// Unleaded Software Marketing Blog

6 SIMPLE LESSONS TO PROMOTE YOUR BUSINESS TO THE NEWSPAPERS

How to pitch a story to a newspaper – Lesson 1

Business owners are always looking to get stories about themselves and their businesses in local newspapers. As an 18-year veteran of owning and publishing newspapers, Michael Kirschbaum brings his knowledge to Unleaded Software, and can assist you in accomplishing this goal.

The first lesson is this: Find the perfect fit.

Eventually, if not frequently, your business will cater to, or be in the midst of a hot topic. Use that to your advantage. Currently, gas prices are the hot topic, so if your business relates to gas prices, or can help consumers save money on gas prices, you have the perfect fit.

Call and e-mail the business editor at the paper. Explain, very enthusiastically, how your business, your product and your story can help readers with their pain at the pump. The perfect fit might not be so obvious at first, but when you put your mind to it, you can think of it.

Here’s a an example: If you own a thrift store, and you have a selection of used bikes, you pitch the story that if readers spent $30 on a pre-owned bike and attached a basket to it, they could use it for frequent, short trips to the grocery store or post office and save money on gas.

Find the perfect fit, apply it to your business and pitch the story.

CONTACT MICHAEL KIRSCHBAUM AT 720-221-7126 for help in getting your story noticed by media.

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How to pitch a story to a newspaper – Lesson 2

Business owners are always looking to get stories about themselves and their businesses in local newspapers. As an 18-year veteran of owning and publishing newspapers, Michael Kirschbaum brings his knowledge to Unleaded Software, and can assist you in accomplishing this goal.

Lesson 2:  The business profile

Most newspapers write business profiles, which mean the stories don’t need hard business data, don’t need to relate to current hot topics and don’t need to be timely.  In essence, the story just profiles the business or the business owner.

If it’s a small newspaper, you might be able to get away with writing the story yourself. Small newspapers are always looking for stories, and the easier you make it for them, the better chance you have getting it published. Read their past business profiles. If you’re a good enough writer, you can mimic the writing style and get the newspaper to plug the story right in.

Bigger newspaper editors might be offended if you assume you could write a story for them, so you would e-mail bullet points about why your business or why you as the business owner should be profiled.

For the business s profile, newspapers are looking for anything interesting: 10th anniversary in business, big expansion, a great success story, coming back from an economic downturn, etc.

Always send photos, and make sure the photos are interesting. They can’t be just the business owner standing in front of the store, rather the business owner demonstrating the product, or something that shows action.

CONTACT MICHAEL KIRSCHBAUM AT 720-221-7126 for help in getting your story noticed by media.

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How to pitch a story to a newspaper – Lesson 3

Business owners are always looking to get stories about themselves and their businesses in local newspapers. As an 18-year veteran of owning and publishing newspapers, Michael Kirschbaum brings his knowledge to Unleaded Software, and can assist you in accomplishing this goal.

Lesson 3:  The “real” business story.

Most newspapers write quote-unquote, real business stories, which means the stories need to have real facts about timeliness, big sales increases, a new product launch or something that can be backed up data. If your business is just plugging along at a normal rate, don’t try to get one of these stories written about you.

However, if you have an idea, make sure you send the facts to the newspaper editors. For instance, if your sales have suddenly increased, tell them the percentage increase. And, make sure you include the reason why. You can’t tell them just that your sales have increased, tell them why they did – whether it be a market trend (gas prices went up, so my bikes are selling better) or something you are doing (XYZ company’s sales have increased 25 percent since we started free delivery).

If you can find the reason for your increases comes from something you did, that’s the best way, because it stands the test of time. A market trend is just that: a trend. If your recent popularity comes about because of a great business decisions – such as starting delivery or expanding into new markets – the reader will be more likely to visit your store.

CONTACT MICHAEL KIRSCHBAUM AT 720-221-7126 for help in getting your story noticed by media.

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How to pitch a story to a newspaper – Lesson 4

Business owners are always looking to get stories about themselves and their businesses in local newspapers. As an 18-year veteran of owning and publishing newspapers, Michael Kirschbaum brings his knowledge to Unleaded Software, and can assist you in accomplishing this goal.

