What Happens To A Business When A Story About Them Takes Off In The Media?

You have heard stories like these before.  Haven’t you?

A barely known first time author writes a book because it has been her dream for years.  She labors over the book for what seems like forever to get it completed and eventually published.   Sales of the book are good but not overwhelming.  Then one day magic happens.   A woman by the name of Oprah Winfrey reads that book and recommends it on her show.   Like throwing more pepper in an Emeril Lagasse recipe (Bam!) everything gets kicked up a notch!   The book blasts its way up the New York Times Best Seller list.  Just ask Jacquelyn Mitchard about it.

Shark Tank on ABCSome guy invents a new kind of belt that uses a ratchet style mechanism to tighten around your waist instead of the traditional belt with holes in it.  He launches a business and gets off to a good start.  Then the opportunity to go on the show Shark Tank presents itself.   After the show, sales go up tenfold. The guys running the little belt making company called MissionBelt are thrilled with the results of that increased publicity.

Can you imagine how powerful it would be to get a product featured on QVC?   You might experience the QVC Effect and see demand for your product hit unimaginable levels.

Of course those examples all involve television, which we all know has the potential to absolutely skyrocket your business.   But most of us don’t know how to get on one of those major television shows or we are too scared to try.   So let’s look at a more typical situation where a business gets mentioned by someone in media who has a lot smaller reach than a typical television show.

What About Other Media?

There are countless other media channels that reach into every corner of the US (and the rest of the world for that matter).   They might not have the glitz and glamour of national television, but they are still extremely effective in generating business growth for the owners of businesses who put themselves in position to get that kind of publicity.

Even bloggers can have a major effect.  In her article on the American Express Open Forum, freelance writer Katie Morell says that a shout out from the right blogger can trigger a cascade of media for your small business.   She goes on to give a couple of examples (Minimus.biz and PaForADay.com) of how businesses got bloggers to write about them and ended up with a huge boost in business.

Here is a piece of advice from the Savvy Book Marketer Dana Lynn Smith “Remember that regional media coverage can be a stepping stone to broader markets. By doing interviews on local radio or television shows, you will gain confidence and experience and you’ll also start to generate audio and video clips that you can show to larger media outlets. It works the same way with print media – start local and then expand your publicity efforts.”  

All forms of media coverage have the potential to generate new customers for that lucky business.  It doesn’t matter if it is done on television, radio, print media or some form of digital media like blogs, audio podcasts or even YouTube videos.

You never know how popular any particular story or article is going to be.   Sometimes the pieces that you think should become more popular end up barely getting noticed.   Then there are other pieces that strike the right nerve in the audience’s mind and they become more popular than you would ever have guessed.   You really can’t predict it.

Therefore, the best thing you can do is put yourself in a position to get the publicity.   Any level of publicity is worth it as long as it is positive publicity.   If you put yourself out there often enough, you will get noticed.  You will reap the benefits.   It is just a matter of time.

You can put yourself in position to get some free publicity for yourself and your business by volunteering to be interviewed as an industry expert.   Sign up right now.

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