Top Ten Ways NOT to Spend Money in Promoting Your Business
by Debra Koontz Traverso
Copyright 2000-2008 Debra Koontz Traverso.
All rights reserved in all media.
The content of this article may be forwarded in full without special permission provided it is used for not-for-profit purposes and full attribution and copyright notice are given. For all other purposes, contact Debra Koontz Traverso at Debra@DebraTraverso.com
So you want to draw new clients to your business, coaching practice or
artistic project?
Then be prepared to spend a lot of money in marketing. At least $4.60! That
is about 79 cents for a good pen (optional), $1.98 for a pack of typing paper, 33 cents
for each stamp (optional), and about $1.50 for a pack of envelopes (again,
optional), for a total cost of $4.60.
Ok, obviously my introduction bordered on sarcasm to capture your attention.
Which it did; you're still reading. So what's my point? Effective writing can
get attention. It can grab and hold a reader. And, it's an inexpensive way to
get your audience's attention.
Here are 10 invaluable ways to write to reach prospects. . . .all within your
$4.60 budget:
1. News releases: If you host an event, offer a seminar, give free advice,
write a book, or win an award, then announce it in a news release. Nineteen
percent of the non-advertising space in the average local newspaper is filled
with articles that started with a news release. Those releases may as well
come from you. Write them in true journalistic style (inverted pyramid) with
all the meaty information up front. And, be sure to use short, succinct
sentences and paragraphs.
2. Articles: Query the editors at a publication your prospects read to learn
if they would be interested in an article about a topic you propose. If you
opt not to accept pay, you generally can get a two-sentence (or more)
biographical summary at the end. Many of my students at WriteDirections.com
have found that articles help to build credibility, reputation and traffic
flow to your business.
3. Fillers: Every newspaper and newsletter needs fillers from time to time.
In 25 words or less, practice writing pithy tidbits of advice or insight, or
explain numbers and statistics from your field. Provide them to your local or
trade publications and request that when they're used, your name and business
is included.
4. Editorials: If something is stirring in your community or industry that
the editors of publications you read are writing about, contact them and let
them know that you have a new or different perspective, "or fresh
information", on the topic. You might even be invited to write an editorial for
them; but don't suggest it. Wait to be asked. Some editors will take offense
at the assumption that you could do their work. Insulting an editor is not
something you want to do. Meanwhile, put your energy into the other ideas on
this list.
5. Letters to the Editor: If you read an article that you think your
prospects might have read too, write to the editor about it. Find an unusual
aspect that the original author missed, counter his/her thinking, or suggest
where readers might learn even more about the topic. You just might see your
name and business in a future issue's Letters to the Editor section.
6. Personal letters: Have you expressed your thanks in writing for your
customers' patronage? Have you let prospects know that you enjoyed talking
with them? If not, it's time to do so. Send them "heads-up" letters or "just
to keep you informed" letters. They'll appreciate the extra effort. And, best
of all, they'll feel as though they owe you something in return. Perhaps more
business? Or a referral?
7. Booklets: Write an informational piece for potential clients. If you give
away free advice, clients will begin to develop a feeling of trust in working
with you. Distribute them anywhere, anytime. Design them so that they're easy
and inexpensive to mail; for example, in a standard size number #10 business
envelope. Or, add a small fee for the booklet and you might even turn a
profit.
8. Fact Sheets/backgrounders: Prepare a fact sheet about your organization to
distribute anytime someone asks for information. Include: what
product/service you offer, who you serve, how you are different from the
competition, the age and location of your business, who your clients are, and
any impressive numbers and testimonials that you have. Provide these to
clients, the news media, colleagues in your field; include them in press
kits; hand them out at events.
9. Chronologies: If you have impressive changes or growth to talk about
regarding your company or within your industry, then describe it in a
chronology in brief one-sentence paragraphs or bulleted items. You don't need
to write much; let the information or the numbers from date to date make the
point for you. Distribute them as you would item number 8 above, fact
sheets/backgrounders.
10. Biographical sketch: If you know that you're the right person for a job
or task, then no doubt your resume can help prove it. Unfortunately, resumes
have to be studied to be appreciated and must be perfectly formatted for the
Web. You'll stand a better chance of getting someone interested in you
initially if they can read a biographical sketch first. Then forward the
resume if appropriate. Your biographical sketch should be similar to the
format someone would use were they to introduce you as a speaker.
Last bit of advice? To reach quality clients, write Top Ten lists like these
and dispense your free advice. After all, look at the quality of the reader
who just read this piece through to the end. And now you'll look to see who
wrote this piece and, if I've given you enough good ideas, you might even
visit my site to find out more. See how effective writing can be? And by the
way, all this piece cost me was my time. I'm ahead $4.60.
Debra Koontz Traverso, M.A., is a creative and commercial writer, public
speaker and consultant, having published several books and hundreds of
articles. She also serves as a guest instructor at Harvard University and as
adjunct faculty at her local community college. She can be reached at Debra@DebraTraverso.com.
Copyright 2000-2008 Debra Koontz Traverso.
All rights reserved in all media.
The content of this article may be forwarded in full without special permission provided it is used for not-for-profit purposes and full attribution and copyright notice are given. For all other purposes, contact Debra Koontz Traverso at Debra@DebraTraverso.com
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