If you want to get publicity for your product, here are the three steps you must take in order to succeed:
- Have a great product (and packaging).
- Find the right media contact and make a great pitch.
- Follow up.
The key here is knowing that if you don’t have a great product, steps 2 and 3 are useless.
What Makes a Great Product?
Most people underestimate the importance of a great product. That’s because if you make or sell a product, you always think it’s great. But what makes it great to the media is probably very different. Here are the qualities (the more features/benefits that your product offers from this list, the better) that make a product interesting to the media:
- Solves a problem in a unique way
- Amazing design
- Breakthrough idea – example: Quirky extension cords
- Works well, tastes great, etc. (In most cases the media will test out your product if they are interested in featuring it in a story)
- Colorful packaging / visually appealing – especially important for visual media
- Product ties into trends – organic/green, political, etc.
- Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item
Do These Products Pass the Test?
Here’s an example of a product from the February, 2014 Oprah Magazine “O List,” which offers monthly products that Oprah and her team love:
Example #1: Cleansers from Sapadilla — do they meet the media criteria for a great product?
- A truly new product? Yes
- Unique, breakthrough product? Not sure
- Tastes great / works great? I’ve never tried them, but I’m sure the folks at O Magazine did, and I trust them
- Colorful packaging / visually appealing? Yes; using different colors for the text makes the ordinary white bottles stand out
- Ties into trends? Yes; Healthy and Green
- Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item? Yes; priced under $10
Here’s an example of a product from the March, 2014 Woman’s Day Magazine “Under $20 List,” which offers monthly products from the WD team.
Example #2: Fig & Rouge Pomegranate Balm from BeautyHabit.com — does it meet the media criteria for a great product?
- A truly new product? Yes
- Unique, breakthrough product? Not sure
- Tastes great / works great? I’ve never tried them, but I’m sure the folks at Woman’s Day did, and I trust them
- Colorful packaging / visually appealing? Yes; the fun, nostalgic packaging actually helped land a place in this themed product roundup
- Ties into trends? Yes; A 100% organic, 100% pure, 100% natural skincare product
- Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item? Yes; priced at $9 – a “Little Indulgence”
Note to resellers: It’s important to carry products such as this one, that the media is interested in. Beautyhabit is a reseller, and has a winner with this product.
I hope these tips help you on your path to getting great publicity and subsequent sales! For more ideas on how to get great product publicity, check out my 12 Months of Product Publicity program, here.
Wish you had a magic wand to get great publicity coverage in O Magazine, Real Simple, the Today Show, and more?
I have good news! You won’t need one, because I’m going to show you how to get great publicity, using the easiest product publicity plan ever!
Join me for a live Webinar on Thursday, January 23, 2014, at 1 p.m. Eastern time (I’ll also record it), to go over the plan.
The Webinar is free, if you sign up for a free trial of my 12 Months of Product Publicity Program.
Your free trial also includes:
1. My Personal List of 10 Top Product Media Contacts and Pitching Tips, from InStyle, Woman’s Day, and more
2. Publicity Opportunities (from my own media contacts)
3. Fill-in-the-blank Publicity Plan Calendar
And I think you’ll like this, too …
Just for checking out my new program, you’ll get my brand-new list of 2014 Top Magazine Editorial Calendars. So you’ll know the best time and place to pitch your product — in advance.
Get everything here.
To start the New Year off right, I’m offering, for a limited time, a list of 2014 Editorial Calendars, free of charge.
It’s my gift to companies that sell products, for checking out my new “12 Months of Product Publicity” program.
You can get the Editorial Calendars here.
What Are Editorial Calendars? Editorial Calendars list topics and special editorial coverage to be included in each issue. This is extremely helpful in getting publicity for your product, because you can offer story ideas and products that tie into these topics.
Magazines included in my complimentary 2014 Editorial Calendars list include: O, the Oprah Magazine, InStyle, Better Homes and Gardens, Parents, People Style Watch, Fitness, Ladies Home Journal, Every Day with Rachael Ray, Traditional Home, Woman’s Day, Martha Stewart Living, and more.
Just confirmed that client Pirouette, maker of perfumes, bath and body products, was featured in the January, 2014 issue of Romantic Homes.
One of my favorites, the Jasmine Musk Eau de Parfum, was featured.
Pirouette products are handmade in the U.S.A., vegan, cruelty-free and 10% of the company profits are donated to charity. The entire line of perfumes, soaps, lotions and gift sets are available at: www.pirouetteessentials.com.
Is your head spinning from all the changes in the Marketing, Public Relations, and Social Media world? The team at Zable Fisher Public Relations has helped hundreds of clients over the past twelve years keep up with those changes and prosper, and we’d like to help you!
Learn what you need to do differently in 2014 to achieve and exceed your business goals, by joining us for a complimentary ***, interactive session, led by me (Margie Zable Fisher), of Zable Fisher Public Relations, on Tuesday, January 14, 2014, from 9:30 a.m. to 11:30 a.m., at the new downtown Boca Raton Library’s East Community Meeting Room. Coffee and snacks will be provided.
During the session, you will learn:
- The right social media platforms to use for your business
- The three types of products or services every business needs
- Ten marketing tactics every business should use
- Why I asked you to bring a donation
- And much more
*** Please bring a gift (that can fit in a shoebox) for a child from ages 2 to 17, for inclusion in our Girl Scout Troop’s “Birthday in a Box” program, to benefit kids at Joe DiMaggio Hospital in Hollywood.
Seating is LIMITED. Sign up here to reserve your seat.
The address of the new Boca Raton Library is 400 NW 2nd Ave., Boca Raton, FL 33432.
With a front-page placement on the Sun-Sentinel Business page. Congrats to our amazing client, RoyalText.com!
