If your product or service is fairly new or complex, traditional ads probably won’t work for you. After all, how will you explain why your new product is better than the competitor in a 30-second TV spot? Or how can you make an unfamiliar audience understand why they should buy your product in a one-fourth page newspaper ad?
If you can’t come up with an answer, I’m not too surprised—short-form advertising works wonderfully for cash-cow brands, but not so well for new products or services with which the public isn’t familiar. Publicity, or “long-form advertising”, allows the time for your audience to digest how to buy your product by doing something they do every day—and that’s engaging with the news. Publicity trumps advertising because of its cost efficiency and high impact. Nothing will get the word out about your product faster and more effectively than a strategically placed news story. The selling power of PR truly puts it in a class of its own.
Even if your company is the best in the business at what you do or what you create, it won’t make you a single penny if no one knows about it. It’s a shame, too, because every day newspapers, magazines, and TV and radio stations are on the lookout for interesting stories they can report to their audiences. Unfortunately, without a company like mine working on your behalf, you will probably never meet these media outlets.
My team has developed more than a few trade secrets over the years that give our clients a huge advantage. Call us and we’ll tell you why we’re the best in the world at arranging news coverage.
Give us a call at 952-697-5269 if I’ve intrigued you enough to learn more about what my firm can do for you. One of our account executives will ask you where you want coverage, make some additional suggestions, and get you a price.
There could be a goldmine of potential in product publicity for you, or there might not. But you won’t know unless you call.
