Publicity Archives - Page 3 of 3 - Attention Getting Marketing

local publicity small business Want some free local publicity for your small business?

Did you know that your local newspaper reporter, the one who covers fashion, jewelry, home decor, weddings, food (not to mention the small business reporter) whatever it is that you sell, is desperate for a story right now?

This was actually one of the best pieces of advice I received at the start of my marketing career. Reporters are always looking for stories so give them one and you’ll be their best friend.

Do not discount the power of local media. Local media loves to support local businesses, and local customers love to buy from local businesses. Plus, publicity costs you nothing and could mean wide exposure, which typically results in sales. You can also use local publicity and turn it into national publicity.

How to Approach a Local Reporter

Email is probably the best way to approach a reporter with a story pitch. You can find their names and emails online at the newspaper’s website. You can also email the editor of the section, i.e. Food Editor, and they will assign it to a reporter.

If they have their editorial calendar online, even better, because they you can see upcoming articles and pitch accordingly.

Now if you live in a small town, you can approach your local town paper as well as the newspaper of the nearest largest city.

It can also be a local magazine, blog and/or lifestyle TV show.

Story Ideas to Pitch

A couple of weeks ago I wrote a blog post about How to Pitch to Editors, so you may want to check it out as a fresher, but here are some story ideas, just so you understand what to pitch:

Local Woman Finds Success with her Gluten-free Desserts Business
Valentine’s Gift Ideas from Local Shops
Local Artisans Finding Success on Etsy

Remember, the more specific the story pitch, the better. Don’t just give them a general, “If you are writing a story about Pet Products...” that won’t work. You want something more like, “If you are writing a story about How Fashionable Dog Accessories has become a billion dollar market…”

Pitch a Story, Not a Product

Writers are constantly running out of story ideas, so if you feed them one, they are very appreciative. Do not send them an email asking them to just blatantly promote your product, they will hit delete. Instead, give them a few editorial suggestions for which your product would fit in nicely.

Below are some real-life blog and magazine article headlines to help you get a better understanding of what ideas to pitch:

Examples of Product-Related Editorial Pitches

17 Red-Carpet Worthy Jewels
5 Winter Fashion Must-Haves Under $50
15 Hostess Gifts Under $20
10 Great Finds for a Nautical Theme Kids Room
20 Baby Products That Will Make New Moms Lives Easier
Emerald Green Wedding Inspiration
12 Fantastic Gifts for Foodies
Eco-Friendly Products Perfect for Celebrating Earth Day
Our Favorite Online Vintage Shops
New Pet Products That Will Keep Your Dog Trim

Keep in mind the more intriguing the story pitch, the more unusual the story pitch, and the more current (in terms of time of year, what’s going on in the news) the story pitch, will all increase your chances of success.