So you don’t have a major advertising budget to get in front of customers? No problem!  Media coverage is the gold standard for visibility AND credibility, and the best thing is, you can get it for zero dollars.  Like, nada.

In fact, the highest quality publicity is always free.

 

 

You may already know that getting featured in your favorite magazine, podcast, or popular blog can result in tremendous growth for your business.  When you land a press mention, it’s a not-so-subtle nod that you’ve been chosen by a tastemaker, recognized as an expert or high-end resource.  And when a customer is looking to buy, something as small as an “As Seen In” bar on your website can be the impetus for choosing your services over your competitor’s.

Good news: there are many ways you can get noticed and featured in the media, and you can get started today.  

Figure out your expert positioning 

You’re probably already working with clients, vendors, and colleagues, so you have a wealth of knowledge you can share.  Start thinking of article concepts that showcase your expertise and position you as a helpful resource in the industry. 

Think of how-tos, roundups, and twists on current trends related to your work.  Just about any outlet you’re thinking about pitching to runs these kinds of stories, and they usually appreciate suggestions for interesting and new content.

When you dive deeper into what’s already on your customers’ minds, you’ve found a great way to get your brand in front of clients and show off your creativity.  

Better storytelling in 4 prompts

1. Piggyback on a trend and twist it.  For instance, there are plenty of articles on DIYing your landscaping. So how about a piece that offers tips for hiring a virtual landscape designer?  White walls the trend du jour? Try a story with a more contrarian take featuring maximalist color and pattern (and vice versa).  Wedding planner or florist? When everyone’s talking about woodland weddings, you can suggest ways to get a woodland feel in a more guest-accessible setting.                                                                                                                                                                       
2. Make it a game. Look at current headlines and take out the information-carrying words, then play around with new words to fill in the blanks.  For instance, you see the following headline: 6 Ways to Use Recycled Materials at Garden.  Take out the key words and start playing with the concept: ___ Ways to ________ at Your _________.  You might come up with something like, 5 Ways to Reduce Waste in Your Kitchen, or, 3 Ways to Grow Your Own Food and Give Back to the Community.                                                                                                                                                                    
3. Answer the unasked questions.  Chances are likely that you have a running list of the FAQs asked by your clients, and these make great article concepts.  However, have you ever stopped to compile a list of the things clients haven’t asked, but you wish they would?  This is another creative source for story ideas, and creates excellent value for the reader.  You can even poll your colleagues or favorite vendors for different insights on the topic.                                                                                                                                                                    
4. Identify the real problem.  Client upset because she can’t afford a $17k custom calligraphy suite? Maybe the real problem is that she doesn’t know how to incorporate personal touches to her wedding in a way that makes a big impact. Be on the lookout for these hidden opportunities when doing market research, while listening to your clients, and when reading magazines and blogs.    

Value is the Name of the Game

Writers and editors are incredibly busy, just like you.  When you offer a creative take on a popular seasonal theme, you help take some of the stress off that reporter’s plate.  For instance, think of the poor writer who has to come up with a new take on Thanksgiving side dishes every. single. Year.  If you can slip into their inbox with an innovative new take on holiday cooking, you may become that writer’s very best new friend. 

And when you can include a link—never an attachment—to photos that showcase examples of your work that fit into the piece they’re writing, you make the writer’s job so much easier (making your feature more likely to get published), and you still get your work in front of potential clients. You get the chance to shape trends, and you become a valuable resource to audiences looking for ideas or guidance.

In the end, you’re driving new traffic to your site, increasing your credibility, and building trust in the future client’s mind. 

Final Tips for Getting Featured In The Media

• Make sure you’re ready for coverage before you send your pitch.  Not sure you’re there yet?  Check out my free training, Before You Pitch, to get your business pitch-perfect.

 

• Keep your pitch tight and direct.  

 

• Once you’ve landed that feature, leverage it by sending it to your email list, posting it to social media, and blogging about it—let your clients and followers celebrate with you (and revel in their smart choice to work with a rockstar!).   

 

Finally, don’t let self-doubt hold you back from reaching to get featured in the media. Remember that you can’t help clients if they don’t know you’re there!

 

 

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