Page 208 - Duct Tape Marketing

Earned Media Attention and Expert Status

(e.g., Twellow, Placeblogger) to your media list. You don’t need to stick
to high-profile, large blogs; you may actually find better luck getting
coverage on more specific niche blogs (e.g., Google BlogSearch).

There are a couple of keys to pitching bloggers. Read the blog; start
a dialogue through comments or on Twitter; pitch a story or guest post
idea only if you can create a very compelling argument as to why this
would be valuable for that blog’s readership.

Tools: Twellow (www.Twellow.com), Google BlogSearch (www
.blogsearch.google.com/), Placeblogger (www.placeblogger.com)

Rule 4: Go Direct
There still are some pretty good reasons for crafting press releases,

despite how hard I seem to be pressing against them.
Tracking a media alert service such as Help a Reporter Out

(HARO) is another way to go direct to reporters and bloggers in need.
Journalists post their story needs with HARO, and subscribers can
submit themselves or others as potential sources. (Hint: This could be
a good way to get some of your clients a little coverage too.)

Tools: PRWeb (www.prWeb.com), PitchEngine (www.pitchengine
.com), HARO (www.helpareporter.com)

As with most effective marketing plays, consistency and personal-
ization are keys to making the system pay off as a long-term momentum
builder for your business.

What Makes a Good Story?

Here is a good rule of thumb to follow when searching for a story angle
to present to the media. Ask yourself this question: will the readers
of this publication think this is interesting, entertaining, informative,
or useful? Self-interested, veiled attempts at promoting your business
will fall flat. The media does not care about your company’s success

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