas Institute graduate, and she recently completed an executive MBA program at Suffolk University. In May 2006, Dr. Smith’s practice was named first runner-up in the prestigious Cosmetic Practice of the Year Award competition, sponsored by Levin Group, Ascend Media, and Philips Oral Healthcare. For more information about about Dr. Helaine Smith visit her website

How to Get Targeted Leads Instantly Using SEO Press Releases and Social Media Releases

29MarMay 27, 2015 By Tatyana Gann

Announcing! Only Two Days Event To Show You Exact Formula To Bring Low Cost Targeted Leads Instantly and Consistently With SEO Press Releases and Social Media Releases!

Join me at FREE 90 min Teleclass on How to Use Press Releases, SEO Press Releases and Social Media Release, To Generate Free Targeted Traffic Instantly and Build Credibility.

“SEO Press Releases” Basics 101

Details:

4/15 8 pm EST-9.30 EST

4/22 8pm EST- 9.30 EST

Imagine you have a secret weapon NOW to create buzz for your brand
How to get into search engines within minutes and be on first page of Google.
Imagine instant leads coming to your inbox ready to buy your product.
Why Press Releases can establish you as expert in your niche
How to establish yourself as the authority online with SEO press releases
Exactly formula of press release to bring TRAFFIC
How perfectly blend all related content you have created even 2 years ago to support your BIG IDEA.
Why I call “Social media release” a press release that talks to your client.
How to stand out in the crowd as an innovative business owner even if you are a brand new
How to compel curious buyers to see value in your product or company service
Why you do not have to know all mechanics of the internet to attract new clients.

Here is what some said

“Tatyana Gann writes press releases packed with power and authenticity. Through her clever methods and strategic placement of keywords, video, audio, blog posts, images and links, she brings your press release to life! I could stop there and it would have been well worth the investment, but there’s more… My press release was on page one of Google in just hours! Why struggle doing it yourself when you can get stellar results? Contact Smokin’ Hot PR immediately.” Rhonda Cort “The Magnetic Woman” CEO, International Speaker, Mentor and Stylist http://MagneticMojo.com

“Tatyana, the Social Media release you did for me is at #1 in Google! http://pitch.pe/52069″ Melanie Milletics, http://www.sponsoringsuccess.net

““If you are looking for someone who believes in the work they do, cares about the people they work with, puts honesty before need and settles for nothing less than success, you should be considering Tatyana Gann she is a prime example of a business leader who has the knowledge and expertise needed to run a business.” Daniel Curtis www.socialwebleads.com

A Social Media Release In 5 Easy Steps

10MarMay 27, 2015 By Tatyana Gann

Learn How to Craft an Effective Social Media Release in 5 Easy Steps and Attract Endless Clients and Solid Business Partnerships

Want to learn how to write a social media release? Did you know the online business owners believe that press releases are no longer effective source of marketing. They still think it is a voodoo marketing strategy that is boring and has not brought any results. With a wave of social media marketing many biz owners only focus on Twitter or Facebook marketing and forget one very important method that has been used for generations- releases!

Some marketers still feel that press release marketing can no longer serve their purpose. According to David Meerman Scott in his new book “New Rules Of PR and Marketing”, press releases marketing is no longer about announcement or cheap sales pitches but about conversation with your buyers directly.

Old Good Days Are Gone. Spending Big Bucks On Publicity is Not Must

Just last week I was on a phone with an amazing business etiquette coach who have created top publicity for her from USA Today newspaper to even NBC Daily show. Her presence was amazing offline but she realized after we spoke that she needed online presence. She saw the importance of the blog and started working on creating her blog and her persona online.

Press releases marketing must be on the top 10 list of marketing methods you use. I often compare press releases with the cappuccino with extra expreso. Your marketing campaigns without press releases is like drinking decaf cappuccino and thinking it will give you buzz.

My new friend asked me why she needed press releases as a part of her marketing campaign. She really did not get first why she needed to use them to tell her story and why press releases are important. I am sure David Scott will agree with on the fact that press releases can bring the right buyers to our website and not just curious readers. It is all about the angle we use in telling the story.

