Someone who goes into a newsagent for online press releases, opens their wallet and buys a magazine on craft are purchasers. They spend money in that space, so they seem to be a better target of audience than anyone else. That type of traffic you get, they're already spending money, it's simpler to make that leap into a $50 product, $100 product, $200 one on one session, whatever it could be, because they're spending money.
Publicity can be gained by being the content for a media outlet. Being the content means you're going to be the interviewee. So instead of providing the internet marketing reviews content and soliciting the mags and supplying them content, they're coming to you, saying, I'd like to do podcast interviews with you on this space. We are coming up with an article about how autos are causing all of the back stiffness for Australians and I would like to speak to somebody about a physio's opinion about back trouble. I am writing a report for a trade book about management and the issue that they are having with compliance nowadays and the new govt. laws and so on and I need an expert to comment on that kind of thing regarding online press release distribution.
So it's about them coming to you and positioning you as an expert doing pingback optimizer review. So rather than being an author, you are the industry commentator. The best thing is, it's free advertising. You're not paying to get in the space, they're coming to you and you're being spoken about in free advertising. It's not interruptive.
The reason AdWords is such a success is actually because it's non interruptive. Folks are actively there hunting for that information. The same applies for the media. Somebody buys a mag, they're buying it for the articles, not the advertisements. If they are watching Today Tonight, they're watching it for the segments,they're there not for the advertisements. So it's non interruptive. You are being positioned in front of them where they want you to be. They're where the eyeballs are.
It is the radiance effect that keeps coming up after launching online press releases because you are not an advertiser doing podcast interviews. Traditionally when a person sees an advertisement in a magazine, they turn off or they put their filter on. They will read the ad with their filter announcing, they are asserting this sort of thing, I don't know if it is true, they are trying to pitch to me, they're attempting to sell, they're trying to make me open my wallet. If you are featured in an article about that type of thing, it's very different because they're a load more relaxed in that state, their mind and their mind-set is different when they are reading an article from reading advertising.
The method to get this exposure as being the content is by doing publicity releases about optimize press review, getting your name out there and pronouncing, I am available for interviews, I am available for comment and this is what I'd like to comment on and doing press releases.
What is a public relations release? Basically what a PR release is, it is a marketing letter pitching you as the interview. Most people, when they think of online press releases, they think of, I would like to write a public relations release and get that printed word for word. All that it is, is a promotional letter. You're making an attempt to sell the journalist, you are trying to sell the media exec, whoever it could be, to think of you as a story. That is all you're attempting to do, it is a advertising letter.
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