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The "Can't Miss System" for Getting Free Publicity

Copyright © 2004-2005 Paul Hartunian 
Hartunian.com
http://www.hartunian.com/


Publicity is a funny business. On one hand you have as many 
variables as you do opportunities to promote and yet, on the 
other hand, beneath it all, there are a few cardinal rules that 
regulate any successful publicity effort. Each rule may take on 
a different color depending on the specifics that apply to 
individual industries, but once you strip it all down, you'll 
always find the following system at work in any working system. 

It all begins with quality. Unless you have something worth 
selling, something the general public will be interested in 
buying, it's just a matter of time before you're going to run out 
of "first time buyers" willing to try you out. 

Our goal in promoting is going to be to attract free publicity, 
which, by definition means we're going to have to do something 
that's newsworthy. It isn't going to do for us to simply buy all 
the press we need in the form of advertising. That means we're 
going to have to re aim our marketing strategies. We want to 
offer a product that stands out as being an incredible value. 

One option business has in promoting their benefits is to make a 
smaller per sale profit margin to a larger portion of the general 
public. Instead of making, say, $100 profit per product sold to 
10 people, they aim at making just $50 profit per product sold to 
30. We'll use that in our example.

Once the quality and price are established, then it's important 
that we chart out a long term marketing plan. It's all about 
creating a steady growth over the long haul. 

We're going to imagine we own a bookstore. 

We'll begin by being sure we have a good selection and the 
location looks good. We're going to guarantee that every book in 
the store will sell for under retail. But we're not going to 
limit ourselves to selling books. Everybody does that, we're 
going to try and create an angle that'll make the media take 
notice. To do that, we're going to create "Theme Clubs". Groups 
of people that read similar books will obviously have a lot in 
common. We're going to aim at establishing mini communities of 
individuals interested in similar themes.


To get away from the "bookstore" feeling, we're going to set our 
bookstore up inside a two-story house. Each room will represent a 
theme.


Our history room will be filled with historical charts and 
timelines. Galileo thermometers and antiques will make this the 
kind of room explorers of the past would like visiting. 

The children's book section will be a wonderful place of fantasy. 
Bright colors and images designed to spark the imagination. 
Something between Disney and Harry Potter. Sci-Fi buffs will love 
the Trekkie style room. And so forth.

We're planning on eventually hosting lecturers from local 
colleges in the various rooms speaking about specific topics and 
book signings will mean something when held in rooms that cater 
specifically to readers that appreciate the authors style of 
writing. Monthly membership dues will cover free coffee and 
discounts to various lectures and parties. 

The hallways between rooms will reflect an almost MC Esher-style 
morphing from one theme to the next.

We're going to try to get away from the "bookstore" feeling and 
try, instead, to create a feeling of a series of communities 
that all get their books at our location. We're going to call 
ourselves something that reflects the fact that we're a 
combination of several "themes". How about "The Eclectic 
Bookery"? 

Once we've established our quality, price, longer term goals and 
name, we then need to come up with a way to raise community 
interest in our kick off. How about an almost theatrical kickoff. 
We'll announce that we're auditioning individuals to host each 
room. A "Host" must dress in character, understand the individual 
styles and be responsible for shelving, scheduling events, etc. 
for each room. To find these people, we'll offer "sign up 
bonuses" as we hire them. These $200 sign up bonuses will 
actually be a gimmick to make the local press take notice of a 
hiring frenzy. 

You'll notice we've created something individuals will be 
interested in being a part of. We've made it into something that 
can grow and yet focus directly on the needs of each group.

We're then going to promote it all. We'll send out press 
releases. We'll schedule not only ourselves, but our various 
"characters" to appear on radio and television programs. These 
characters will also be organized into traveling educational 
tours where they'll do school assemblies around town. 

And we're going to fight technology. Not in an aggressive, 
obvious sort of way, but we're going to taunt a motto that 
reads, "Back to basics". 

That wraps up the "Can't miss system". It begins by checking the 
quality of what you have to offer. You then price to sell. You 
follow by making your long-term goals and structured today's 
activities accordingly. You created several reasons for people to 
come to visit. And finally, you keep growing, evolving, changing. 

In a nutshell, that's what a successful marketing package should 
look like.

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Paul Hartunian is the world's leading authority on publicity 
and self-promotion. At his website - http://www.Hartunian.com 
- you'll find lots of information about how you can get free 
publicity for any product, service or business you're involved 
with. Get information about his complete publicity kit at 
http://www.Hartunian.com/prkit . Sign up for his free publicity 
ezine at http://www.Hartunian.com/subscribe . You can reach Paul 
at (973)857-4142. Or by email at mailto:PaulHartunian@Hotmail.com
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