Recently I found myself chatting with a marketing consultant who expressed some frustration with a client's attempts at writing his own PR: "He's a great businessman, he's a strong writer, but he tries to turn everything into an ad."
A salesperson's natural instinct is to sell. When given an opportunity to appear in print, we all feel an urge to bombard that empty space with the details of how great we are and why. But we must remember that the only article that interests readers is one that gives them something of value instead of simply lunging for their wallets. Tell us why we should care how great you are.
A press release usually solves this problem by announcing an item of community interest. Your company's grand opening, improved product line, or expanded service area is a news piece, and your readers gain immediately by knowing more about what's happening in their town or neighborhood. A sufficiently large announcement attracts the regional or national press, but the operating principle works on any scale -- a good press release informs first and markets second.
What about other forms of marketing writing we can use to win readers' interest in our business? Again, the key is to give them something attractive or helpful. Here are a couple of examples:
Solve a problem. How many of us have ever needed a quick, authoritative answer to some vexing question, from how to unclog a drain to how to choose a business broker? Post an online article providing ready answers to a question, and you've taken a thorn out of your lion's paw. Add your company's contact information to the bottom of the article, and that lion will reach out to you the next time a similar thorn causes pain.
Entertain. A funny, touching, or exciting human interest story makes a great feature article. Entertaining your readers is a surefire way to grab their attention and make them want to learn more about your products or services. And true-life stories can be powerful testimonials. Touch their hearts and they'll think of you when it's time to buy.
When we educate instead of sell, we become givers instead of takers. And as BNI is so fond of saying --givers gain!
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