Description
Do-it-Yourself “Free Publicity” Programme Workbook
The Index Follows Immediately after this Preface
THIS IS A MASSIVE 337 PAGE INSTRUCTIONAL WORKBOOK
If you were to bring in a specialist free publicity consultant to ask you similar questions and come back with a report to what this book can provide you, look at spending between $5,000 to $20,000 to start with. That’s what a small team I was a part of used to charge small business houses for similar work around 2002 to 2004. These days, you should expect to pay more. The difference here is that you do the “hack work” and may just need a specialist free publicity consultant to fine tune certain areas and help you develop the processes needed that you are not too sure of.
The best part of working with this book is that you keep the difference between what the professionals charge and whatever costs you might incur. The difference could be the cost of a small car for one of the younger members of the family. Either way you save and build the business at the same time.
YOU REALLY NEED TO READ THIS FIRST
No doubt you’ve been hearing about all the wonderful opportunities available to you through free publicity. But is it as easy and straightforward as so many want to portray? Or is it a heartbreaking journey that only allows the few that put in the effort and follow the rules that make Free Publicity work for them?
To tell you the truth, it’s a bit of both. It’s the getting started that often is what separates the “been there – done that” crowd from the “never have – never will” bunch. And there plenty around that have experienced both camp’s, and still “wonder what happened.”
That last line comes form the well worn cliché . . . There are three types of people in this world. Those that that make it happen. Those that watch it happen. And those that wonder what happened.
Because of what happens in the real world, I have spent the best part of 15 years researching numerous books, articles, resources, and (over the past few years) numerous websites to put together a comprehensive combined guide and workbook, in order to expose the best ways I have learned of getting Free Publicity.
My book, is simply what I would call, a recipe approach, so that anyone who takes the trouble to learn how, and adopt things to suit their business needs, can follow the 15 steps presented here and get good results.
In essence the basic steps involve suggest you:
- Become an expert at whatever sector you need to tap into
- Develop material, articles, opinions for that sector
- Open publication avenues in 3 ways that usually includes
- Writing and Providing Email Newsletters and E-zines
- Working with Newsgroups & Discussion Groups
- Tapping into and Influencing Offline Mediums
For me to suggest that it’s really as easy as that would be easy to do. But let’s face it, I’ve worked with some of the best and have been privy to some of their secrets. Every “new to the game” novice will have their challenges, because no matter how much reading or research you do, you will always have a tendency to attempt short cuts or work on a hunch or unfounded opinion.
The contents of this workbook are designed to get you to where you need to go without making the same mistakes so many before you have made. Besides, this book will become your best friend during this current recession, especially with modern media. They too will be playing the same survival game you are today, in order to set things up for better time ahead, whenever the economic veil, dampening current business, lifts to reveal levels of prosperity experienced in years past.
Of course, for everything you publish or pass on to others, you will be including a personal signature line, which describes succinctly and powerfully what particular benefit you can provide your readers, listeners or viewers, and how to reach you for more information. Typically, this is done by advertising your website’s URL, email address, phone numbers and other contact points including face book, blogs, and so on.
You should also, give people a real incentive to go the extra mile to make contact with you. To do this offer the readers of the article (or listeners of the interview) a bonus for contacting that is unique and not offered to anyone else.
And it goes without saying that before you invite a lot of people to your website, make sure you have developed your core products and services and arranged to have them properly showcased. That way, when that traffic arrives, you want to ensure they have an easy time navigating, downloading freebies and purchasing specials and full priced goods from you!
Anything mentioned on this page can help skyrocket your business, your exposure, your products, your web traffic and your success level.
In this opening article I have passed on a number of worthwhile ideas that you can easily convert to enquiries, more information, database lists, conversational emails, phone calls, appointments and face to face or online sales. Yet you haven’t even put pen to paper or worked on one of the hundreds of similar suggestions and focus points in this document. So just imagine of how much more promise you will have when you start working through this unique and exclusive document of around 300 pages?
Like everything else, working through the pages of this workbook becomes easier as you’ve worked through the pages a number of times. In fact, the more time you spend working on the content, the more you will realise how valuable the contents are, and how much you benefit, while you save a small fortune on the day to day costs of marketing, advertising and promotion.
