Have Yourself a Merry Little Christmas – How to Tap in to the Holiday Publicity Bonanza
Have Yourself a Merry Little Christmas - How to Tap in to the Holiday Publicity Bonanza
If your product or service can be given as a gift, a publicitywindfall awaits at the end of the year - but you need to startworking in June. Each December, media outlets cover the newest,the hottest and the most unusual Holiday gifts. The reportersassigned to develop these pieces typically depend on two sourcesof information:
1. Phone interviews with local store owners
- and -
2. Press materials that have been sent by publicity seekers.
Let's deal with Point 1. Here's a cool trick: In earlyNovember, write a letter to stores and major websites that carryyour product. Remind them that they may be hearing fromjournalists soon about hot gift ideas, and request that theyconsider mentioning your product when that happens. Point out afew reasons why your product is the newest, coolest, best orwhatever. Ask the vendor to drop you an e-mail or give you acall if a story results that mentions your product.
Now, on to old-fashioned publicity. When to contact the mediadepends on the publication or program's lead time (how far inadvance of publication or airing the material is developed).Magazines like Woman's Day have a lead time up to six months, soget materials to them now. Newspapers have a lead time as shortas a week for feature material, so send materials in November. Inbetween are wire services, medium-lead magazines, "in-flight"magazines and others. To learn the lead time of a particularmedia outlet, call the editorial department. If that doesn'twork, try the advertising department.
What you send should be kept simple -- a press release about yourproduct/service, a pitch letter explaining why it's such a greatgift idea, and, if applicable, a disk with color product photos.See our articles "How to Write a Great Pitch Letter" http://www.publicityinsider.com/pitch.asp and "How to Write aGreat Press Release" http://www.publicityinsider.com/release.aspfor more details.
As you craft the materials, think about where yourproduct/service fits. Based on its nature, cost, rarity orusefulness, it may work with a variety of typical Christmas Giftstories such as: Great Stocking Stuffer Ideas, Gifts forTeenagers, Gifts for the Person Who Has It All, Gifts forExecutives, Gifts that Relax, etc. By suggesting a category foryour product, rather than simply stating "Here's a product thatwould make a nice holiday gift", you're making yourself stand out-- and maybe even giving the journalist an idea for a story anglethat he or she wouldn't have thought about otherwise. Eitherway, your chances of getting coverage are greatly improved.Bill Stoller, the "Publicity Insider", has spent two decades asone of America's top publicists. Now, through his website, eZineand subscription newsletter, Free Publicity: The Newsletter forPR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp , he's sharing -- for the very first time -- his secrets of scoringbig publicity. For free articles, killer publicity tips andmuch, much more, visit Bill's exclusive new site:http://www.publicityInsider.com
The Health Benefits Of Drinking Water – Is Bottled Drinking Water Healthier Than Filtered Tap Water? – Home-Improvement
The Health Benefits Of Drinking Water - Is Bottled Drinking Water Healthier Than Filtered Tap Water?
Water is a key ingredient in a healthy diet and lifestyle. There are many health benefits of drinking water. It helps flush impurities and toxins out of our systems. It aids in the delivery of oxygen and nutrients. In fact, nearly every system in our bodies relies on water for proper functioning. But what if your water is unhealthy?In past decades, concerns about tap water and its impact on overall health led some people to turn to bottled drinking water instead. In those days, there were few choices. You could pay to have a company deliver large bulky plastic bottles of water for the water cooler. Or you could purchase gallon jugs of distilled or "drinking water" at the grocery store.In recent years, there has been an explosion in the number of different bottled waters available, with big distributors such as Coke and Pepsi jumping on the bandwagon. But are bottled drinking waters like Coke's Dasani brand, Pepsi's Aquafina, or Wal-Mart's store brand really any healthier than your tap water? Or would you be better off with a drinking water filtration system?As we've learned more about the water we drink, the technology behind drinking water filters and purification systems has improved dramatically. There are filters to remove impurities, chemicals, heavy metals, bacteria and most every contaminant you can think of. With the right size and filter combination for your specific home, your water can be exceptionally pure and healthy.Cost ComparisonDrinking water filtration systems have also become more affordable and easy to use. Although the initial cost of a whole house system usually runs several hundred dollars, that cost is often less than $100 each year if spread out over the life of the system.There may be additional expenses to replace carbon filters, membranes in reverse osmosis drinking water filtration system, or lamps in an ultraviolet light water treatment device. These expenses can add another $100 or so to the annual costs of operating drinking water filters and purification systems.While some people may hesitate to spend two or three hundred dollars each year for clean, safe drinking water, they are probably paying more for bottled drinking water. Calculations show that at a price of $1 to $4 per gallon, bottled or delivered water costs an average of $400 each year, especially if you purchase individual bottles. And that doesn't take into consideration the gas needed to drive to the store or the environmental impact of all the empty plastic bottles.Health AspectsMany people who choose bottled drinking water understand that it is more expensive, but are willing to pay the extra money because they feel bottled water is safer and healthier than filtered drinking water. After all, bottled water is often marketed as "natural spring water" or "pure glacier water."In reality, few bottled waters come from natural springs, and most of them use municipal tap water. The companies are able to get away with this false marketing because the regulations and standards for bottle drinking water are less stringent than those for residential drinking sources.Bottled water quality is regulated by the Food and Drug Administration (FDA), while drinking water systems are typically regulated by State regulations or the Environmental Protection Agency (EPA). This doesn't mean that the FDA isn't doing their job. It's just that the rules for bottled water only require it to be as good as tap water, not better.In addition, the FDA regulations only apply to bottled drinking water that is transported across state lines. If a company sells their bottled drinking water in the same state where it was bottled, the federal regulations don't apply. The result is that many bottled waters are not any healthier than filtered water, and in fact some are less pure.This was demonstrated in a study conducted in 1999 by the Natural Resources Defense Council. They tested over 100 brands of bottled