I got this info from Trish McNamara, Senior Editor at Girls’ Life magazine. This is a great opportunity for exposure.
Here’s the opportunity:
Hope you had a fabulous summer. Can you believe we’re planning holiday stories already?! Wanted to let you know that Girls’ Life Magazine is currently hard at work on our December/January 2014 issue and will be doing a huge “Holiday Hits” giveaway for the entire month of December instead of an editorial gift guide. Please find more info on the print and online opportunity below.
HELP SPREAD SOME CHEER
It’s the season of giving! This December, we’re looking to gift our readers with the coolest treats around. Ya know, the products that are topping every teen girl’s wish list this year. From beauty sets and apparel to hi-tech treats and jewelry, we’re looking for it all!
Have a great product? Tell us about ’em! Products chosen for this giveaway calendar will appear in our December/January 2014 issue in the first 10% of the magazine (seen by over 2.16 million girls and their families) as well as on girlslife.com during the entire month of December. The exposure is fantastic, both in print and online (over 6 million monthly media impressions) as well as through our social media platforms—all perfect timing with the holiday shopping rush.
SO, YOU WANT YOUR PRODUCT TO BE CONSIDERED?
Email the following to email@example.com by MONDAY, SEPTEMBER 30:
- A press release or complete description of the product, including value
- An image of the product (high resolution 300 DPI preferred)
- Quantity available to give away
I’ll get back to you ASAP with confirmation and let you know if your product has been chosen for inclusion.
If your product is selected, we will require full product information, the completion of our participation form and a high resolution (300 DPI) image of the product, off model and against a white background.
Typically we ask for three to five giveaways per product, but depending on the value of the product and your company’s inventory, this can be adjusted. If at all possible, we also ask that companies hold on to the product until winners are chosen in August, and then ship directly to the winners.
I’m just going to say it. Creating (great) content – articles, blog posts, social media updates and shares, infographics, e-books, video and more — is hard. It takes time, effort, and sometimes, money (if you outsource all or part of it).
But creating content isn’t something that’s optional. In today’s world, creating and sharing content is a must, for any type of business or organization that wants to succeed.
As with any activity that supports your business or organization, you want to get the most out of it. Here are five ways to save time (and of course effort and money) in your content creation and sharing efforts:
- Create a Content Calendar. By keeping track of the content you create, as well as the content you’ve sourced from others and shared, you’ll be able to track what works best, as well as making sure you’re not duplicating efforts. It also allows you to effectively manage your daily content activities. If you need help putting together a Content Calendar, just contact me.
- Include keywords and links back to your site in all of the content you create. This will maximize your content’s Search Engine Optimization. If you create infographics, don’t forget to embed codes at the bottom of each graphic. Graphics without embedded codes gain only a third of the links vs. graphics with the code.
- Spend at least as much time promoting your content as you do creating it. Promote your content through social media as well as traditional marketing channels.
- Re-purpose old content. It’s so much easier to update great content. You can also change formats — change an article to an infographic or a blog post into a video.
- Spend time on titles and headlines, as well as first lines. With dwindling attention spans, you have to grab a reader or viewer immediately.
These tips will help maximize the time and money you spend creating content. What other tips can you share?
Did you know that almost every business makes this mistake – and it costs them countless sales?
What is it? The answer: not including a call to action in every communication.
Definition of Call to Action
A call to action is a way for people to interact with you and your company in a way that gets them more familiar with your products and services.
Typically prospects will provide contact information in exchange for getting something from you. Prospects are then added to your email or snail mail list, and you can continue communicating with (and marketing to) them.
What Makes a Great Call to Action?
- Urgency – Includes limited time offers, deadlines or an implied urgency that people are missing out on critical information or deals if they don’t act quickly
- Value – Make sure the offer is valuable to your target market, whether it’s important information or a discount on a product or service
- Free – Most people can’t resist getting something of value for free, and will exchange their contact information for a newsletter or e-book they think will help their business or lives, or a coupon or discount offers where they can save money
- Images – Make your Call to Action stand out, by using items such as buttons, bright colors and format breaks
Examples of Calls to Action
1. Newsletter Sign-Up
Here is the “Pop Up” newsletter sign-up Call to Action that shows up when you go to my Website.
2. Free consult
I include this in my LinkedIn Headline. You can see it and get more info in my article in Small Business Trends, The 5 Essential Elements of an Optimized and Useful LinkedIn Profile.
3. Discounts and Coupons
Did you know that, according to research from ExactTarget, 58% of Facebook users expect to receive discounts or promotions when they ‘like’ a business page?
I say: Give ‘em what they want! Here’s an example:
Like Hockey Stick Outlet on Facebook and get 5% OFF your next order!
4. Free report or e-book
On the landing pages for each of my information products I offer a free “taste” of the information that I sell. Here is what I currently offer on the page for my Special Report on How to Sell Your Products to Target:
Where Should You Put Your Calls to Action?
As stated above, you should include them every time you communicate with customers and prospects, including:
- Social Media Profiles (LinkedIn, Facebook, Twitter, etc.)
- E-Mail Signature Lines
- At the end of every article and blog post
- Pay-per-click Ads
So to sum up, you can increase the number of prospects and sales you make in one simple way — by including a call to action in every communication. Take the time to do this, and your business will thank you!
While many business people are on vacation, or at least taking a break from working too hard, July is actually the busiest month for those of us pitching top magazines to feature products for December Holiday Gift Guides.
Major magazines with deadlines five or six months in advance to pitch products for editorial coverage are described as “long lead.” These magazines have similar deadlines for ads, and are usually printed and sent to subscribers a month in advance of their cover date, hence the need to submit Gift Guide pitches early. Read the rest of this entry »