THERE’S SOMETHING SPECIAL ABOUT THIS “FREE PUBLICITY” BOOK
I have been writing books for around 45 years now. In fact, my first published book was in 1969, followed by books in 1970, 1971, 1976, 1982, 1983 then a gap until 1993, a second gap till 2000, 2001, followed by a heart attach and a stroke that forced me into semi-retirement until 2007, then 2008 and finally the release of my first website in 2009 that has successfully brought me out of retirement and has allowed me to open my computer archives and hand written notes to finally release some of the 25 books that I started working on as far back as 15 to 20 years earlier and progressively finished over the 3 years later. At that point my only challenge had been to repackage all of them into internet ready pdf format. And at the time, that become a full time job on its own for a number of weeks.
I have enjoyed resurrecting all those archived and part finished works, I even have “dummy” books that look like the “real thing” that I created to introduce to USA publishers that wanted to see more material for the international stage after the book release of “Over 50 Ways of Closing the Sale.” Unfortunately, the sheer volume of consulting work, followed by illness prevented that from happening at the time.
More recently, in late 2014, I decided to retire (at 68) and my retirement lasted a whole two weeks. Why? Simply because I had read through some notes that I had to translate from an old Microsoft Word version into text then reload them into a more current Word version. What I unearthed was a treasure-trove of information I had amassed on selling that I would be able to find time to work on some time in the future. Well that was around eight months ago. Since then I have written, rewritten and repackaged information that exceeds 5,500 pages. And from this I have completed sales material that I believe has not been shared at the level I had written at on this occasion. Give me another 4-5 months and I will have over 10,000 pages completed and dozens of new books that will be released progressively.
Now let’s get back to the 2009 story I just interrupted. At that time, I had two favourites that I kept returning to, for what I realise is more than 25 years now, in the form of two “Do-it-Yourself” mammoth workbooks based on Free Publicity and Small Business Marketing.
A conversation with Mark Stephens, the creator of the Think Slim program, and who also happens to be a wonderful (and award winning) Public Speaker, Marketer, Publicist, Sales Motivator and Trainer, told me he remembered me bringing in a manuscript, the size of an oversized telephone book, into the “Sales Masterminds” Sydney office in 2002. When I asked him to proof these two books, that’s all he could think off, then kept repeating, “They were big books, really big books.” Others have suggested that I break each book into 2 or 3 volumes, of graduating standards, and sell them that way. Yet, I just wanted to produce the “best value for money” book in one volume for each of them.
But that’s not what makes them my favourites. They’re my favourites because the individual can take charge of his or her business destiny with their content – no matter how much, or how little of the content they study and apply. Naturally, more is always better with books like this. But if it’s not, they will still benefit.
The Marketing Workbook, unlike the Free Publicity Workbook is big, and really conservative, simply because the content does not allow too much inclusion of light hearted comical photos or graphics. The inserts I did include (non-copyright marketing photos and advertisements from the early to mid 1900’s and late 1800’s) did not really do the book justice. Yet with the Free Publicity Workbook, it seemed to lift it so much, I added more, then more. 14 of the 15 Chapters were worked over. Yet there was one I felt should be left alone, and that deals with a subject relative to our recessionary times, entitled, “Facing a Crisis.”
Once you get into the “meat” of these 300 plus page A4 (telephone directory look-alike) books, you will understand both the value and uniqueness of these two books.
