Promoting Your Home-Based Business
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Promoting Your Home-Based Business

A thoughtful and well-designed advertising program may be the most effective way to publicize your business. When you purchase advertising, you determine what your message is and how you convey it. An effective ad campaign, however, may end up costing you a lot of money. If you're not careful, that expense can break your budget much faster than you think.
                                           promote your home business

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A thoughtful and well-designed advertising program may be the most effective way to publicize your business. When you purchase advertising, you determine what your message is and how you convey it. An effective ad campaign, however, may end up costing you a lot of money. If you're not careful, that expense can break your budget much faster than you think.

Public relations can enhance your image and boost your sales while keeping your costs down. Public relations should be considered a key marketing tool. You should always be prepared for any opportunity to publicize your business.

A beginning entrepreneur might ask: Can my products or services generate public interest? Would the media really be interested in covering my business? You can gain the attention of the media if you know how to market your skills and your business. Every day, newspapers and radio shows, and even local evening newscasts, are filled with general-interest stories. Experts are cited, companies are profiled, and individuals are interviewed. In each case, free publicity is generated, both by the subjects of the stories and by the commentators.

Publicity

Keep in mind that the major task of newspaper and magazine editors is filling their publications with newsworthy items. Starting a new business, sponsoring a contest, contributing to charities, or being the beneficiary of an unusual occurrence - all are newsworthy items that you may be able to parlay into media coverage.

The principal advantages of media publicity are:

  • A news story or magazine article takes more time to read and gives more information than an ad. The more time readers spend with your story, and the more they learn about your business, the more likely they will remember you and your product or service.
  • Being mentioned in a publication or on a TV or radio show can provide you with additional publicity that you may not be able to afford through paid advertising.
  • Because your appearance in print or on a TV or radio show occurs only if it meet the standards of the editor or programming director, your company will gain additional credibility and a more positive public image.

When you begin any publicity campaign, you must make the right media contacts. For newspapers, the most likely contact is the local edition editor or city editor; for radio or cable television, it's the programming director. Don't be afraid to call these contacts directly. Call the newspaper or broadcast station, and ask for the name and correct title of the appropriate person and the exact spelling of his or her name. Whenever you engage in professional correspondence, paying attention to details and conducting your affairs in a professional manner are essential. Taking the time to find and address the right people will pay off for you.

Keep alert to anything that can give you publicity. Whether you're sponsoring a charity function, celebrating a business anniversary, or introducing an unusual new product, you may be able to take advantage of the story or event by building a connection to your business. Not all of your communications will be accepted by the media, but you only need one positive mention in a column, show, or interview to publicize you and your company. And once you do get your name in circulation, be sure to reprint all your publicity stories and news releases. They can become highly credible handouts and mailers.

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Comments (2)

Excellent advice for the new eCommerce business owner.

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