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Jeff Layton: How can I get others to write about my business? Lorrie Thomas Ross: Getting folks to write about your business, you can--I use the analogy in sales, the more you require someone to do, the less likely you are to get the sale. So here's an example. Let's say you have a big event coming up that you want a journalist to cover in the local paper. If you write a press release that has the who, what, when, where, why, how, and who cares all in there, and great headline, the subhead--that little secondary line under the press release--the quote from the business leader, everything, and you are able to literally spoon feed them their story, and they say, great, thank you, copy-paste or there is almost little to no work to be done, your chances of getting your story out there are much better.
Let's say you want to be visible to an audience on someone's blog. You can offer to guest write an article, but don't just email that blogger and say, hey, I'd like to guest write for your blog. Go that extra level and say, I love what you are doing, my company shares the same philosophy, I'd like to write an article for you about blah, blah, blah. Here are some samples of what I've written. I've seen some organizations go through the steps of actually writing a piece and taking it directly to someone. And there are article marketing sites that you can publish content on.
Some experts are able to get guest blogging opportunities on some of the big blogs on the web, but there is a lot of creative ways to do that. But at the end of the day you have to remember that whatever you're delivering to someone that you want to do something for, there has to be some value in it for them, whether it's going to help them look great by writing a great story, you've down all the work for them or it's going to be a valuable piece of content that they are sharing, whether it's a product release that, let's say it's a product that photographers need to know about.
If that content is something it's going to enrich the readership then your chances of getting published are much better. Jeff Layton: Speaking about spoon-feeding reporters, there was something on The Daily Show with Jon Stewart where they played clips from these reporters from around the country that were repeating the same exact phrase for a new story. It was really funny. Lorrie Thomas Ross: Yeah, and that can happen, and it's like they just get that little sound bite, and it's the difference between spending and investing. So when you--you think of, oh I have to spend the time to write that press release, well you're actually investing the time to do it right so that when the content is delivered-- well, what's the point of hitting a bunch of journalists with a mediocre press release that's not going to go anywhere? That's spending time, but if you invest in doing something meaningful, you have chances of getting published, and you can repurpose that press release on your website.
The search engines can pick it up, it lives on your site for years and years, your press page looks robust and full, and your customers and potential customers go, wow, that organization is doing so much. So it's this multitasking marketing that can really happen with the web.
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