Why would anyone in their right mind pass up an opportunity for free advertising? The answer is, you shouldn't. Never.That's why you need to learn the careful art of press release writing and submission.The "press release" is the perfect tool for free publicity. Most people know that non-profit and community service organizations are capable of getting free publicity by using this tool. But can it be used for businesses that operate for profit? Sure can.If written the right way and promoting the proper angle, a press release can get your business in the spotlight for some free publicity. But you've got to keep a few things in mind.First, no media outlet is going to advertise your weekend sale or special one-time low prices on out-of-date widgets. If you are seeking publicity for your business because you want to rake in some quick cash next weekend, don't waste your time. You won't get the publicity you're looking for.However, if you are the proud sponsor of a community event where members of the public are invited then you could get some free publicity. There are all kinds of creative ways to make this work.For instance, suppose the new and outrageous Springling Sisters Carnival is coming to town. They are going to use your storefront parking lot to set up for entertainment. Normally, your business is closed on weekends and the carnival is only going to operate on Saturday and Sunday. What a great opportunity to capitalize!That is one golden opportunity for a press release. But don't mention your business. Just promote the carnival and be sure to give the address where the carnival will be located - the address of your business, which you won't mention by name. People who read about the carnival in the newspaper or hear it on the radio will be looking for your address. When they find it, they will find your business open on days it is normally not open.Here's what you do on Saturday and Sunday when the carnival is in town. Hire a clown or someone who represents a mascot for your business. Have them stand at the entrance of the carnival or beside the street where traffic is passing by. They should be holding a sign advertising your business is open or passing out flyers and brochures to carnival-goers inviting them to your store after they have enjoyed the entertainment. Promote it as a special Carnival Day Super Saver Day, or a similar special sale day. People will love it.Your store can be promoted this way through any number of events. Suppose you hire a local celebrity to visit your store on a certain day. Send a press release stating the celebrity will be at your store (this time you can mention it by name) on that day at a specific time. Because your event is promoting the celebrity, not your business, and it's a free event that anyone can attend, it is likely that local news media will pick it up.One other way you can get free publicity for your business is to host a free seminar where nothing will be sold. The idea is to give people free information they can use in their businesses or private lives. Suppose you run a local automotive shop. You can give a free seminar teaching women and new drivers how to do a tune up. Since you are not selling your services at the seminar this is a great opportunity to promote your business in the community without advertising.Also, you can use legislative issues as a tool for free publicity. What if your state passes a new law regarding emissions testing. Write a press release where the legislation is the focus of the article. Don't talk about your business. Instead, discuss how the legislation will effect people in your community. Then, throw in a quote from the owner or manager of your business. You can include the person's title and the business name since you are writing a news story and position the person quoted as an expert on the subject. Voila! Free publicity. It is important that you focus on an event or special moment that will appeal to a wide variety of people and involves some sort of community service or popular interest. It shouldn't be self-serving. You are giving to the community and you want the world to know. This is your one chance to shine.Be sure to send the press release to as many media outlets (radio, television, print and Internet) as you can find contact information for. It is best if you send it to a specific editor by name rather than just "editor" or "producer." Also, learn to write in journalistic style with all the pertinent information (who, what, when, where, why and how) in the first two or three paragraphs. Write in an inverted pyramid style with the most important information up front. That way, if the media company only has space for so much content they will use the most important information because they always cut from the bottom.Press releases can be used to promote your business in a variety of ways, to include special community events, charitable sponsorships, joint ventures with government and community service organizations, celebrity appearances and holiday events that involve a wide berth of community personalities and agencies. Be creative and remember that your goal is to promote someone or something else. You should be in the background as much as possible, but visible. And that is how you can promote your business through free publicity using the most overlooked "free advertising" tool in the world-wide universe.
When you say printing, the first thing that will come to your mind is paper. This is because paper is the most used material for printing. Another reason is that prints are very good when done on paper.There are several types of paper available in the market these days. They come in different weights, sizes and thickness.Inkjet paper, for one, is good for external communications that give emphasis on the aesthetic side of paper. It is made especially for inkjet printers.Another type is the laser paper. This type maximizes the quality of print and color applications. Carbon paper, on the other hand, is a carbon-coated paper designed for typewriter and handwriting.We also have photo papers. These papers are coated in glossy or mat finish to create high-quality images. They are fast drying, smear-resistant and do not easily fade. Paper industry also manufactures what is called as the executive paper. They come in wove, laid, contour and with or without watermark.Recycled paper is made of 100% recycled material. Recycling paper does not entail the usual tedious process of making paper. Aside from that, this process does not harm the environment.Colored paper is also another type. To add visual impact to the material, colors are added. These colors come in a great variety to blend every concept and design.When it comes to laser application and other copying purposes, copier paper will come to the rescue. This paper runs well with the machine. However, this may not be good for aesthetic purposes.Finally, we have the multi-purpose paper. It can be used for laser and inkjet printers. Also, it can be used for mono or colour copiers even as paper fax machines. With the demands of the complex world, we have to finish every thing in our deadliest deadline or perhaps earlier than that. We also have to cope with our business as well as our personal needs. We have to be ready with our papers. We can lose too much without papers around.
