In business today, as in life, it’s awfully hard to stop long enough to gather information before proceeding.  We tend to jump out in the street, trusting that our instincts will protect us, or that the oncoming traffic will avoid collision. This is especially true in small business marketing.  With the rapid proliferation of marketing tools and tactics, the temptation is strong to keep moving, looking and listening while we go, hoping to select the proper marketing tactics along the way.  We often expect that since we haven’t been in a “bad” accident yet, surely we’ll get better every time we cross the street.

Here’s the reality.  Every time we cross the street, without first looking and listening, we are increasing the statistical likelihood that we’ll get hit by an unsuspecting motorist.  Are you stopping along the way to look and listen for information to guide your marketing?  Or, are you running headlong into traffic?

On April 2, I’ll be hosting an interactive WORKshop to help small business owners stop, look, and listen.  Learn more at “Marketing Intervention – Stop the waste. Regain control!”

Keep chargin’

Just to be clear, this is not a slam on local media. It’s a reality check. The truth is local media is not your marketing firm. Their primary interest is not your business success – it’s the success of their business. In other words, if your press release does not “work” for them, they have no compelling reason to share your news. Therefore, all press releases should be compelling to the editor. They must have a hook – a connection with current news, issues, celebrity, or controversy. In other words, your press release must be newsworthy. A press release about your new ice cream flavor is not compelling. A press release about your new ice cream flavor that saves gas or influences global warming – now that’s compelling.

Traditional media is giving way to on-line publications and news sites. Many of these sites provide opportunity for users to submit content, even to the extent of writing the headlines and the stories. Check your local weekly or daily newspaper as well as popular radio stations. Many are offering ways for you to make the news in a new way.

One such on-line venue that I am very familiar with (I’m the publisher) is YourNews.com – Northern Colorado. At this site you may post your story, opinion, event announcement, or classified. All FREE and with pictures or video! In addition, your posting includes a web link back to your site, so readers can learn more about you and your organization or business. Here’s your opportunity to share your news AND direct visitors to your website. FREE.

Play this recording for a bit of hype about the new site.

It’s your turn to write the headlines – and the story!

Keep Chargin’