It’s easy to watch someone else get all the glory. All you have to do is stand and listen. But if you’re an entrepreneur who craves media attention, you may ask yourself, “Why isn’t that me in front of the camera?”
Molding your business into an industry and media darling takes time and planning. If you truly want free publicity, it’s up to you to start and maintain the process of becoming an industry leader. Here are three painless steps to begin.
1. Write a comment or rebuttal whenever you see an article regarding your industry or a situation that impacts on your business.
Articles are published in trade journals, local newspapers, state-based magazines, and on Web sites. Save each submitted comment in a Word or Notepad document, along with the publication’s name and date, to track what you’ve written and to also help you craft future responses.
I practice this consistently, which puts my name and business in front of reporters and other media groups who need expert comments in upcoming stories. The exposure has the potential to increase notoriety and revenue by a minimum of 30 percent each year.
2. Contact television and cable news producers with timely information that makes you their only choice for an interview. Also, watch local news events for opportunities to elevate your expertise.
What’s your specialty – fire safety, social media, personal security? Prepare to call morning show and segment producers, telling them about the valuable tips and new trends you want to share with viewers. Write and practice your 30-second pitch to get on the air.
Contacting show producers helped me secure appearances on CNBC, The Food Network, The Discovery Channel, New Jersey Network, and New York’s Fox Channel 5. Plan the timing and pitch for your on-air fame, which usually lasts three minutes but is worth every second.
3. Speak at trade and public events where your topic attracts many who attend and on-site sales.
Entrepreneurs who are passionate about their businesses can’t stay quiet. They yearn to share their knowledge, but they provide just enough to validate their expertise and motivate listeners to buy.
Making a commitment to follow these three actions will put you in the center of everyone’s radar when it’s time to stretch your 15 minutes of fame into a lifetime of success.
* * * * *
About the Author: Shirley George Frazier is chief marketing officer at Solo Business Marketing, a professional speaker at worldwide business and marketing conferences, and author of Marketing Strategies for the Home-Based Business: Solutions You Can Use Today. Shirley twitters at @ShirleyFrazier and blogs at the Solo Business Marketing Blog.