Would you be interested
in increasing your business by 10% or more with just a letter and a
phone call to one person?
Add to your
substantially, yes, substantially cut your advertising budget?
Would you give
it a try if I told you that there was no cost to you, that it was
all for free?
Of course you
would. Yet this is not a stupid question. Too many business people miss
out on one of the best sources of new leads and referrals there is:
self-promotion, also known as publicity, public relations, PR, or what I
refer to as Viz-Ability Marketing™.
I've heard many
excuses for not pursuing self-promotion through the myriad publicity
avenues, and most of them have to do with your lack of time, or too much
effort and planning. But when I show you the results, I think you might
think differently. Here are some wonderful success stories from everyday
people such as yourself, what they did and the monetary results they got
from that initial one letter and one phone call, and subsequent
in an environmental products store, wondering
why there wasn't more information on the media
about these products, and their benefit to
society. I engaged the store owner in a conversation
and basically read her the rights on "free
speech." I suggested she speak out on
the issue of chemical products for the home.
These are products that eventually end up
in drains leading to the oceans, rivers and
water table, causing havoc with the ecosystem.
I crafted a media release / pitch
letter that got her on three radio
talk shows lasting 20 minutes each, six minute
segments on two community oriented TV shows,
and a feature in the Lifestyle Section of
her local newspaper. Six free interviews which
would have cost her well over $100,000 in
Her crafted and well-prepared interview brought
her a $50,000 consultation fee to spearhead
a cleanup campaign project in a neighboring
town. It also increased the foot traffic into
her store, raising her business by 15% in
a period of 3 months.
co-founder of TAXI (http://www.taxi.com),
a Los Angels based company that connects unsigned
artists, bands and songwriters with major
record labels, publishers and film & TV
music supervisors in 1992.
As a start up with no advertising budget to
launch their fledgling company, I planned
an aggressive media release campaign to the
general interest media with the headline "Do
You Have a Song In You? We'll Help You Write
It and Get it Published." Why not the
trade magazines? That was like preaching to
the choir. We needed to get the word out to
the "closet song writer," the once
upon a time teenage band member who buried
his or her dreams, but were still alive inside.
He never considered sending a news release
to Cosmopolitan. That free paragraph yielded
756 responses. Translation: $15,000 in business.
Before, the same response numbers came from
4 ads at $1,200 each.
"We lost count after the first 500 member
deals, ranging from song publication deals,
staff writer deals, film and TV placements
and record deals with major labels,"
said partners Laskow and Lederer.
Since 1992 TAXI has been featured in scores
of media outlets including the LA Times Sunday
Magazine, Continental Airlines' Continental
magazine, Southwest Airlines Spirit magazine,
The Zone News- Zone Venture Capitol Partners,
and of course the traditional industry media
outlets Billboard, Hollywood Reporter, Recording
Magazine, Musician Magazine, Electronic Musician,
Music Connection, and Spin Magazine.
This notoriety supported his getting a monthly
column in the prestigious Recording Magazine
interviewing top record company A&R executives,
the people who sign the bands and plan their
career campaigns. The column led TAXI into
a strategic alliance with Alesis, a manufacturer
of digital recording equipment for home recording
enthusiasts. They sponsor his A&R Insider,
a five page informational monthly supplement
about the industry. From the column he was
interviewed on NBC nightly news.
Laskow figures he's spent less than three
thousand dollars on getting print publicity
since 1992 and attributes his publicity efforts
to making a business start up seventy thousand
dollar investment into a multi million dollar
||Phil, Mike and Mark Maddox started Nature's
in 1997. Their first product, Arthritis Relief
Cream, was initially test marketed out of
Phil's Campton Discount Drug Store in Campton,
He was in the audience of a Jay Abraham seminar
I was speaking at. He has an incredible Arthritis
Cream he wanted to tell the world about. So
we mounted the media release campaign with
the headlines "The Only Arthritis Cream
Guaranteed To Stop The Pain In Fifteen Minutes
Or Your Money Back") and "Only Greaseless-Fast
absorbing and Odor Free Arthritis Cream, Go
Out As Soon As You Put It On or Your Money
Back." This copy became the focal point
of point of purchase display ads and your
basic homegrown black and white flyers for
bill and bag stuffers.