Sometimes being at the right place and time can do wonders for the business. This can happen in the street or in the mall and starts by just approaching a stranger. New contacts occur everyday and with a little initiative, the person may be able to close a sale or be referred to someone who may need it. There are many ways that a person can attract customers to ones business. Some do this by launching a marketing campaign in the form of an ad in the paper or on a billboard. Some dont use marketing at all and just flourish through word of mouth. On a more personal level if that person travels around, the best thing to carry and give out is a business card.Business cards are used by people in big and small time business. It reflects who the person is. It gives people an idea of what the person is capable of doing in the event that the service one offers is needed in the future. Such instruments are easy and light to carry along. It saves a lot of time and trouble for the other person to jot down ones contact details. Making a business card is easy. One can do this at home and just print it in the computer. Should the person decide to have it done by a small printing firm, the individual should be sure that the spelling and the design is correct. This will make it easy for people to get hold of the services one can do. Business cards should always have some important details such as the name and contact number where the person can be reached and the company that one works for. If the person is self-employed, this can also work to get more customers for the business.Since most people who get business cards simply put it in the drawer with the others, one should be imaginative in letting people recall it.A few good examples are giving it in the form of a magnet that can be placed in the fridge. Should that person drink coffee in the office, one can have a coaster made that people will surely notice. Since computers are a necessity in the workplace, a mouse pad will also be a good idea to give away. There is also another way of making oneself noticed by other people. That is carrying the "business cards" of other people and giving it to those who need it. When this happens and the person asks how the card went to that person, the individual will be remembered and ones services will surely be called upon in the future by these two potential customers. Businesses survive due to a regular customers and having new clients. This will bring additional revenue for the company and allows the company to flourish. By using the resources one has such as the use of business cards, this will happen. These small hard pieces of paper are things that one can give out at anytime. Be it in a convention or some other function related to work or in parties and other social gatherings that will really help increase customer traffic. Small things do come in small packages and bringing this handy thing around can really help the person a lot.
I bet you didn't know that there are multiple levels of advertising and promotion that correspond to intent and stage of business. Understanding these levels helps small businesses tailor their promotions and ads to the proper purpose thus making more money. Let's look a little closer...Stage 1 - AwarenessHey mom look at me! Cries the little child who wants attention. One of the biggest threats to small business is the fact that there may be thousands of people out there who need what they offer - but don't know they exist.This stage works on the "if you build it they will come" principle. It's good if you don't have much competition, or if you are an established brand opening a new location.This is the most basic form of advertising and it has its uses. Unfortunately most small businesses never move past this level.Stage 2 - Gain Market ShareThis is a very important stage of promotion an advertising. This is where you put your unique selling proposition out there so that people will choose you over a competitor. You have to be compelling in a way your competitors aren't.Most advertising (even from a lot of the big guys) just doesn't go this far. Your job here is to compel action from the customer.Stage 3 - Increase ConsumptionGaining new customers is very important, but what are you doing to bring your old customers back? What kind of advertising or promotional tactics will increase the frequency and the size of your average purchase.Advertising to your current customers is not a waste of money. In fact your ROI is likely to be far higher than advertising to get new customers.Think about ways to get customers to come back more frequently and spend more with you when they do. You can realize an exponential growth in sales if you get these two components down.Stage 4 - Capitalize on OpportunityThis stage is where you use opportunities to increase sales. What kind of opportunities? How about holiday sales, long weekends, current events?Be careful about using very bad news for promotion. Being seen as too mercenary can come back to haunt you. There were some companies that sold terrorist insurance after 911 - but I can't imagine any did well.However, offering deals to offset rising gas prices or beat the heat of summer deals can be great was to promote all kinds of things.You can boil these four stages down into finer points of distinction, but mastering just these basics will give you a head start for a more profitable future.
Advertising is telling the world how great you are, while publicity is having others tell the world how great you are. Companies and organizations that understand the importance of publicity are generally more successful than those who use advertising alone to reach their target audiences.Newspapers, magazines and radio and television news programs are filled with stories about businesses and organizations. Those who know how to present materials professionally to the right people will get media coverage for free, while those who don't understand how publicity works have to rely on large advertising budgets to reach their audiences, usually with less impressive results."If you can get a news organization to report about your event or praise something you're doing, you have gained an enormous amount of credibility that simply couldn't be generated through paid advertising," said David Forman, a public relations veteran and author of "Publicity Professor," a workbook that teaches business owners how to get free news coverage.The first step in reaching out to media professionals is to create an appealing press release. Its main purpose is to get an editor or producer interested in what you have to say or in what you are doing. It should contain enough information, specifics and quotes that a writer can craft a story from it without ever having to call you.A media alert is another tool for getting press coverage. Its purpose is to give news assignment desks the specifics about an event in a way that entices editors or television news directors to send a reporter or camera crew.There are dozens of other ways to get news coverage, such as placing feature stories or writing pitch letters offering your expertise in a subject for quotes or on-air interviews.Forman says you don't have to hire outside help to get publicity."Nobody knows your business like you do," Forman said. "You simply have to reach the appropriate person with your message, in a format that media professionals expect."Using real-world examples, "Publicity Professor" shows you how to give editors and producers exactly what they're looking for to get your story covered for free.The guidebook includes easy-to-follow templates of press releases, media alerts, feature stories and pitch letters; suggestions on creating newsworthy special events and awards programs; and resources for contacting local, regional and national media.