It’s funny, isn’t it? How we offer advice to others yet rarely apply it to ourselves…
Only yesterday, I was in conversation with a guy about his business and started telling him what I consider to be the 3 easiest ways to raise awareness.
His business was exciting and ‘young’. In short, he wanted to know if it was a good idea to pitch to editors etc. rather than send out a press release. What should he do? Well…
How to raise awareness for cat body lotion
I started by saying that to pitch you’ve got to know your market and media. To over-simplify, there’s no point pitching your story about your new body lotion for cats to the editor of Goldfish Monthly (that wasn’t his idea by the way).
Of course, understanding and knowing the ins and out of every mag/paper other media is time-consuming, especially with so many national, regional and locals not to mention the little matter of online. But, with a little bit of research care of Google, you can find the details of one or two editors and take it from there.
With pitching, choose the most relevant site/publication and pitch your feature idea to them first. Wait and then give them a poke if they don’t reply. If they ghost you, or you’re keen to get moving, send your pitch to the next person on your list. Do not send your pitch to hundreds of people at once. Editors generally want to use a unique angle.
Keep your pitch short, well-written and friendly. You never know.
2. Press Releases/shout outs
A press release is a great way to reach out to a wide range of on and offline publications in one swoop, and it doesn’t have to cost the earth. You can use free PR services such as PR Wire. From this, you might get a few sniffs of interest which you’ll need to chase up. Also check-out HARO and Source Bottle as you can offer your services as an expert in a particular field or, promote your business to writers as a potential story.
So, this is the part I was alluding to at the beginning of this post. ‘You should blog’ I told him. ‘Get your story out there, start building up a relationship with people who might need your services. Share your knowledge. People like helpful people.’ PENNY DROP MOMENT.
Blogging is very straight forward and it doesn’t need to take forever. Just a few lines about something that the average ‘cat body lotion’ shopper will be interested in. Your ’10 ways to soften a Manx’ might be the tipping point for a reader to turn into one of your first customers.
Oh, and if you want to get clever, you can start trying to work out what keywords will get you noticed in the search engines. For all things SEO I suggest you look at Neil Patel or the words of wisdom from a certain Kate Toon. She’s taught me absolutely nothing about SEO – yet – but one day I’ll sign-up to one of her much-lauded courses.
So, 3 easy ways to raise awareness.
Until the next penny drops…
PS: Are you looking for body lotion for cats? I can’t help you there, but I can write your blog posts, articles or web pages. Contact me at firstname.lastname@example.org