With the growing role of public relations in social media more business owners are turning their heads toward new and creative marketing strategies instead of looking at them as something dull and boring. I have recently interviewed an amazing Deirdre Breakenridge about her book “Putting People Back into Public Relations” and role of social media and PR for biz owners. As Deidre Breakenridge and Brian Solis say in the this book “social media releases are bright and shiny objects.” I can say they stick like a sore thumb.

Press Releases are about creating dialogue online

Social media press releases as a marketing strategy, is not a new kid on the block. They have been around for few years and Brian Solis became a pioneer in learning, applying social media releases as one of his PR and social media strategies. Social media releases are very effective form of marketing. It is a lively version of a dull press release that used to be a tool for many journalists, business owners who wanted to make announcements.

Lets look at this scenario to help you to understand how social media releases can be one of the best methods to generate traffic and establish authority. Lets say, you have a traditional business and have decided to put together facebook page, Twitter profile and a marketing company blog. Now what… Here is what you can truly experience by embracing the power of social media and online communication with your clients.

Online Presence is A Big Happy Family

1. Family effect

You must understand that facebook fan page is your family. Your twitter cirle of friends is your family. How can you bring your older clients that you had in your business to facebook or twitter? What should you do? First thing you need to emphasize that you want to reconnect with your clients on Facebook or Twitter so you can share latest news, special offers, your loyalty program and coupons. You want to express thanks to many clients and build a tight inner circle. I promise you they will want to know your news. Who does not?

2. Engaging into social media

Once you create Facebook Page and Twitter Profile you can send promotions, loyalty program, discounts to your products and services. In my recent post “Who Took Face Out Of Facebook” I talked about the importance of being transparent, authentic and innovative. You can share stories of your clients with photos, videos and events your company did in the past. It is all about communication. Now the best part- your clients will want to share with their network and now your big family will have new members because you were able to establish trust and relationships with your older clients and customers. That is powerful! The key here is TRUST.

3. Your new hub-your company blog

As a blogger I can encourage you to take advantage of having a wordpress blog. Many fortune 500 companies are changing their platforms to blogs and a blog platform can make your social media release presence much easier. Blog post on its own can serve as press release platform if you utilize the use of social bookmarking services and widgets. Video posts are great for seo purpose as well.

4. Online Newsroom

You can create your own online newsroom as I did with Pitchengine and PressLift . They offer monthly and annual memberships and even free trials to check their service for 30 days. Online newsrooms allow you to create your social media releases and they play a big role in establishing your brand, your company name. If your company provides services for various clients you can utilize it for your marketing purposes. You can add your related links, quotes from top professionals in your field, your recent videos related to your subject along with the main keywords you want to target. You can be in Google within hours. I have recently made a social media press release for my friend ‘s Rhonda Cort Mojo Cleanse program

Here is what Rhonda says about press release:

5. Share, Share and Share

You can share your social media release via tools available in the backoffice of Pitchengine.You can create instant tweets and ready to share with others and also have an opportunity for others to create viral marketing campaign. On my radio show couple weeks ago I spoke with Deirdre Breakenridge the author and PR 2.0 expert and she told me something amazing. She said that her book “Putting Public Back into Public Relations” with Brian Solis got the most views and book sales from utilizing social media release.

I hope that you can see a bigger picture of social media release and start using them as a part of your marketing campaigns. This little shiny tool can spark your business and set the web on fire!

Tatyana Gann

PS. You can set the WEB on Fire with Social Media Releases. Grab the special social media releases package offer I have for the business owners. Plus you will receive free 30 min consultation.

To learn more about Tatyana Gann subscribe NOW to her FREE weekly newsletter about creative and innovative marketing and PR. 2.0 strategies. Click here to subscribe to Tatyana Gann SmokinHotPR E-Zine

Did “Twitter Bug” Bite Nashville Restaurant Owner?