Lesson 4:  Make yourself available as an expert in your field

Call and e-mail every business editor you can find in your area – large newspapers or small – and tell them that if they ever do stories on (insert your business field here) you would be happy to give them quotes, comments and information.

Give them your cell phone number and let them know you are available 24 hours a day. Getting awakened by a reporter on deadline at 1 a.m. is a small price to pay for your name and business name in the morning edition in a breaking story.

As well, every time you see a business story in the paper that even remotely relates to your business, call that reporter directly and offer yourself as an expert. Just because you told the business editor, it doesn’t mean he or she passed that information to the staff.

And, when you’re on the phone with the reporter, tell him what information you would have included in the story to make it better.

The more they use you as an expert in the story, the more readers will trust you and want to do business with you.

CONTACT MICHAEL KIRSCHBAUM AT 720-221-7126 for help in getting your story noticed by media.

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How to pitch a story to a newspaper – Lesson 5

Business owners are always looking to get stories about themselves and their businesses in local newspapers. As an 18-year veteran of owning and publishing newspapers, Michael Kirschbaum brings his knowledge to Unleaded Software, and can assist you in accomplishing this goal.

Lesson 5:  People on the move

Most newspapers have a section in which you can get a paragraph about personnel moves at your company. At the very least, it gets your business name in the paper.

So, with every new hire, even if it’s a receptionist, send the information to the newspaper. Eventually, the newspaper will need to fill space, and get your business name in print.

And, here’s the extra benefit. Even if the newspaper doesn’t use your People on the Move information, sending it to the paper over and over embeds your business name into the minds of the reporters. And, the next time they need a resource on the kind of business you run, they’re more likely to call you.

CONTACT MICHAEL KIRSCHBAUM AT 720-221-7126 for help in getting your story noticed by media.

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How to pitch a story to a newspaper – Lesson 6

Business owners are always looking to get stories about themselves and their businesses in local newspapers. As an 18-year veteran of owning and publishing newspapers, Michael Kirschbaum brings his knowledge to Unleaded Software, and can assist you in accomplishing this goal.

Lesson 6:  Regional business briefs

Most newspapers have a section called Regional Business Briefs, or something to that effect. This section is not for personnel changes, but for small announcements. Get familiar with the newspaper’s entries to this section, and submit your own.

Examples of the announcements typically found here are: “XYZ Company announces that it has recently expanded its business to include the cities of Arvada, Wheat Ridge and Lakewood,” or “XYZ Company announces the launch of its new website, which includes the option of purchasing on-line.”

If you’re trying to announce that your company’s sales have increased 25 percent over the past year, the regional business briefs section is not what you’re looking for. For that sort of media coverage, you’re trying to get a much larger story.

The regional business briefs are more for items such as “XYZ Company has expanded its Saturday ours until 6 p.m. and added Sunday hours from noon to 5.

CONTACT MICHAEL KIRSCHBAUM AT 720-221-7126 for help in getting your story noticed by media.

Layered Look

If you thought the layered look was only a fashion statement, think again.

Effective marketing is layered too. Multiple mediums, multiple approaches or touches of the client make for the most effective marketing campaigns, ones that show ROI, return on investment.

The mediums can range from direct mail to bus benches and billboards, radio to TV, newspapers to magazines, internet to email campaigns.

A consistent message delivered in multiple mediums exponentially reinforces your brand. Imagine driving your car while listening to the radio. An ad for a new restaurant is on the air. Simultaneously, you see a billboard for the same restaurant chain. You make a mental note to remember to  try out the new restaurant next time you’re hungry.

Open your mail and in it is a postcard advertising a new tire store. The next morning you read your newspaper and see an ad for the same tire store. You make a mental note to remember to change your snow tires. Advertising with a call to action: i.e. a discount offer will generate increased response over brand advertising that simply promotes your business name/service/location.

Strategizing the layers of marketing and the message and the approach is what professional agencies do best for clients. While clients can be too close to a topic to see it objectively, a good agency will be able to lend an unbiased opinion as to what is working or not or what will work or not in an advertising and marketing campaign.

