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Interviews About You And Your Company In The Local Business Columns Or Press

In approaching the business press, you, of course, need a business hook. As long as this hook is already there, you can use the same sort of releases you send to radio and TV talk shows or for feature or news story articles. Or if these other press materials don't have this business hook, then you will need to develop a separate release for this market.

The types of things the business press may be interested in are

• new product breakthroughs or marketing approaches to these products (if you are just setting up an ordinary MLM marketing structure for another health, food, or other type of product, this probably won't quality, even if there is some product advantage. Unless this advantage is really dramatic, the difference won't qualify as a news story; the advantage is just too subtle to interest readers).

• a very large response to your program (underline "very" here; there's possibly a story if this growth rate is so large that it is unusual, but otherwise, it's just a business-as-usual sort of phenomenon— nothing that's particularly interesting or news).

• a controversy over your product or marketing techniques. However, the caution here is whether you will come out looking good in this controversy story.
For example, a breakthrough product that's initially banned but then comes out looking like a rose can be good for you. But if the controversy is over the effectiveness of your product and the dissenters can't be
immediately discredited, the article might do more damage than no news at all. Similarly, articles about the legitimacy of MLM can sometimes stir up a hornet's nest. So be sure the controversy or outcome of it is on your side, before you try to highlight this in any press materials.

• something unique or unusual about you in marketing this product (former physics professor decides to promote new diet breakthrough, formerly bankrupt business turns telephones into ready cash, etc.).

• a growing trend in your product category or in your business of which you are a part. Such an article will focus on the overall developments in this area, but then you can be featured as a key authority in the field or your product can be highlighted along with others in this category. (For example, "New protein powdered drinks sweep the diet market; score new gains in creating losses"; or "MLM businesses boom in response to coming recession"; etc.).

Again, the usual approach is to send a press release and then follow up a few days later, although some business editors and columnists may be accessible for a preliminary discussion in which you discuss a few possible article ideas and then send in your press materials, adapted based on this discussion of what the editor wants. (Also, another advantage of this discussion, if you can do this, is you can shape or tailor your material generally and send it to other editors in other areas, who might be interested in stories on this approach too.)

If you can, get the names of the current business editor or columnist for the paper. Or send any press materials to the 'business editor" of that publication.

Still another possibility in some papers, most commonly those in smaller cities or towns, is to provide a guest column which you can write under your own byline (assuming you like to write, or maybe someone in your sales group can do this, or hire a ghost writer for about $50 to $100 to do a piece for you which you can then use in a number of publications. Just be sure that you only give the publication first time or one-time rights, permitting you to publish the same article elsewhere).

One business article I was able to arrange appeared as a feature in the San Francisco Chamber of Commerce's monthly business magazine. In this case, I happened to meet the editor who had a "People's Section" on local business-people doing interesting things and gave him some of the press materials we had prepared. He found the idea sufficiently interesting; so using my materials, a brief interview with me, and a photo taken by a photographer on assignment to the publication, he did the article.


 

 

 

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TITLE: Network Marketing

Network Marketing Category: Network Marketing

Shopping Mall: Network Marketing

Network Marketing Topics: Network Marketing