06MarMay 27, 2015 By Tatyana Gann

Learn how to get repeat customers in your restaurant that rave about your food, wine, desserts, pleasant ambiance and your special VIP pampering treatment

Have you thought that you will be searching your favorite restaurants on Twitter or even Facebook fanpages? Times changed big time and more business owners started to realize that they could get more customers with Twitter and Facebook. They had to change their thinking.

Just couple weeks my husband and I were dining at a very nice French food restaurant in Nashville and we loved the food, the wine selection and its modern ambiance. While we were eating, talking and enjoying views of Nashville downtown night life, the restaurant owner came up to us and being polite asked us what we thought about our choice for the evening. Being a gourmand of wine and cheeses myself, I gave him a huge compliment about his goat cheese tart and good French white wine the server served us.

The goat cheese tart is to blame.

We started a really cool conversation about….Guess what? Twitter and Facebook. He told us that he started using social media but felt lost because he did not know effective social media strategies. He mentioned he got Facebook fan page for two restaurants he owned in Nashville and he was just getting started and hoped he was going in the right direction.

I was glad to see that Nashville restaurant owners starting to see the benefits of using social media platforms as Twitter and Facebook. It does allow them to spread local news, special deals, events and much more with locals. Next question came from me and I asked him if he really got the Twitter thing. Did the twitter bug bite him?

He was laughing and said “Tatyana, I really believe it did”! He told me that he wanted to create viral PR campaign and did not want spend money on yellow pages or newspaper advertising because it was DEAD” . I agreed with him 100%. How many business owners do accept the fact that yellow pages must be buried under the ground and never used again? I saw the man who was in his 60s and wanted to learn why social media works and how it works. He had a big WHY- save his restaurant and bring more new clients.

Is Your Why Big Enough To Save Your Business?

I think I learned the huge lesson when it comes to building a real business, no matter if it is a restaurant business, an ecommerce business or a private dental practice. You must have passion and BIG WHY to run your business and face challenges that come your way. No matter how old you are and what you have learned in the past and if you still believe that social media is only for younger generation you are WRONG.

I think being stuck in old ways is wrong and using old marketing methods to grow your business is DAMAGING. As saying goes if you want to create the change, be that change. I say “Bravo” to the business owners who come out of their own shell and want to learn social media, video marketing and everything that comes their way. They enjoy it instead of dreading it.

Dreading social media marketing is not as bad as you think it is!

What should you do when you deal with Twitter Bug? Fight it or embrace it? I would say embrace it and enjoy the ride. Remember it is your conversation that you took out of the coffee shop and brought it online. It is all about dialogue now and your goal is to engage with your customers, listen and serve. Make people feel comfortable like you do in your house and they will love your back!

Look at it something that can help your business grow and connect with your customers and bring new clients. Recently my mom who still lives in Russia decided to get on Skype. She never used the internet before and believe me it was a shocker to me. She had a big WHY- to see her family on video camera that she has not seen in years. Her biggest “why “overpowered her fears of computers, internet and even video cameras.

When you have a big WHY nothing stops you and you just enjoy the ride and honestly pat yourself on the back for embracing the new challenge. Twitter is a just a tool like a hammer in your garage. You may miss hitting the nail in the wall but eventually you will do it right. Be patient and learn from the people who have it done all.

Have a wonderful day!

Tatyana Gann

Hot Topic and It is Not “The View” : Can We Put People Back into Public Relations?

24FebMay 27, 2015 By Tatyana Gann

“How to Put People Back into Public Relations and Why Online PR is the Flame to Your Business Success”

Special Guest on My Blog Talk Radio Show Deirdre Breakenridge

Have you ever thought about what is wrong with Online PR? Do the ancient PR methods work? What have changed in the past years with the explosive growth of social media networks?

Have you missed the interview with awesome Deirdre Breakenridge? Listen to my interview with Deirdre Breakenridge on SmokinHotPR Blog Talk Radio Show

Are you ready to learn how to transform your thinking about using Online PR services and why new PR as the flame to your business and also the core to your business success.

