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Marketing Strategy 12: Get In The Newspaper

August 31, 2016Tam Le

In this lesson, I want to talk about two of the most valuable assets for growing a business – trust and credibility.

Let me explain…

As I’m sure you know, people are sceptical these days. They are worried about being ripped off or getting poor service. This is especially true on the Internet where scams are a dime a dozen.

That’s why anything you can do to prove to strangers that you are trustworthy will definitely pay off.

Testimonials, for example, from satisfied clients are a fantastic trust builder. I teach you about how to use them in a different lesson.

But for today, I want to talk about another way to boost your credibility that many carpet cleaners are unaware of.

Newspapers.

Here’s how it works…

Using Newspapers To Grow Your Business

Even though print is dying, newspapers are still a very powerful marketing medium.

When a prospect sees your name printed in the paper, they automatically think you are ‘legitimate’ and that your company is trustworthy. It builds your credibility.

This is very important.

Once a prospect thinks that you are ‘real’, they are much more likely to choose your services over the competition.

Unfortunately, featuring in a newspaper is not something you can achieve instantly.

So in today’s task, you will just be preparing the groundwork. Then once the opportunity appears, you will be ready to seize it.

TODAY’S TASK: Hot to Appear in the Paper
  1. Start looking for stories in your business. From now on, whenever you make a change in your business, do something in the community like a charity function, or have a dinner for clients, you should try to get an article in the local newspaper about it.
  2. When you have a story, contact your local newspaper. Call their office and find out who is in charge of press releases. Then contact this person. Be enthusiastic, cheerful and confident.
  3. Explain to that person that you have interesting local story. Tell them who you are, what your story is and how their readers will benefit. For example, “I’m John Smith. I own XYZ Carpets. We have just introduced a new upholstery cleaning service. To celebrate we would like to offer your readers a free upholstery audit.”
  4. Send the press release to your contact. Make sure you mention that you talked to him or her on the phone. Include all the background information from the phone call in your email because journalists are often busy and stressed and they may not remember the phone call or who you are. Include some great images of you or your branded van if possible, as this also makes their job easier… Journos love an easy job!
  5. Follow up. Call your contact two days later to confirm that they received the information. Ask them when they can put it in the paper. If they say that they don’t know, call them back again a few days later.

This strategy is not as easy as some of the others. It requires persistence. But if you really want to feature in a newspaper, it’s a great way to go about doing it.

For guidance on writing a killer press release, check out the resources available from the Australian Institute of Public Relations, like this blog post on The Perfect Pitch… How to Write a Good Press Release.

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Course Navigation

  • Marketing Strategy 01: Goal Setting
  • Marketing Strategy 02: Clients, Not Customers
  • Marketing Strategy 03: Discover Direct Response
  • Marketing Strategy 04: A Wealth of Knowledge
  • Marketing Strategy 05: Model Successful Ideas
  • Marketing Strategy 06: Unique Selling Point
  • Marketing Strategy 07: A Cash Flow Surge
  • Marketing Strategy 08: Direct Mail Alive & Well
  • Marketing Strategy 09: Never Use Bait & Switch
  • Marketing Strategy 10: Raise Your Prices
  • Marketing Strategy 11: Have a Big, Bold, Solid Guarantee
  • Marketing Strategy 12: Get In The Newspaper
  • Marketing Strategy 13: Use Letters, Not Brochures
  • Marketing Strategy 14: 3-Step Letter
  • Marketing Strategy 15: Tell the Whole Story
  • Marketing Strategy 16: Don’t Be Boring
  • Marketing Strategy 17: Lifetime Value
  • Marketing Strategy 18: Networking
  • Marketing Strategy 19: Find Your Niche
  • Marketing Strategy 20: The Front End
  • Marketing Strategy 21: How To Get Business Contracts
  • Marketing Strategy 22: How To Get A Flood Of Clients From Yellow Pages Even In Today’s Online World
  • Marketing Strategy 23: Turn Your Website Into A Sales Machine
  • Marketing Strategy 24: You Are Not Your Client
  • Marketing Strategy 25: Dealing With Bait & Switch
  • Marketing Strategy 26: Creating Content If You’re Not A Writer
  • Marketing Strategy 27: Become A Trusted Expert
  • Marketing Strategy 28: Why You Really Advertise
  • Marketing Strategy 29: Don’t Be An Advertising Victim
  • Marketing Strategy 30: Learn Marketing Yourself
  • Marketing Strategy 31: Why Test, Test and Then Test Again
  • Marketing Strategy 32: Partnering With Real Estate Agents
  • Marketing Strategy 33: How To Make Even MORE Money From Real Estate Referrals
  • Marketing Strategy 34: Meet The Host And The Beneficiary… Also Known As…“The Joint Venture”
  • Marketing Strategy 35: How To Successfully Advertise In The Newspaper
  • Marketing Strategy 36: How To Spread Your Marketing Message
  • Marketing Strategy 37: Skyrocket Your Business With Celebrity Endorsements
  • Marketing Strategy 38: Know Your Value
  • Marketing Strategy 39: This One Simple Word Can Make Or Break You
  • Marketing Strategy 40: Reasons People Fail
  • Marketing Strategy 41: How To Remove Mental Garbage
  • Marketing Strategy 42: Your Success Is Dependent On This One Action…
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