Page 203 - Duct Tape Marketing

Duct Tape Marketing

Resells Your Clients
One of the surest ways to grow your business is to do more and

more business with existing clients. A favorable story about your firm
can help reconvince your current clients that they made the right deci-
sion to hire you after all. This can go a long way toward the amount
of business you do with them in the future. Never underestimate the
power of someone seeing a story and realizing that she discovered you
first! This is the kind of recognition that generates word-of-mouth
testimonials.

Resells Your Staff
There is a similar impact on workplace pride, which is one of the

most important aspects of employee satisfaction. Generating positive
press coverage for your organization and your people makes them
proud to be a part of your team.

Automatic Marketing Content
In many cases you can reprint articles that appear in newspapers,

magazines, and newsletters and use them as additional marketing
pieces. While an industry newsletter may not be read by your potential
target market, prospects may be impressed when you send them a copy
of an article about your firm, even if it appeared in Modern Plumbing.

A 5-Step Small Business PR Plan for Today

Getting a great write-up in a publication your prospects and custom-
ers read is still one of the most powerful marketing opportunities
going. From a trust standpoint, few things beat the mention of your
firm by what is seen as an unbiased third party. In fact, and I can hear
the PR folks cheering now, a well-placed article just may be worth five
to ten times more than an ad in the same publication.

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