Coverage that Converts
Want to be a media expert in a way that actually grows your business? Here’s a proven 7-step formula that PR agencies don’t want to talk about (but journalists do)!
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5 Reasons Media Exposure Isn’t Growing Your Business
Too many small business owners spend way too much time and money on PR and forget it connect it correctly to their sales funnel. Here are some simple tips that don’t require a fancy PR agency or mad writing skills.
1. Get crystal clear on your ideal client and what media they consume
If cashflow (as opposed to credibility) is your short term objective, you want to make sure that you create a story that will speak directly to your ideal client’s needs. And then pitch that story to a media outlet that he or she is likely to consume. Go niche with trade publications instead of wide with morning talk shows.
Small, targeted blogs, podcasts and trade magazines often have smaller numbers but very engaged audiences, so although folks outside your niche might not recognize their logo, they tend to convert to sales better.
2. Create a killer sound byte
You’ve heard of the elevator pitch? Well, imagine being in an elevator with hundreds of thousands of viewers, listeners or readers who are all actually paying attention to what you’re saying. Don’t wait for the journalist to set you up or ask the perfect question. Always have a one-or-two-sentence “preamble” with your big audacious claim.
For example: Honest communication expert Steven Gaffney does this really well, “The #1 problem at work, home, and around the world is not what people say, its what they DON’T say to each other. You can’t fix a problem you don’t know about, and you can’t move on an idea that no one tells you. The key is to get that unsaid, said,” says Gaffney.
3. Have a clear call to action
You can’t be overly sales-y with how you inspire people to take action (or you won’t get called back), and it’s worth carefully researching the show you’ve been invited to to determine your strategy. You do this by watching multiple episodes of the show and also asking the producer who booked you a discreet question like, “I have a free resource or a coupon code I created specifically for your show. Would it be okay to mention it?”.
Pro tip: Have ONE clear call to action, not “follow us on social and listen to our podcast and also subscribe to our mailing list, etc etc”.
For info products or a service-based company, offer up a free ebook or guide that builds upon what you’ve talked about. Watch one of my students Craig Carbol do this brilliantly on a talk show (watch it here) – the host practically begs him to share his lead magnet.
For a product-based company, you could either work out a special code for that particular show (which gives them incentive to share it) or slip in a mention that you have some money-saving codes for a limited time on your website.
4. Give people a reason to sign up to your mailing list
This builds on the previous point. You want to give people who are the right fit a reason to further engage with your brand and get to know you better. No one is ever going to “subscribe to your newsletter”. But people might be willing to exchange their email address for receive a free, downloadable cheat sheet that will help them save $10K on their small business taxes (if you’re an accountant, for example) or a code to receive a free lipstick with your purchase (if you’re a makeup brand).
When you’re on a show or being featured on a blog, etc, you have to play by their house rules. Which is why you want to create a compelling reason to bring them to your site where you can then play by your rules.
Offering something free that someone who fits your ideal client profile considers valuable enough to pay for is usually your best bet.
5. Make sure EVERYBODY sees your media
Let’s face it, a majority of your ideal clients might not be watching TV or reading the exact page that your brand got featured on. So make sure you post the video to all your social channels (and keep re-posting it for months or even years using a tool like MeetEdgar.com). Use the media outlet’s logo (always link back to their site) on your site under your “As seen on” press section and have a “In the media” section where you can post your latest media clips.
I also teach people to include their media in their email signature (their own as well as their team’s). And when a prospect reaches out to schedule a meeting or call, useful service pieces can be a way to pre-sell them on your product or service, while boosting your credibility in their eyes.
What’s your favorite way to turn eyeballs into paying customers?