When you want win and woo new clients with articles, books and national publicity – and don’t have an enormous budget to distribute your message — turn to the news wires (I recommend Dan Janal at www.prleads.com ). But first, be sure you’re telling a story that’s worth printing. The best publicity draws on one of a handful of tried-and-true themes. Newsworthy stories have something that hits you as a reader and makes you more interested than “just the facts.”
Do you have a David vs. Goliath story to tell? You were small, the odds against you were great, but you took on the Big Guys and you won! Everybody loves an underdog, and if you can play this card, you might stir up more attention than you ever thought you could.
Do you have a First, Fastest, Brightest story to tell? If you’ve really got a story that’s unique–you’re the first, or the biggest, or the strongest, or the loudest–then you have a certifiably newsworthy story.
Do you have a Rags to Riches story to tell? Stories about the GWOG (Guy Working Out of Garage) who strikes it rich are still unusual. Steve Jobs of Apple may be one of the best examples of a Rags to Riches story, but there are countless examples of this.
Do you have a Free Advice story to tell? You can’t beat free advice for building trust.
Do you have a Research story to tell? You can assert all you want. But numbers make it real. Research–real, proprietary research, carried out by you, with numbers that you own–can be a great way to get attention.