PR, when most effective, is almost always going to be used as a vehicle to solidify your other marketing efforts. This means that most often, PR is not a standalone service, but rather, it is factored into your marketing strategy as an integral part of the whole picture. While anyone can do PR, its really […]
Well, you’re not the only one. When you work with an agency, you have a different experience. Most often, the ad agency is paid by the media outlet, and NOT by you, the business owner. This means that when you buy your media through your agency, you typically do not have to pay for our […]
Do you know someone that is really jazzed about you and your business and tries to help you get more opportunities? Do you fear that that person may not grasp fully what you do? The tip is this: Let it go. It doesn’t matter. As long as they have the basic accurate concept down and […]
Last week I got an email from a long-winded friend who used that email as a vehicle in which to cram every last tidbit thought, felt or simply “needed” to say into the monologue. As much as I truly adore my friend, I skimmed the last ¾ of it because it was unfortunately too tedious […]
By David A. Greenwood, Director of Public Relations When I was a volunteer for Special Olympics in Massachusetts years ago, I was asked to help publicize a donation a local company was making to the organization. We knew that most donations under $1,000 do not get much publicity. Instead of taking a photo of the […]
By David A. Greenwood, Former Director of Public Relations What is public relations? Many mistake publicity for public relations but the true art of public relations is so much more. Public relations helps to build a corporate image, create much needed awareness for a product or service and it helps to raise the profile of […]
How many people do you know that only market their businesses when things get slow and the pipeline dries up? This is all too common, unfortunately, and it really needs to stop. Your business is not a rollercoaster (even though it may feel like one) and it’s not a healthy way to grow. Allow me […]
To get the optimal ROI (return on investment) for your marketing dollars, when creating a marketing piece, keep this rule in mind: You must be able to read the headline OUT LOUD in less than 4 seconds, the sub-header in less than 8, and effectively tell your story in a few simple words.
Brevity: shortness of duration, especially shortness or conciseness (of expression). Too often marketing work, such as advertisements and brochures, try telling you everything about a business crammed into a necessarily small space. However, that is the quickest way to lose your prospect’s attention. When you produce marketing materials, their focus should be making a point […]
What worked 20 years ago may not work today. The market will always change and evolve. If your brand identity does not change and evolve with the market and its buying trends, your business will not stand out, will not be recognized as the solution, and it will be left behind.