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Don Crowther’s In this issue: How To Instantly Get Onto Newsweek's
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Technorati then includes a link to your article in their box, and a portion of it, including a link to your site, is run on the Washington Post or Newsweek site.
Total incremental time investment: 5 minutes. Value of that mention on their site? Priceless (sorry, Mastercard...) Do this 10 times a week and you could get some pretty significant additional traffic, while building your PR presence at the same time.
It's important to note that this trend of showing how the blogging world is reacting to the news stories is only going to get bigger. Technorati is clearly pursing this as a strategy to build their brand, and media sources will see this as a way to expand and personalize their news coverage.
This tactic is huge! Not only does it give you direct control over whether your comments get displayed on their sites, but:
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- You get into the habit (or better yet, systematize the process) of submitting your blog postings to Technorati, which is sure to increase your traffic and reputation in the future
- And probably most importantly, you raise your visibility to the writers at these key media outlets, improving your expert status and increasing the chance that they are going to call you the next time they need a quote in an article.
Think about that last point while I tell you about a conversation I had last week with my good friend, blogger extraordinaire, Dave Taylor < http://www.intuitive.com/ and http://www.askdavetaylor.com/ being among my favorites >
I was asking Dave about why he invests so much time in tracking the blog postings of other people. His answer was very revealing.
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After a few instances of this, that opinion leader starts seeing Dave's name over and over again in his comments and trackback links section and wonders who this Dave Taylor guy is that seems to be so fascinated with their work. So the opinion leader checks out Dave's sites, finds him to be a brilliant thinker and someone who deserves respect. Then oftentimes they drop him an email, give him a phone call, make some comments on Dave's blog, and eventually set up meetings and conversations that go way beyond the content of the original postings.
In other words, Dave is using blogs as a way to develop personal relationships with a number of key individuals, people who are normally so insulated from the general public that there would be no way he could otherwise get into contact with them.
And, once personal contact starts, Dave finds that it's already progressed way beyond the normal "let's get to know each other" status, because both parties have already developed a positive opinion of each other, know the other's opinions and capabilities, and are interested in seeing how they can benefit from the relationship.
Now let's take Dave's excellent points and bridge them to working with members of the media.
As you know, reporters and editors are oftentimes difficult to contact and are, by training, skeptical of people who approach them.
But what if you were to find their blog (many media outlets are now providing blogs for their key personalities and encouraging / forcing them to write in those blogs), read it regularly, then when you see something where you can add intelligently to the conversation, you post a comment to their blog and / or write about their posting in your own blog, linking back to them?
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The keys are
1. You've got to have a blog!
(Don't have one yet? Get one today! Don't know how? Check out our Blogging For Business training manual
This report will not only teach you about blogs, but will show you many of the techniques you can use to make blogs work for you!)
2. You need to make sure that you always add value to the conversation.
"Good post" or "Check out my site for more on this subject" do NOT add value to the conversation. Think of Bambi's Thumper the rabbit, who was recently quoted with a modification of his famous statement for the blogging world by saying "If you can't say something well, don't say anything at all!"
Need some guidance on how to write comments that work while attracting attention to your company or cause? Check out our special report How to Write Crisp, Compelling Letters to the Editor that Promote Your Product, Service or Favorite Cause. It's about letters to the editor, but the content bridges very well to writing comments and blog postings in a way that will be seen as contributing to the conversation.
3. Be consistent.
Doing a single post can get you listed on their website once, but it probably won't develop a relationship with the reporter or opinion leader. That takes repeated, brilliant comments over a period of time.
Try these techniques before your competitors do. The results could be phenomenal!