Happy and prosperous reading. Peter Collins
DO-IT-YOURSELF FREE PUBLICITY INDEX
FREE PUBLICITY INDEX
BY THE SAME AUTHOR
ABOUT FREE PUBLICITY AND MARKETING
ABOUT PETER COLLINS
HOW TO GET THE MOST FROM THIS BOOK
INDEX PAGES
YOU REALLY NEED TO READ THIS
INTRO – YOU NEED TO KNOW
THE REASONS BEHIND THE WRITING OF THIS BOOK
SECTION A
THE STRAIGHTFORWARD PART
SECTION A
PART 1 – GETTING STARTED
YOUR FREE PUBLICITY PROGRAM
1.01 LET’S START BY SHARING WHAT I KNOW
1.02 SO THEN – WHAT IS PUBLICITY?
1.03 NOW SOME FUNDAMENTALS YOU SHOULD KNOW ABOUT
1.04 AND YOU’LL NEED TO BUILD A FREE PUBLICITY PROFILE
1.05 THE ISOLATE THE FOCUS WHENEVER POSSIBLE
1.06 AND KNOW WHO YOUR HELP CONTACTS ARE
PART 2 – MEDIA AND YOU
THE MEDIA AND YOU
2.01 YOU HAVE TO BE NEWSWORTHY
2.02 KNOW YOUR PRODUCT OR SERVICE
2.03 SURVEY THE MARKET
2.04 DEALING WITH THE MEDIA EFFECTIVELY
2.05 THE POWER OF A NEWS ARTICLE
2.06 WHY ARE ONLY SOME NEWS RELEASES CHOSEN
2.07 WHAT NEWS STORIES GET COVERAGE?
PART 3 – DECISION MAKERS
GETTING TO THE DECISION MAKERS
3.01 PRINT MEDIA
3.02 TV MORNING NEWS/TV TALK SHOWS
3.03 RADIO TALK SHOWS
3.04 MAGAZINE SHOWS
3.05 EVENING TV NEWS
SECTION B
A LITTLE MORE COMPLEX AND MORE TIME CONSUMING
SECTION B
PART 4 – NEWS RELEASES
NEWS RELEASES
4.01 DO NEWS RELEASES WORK?
4.02 THE NEWS RELEASE FORMAT
4.03 WHAT YOU’LL NEED TO PREPARE A NEWS RELEASE
4.04 WORK ON A REALLY UNIQUE NEWS ANGLE
4.05 NOW WORK ON YOUR BEST ANGLE
4.06 THE HEADLINE TEST
4.07 THE HOT BUTTON TEST
4.08 THE ELEVATOR TEST
4.09 NEWSWORTHY MEDIA STORY No 1
4.10 MEDIA MATCHING
4.11 THE PERSPECTIVE TEST
4.12 THE GREY AREA TEST
4.12 CONSIDER USING TESTIMONIALS
4.13 WRITING THE RELEASE
4.14 FORMATTING A MEDIA RELEASE
4.15 THE 7 DEADLY SINS OF MEDIA RELEASE
4.16 SEND THINGS OUT REGULARLY
4.17 OTHER WAYS TO BUILD UP YOUR LIST
4.18 A QUICK CHECK-UP
PART 5 – ROMANCING THE MEDIA
18 WAYS TO ROMANCE THE MEDIA
5.01 – Become Familiar with their stories
5.02 – Bring them Background Information
5.03 – Explain any New Trends you are aware of
5.04 – Offer Yourself as a Resource Reference for Topics
5.05 – Ask about Other Stories they are working on
5.06 – Never Talk “Off-the-Record”
5.07 – Take a Personal Interest in the Reporter
5.08 – Suggest Story Ideas
5.09 – Send them a Thank You Note for any Story they print
5.10 – Offer them your Home and Office Number
5.11 – Suggest Others that could be of Interest to them
5.12 – Ask “How else can I help you,” several times
5.13 – Always Exchange Business Cards
5.14 – Don’t just Pay the Bill – Offer to
5.15 – Mail a “Thank You Note” within a 24 Hour period
5.16 – Find Appropriate Ways to Keep in Touch regularly
5.17 – Offer Positive (but never Negative) feed back
5.18 – Find another reason to Do Coffee every 2 – 3 months
PART 6 – THE MEDIA CALLS YOU
HAVE THE MEDIA CALL YOU
6.01 EVERYONE’S AN EXPERT AT SOMETHING
6.02 EVERGREEN STORIES
6.03 POLLS AND SURVEYS
6.04 TIP SHEETS
6.05 HOW-TO’S ARE ALSO VITAL
DULL STORIES – YOU’RE KIDDING ME
SECTION C
YOU NEED TO THINK OUTSIDE THE SQUARE – BE CREATIVE
SECTION C
PART 7 – WHAT DULL STORIES?
DULL STORIES – YOU’RE KIDDING ME
7.01 CONTROVERSY HAS CLOUT
7.02 THE LOCAL ANGLE REVISITED
7.03 POLITICS ALWAYS GETS LOCAL ATTENTION
7.04 HERE’S A GREAT IDEA – HOLD A CONTEST
7.05 PIGGYBACKING OFF MAIN EVENTS AND HOLIDAYS
7.05.1 THE MELBOURNE ANGLE
7.05.2 THE SYDNEY ANGLE
7.05.3 THE SOUTH AUSTRALIAN ANGLE
7.05.4 THE QUEENSLAND ANGLE
7.05.5 THE WEST AUSTRALIAN ANGLE
7.05.6 THE TASMANIAN ANGLE
7.05.7 THE NORTHERN TERRITORY ANGLE
7.05.8 HUMAN INTEREST STORIES
7.05.9 FINDING STORIES IN THE WORKPLACE
7.05.10 MAYBE YOU’RE A GOOD SAMARITAN
7.05.11 MAYBE YOUR SUPPLIERS ARE GOOD SAMARITANS
7.05.12 MAYBE A BUSINESS ASSOCIATE IS A GOOD SAMARITAN
PART 8 – WHAT DO THE MEDIA WANT?
