(or, “how to succeed in business with the right kind of trying”)
Harry Potter had Rita Skeeter to tout his exploits in the Daily Prophet. And when Daniel Radcliffe went from playing Harry in the movies to starring on Broadway in “How to Succeed in Business (Without Really Trying),” he had the tabloids to publicize his every triumph. But for clients who are not wizards or Broadway stars, getting the word out about successes, achievements or awards can be more daunting.
As a marketing company, we often get asked for advice on sharing business success, and the first thing we say is “don’t be shy.” Nothing may succeed like success, but if you don’t take the initiative to promote yourself, no one else will. At the same time, we quickly point out that you have to tell your story in the right way – modestly, succinctly and in the right forums. So here are some tips for getting the Rita Skeeters of the world to write about you. Call them “Skeeterisms” if you like:
- DO research media outlets you want to target
to see how they handle business news and awards of your type, and at what length.
- DO describe your achievement matter-of-factly and objectively, as if you were a third party writing about it.
- DON’T overplay your achievement, use lavish adjectives to describe it or write more than news outlets generally use. The last thing you want to do is turn off an editor with hype, or make him wade through lots of words to get to the point.
- DO share the spotlight, if you have won an award for work involving a client. Listing both yourself and the client doubles your chances for getting media attention and pleases your client at the same time.
Have a marketing challenge? Call Kim Landry at 484-829-0021 or email [email protected].