Reward:
Airline Magazine Contacts Wanted
We have just finished our latest update of our special report Fly High with Publicity in the In-Flight Magazines which provides a contact list for editors of the major in-flight magazines. Included in this report are the editorial contacts for the in-flight magazines at:
ATA
Air Canada
Alaska Airlines
Aloha Airlines
American Airlines
American Airlines Latin American Routes
American Eagle
British Airways
British Mediterranean Airways operating as British Airways
Continental Airlines
Delta Airlines
Delta Airlines Shuttle
easyJet Airlines
First Air
Frontier Airlines
Hawaiian Airlines
Horizon Air
Island Air
KLM
Latin America Airlines
Midwest Airlines
MyTravel Airlines
MyTravel Lite Airlines
Northwest Airlines
Quantas
SkyWest's Delta Connection
Southwest Airlines
Spirit Airlines
Stratos (Provided to passengers on private jet aircraft)
Swiss Airlines
US Airways
United Airlines
VLM Airlines
Virgin Express
West Jet Airlines
You can see more information about it here:
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As you can see, this is simple if you have contacts in these areas. Got Air France? That's a report! How about Japan Airlines, WestJet, Garuda, Air India? Each of those is worth another ten bucks!
So dust off your Rolodex and email us your contacts! We look forward to hearing from you to help make a great product even better!
How To Use Social Proof
To Build Your Business
There's a marketing concept that you have never thought of that affects you almost every day.
It's called "social proof".
Basically, social proof means that we tend to use the behavior of others as an indicator of what we should do in a particular situation.
It's why teenagers who tell you that they want to be individuals, but wouldn't be caught dead in an outfit that didn't look like everyone else's.
It's why people are attracted to a line, wanting to know what it's for.
It's how we know what to do with the popcorn box at the end of the movie, how we know how to answer the telephone, even how we should eat, kiss, speak, dance, and treat others.
And social proof can be an extremely powerful tool in marketing. Whenever we can convince our target market that they should buy our product because "everyone else is doing it", you have a significantly higher probability of closing the sale.
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And look what it's doing to Apple's bottom line!
Fashion marketers are another great example, They go to the magazines, the clothing chains, and the rockstars and convince them to include their latest trends in clothing looks in all of the articles and in their music videos... sure enough, within 3 months, you can't find a top that's long enough to cover the belly button of even the shortest of girls (I know, I have two tall teenage ones!)
So how can you make this work for you? I have an idea...
One of my best friends, Jeff Walker, is a master of this concept (plus several other key marketing techniques.)
And just a couple of days ago Jeff did something interesting - he held a teleseminar on the subject of social proof, interviewing 5 different marketers on how they have used social proof to kick their sales to amazing levels.
Jeff's not 100% sure of the number yet, but it looks like over a thousand people were on the line and he has received well over 100 different notes complimenting him on the value of this call.
It was so powerful (almost 2-1/2 hours of insight-filled discussion) that I decided that you need to hear it too. So, Jeff has agreed to give you a copy of the recording the teleseminar. Yes... give, as in it costs you nothing.
And the cool thing, is that this teleseminar recording contains pure information - no selling, no pitching - just good solid sales-building content. I can tell you, my notes from it are 5 pages long (you may be wondering why this issue of the newsletter is arriving so late in the evening...now you know!), and I still haven't finished listening to the entire recording yet.
I can't recommend it to you strongly enough. I encourage you to go to this page right away and grab your copy of the recording, because Jeff's threatening to pull it down within the next few days.
You can get to it here:
It's great information at a price that can't be beat!
Now, it's time for me to get back to listening to that recording...
What's That Again?
Airplane Crash
From a newspaper article titled Safety Board Investigates Fatal Crash:
"So far they have determined that the crash occurred when the plane struck the ground..."
I wasn't there, and I didn't see it, but I could have told them that!
Have a terrific week - and don't forget to stop by and pick up that recording!
Don Crowther
President
101PublicRelations.com
See articles from a recent issue of this newsletter:
- How To Create A Fantastic Publicity Event
- PR Planning Case Study - Holiday Gift Guides
- What's That Again? Bag of Shoes
And from the one before that:
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