Learn how to stop being a journalist and unlearn the way you do your online marketing: the new language of PR.
Learn how to become an enthusiast for your company.
Learn how to build relationships that matter and create effective results that will bring consistent flow of online traffic.
Learn how to use social media to create a masterpiece marketing campaign combining with PR methods
Learn how Social Media Releases and Video Releases can be a powerful tool to create viral traffic
Blogger Relations: Blogging is not BLAH, Blah.. as Deirdre says in her book
Plus many cool ideas to help you to grow your business and attract the clients and referrals.

I have personally read the book “Putting People Back into Public Relations” written by Deirdre Breakenridge and Brian Solis and I strongly recommend to read this book and read between the lines because every time you read it you will find the wisdom and powerful advice.

SmokinHotPR Blog Talk Radio Show Details:

Feb 25, 2Pm EST

Call-in Number: (646) 716-8501

Look forward to seeing you there!

Tatyana Gann

Your SmokinHotPR Radio Show Hostess

Blogger, Mompreneur and Just Cool Girl

Our guest speaker Deirdre Breakenridge is President, Director of Communications at RFS Marketwyse. She leads a creative team of PR and marketing executives to gain brand awareness. She has written several books about PR 2.0 and Brand Building. To learn more about Deirdre Breakenridge connect with her on Twitter http://www. Twitter.com/dbreakenridge

New Press Release Rules: How can business owners increase their sales

05FebMay 27, 2015 By Tatyana Gann

Press releases have been an effective marketing method for many business professionals, corporations and small businesses for generation. From announcements and news in a traditional publication to online distributions the press release is still considered to be the authority.. However, some business owners have believed that press releases as a marketing method were only written by journalists or for journalists and that you had to hire an entire PR team to get your message to your audience.

Let me tell you the best news. You are the messenger! You can share news to your customers and potential clients now! You can grow your business with press releases, as one of public relations tools available today for any business owner. You do not have to know the mechanics of the internet and understand why it works. You do not need to read “guru” manuals that teach only theory or old school. You are dealing with people today who are seeking true authentic companies, businesses that care about their customers and clients.

The roles changed. Your customers became your “boss”… Really? Yes.. They control your brand. They tell if your product or service sucks. They give you feedback and it is up to you to accept it and be grateful and then you must adjust your marketing campaign. Only then, you can truly experience a real business success: have your customers happy, increase in retention and more new customers. The press releases can do that for you. They are longer written to the media, journalists or some “boss” who has to approve to share your news or not.

You can directly approach your customers with your press release and compel them to do the following:

1. Get on your list via landing page
2. Buy from you right then (if your offer in the press release is strong enough)
3. Refer others by sharing it with their friends, business partners.

The beauty is that social media became your business saving platform and you have to cherish it. You have to treat it right. You must develop relationships with your customers on Facebook, Twitter, Ning or other networks because they are the ones who will share your press release.

The main core of press releases have not changed and you still talk about what, why, when, where and who. However you must research your buyers and who they are and what language their speak, meaning how do they like to start and keep conversation going. You want to know their PAIN and JOY and write to them and not dry language of news reporters. You must learn to be a storyteller even in a press release. You must use case studies, videos, links related to what you talk about to give them the full picture of who you are about and why they should trust you. Only then they will reach out for their wallet and trust YOU by becoming your new client or a customer.

As you improve in learning how to blend PR and social media and find the right ingredients that your customers want from you, every time your press release goes out, they will know it.

Again I encourage you to build relationships with your customers via social media, blogs, video communities and learn about them.

Three principles you must know to establish yourself as someone they can trust and buy from:
1. Be a good listener. Do not just hear what you think you need to hear and move on. Listen to every feedback, their needs, their feelings. In some way, hide behind the curtains and watch them.
2. Respect what your customers are saying. So often we deny the fact that our products or service is bad. We cover up. We put temporary makeup, but eventually you have to learn to respect your customers and learn from them and about them.
3. Write to them. Write press releases that can solve their concerns and pains. Share it with them via Twitter and Facebook groups. Share your press release with other business owners via blogs. (we will talk about blogging relations later in my newsletter)

The rules changed for your good to bring you new clients. I consider it HUGE advantage for many business owners. They did not have that luxury before and today with one click of the mouse they can connect with their clients, competition, potential customers and many more right from their Twitter or Facebook platform. Your business and product have not changed, but the rules did and if you want true business success, you must obey them and apply them in your business practices to experience growth.