drinking water and found that about 1/3 of the waters contained contamination in the form of chemicals, bacteria, and arsenic. The study also found that up to 40% of bottled drinking waters come from a city water system.How To Tell If Your Water Is HealthySo how do you tell if the water you're drinking is healthy? With tap water, it's relatively easy. If you water comes from a municipal source, the suppliers are required by law to provide annual water quality reports. If you have a well, you can have an authorized lab test your water. It may cost $100 or more, but it's a small price to pay for peace of mind. Or you can purchase a kit and test it yourself, although the results are not as conclusive or reliable.When it comes to bottled drinking water, it can be more difficult to know what you're getting. Start by checking the label or the bottle cap. Some may tell you that the water comes from a municipal source or "community water system," which means tap water.If the label doesn't give any information, you can call the bottler and ask. But don't be surprised if you get the run around and are transferred to several different departments. Some states have a bottled water program that tracks bottled drinking water and can tell you the origin of the source water as well as other information.Safe and healthy drinking water has become big business. Thousands of companies are vying for your hard earned cash, and some are not always honest about what their products offer. The initial investment for a home drinking water filtration system can seem expensive at first, but over time, it is usually less expensive than bottled drinking water. And with a water filter, you at least know where the water you drink came from and how it was treated.Before going out and spending your hard earned money for bottled drinking water that may be no better than your own tap water, it's a good idea to do some research. You're likely to decide that a drinking water filtration system and/or purifier is the healthier choice and provides the best value as well.About the Author:
C.J. Gustafson is a successful writer for Water-Filters-N-Purifiers.com, providing consumer information on
water purification systems such as whole house and
under sink water filters. She found out about comparing the
health benefits of drinking water years ago when she learned that the
bottled water she was buying came from a municipal system in a nearby city.
How You Can Tap into the Dramatic Selling Power of Testimonials – Internet-Marketing
How You Can Tap into the Dramatic Selling Power of Testimonials
Among the variety of techniques available to you as a marketer, there is one that is virtually guaranteed to increase your business...testimonials !To clearly understand why testimonials are so powerful we must first look at the basic perceptions of our audience.Here's how "John Q. Customer" might describe his attitude:"In addition to making me an enticing offer, you must prove to me that you are okay to do business with. You must eliminate any fear that I have about doing business with you. The basis of my fear is doubt and skepticism...two essential components for survival in today's tough business marketplace.I come by my fears honestly and from experience. I have been conned before. I have been lied to before. The quality of products and services that I have purchased in the past have not always lived up to the claims made for them.Hardly a day passes that the nation's press doesn't reveal some major breech of ethics by business and political leaders. Dishonesty and misrepresentation are commonplace. So why, in the face of all this negative experience, should I believe your advertising claims? "These are sobering conditions in which to operate. It's easy to understand why customers temper their buying decision with caution. They don't want to lose money and, more importantly, they don't want to feel foolish. Eliminating this natural fear and skepticism is the job that testimonials do best. The reason is simple: If you say you are good, people ignore your self-serving back-patting. When others say you are good...it's credible. This goes to the very heart of why testimonials are so powerful...they give us credibility and believability.When you deliver a good compelling offer that is both credible and believable, your sales and profits will increase.TYPES OF TESTIMONIALSThere are four different types of testimonials. They are:CUSTOMERS:By far the strongest category of testimonial is the satisfied customer. In consumer offers a 30% increase in business is not unusual, and business-to-business offers often double or triple results through the use of good customer testimonials.CELEBRITIES:Celebrities are not as believable as customers. They are not credible because they are paid. I may not like the celebrity which could negatively affect my attitude towards your company or product. They generally increase awareness, but it may not be good awareness.EXPERTS:If you are selling artificial hearts, then a testimonial from Dr. Denton Cooley would probably boost business. Even though he might be paid, he is so credible that it would probably work. Your expert must be an expert in a relevant field.EXPERT ORGANIZATIONS:A trade association, a magazine in your field, a chamber of commerce, a newsletter, etc. Expert organizations carry a lot of weight because people believe that their opinion cannot be bought.WHAT MAKES A GOOD CUSTOMER TESTIMONIAL?To maximize the selling power of testimonials, you should keep a few tips in mind:Tip#1...Be Specific: Testimonials phrased in specific terms pull more weight than more general statements. For example..."I increased my companies profits by $78,350 last year using your advice!"is a lot more effective than.."I enjoy working with your company."Tip#2...Cite Complete Attributions:"Mr. John Jones, President
SMITH MANUFACTURING
Chicago, ILrather than" J. Jones, Chicago"The more complete the attribution the more believable the testimonial.Tip#3...Use Customer Terminology and Phrasing:Resist any temptation to rephrase you customers' words. You'll generally lower the believability factor.Tip#4...Use Photos of the Testimonial Writer: You will triple the believability and selling power if you print a photo along with the words. Photographs of the person using your product work best.HOW TO COLLECT USABLE TESTIMONIALS...Collecting usable testimonials should be an organized and on-going marketing function.* First...Read the in-coming mail carefully and keep a file of customer comments. Follow-up on those with potential and put them in usable form.* Second...Analyze your customer list and develop a sub-list of your top 10% of customers by sales volume and frequency of ordering. Carefully craft a letter to this select list "Asking for their help". Suggest to them what you are looking for in the way of comments and then let them provide you with the raw material. The important lesson here: You can't sit casually back and hope for testimonials to come your way. You have to go out and get them.The reward, however, is always worth the effort. The time you spend nurturing your testimonial program will result in increased sales and profits, an improved image, more sales leads, lower sales costs, shortened selling cycles, and improved cash flow.