Remember, think layered. It’s fashionable to run a better business

Top 5 Common E-Commerce Mistakes

Ready to embark upon the world of e-commerce? Wait - not so fast! Make sure you avoid these pitfalls.

1. Not investing in quality design

Many new comers to e-commerce attempt to keep their cost down by using a template shopping cart website or hiring the cheapest designers around to build their website. This may help you budget-wise but it will never help you build your business. Customers will view your website and business as unprofessional and will figure that you are not a place worthy of their spending. There couldn’t be a worst first impression if you tired! So, be smart! Invest in a web firm that can create professional looking graphics that help bolster your business and your sales.

2. Lack of Follow-Up and Auto-Responders
Whether you’re selling t-shirts or cell phones, customers want to know where to begin. When you send your product be sure to include a “Read this First” or “Getting Started” document to help them through your product step by step. In addition to this you should have an auto-responder sequence that is generated from your website that follows up with them and reiterates this information.
Whether it’s Wash and Wear or Plug in and Play…help your customers understand your product as best as possible.
After the product has shipped, get in touch with your client. Let them know you care.

3. Weak Product Line
At best, there are a couple of dozen success stories as a result of selling a single product. If you are relying on selling to new customers then your chances of long-term success are minimal. It is well known that overcoming the sales hurdle is much easier when you are dealing with an existing customer. Without additional related products you cannot upsell. Moreover, you reduce the possibility of starting a relationship with your customer if they have no reason to return to your website.

4. Living In a Virtual World
Don’t underestimate the value of human contact. As much as we love all the conveniences of technology, your customers will appreciate the ability to talk to a real person – especially when they have a problem or a question. Use e-mails, forms, and support tickets as an option but always offer a live representative for your customers. This will go a long way with building the rapport and trust that leads to long-term business relationships.

5. Inconsistent Branding
The value of brand recognition is huge! You need people to recognize your products. Give a consistent look and feel to everything you do online and off. Your website should look like it is related to your products and your customers. Think of it as keeping it all in the family.
Whatever you sell online, your offline materials and the look and feel of your website should be related. Just like with twins, people will know that they are related. It’s easier to sell a product to someone who is comfortable with you and branding is a critical aspect of increasing consumer’s comfort level.

How to Make a Good Website - Six Key Ingredients: #1

Intuitive Navigation

When you run into the store to buy a gallon of milk, you want to find the dairy section immediately, right? The same thing applies when a visitor comes to your website. They want to find information or products quickly. By using intuitive navigation, site visitor will be able to find important information with ease. It is always a good practice to place your main links at the top of the page as well as the bottom. Sometimes it is more convenient for your users to click on a link at the bottom of your page than to scroll to the top of the page.

Another important part of the navigation is the menu design. Use drop down menus. With drop down menus your visitors can easily see where they may navigate in the web site.

How Much Does a Website Cost?

Fees for website design and development can range from a few thousand dollars to half a million dollars. In trying to understand what costs are right for you, it might be useful to think of your website in terms of a car. Everyone knows that cars vary widely in price. A Hyundai is a car and so is a Mercedes Benz. But there is an ocean of difference between these two vehicles. In the same way that things like engineering, features, functions, design, safety, and service factor into the cost (and appeal) of a car so, too, does design and programming for a website.

Even when you select the make and model of a car, the cost of accessories can cause the price to vary drastically. There are choices to be made: 6 Disc CD changer vs. single CD, ipod dock vs. no mp3, dual-sided climate control vs. air condition, 1-touch automatic windows vs. automatic windows, heated leather seats vs. leather seats, and the list goes on and on. Each of these decisions will be reflected in the final price of the car.

A website comes with “accessories” too. We refer to these as “features and options.” Within each feature there can be any number of variables that dictate the simplicity or complexity required to develop a feature. Just like there is an extra fee for a car with a multi-disk CD player vs. one with a single-disk CD player so too is there a premium for a website that has Flash in the header vs. one that uses basic HTML in the header.

