We all know how powerful word of mouth is. How often do you hear of your friend telling you about a product or a place they enjoyed, only for you to jump on the bandwagon moments later?
Nielsen reported that 92% of us believe suggestions from friends and family over advertising. Beyond friends and family, it was reported that 88% of us trust online reviews written by others as much as they trust recommendations from personal contacts.
Publicity through the media and influencers is like word of mouth on a far larger scale and one of the most powerful types of pieces of coverage to secure. Why? Because instead of reaching your close personal network, you have the potential to reach millions of loyal readers.
This is how you secure it:
- Remember that a journalist does not owe you an article, you are not paying for it, so when you reach out to them, word it like it is an invitation, for example, I would love to invite you in to try my new yoga class. If you like it, feel free to share it with your audience.
- Invite them in to try your product or service, tell them the interesting facts about it concisely and separate yourself from the masses, i.e. ‘our studio features urban interiors and hip hop music’.
- Make it easy for them to book in with you. Too much back and forth will often result in them cutting the conversation.
- Make sure you or one of your best staff members are there to greet them and show them around. The better the experience, the better the potential article.
- Follow up the next day, see what they thought, ask if they need anything else from you. I would often send some story ideas relevant to your business too.
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