We recently purchased the services of a company we didn’t know existed. Heck, we didn’t even know the service they provided was available.
I have two reasons for sharing this experience with you. First, to try and stimulate your thinking about what people really want and how you might fill that desire—even when your potential customer doesn’t even KNOW they want it.
And second, because it’s a good example of how valuable press releases can be.
A few weeks back, I sent out a few press releases about our upcoming SuccessNet Summit in Dallas. One result from those press releases was a feature article about me and SuccessNet in our local paper, The Burlington Free Press. In fourteen years, this is the first article they’ve ever done on our company.
Now this isn’t exactly Newsweek Magazine, but it is the biggest newspaper in Vermont. And the article was the largest in the paper that day, very favorable and with no less than four pictures. Great press for sure.
But they never would have interviewed me or run the article had they not received our press release. You can see the article online here.
From this exposure, we’ve already gotten scores of new subscribers and members. And so far, I’ve been invited to speak and facilitate at three events.
Press releases are inexpensive and easy to do. And as you can see, they do pay off sometimes. So don’t neglect them as part of your overall marketing strategy.
Now for the rest of the story. With such a positive article, we thought it would be nice to have it matted and framed, so we were going to take it to a frame shop to have it done.
But before we got to do that, two different companies contacted us offering to provide this service. Apparently these businesses watch for nice articles in various publications and contact the subjects to see if they would like a professional display of the article.
We chose a company called “That’s Great News” who was even willing to create it and send it to us for our approval before paying for it. We negotiated a little on the price and the result was a very impressive display that’s guaranteed not to fade. It will be a nice addition to our “wall of fame”. You have one started for your company, don’t you?
Now you may have heard of this kind of service but we had not. I thought it was a great example of how someone saw a need and filled it. I’m guessing that there are many people who have the thought of getting their article framed but never get around to it.
These folks made it super easy for us. They did a great job and probably did it better than our local frame shop would have done and for very little money.
Many people try to sell others what they need. I say sell people what they want, and give them what they need.
Find a want. Find a niche. Fill one that isn’t being filled or do it better than someone else is doing it, and you have a business.
Don’t miss opportunities to send out press releases. You never know when they will result in articles, interviews and new business.