Getting interviewed on local media can be beneficial for any
local small business. The fact that you are being discussed without having to
advertise in the traditional sense makes your business’s claims more
believable. In addition to this, you’re instantly seen as being worthy of the
viewing, reading or listening audience’s time.
However, there is a high threshold for local media to place
businesses in their daily programming. Most reporters and anchors receive
numerous tips about potential stories every day. They must then decide whether
there is enough human interest for viewers to be engaged. A press release
announcing something new that's happening at your location will probably not
pique their interest.
When reporters are looking for a story, they like to have a
"poster child" representative of their human interest issue. This is
someone whose story will draw viewers into whatever the particular media is.
What they don't want is blatant advertising disguised as a human interest
story. They know their viewers would be turned off by this and their
advertisers would be less than thrilled.
However, local authors can leapfrog this process depending
on what they choose as their subject. News organizations like to feature new
books that their audience find interesting. They’re even more excited when the
author of the book is a citizen in the local area.
You can benefit by having your own book that speaks to an
issue on which you are passionate. Your book should be about the industry and
the business you're in. Doing this will give your company the quality of making
being "media worthy" as well as giving readers the opportunity to
experience your business from a non-sales perspective.
A book, when in the hands of a prospective customer, will
typically not be received as advertising. This is the strength of this
particular marketing method. You’re getting your business in front of someone
that may eventually buy from you, before they would to tune you out.
Most entrepreneurs don't want to write their own book. This
is normal. The way to around this is to get someone that makes a living writing
books. These specialists are called ghostwriters. Typically for a fee, they’ll
interview you and gather the important details of your business story. They
will then weave these details into a narrative that local audiences will find
readable.
Once you have a suitable manuscript, you can take the
self-publication route. Amazon.com makes it very easy to do so. In addition to
this, you'll be able to create an order new paperback copies of your book at a
supremely discounted rate. This will allow you to hold books in inventory and
give them to reporters.
When you are seeking a media opportunity, it is always a
good idea to pass along a copy of your book. Not only will this land legitimacy
to what you're doing, it will also set you apart as an authority in your
industry. Often, reporters will look for experts on particular subjects when
they know that there is an expert that has written a book. You will want to be
that go-to person for them.
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