The traditional "celebration release"
that shouted "1000 Store Growth"
got the biggest return. The Lexington Herald
was so impressed with the cream and the company,
they wrote a four page cover story in the
Living Well section which jump-started the
company into the success it enjoys today.
This free coverage, that would have cost them
sixty thousand dollars, not only brought an
increase of monthly sales of twenty-five percent
but got them the attention of a well-read
countywide newspaper that reached into surrounding
states. Readership demanded their local drug
stores carry the cream, leading to a spike
in revenue that add another steady increase
of thirteen percent.
For follow up, I had them send the article
to the already on board one thousand stores
accompanied by a customized media release
they could send directly to their local media.
Now each time a store runs the release the
orders and customers come flying through the
With the success of the no cost - low cost
PR and marketing Arthritis Relief Cream campaign,
Nature's Health Connection has expanded to
a fifteen-product catalog, and are currently
developing a no-cost, low-cost campaign based
on what they learned from the Arthritis Relief
||Bill Lampton, PhD, author of The Complete
Communicator: Change Your Communication, Change
is the CEO of Championship Communication
(http://www.commlampton.com), an Gainesville,
GA. He is a communications consultant, speaker,
and seminar leader on improving professional
Before the book release date I mapped out
a media release plan to approach radio and
TV talk shows, newspapers, magazines, trade
journals and Internet newsletters.
The Gannett Newspapers Syndicate interviewed
him for their column On the Job column. He
was featured in the Competitive Edge, Atlanta
Constitution, South Bend Tribune, Atlanta
Business Journal, Sharing Ideas, Working Mother,
and Investors Business Daily. Delta airlines
Sky magazine spotlighted Dr. Bill in the October
2000. Because of his visibility, he was one
of thirty authors honored by the Atlanta Press
Many lucrative speaking engagements and consultancies
resulted from these articles. The Atlanta
office of the Social Security Administration
found him through publicity he did on his
Web site. Their deciding factor for hiring
him was the credibility he established through
media third party validation. And yes, book
sales spiked measurably each time he was featured
in the media.
I also met Bob Berry at that Jay Abraham Seminar.
His company manufactures big transformers.
I watched as he sat there shaking his head,
and at the appropriate moment asked him about
this negativity. He told me that no way would
his local paper write anything about his business.
He couldn't connect with anything of the angles
I had so far touched on. It wasn't touchy
feely or a product for the masses. When I
customized his approach he still wouldn't
I was so sure he could get coverage that I
challenged him to dinner at my favorite exclusive
restaurant. I outlined the pitch letter and
the follow up phone conversation and with
a little self-esteem coaching set him on his
Response? Two weeks later Bob sent me a copy
of a quarter of a page feature article in
the business section, that prominently positioned
him standing in front of one of his transformers.
Free advertising worth $4,000. Results? Two
hefty clients for the hefty transformers,
and a transformed believer in using the media
to attract business, explode referrals, increase
lead generation, enhance the sales network,
expand his client base, cut his advertising
budget and substantially add to his bottom
And you, how about you? For those of you who
believe this is difficult and time consuming,
hire someone, give this book to a staff or
If the first consultation can immediately
or bring in an intern. For
those of you who want to do it yourself, I
salute you. And to both of you I say
Let the games begin.
you an increase of 10 to 20% then why are you
Call (480) 488-4840 or
100% Money Back
considered sending a news release to
756 responses = $1,500 profit.
Your seminar tip saved me a $4,800 advertising
you, Raleigh Pinskey,
for your PR Guidance.
Anytime you get an 'above the fold' headline on the front
page of a major newspaper it's an amazing accomplishment. Thanks for
your guidance, your attitude, your professionalism and your hard work.”
-Toni Fleisher, Arizona Commission for Post Secondary Education
your style, we loved your high content and we'd love to have
-Dunham Gooding, President, Outdoor
Recreation Coalition of America