Tuesday, August 16, 2022

Admit it, you’re a selfish lover: Greg Simpson, founder of Press for Attention PR

Channelling the spirit of Valentine’s Day, Greg Simpson, founder of Press for Attention PR and Enterprise Nation Champion for Nottingham, offers some sound marketing advice.

Covid is red 

But please don’t be blue

Because mastering the media   

Is simple to do

You start with your buyer

The ideal punter

Then get researching

Become a true hunter

Discover their pain points

What makes them bemused

Then look at the media

They tend to peruse

Now make the switch

Stop selling, just share

Become their new teacher

Show them you care

The media will thank you

With coverage galore

And you’ll get the leads in

And oh so much more

Come on guys, admit it, when it comes to your marketing, you tend to be a bit, well, selfish. So, with Valentine’s Day looming on the horizon, I want you to start giving a little more.

You see, when it comes to a lot of marketing and with PR in particular, too many business owners focus on themselves. I’m not talking purely about “weeing” all over the copy – “We do this, We do that, We are great” – I mean that there is often very little in the campaigns and messaging for anyone else. There’s no value.

That is why so much of the ‘content marketing’ that gets spewed out is ignored. It is simply too sales focused. It isn’t shedding a new light on a topic, it isn’t clarifying an issue, debunking a myth or basically being helpful.

This is where things fall down so badly when people try to work with the media through PR. I mean the clue is there in the name…Public RELATIONS. It is a two-way street, you and your customer.

Actually, it is really a “three-way” when you add in a journalist but let’s not explore that analogy too far otherwise this magazine will have to reside on the top shelf!

Suffice it to say that there has to be something in it for everyone when you are working on building your profile and RELATIONSHIP with the press. First, you need to enlighten, inform, or entertain the customer. You then need to help the reporter to sell more clicks and/or copies or generate social buzz. Only then can you be selfish about your real motives, which is basically to sell but from a position of authority.

Let’s stick with the Valentine’s example.

If you are a florist and want to generate media coverage, it is no good asking a reporter to write about how good you are at your job unless;

  • You have just won an award
  • Expanded your business
  • Created a totally unique bouquet of flowers

What you need to do is be USEFUL to the reporter and the reader/audience – aka your potential punter.

  • Explain which flowers are on trend this year
  • Discuss how the pandemic has changed the market
  • Share how to keep your flowers fresher for longer

Do you see how that content is useful?

It is not an advert proclaiming (without proof) that “We are the best florist in all of town,” it is positioning you as the best florist in all of town because you are being so generous with your advice that you don’t even NEED to sell. Once you master that, pricing becomes irrelevant, instead it is all about service, delivery and experience.

If you think that this approach would make a difference to your offering, give it a go. If you need some inspiration, just yell, I’m more than happy to give you some free tips.

No flowery language needed, remember I’m a giver!

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