She thought there was nothing newsworthy…

In the summer of 2008, a client came to me unsure the business she wanted to promote through publicity was newsworthy at all. After all, it was a business started by her daughters, a couple of young teens who were learning the ropes of business from their entrepreneur parents as they went about their daily lives of school and sports. Nothing special about that…or so she thought.

But it led to immediate and lasting coverage

The truth was there was plenty of news to share!

After a brainstorming session with me, I wrote their first press release and it was sent out…

Within weeks the story made local news, in print and on radio, and they landed a two page colour spread in a national magazine that was geared directly at one of their major target markets.

But it didn’t end there…

Thanks to the seeds planted through those session, in December of 2009, ESPN (the cable sports network) came out with a full crew from Atlanta to their home in Connecticut and shot video and pictures for five hours between their house, school and studio.

The thing is that I had nothing to do with their coverage in 2009!

They were doing it on their own

By the time the opportunity arose, they were handling their own publicity exclusively. They grew their own opportunity with the tools provided more than a year earlier, with the seeds planted through a couple of consultations and one simple press release to guide their first campaign.

That’s what the Step Between Publicity Program is all about.  It’s for those small business owners who take a hands-on approach to their marketing, who want to jump into publicity but have no idea where to start and just need a little start up guidance to apply what they’ve learned about publicity and putting it into action…the kind of action that gets two page spreads in national magazines geared towards your target audience, the kind of action that gets newspaper and radio coverage, the kind of action that leads to results.

Sometimes on the1st, often on the 2nd but always by the 3rd!

You see, I’ve had individual press releases fail to gain attention. That happens. Even when you know exactly what you are doing and follow all the proper procedures and protocol.

Yet, somehow the clients who stick with the effort beyond the first release have always gotten lucky and started getting significant coverage by the third release. Because none of this is about luck – it’s persistence and professionalism that lead to media attention.

There is a huge difference between reading a book and trying to do it all on your own and getting professional assistance to get the ball rolling.

The way I see it, there are programs for those who want someone else to do it all, there are programs for those who want to send out fill in the blank releases and who can be successful with little guidance – then there are the rest of us.

A friendly nudge in the right direction

Step Between is for those who need more than generalizations and boiler plate samples to really apply this information to their business and take their publicity to the next level. People who don’t want to waste time practicing and floundering on their own until the process finally comes together and they start to get the coverage they desire.

With Step Between, you get individual attention through:

• Two group consultations – one to help you find the newsworthiness in your business and develop a publicity game plan, one to help you get your news to the right people,
• Two individual consultations, one to review your publicity plan and one to develop your first release
• One a professionally written release that is timely and relevant for your business
• One email  follow up session to critique your next release to make sure you’re on the right track.

Just for fun, let’s add up the costs at my regular rates

4 one hour consultations @ $100/hr = $400

1 press release @ $98 = $98

One critique @ $75 = $75

Total = $573

Even at that price that is about the cost of a half page color ad in a small town newsletter. (That two page color spread that my client got would’ve cost over $6400 if it had been advertising and not publicity!)

But since two of the sessions are group sessions and because I really could do with a new furnace sooner rather than later…

I am offering the Step Between Publicity Program for just $247 for a limited time.

That’s nearly half of what my client paid in 2008!

And she’d tell you it’s worth it at twice the price she paid. (And yes, you can ask her…just get in touch and I’ll send you her name and contact information)

Isn’t it time to do something immediate and lasting for your business?

Click the link below and get the ball rolling on your publicity dreams today!