Press Releases: The One Thing Your Press Release MUST Have

Press releases are a great way to jump start interest in your business but only if you can convince the media that what you’re releasing is worth printing or broadcasting. For a business news release to succeed there’s one factor guaranteed to get attention: money.  Specifically, how your business can help people SAVE money.

For instance, if you operate a Bed and Breakfast website, focus your press release on how much money people can save on hotels by staying at your B & B instead. Offer actual figures comparing rates at local hotels and your establishment. Then explain all the benefits: quiet, family atmosphere, free breakfast, etc.

Proving that your business can help consumers economize is a very effective way to get attention with your press release.

Marketing: Is Your Website Marketing Message Consistent?

I recently dropped by a website that sells products to a 25 - 45 year old demographic. The site’s copywriting was consistent with this goal… grown up and informative.

But the website design was sending out a completely different message. All the graphics were cartoons in bold primary colors! The main image was a couple of cartoon teenagers. And the youthful word “hip” was featured prominently in the site’s name and domain. This conflict between image and message can confuse and/or turn off potential customers.

When creating your online presence - be sure to offer your visitors a consistent message about your products and who they are intended for… a message that unites your textual content, design, colors, and images.

You may be pleasantly surprised at the results this simple change can make to your bottom line.

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Search Engines: Going Beyond Google

Search engine optimization is an important part of nearly every business marketing strategy these days. And, as you know, Google dominates the search engine playing field, conducting about 80% of all searches.

Understandably, the online marketing world is fixated on Google. But what happens if you get caught up in one of Google’s unpredictable fits? You played by the book, but suddenly your site is nowhere to be found. Or your page rank has inexplicably tanked. It happens and when it does, there’s not much you can do about it.

So before it happens to you, diversify now. Get over your Google obsession and start using other marketing means: press releases, articles, paid ads, directory listings, blog submissions, PPC ads, etc. Check your rankings at Yahoo!, Ask Jeeves, AOL, and MSN… they can drive a significant amount of traffic to you.

Putting all your eggs in the Google basket guarantees that business will suffer if your rankings ever get “scrambled”.

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Generating Traffic: Harness The Power of a Signature File

If you’ve been marketing online, you’re probably using a signature file to describe your products or services and it’s found at the end of every email message you send out. But email isn’t the only way a signature file can be put to work for you.

Today I’d like to talk about several other uses for your signature files and what I’d like you to do is choose one or use them all to attract additional targeted traffic to your website.

1. Discussion Forum Signature
2. Inside Your E-book
3. Article Signature
4. Collaborative Venture
5. The Free Tip Sheet

I’d love to hear your comments… please feel free to let me know how you use signature files to generate traffic to your website. Thanks!

Target Marketing: Narrow Your Focus To Strengthen Your Reach

Targeting seems to be a big buzzword in business these days. What does “target your buying audience” really mean and how do you go about actually doing it? To target means to zero in on a select group of consumers that are more likely to purchase your product or services. It means understanding the dynamics of your product and the type of person who would be best served by owning it.

Everyone in the world is not going to be interested in what you’re offering. By accepting this true statement from the start, you will save yourself from wasting time or money and achieve much better results with your advertising campaigns.

Why is that?

Well, if you spend considerable amounts of time trying to convince uninterested consumers to buy your product, you’re missing the greater opportunity to sell the people who are interested in making a purchase. So, focusing on those who are interested is tackling the prospect. Focusing on the entire marketplace is merely presenting your offer. One brings money from sales into your pocket, while the other wastes hard earned dollars. Which would you prefer?

Let’s use an example of baby clothes. Certainly the entire population is not interested in baby clothes. A better target to aim for would be the female gender. But then again, not every woman is expecting a baby either. So you narrow your focus down to married women. A little better… but there are certainly a great share of married women that have either finished having their babies or are simply not interested having babies at all. Then the most obvious focus would be pregnant women or new mothers. That’s targeting your real buying audience. Narrowing your focus is the name of the game. This is the one area of business when having a narrow mind will actually be profitable for you!

Looking For Prospects

So, how do you find them? Those people in your narrow niche group that would love to be presented with your product or service? You must get into their minds. Try to think how they think. Let’s use the pregnant woman scenario again. Who will she be associating with? What will she be doing? Where will she be hanging out? When will she be available?

• A pregnant woman sees an OBYN, so handing out flyers to these doctors to give to patients would be valuable.
• The expectant mother will shop the baby sections at stores, so selling wholesale to these outlets would be a possibility for you to consider.
• She will go to the hospital to have her baby, so give something to place into the “going home pack” that will direct her back to your business.
• The new parent will want to learn about raising children, so advertise in a parent magazine or guide to reach her.
• She will most likely join online groups that support parenthood, so join the groups and be helpful.

Get the idea?

You must think like your target market and mine this audience out of the masses in order to communicate with them. The more helpful you are in making their lives easier, the more profitable your business will become. Just remember to narrow your focus to strengthen your reach. You’ll gain much better results from your advertising campaigns and uncover your real buying audience in the process.

What do you think? Please comment and tell me, thanks!