All you need is to roll up your sleeves and start paying attention to the most valuable source of your success- PEOPLE! As David Meerman Scott in his new edition of “New Rules of PR and Marketing“, which I absolutely believe one of the best PR education books, would say, “Get to know your buyer’s persona” Amen to that David! It is a brilliant and common sense approach that we often overlook!

Best to you!

Have a wonderful weekend!

Tatyana Gann

Tatyana Gann is the author of Smokin’HotPR weekly newsletter on PR tips and advice for business owners. Connect with Tatyana on Twitter at @smokinhotpr Get her weekly PR newsletter at http://www.smokinhotpr.com

How can effective publicity affect our client attraction and retention?

01FebMay 27, 2015 By Tatyana Gann

When it comes to creating publicity for your product or service people get scared and run away. Business owners think of creating publicity as something like Tabu deal. The beauty of successful publicity is that it will give you either credibility in front of the sceptical buyers or even more sales in front of you must be very clear where you want to be. You must set certain goals and also understanding that we are not anymore in 19th century where publicity was one way street. Plain news, reports will not bring good results. Time changed. We are entering social media age where publicity is a two way street.

In order to give your product best publicity you need to know what you truly want to get out of it. You must determine your business goals. Your goals should be centered around the core values of the company and very specific. Just saying something about product that has no foundation, does not mean you will help your product serve its purpose.

Effective publicity can help you to achieve some of the following.
1. People will buy. Remember people need to be told. When you write publicity material you must include the information how to purchase your company product, the reasons and benefits and how to use it
2. Get feedback, even negative feedback can bring positive results. Suggestions via blog comments, contact forms and surveys can affect the the outcome. People will have misconceptions and it is natural so your job is to be diplomatic and professional and do the best to answer the concerns.
3. Invite people to events, local and online events to provide information about products, services
4. Effective Publicity can address hot topics you want to discuss with your customers
5. Good publicity is better than advertising and can create curiosity that drives people to visit your online community, your website or your local events you are hosting. It adds a personal touch.
Remember PR has never been an advertising method. It is about communicating your message through news wires services, social networks, blogs and even video messages.

Lets show you an example of how effective publicity works in a real life and why it is important to set goals.
Lets say you are a life coach and your business is booming, and you are getting more personal clients who want to do one to one coaching in the evening times. You are getting so booked that you are afraid to turn them down. You want to figure out how to get them all to the phone at once. However, you know that it will be more effective if you do small group coaching that presents opportunity to save you time, give affordable coaching prices to other clients and still they can feel your personal attention.

What you need to do is to develop a campaign and write about your new coaching option that allows your new clients an opportunity to get great training for less price, have an instant access to your networking community or listen to the recorded calls without fear of missing the live calls.

Make sure measure your publicity success. Create surveys and see what percentage of them responds positively about changes. Tweak, share, use social media to receive feedback and suggestions. More you talk and address the concerns of your customers the more success you will have. As David Scott, one of the best PR experts and author of “New Rules of PR and Marketing” said that we always should focus on our buyers and understand buyers persona.

Tatyana Gann is an online entrepreneur an online marketing mentor, a social media and online PR consultant, a professional connector, a mom of two great boys and an amazing hostess. To Learn More About Tatyana Gann, connect with her on Twitter and Facebook.

Tatyana Gann

Your Personal Life Coach

Public Relations 2.0

How To Write An Exciting Press Release For A Book or A New Product

Learn how to write a press release for a book, a product, or even a new business that gets your customers inspired and excited!

How can effective publicity affect our client attraction and retention?