WHAT DO THE MEDIA WANT?
8.01 MEDIA KITS
8.02 HERE ARE A FEW HINTS
8.03 IT’S MOSTLY IN YOUR FAVOUR – NOT AGAINST YOU
8.04 HERE ARE A FEW REASONS TO DO A NEWS RELEASE
8.05 THE NEWS RELEASE KIT
8.06 THE BIOGRAPHY (BIO)
8.07 PHOTOGRAPHS
8.06 MERCHANDISING
8.07 PROMOTION
8.08 COLUMN RELEASES
PART 8 – “NEWSY” IDEAS
SOME UNUSUAL NEWSWORTHY IDEAS
9.01 ALIGN YOUR BUSINESS TO LOCAL HISTORY
9.02 BE THE FIRST WITH AN OFF-THE-WALL IDEA
9.03 CLOSE YOUR SHOP FOR A DAY TO HELP CHARITY
9.04 USE CONTROVERSY AS AN ATTENTION GRABBER
9.05 CUSTOMER SURVEYS ARE GOOD VALUE
9.06 EVERYONE LOVES RAGS TO RICHES STORIES
9.07 HAS YOUR BUSINESS CONQUERED TRAGEDY
9.08 HOST A KIDS ARE THE BOSS TODAY DAY
9.09 IF THE PRODUCT SOLVES THINGS – TELL THEM
9.10 LETS EXPOSE AN INDUSTRY MYTH OR STEROTYPE
9.11 LET THE PUBLIC KNOW ABOUT THE UNUSUAL
9.12 LOCAL OR INDUSTRY ANNUAL AWARDS
9.13 ONE-OF-A-KIND CUSTOMER APPRECIATION THEME
9.14 PIGGY-BACK OFF STORIES AND WORK THEM HARD
9.15 REAL FACTS CAN WORK WONDERS
9.16 SILLIEST OR DUMBEST MISTAKES CONTEST
9.17 SPONSOR AN OFF BEAT LOCAL EVENT
9.18 TIE IN WITH REAL STORIES AND MILK THEM DRY
9.19 “TOP 10” LISTS WORK
9.20 WHY DID YOU START YOUR BUSINESS
SECTION D
TIME TO TAKE CONTROL OF EVERY SITUATION
SECTION D
PART 10 – ESTABLISH AUTHORITY
TIME TO GIVE YOURSELF AN UPPERCUT
10.01 ESTABLISH YOUR AUTHORITY AS AN EXPERT
10.02 RECYCLE YOUR FORMERLY PRINTED ARTICLES
10.03 INVITE REPORTERS TO YOUR PRESENTATIONS
10.04 INCLUDE HOW TO ARTICLES IN YOUR GIVEAWAYS
10.05 DAIRISE YOUR ARTICLES AND OFFER FOLLOW-UPS
10.06 WEBSITE NEWSROOMS WORK A TREAT
10.07 TIMING IS EVERYTHING
10.08 KNOW YOUR MEDIA
10.09 KNOW YOUR TV TIMES
10.10 KNOW YOUR RADIO TIMES
10.11 KNOW YOUR PRINT MEDIA TIMES – MAJORS
10.12 KNOW YOUR PRINT MEDIA TIMES – COMMUNITY
PART 11 – FOLLOW UP
FOLLOWING UP IS IMPORTANT
11.01 BE READY ENOUGH TO “CUT THE MUSTARD”
11.02 RULE OF 7 SHOULD BE FOREMOST IN YOUR MIND
11.03 BUT DON’T ALWAYS FOLLOW-UP ON SOME RELEASES
11.04 ALWAYS LEAD WITH THE POSITIVE
11.05 DO’S AND DON’TS OF FOLLOW-UP
11.06 HERE’S A REAL NO NO
11.07 FOLLOW UP WITH A LETTER TO THE EDITOR
SECTION E
WHEN THINGS SEEM TOTALLY BEYOND YOUR CONTROL
SECTION E
PART 12 – BAD PRESS
COPING WITH BAD PRESS
12.01 ONLY ADDRESS THE ISSUE IF IT’S VALID
12.02 NEVER OVER-REACT – NO MATTER WHAT
12.03 TAKE A DEEP BREATH BEFORE YOU ACT
12.04 ONLY TALK TO THE ONES YOU HAVE TO
12.05 START A DIALOGUE WITH THE JOURNALIST
12.06 WHAT BENEFIT ARE RETRACTIONS
12.07 SEEK A POSITIVE STORY ELSEWHERE
