Page 202 - Duct Tape Marketing

Earned Media Attention and Expert Status

Why PR Is So Powerful

Used in conjunction with the other marketing tools presented in the
Duct Tape system, PR can help you produce some very impressive
lead generation results. Successful placement of a feature story about
your firm may produce more actual customers and business than an
entire year of Yellow Pages advertising.

Before I spend time trying to educate you on how to generate
media coverage for your business, I want to make sure you fully
appreciate why it is so important for you to put in the effort to make
it happen.

More Credible
People have grown tired of what they see as advertising and conse-

quently tune a great deal of it out. When someone reads about a great
new service in a newspaper, they are much more likely to believe that
a story is true since the story was written by an objective third party,
the reporter.

Great Return
A full-page ad in a magazine that your target market might read

can cost thousands of dollars. A story in that same publication may
not cost anything at all. But please don’t think that you can simply
fire off a press release and wait for the phone to ring.

Great Brand Building
A story about your firm or your people or some way in which

your firm overcame adversity can help your target market connect
with your firm in a much more personal way than any form of adver-
tising or promotion can. This can be a very positive way to help the
world understand how your firm is different.

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