In nearly every aspect of website development, there are design features and programming options to take into consideration. To help you better understand the individual costs, below is a list of features and options that one takes into a consideration when developing a website. Typically a web design firm will bundle costs together.

Website Programming Services

Website Design Services

HOW TO GET A GREAT CUSTOM WEBSITE FOR FREE!

The quick answer is: You don’t. Your odds of doing this are about the same as winning the lottery.

In website design and development, just like most other things in this world, the adage of ‘You Get What You Pay For’ stands. But this adage applies ten-fold in website design and development.

With the proliferation of freelancers who call themselves website designer to the thousands of off-shore companies who work for a few dollars an hour, you can, indeed, have a very inexpensive website built for your business. Unfortunately, you will get exactly what you pay for: poor design, sloppy programming, confusing navigation, and so on. Not to mention the miserable customer experience you will have. If you think calling the toll free number for Dell customer support is bad, then sit down, because you have a whole new type of misery in store for you when you work with freelancers and cheap web development firms.

It is widely agreed that a website is a reflection of your business. If you want to appear shoddy and cheap then perhaps this is the route for you. If, however, you are serious about your business you will need an intelligently designed website. This means you hire a web design firm that has years of experience in design, website strategy, and technology.

Look for a web design firm that has that perfect blend of the three divergent capabilities it takes to produce compelling design. A great web development firm fuses art and science, solid logic and inspiration, primitive intuition and cutting-edge know-how to build fabulous websites.

Will it be expensive? That depends on the features and functions of your website. For any web design firm that is worth their weight, you can expect to pay a minimum of $5k for a basic business website. Prices range from there on up. The bottom line is, when you want results that are both refreshingly enticing to your site visitor and exactly what you envisioned for your company’s website only a proven professional design firm can get you there.

Just because you build it doesnt necessarily mean they will come

Launching a terrific new web site is definitely cause for celebration. But that’s only the first step toward putting the power of the Internet to work for you. Next, you need a smart marketing strategy to bring targeted visitors to your site and turn them into customers.

We’re seasoned pros when it comes to marketing on the Internet. Our well-tested, unique approach employs strategies that deliver measurable results quickly and cost-effectively.

John Wanamaker, the famous retailer, once said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.

Turn to Unleaded Software for an interactive marketing strategy, and we promise you’ll feel that every penny you spent was worth it.

Our marketing gurus develop campaigns that create targeted traffic for a very high return on your investment.

Our interactive marketing services include:

• Customized marketing plan
• E-mail campaigns and newsletters
• Monthly marketing report with campaign performance details
• Search engine report showing your web site ranking on the major search engines
• Ongoing keyword and affiliate campaign management to optimize the performance of both types of campaigns

Be different. We dare you.

If you haven’t been touched by a marketing gimmick yet today, you haven’t gotten out of bed, didn’t watch TV or listen to radio, open the newspaper or your mail, refused to answer the phone or check your email. If you even took a drive, you saw billboards, bus advertising, window signage, bumper stickers and guys wearing gorilla suits waving placards. If you ate out, you read a menu and likely a cocktail napkin. Chances are when you got back to your car, there was a flyer (or a parking ticket) tucked under the windshield. You were touched hundreds of times at the movie theater in the previews alone not to mention the product placement in the film itself. When you stopped by that boutique, you passed by window signage and left with a bag with the store’s logo on it. At the grocery market, you passed by endcap displays for this week’s specials and even the receipt for your purchases comes with coupons for discounts to be used next time you shop there.

The tally of touches in a single day, even a day off work, runs into the thousands.

The hurdle is in making your marketing distinctly different and fun—something people will notice AND respond to. To do that most effectively, you’ve got to hit them where they live…and we don’t mean their zip code. Your marketing has to appeal to where they want to be. They might be stuck in a cubical but taped to their monitor is a photo of a powdered sugar beach or a crew cut even golf course. That image keeps them plugging away at what has to be done in the hope that they’ll someday soon get to do what they want.

Make your marketing fun too, because there’s too little of that in life for most doppelgangers (bet you had to look that up and now you’re a little pleased with yourself, huh). Smile. And remember.