Making Yourself The Talk Of The Town Part 1

talk of the town 

The Talk Of The Town

Word-of-mouth marketing referrals come to companies automatically if they utilize a broad array of marketing weapons over a long period of time. But guerrillas, as patient as they are, try to shortcut the process of obtaining positive word-of-mouth.

One way they do it is with brochures printed especially for people who are first-time purchasers. This is because of a phenomenon called the “moment of maximum satisfaction.” That moment lasts from the moment a person makes a purchase till 30 days past that time. During this period the person is most likely to spread the word about his purchase, conveying his enthusiasm and yours to all who will listen. If you hand such a person your new customer brochure, you are putting the right words in the right mouths at the right time.

Small wonder your word-of-mouth will pick up.

Another way to obtain healthy word-of-mouth marketing is to ask this question: Who else do your customers patronize? Then, do a favor for those people. Example: a restaurant opened in my community and asked that question. The answer turned out to be: hairstylists. So the restaurant distributed coupons good for two free dinners to all the styling salon owners within a two-mile radius of the restaurant. The salon owners would eat their free meals, then talk up the restaurant in their salons, generating loads of business for the restaurant. By recognizing that the salon was the nerve-center of the community, the restaurant was able to succeed without spending one cent for advertising.

You can also become the talk of the town with public relations. Public relations means exactly what it says. But it is also accurate to say that it means publicity—free stories and news about you and/or your company in newspapers, magazines, newsletters, on radio and TV, and in any other type of media.

Here's what is good about publicity: It is free. It is very believable. It gives you and your company a lot of credibility and stature. It helps establish the identity of your business. It gives you authority. It is read by a large number of people. It is remembered.

Many entrepreneurs feel that there is no such thing as bad publicity; that as long as you get your name out there before the public, that's a fine thing. But guerrillas know that bad publicity leads to bad word-of-mouth marketing, known to spread faster than wildfire. Bad publicity is bad. Good publicity is great.

There are even some bad things about good publicity, though I only mean bad in a relative sense. You have no control over publicity. You have no say-so as to when it runs. You have no control over how it is presented. It is rarely repeated. You cannot buy it. You cannot ensure its accuracy.

On balance, however, publicity is an excellent weapon in any well-stocked marketing arsenal. And any marketing plan that fails to include some effort at public relations is a marketing plan that isn't going all out. And during the days of a faltering economy, it's a marketing plan bordering on stupidity.

Public relations offers, as an unstated but ultra-valuable benefit, decades of staying power. Reprints of positive publicity can be framed, made parts of brochures, included in ads, put onto flipcharts, and leaned upon for precious credibility. The day the story appears is a heartwarming one, but the years afterward are when the marketing power abounds. When you can do it, use reprints of the story to empower your marketing. But you can't always do it.

Jay says...."When I was advertising my self-published book Earning Money Without a Job (since revised for the nineties and published in 1991 by Henry Holt and Company, New York) in various magazines and national newspapers, I was spending about $1000 per ad. Each ad was bringing in about $3000 in sales. The book was not available in bookstores and could be purchased only through my mail-order ad. Then a reporter from the San Francisco Chronicle purchased a copy of my book. Because I lived in the vicinity, and because he took a liking to the book, he called to see if he could come to my home and interview me, and asked if he could bring along a photographer. It didn't take me long to extend a warm welcome to him and his camera-bearing associate.

The interview lasted about an-hour and included a brief photo session. A few days later, an article about me and my book appeared in the main news section of the newspaper. Accompanying it was a photo of me. Well into the article was the address to which the $10 purchase price (now it's less) could be sent. Within a week, I received over $1O,OOO worth of orders! The article had not solicited orders, did not really try to sell the book, and mentioned the address and selling price in a place where only serious readers of the article would find them. More than $10,000 in sales, and the marketing didn't cost me one penny.

As wonderful as I felt about the results, I felt just as frustrated at not being able to repeat the process. I sent the article to other newspapers, letting them know I was available for interviews. I continued to advertise the book, still achieving a fair degree of success. But never again have I been able to earn so much money with so little effort. Because my mama didn't raise a moron, I have made reprints of the article and used them as parts of mailings and press kits. So I have received a bit more mileage from the publicity. Although I know of similar stories, and indeed have arranged and taken part in them, never has the value of PR hit home as sweetly as in that instance."

The reporter felt that my book was newsy, since it promised honest information on how people could earn a good living without having to hold down a job. And that is probably the single most important factor in obtaining free publicity: providing news worth publicizing.

A fascinating P.S. to that PR tale is what happened to the reporter, Mel Ziegler, who interviewed me. He took the concepts of my book to heart, quit his job at the Chronicle, and opened a store, the first of an empire, called Banana Republic..

Before you read one more word, read these: the media need you more than you need them. They need news. They hunger for news. Their unquenchable need for news is why people read them, listen to them and view them. If you have news or can make news or can create news, you are exactly what the media is looking for.

Look out for part 2 of 'Making Yourself The Talk Of The Town

If you'd like to speak to Bruce Doyle 'Global Guerrilla Marketing Master Trainer' and the Team about 'Your' Marketing Apply for a Complimentary Strategy Call where we'll conduct a Marketing Audit for You.

 

About the Author

Bruce Doyle

Guerrilla Marketing Master Trainer (personally mentor by Jay Conrad Levinson)

Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of UnlimitedBusiness.com

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 

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