Great news! You received a wonderful write up on your new book from the Dallas Morning News or a great score for your new wine in Wine Spectator, or got invited on TV to pitch your newest diet and exercise program. You did a great job and will almost certainly hear some accolades from friends and colleagues, but, the next day a new product or musical artist, or juggler will be on, and all eyes move ahead. What can one do to maximize media exposure such as the above?
- For print media, pick up a bunch of copies or call the magazine and they might be able to reproduce and laminate specific pages that applied to you. With these in hand, you can weave them into part of your sales pitch, have handouts for groups and most people always keep a copy close in hand for “elevator” pitches.
- Definitely have someone who is great at SEO and can ensure the links to the appearance get moved up in the rankings as much as possible (We can help you in that area as well). It is important to put links to the story in your newsletter, blog and share on social media.
- Have bookmark or oversized index card sized handouts with accolades on one side and upcoming events, club membership or something else clever on the other. Include these with all your product shipments, but do not send them out a bulk mail through the USPS – it’s expensive and more likely to be ignored by the recipient than email.
- Create a really tight, well edited video piece that is no longer than three minutes telling your story. Mix the media mentions with beautiful layouts of the product and how to get ahold of you for more information or to order.
Finally, do not worry if these reviews are coming from a prestigious publication or two local vloggers in Arkansas. The take away will be the number of mentions or review highlights. Media begets highlights, highlights beget purchases and purchases encourage loyalty.