PART 13 – FACING A CRISIS
FACING A CRISIS
13.01 EXPECT A CRISIS – PLAN FOR THE WORST
13.02 NEXT, WORK OUT WHO WILL PURSUE YOU THE MOST
13.03 NOW, WORK OUT WHO YOU WILL HURT THE MOST
13.04 DISCOVER WHAT THE REAL ISSUES AND FACTS ARE
13.05 PULL ALL YOUR ISSUES TOGETHER IN A USEABLE FORMAT
13.06 EVERY CRISIS HAS TWO PARTS – CHANGE AND OPPORTUNITY
13.07 CHOOSE AND PREPARE YOUR HELPERS CAREFULLY
13.08 DON’T ONLY PRACTICE, BUT REVIEW YOUR PLANS REGULARLY
SECTION F
THERE ARE OTHER WAYS TO GET THOSE RESULTS
SECTION F
PART 12 – OTHER THINGS
OTHER THINGS YOU CAN DO
14.01 WRITE FOR PUBLICITY
14.01.01 ALWAYS FOLLOW THE PUBLISHERS SUBMISSION GUIDELINES
14.01.02 MAKE SURE YOUR ARTICLE IS PROPERLY FORMATTED
14.01.03 KEEP THE BYLINES SHORT
14.01.04 THE TITLE SHOULD INTRIGUE READERS
14.01.05 CREATE A HEADLINE THAT DEMANDS ATTENTION
14.01.6 ALWAYS USE GOOD GRAMMAR AND SPELLING
14.01.07 AVOID DE FACTO SALES LETTERS AS ARTICLES
14.01.08 WRITE ARTICLES WITH A SINCERE DESIRE TO TEACH AND INFORM
14.02 PROMOTIONAL LITERATURE
14.02.01 MAGAZINES AND TRADE JOURNALS TO PROMOTE IN
14.02.02 ANY SPECIAL INTERESTING TIT-BITS?
14.02.03 TO PRODUCTS TO BE COMPARED WITH
14.02.04 WHAT DO YOU HAVE THE COMPETITORS DON’T
14.02.05 MAGAZINES AND TRADE JOURNALS TO PROMOTE IN
14.02.06 WHAT SETS YOUR PRODUCT APART
14.02.07 MAYBE YOUR SERVICE IS NOTE FOR COMPLETE SATISFACTION
14.02.08 SEND OUT AN ALTERNATIVE TO FREE BOOKLETS
14.02.09 SEND OUT AN ALTERNATIVE TO A PRINTED BROCHURE
14.02.10 SEND OUT AN ALTERNATIVE TO A FLYER
14.02.11 DO THINGS THAT ARE NOT PRODUCT ORIENTED
14.02.12 GIVE THEM VALUABLE BUSINESS OR EMPLOYEE TIPS
14.02.13 HELP THEM WITH THEIR IN-HOUSE PUBLICATIONS
PART 11 – OPT-IN MEDIA
OVERLOOKED MODERN PHENOMENON
15.00 OVERLOOKED MODERN PHENOMENONS
SECTION G
YOUR PERSONAL SCRAP BOOK AND SUCCESS STORIES
SECTION G
PART 16 – YOUR PERSONAL SCRAP BOOK
16.01 MY SCRAP BOOK
16.02 MY SCRAP BOOK
16.03 MY SCRAP BOOK
16.04 MY SCRAP BOOK
16.05 MY SCRAP BOOK
16.06 MY SCRAP BOOK
16.07 MY SCRAP BOOK
16.08 MY SCRAP BOOK
16.09 MY SCRAP BOOK
16.10 MY SCRAP BOOK
PART 17 – YOUR SUCCESS STORIES
17.01 MY UNIQUE SUCCESS STORY
17.02 MY UNIQUE SUCCESS STORY
17.03 MY UNIQUE SUCCESS STORY
17.04 MY UNIQUE SUCCESS STORY
17.05 MY UNIQUE SUCCESS STORY
17.06 MY UNIQUE SUCCESS STORY
17.07 MY UNIQUE SUCCESS STORY
17.08 MY UNIQUE SUCCESS STORY
17.09 MY UNIQUE SUCCESS STORY
17.10 MY UNIQUE SUCCESS STORY
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