Newsletter - Nancy S. Juetten Marketing, Inc.

Nancy S. Juetten Marketing Inc.

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Media-Savvy-to-Go Ezine
July 11, 2007
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Dear Nancy,
 
While everyone else is vacationing, now is the perfect time to capture the attention of your hometown media and catch up on your reading so you can catapult your growing business from the darkness to the spotlight.  Are you ready?  Let's go!
Don't Ignore Your Hometown Media
 
By Nancy S. Juetten
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Clients and colleagues often tell me that they want to earn Oprah's attention or have their stories told on National Public Radio or Good Morning America. I applaud these intentions and suggest that they consider their hometown media first. Why? Because earning media "ink and air" in your own backyard is the first step towards earning the credibility to secure national media placements.

Putting all of one's eggs in the national media placement basket is a risky strategy at best. The editors and producers at these national media outlets sift through thousands of story pitches every day in search of just the right stories to share with their audiences. The chances of your story rising to the top of the stack without the credibility of prior hometown media coverage are slim.

And, earning national publicity is not for the faint of heart. It takes time, research, great storytelling, planning, tenacity, follow up, patience and a lot of pluck. Some clients are fortunate to earn Oprah's attention in a heartbeat, though most toil for many months and even years before earning their moment in the spotlight. All the while, these business owners still need to turn a profit and make magic happen in the marketplace in order to keep their doors open for business.

And even when you make a persuasive and compelling pitch to the local media, sometimes, for whatever reason, the daily newspapers will pass on your story. That is when you have to dig deeper and consider your options.

For example, while working with a local Vietnamese millionaire and motivational speaker to promote a big event in Seattle, I came up empty with both the Seattle Times and the Seattle Post Intelligencer. Undaunted, I approached the Northwest Asian Weekly about doing a story about this local entrepreneur. I also approached the Beacon Hill News and the Madison Park Times with similar story ideas because my client got his start in residential real estate working the Beacon Hill neighborhood and he lives in the coverage area served by the Madison Park Times.

Guess what happened? His story earned front page coverage with bold, color photos in all three local newspapers, just in time to attract interest and boost attendance at my client's big event. And, those prominent stories were persuasive and compelling in my efforts to earn three radio interviews that targeted just the right audience of potential guests to benefit from this client's message before the event took place.

Now, my client has some powerful print and broadcast support posted to the press room on his event Website to lend credibility to future events. This makes it easy for future event guests and reporters to visit the site to learn more about what he offers. And when the national media come to call, he already has earned both the credibility and support of his hometown media, making it that much easier to tell his story to a national audience.

In addition to earning ink and air for your business, local media opportunities offer you the chance to practice sharing your message and refining your interview skills before the national cameras and reporters come to call. Those bright camera lights can be daunting to the uninitiated, and you sure don't want to make any message or performance mistakes when the national press is at your door.

My best advice is to start at home while you also swing at the national media fences. Brainstorm your own "top ten" list of premier media placements in your own backyard, and begin the process of appealing to those editors and writers whose job it is to inform, inspire, and serve the media consumers where you live and work.

Yes, please reach for the stars by working to earn the attention of O Magazine, National Public Radio, and Good Morning America. And remember that telling your story to your hometown media outlets can be pretty powerful, too.

P.S.  This article is posted to the home page of www.womensradio.com, an Internat radio show that reaches one million or more baby boomer women decision makers.  Here is the story link: http://www.womensradio.com/content/templates/?a=1827&z=9.  If you have expertise to serve the readership and the listeners, make your pitch to pat@womensradio.com.
Tips to Help You Build the Buzz for Your Business ... and Other News
 
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The Bellevue Reporter shines a light on the Media-Savvy-to-Go Publicity Toolkit and Author Nancy S. Juetten just in time to celebrate the one-year anniversary of bringing the product to market.

 

http://www.bellevuereporter.com/jumpstory.html?story=brief4&pubdate=7/11/2007

 

Award wins can build brand and sales - here's how

http://www.snohomishcountybusinessjournal.com/archive/jul07/juetten-jul07.htm

 

Speaking of award wins, Nancy has been named a WBO Member of the Year Finalist for 2007 in the organization's first annual competition.   Dena Levine of DML Insurance Service, Inc. is also a finalist.  The WBO also announced the five finalists in the 2007 Nellie Cashman Woman Business Owner of the Year Awards Competition.  The 2007 Nellie Cashman finalists include Christie Mueller of Christie Mueller & Associates, Joanie Parsons of Parsons Public Relations, Bev Thompson of Eastside Harley-Davidson, Linda Wilson of Sunrise Media, and Luly Yang of Luly Yang.

 
Both competitions recognize and honor woman business owners who have enhanced the status of women entrepreneurs through their vision, perseverance, and relentless leadership in business and the community. Candidates for both awards are judged based on their entrepreneurial spirit, ethics and community spirit, financial and management skill, and the difficulty and risk they have endured to achieve their success. Member of the year finalists are also five-year members of WBO.
 
An awards banquet is planned for
October 11, 2007 to acknowledge the accomplishments of the WBO Member of the Year and Nellie Cashman Woman Business Owner of the Year finalists and reveal the winners in each category.  Over 300 people are expected to attend, WBO organizers report. 
Visit www.womenbusinessowners.org to learn more about the WBO Member of the Year and the Nellie Cashman Woman Business Owner of the Year event program. 
 
Nancy has launched a Main Street Media Savvy Publicity Tip of the Week on Paul Casey's "Small Business Innovators" radio show on 1150 a.m.  Tune in Monday and Tuesday mornings during the 8 a.m. hour starting in mid-July to learn useful publicity tips to guide your do-it-yourself publicity success.  Visit www.caseycommunications.net to learn more about this show.  Once you start listening, you'll want to be on the show, too!  Just send your pitch to paul@caseycommunications.net and make clear the value you can offer to the listeners and why you are qualified.  Good luck!
 
Nancy will be collaborating with Elizabeth Case, circulation representative for the Puget Sound Business Journal, to present the "Read to Succeed" seminars and offer tips to get seen, heard and celebrated within this prestigious local business journal.  Visit this link to register for the July 17 session:

Summer Sizzlin' Special Offer on Media-Savvy-to-Go Publicity Toolkit 
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Did you know that all summer long, you can purchase the Media-Savvy-to-Go Publicity Toolkit -- which includes both tips booklets and the 60-page companion workbook -- for a summer sizzlin' low price?  If you've been waiting for just the right time to make your purchase, this is it!  Here is the link to make it easy for you to learn more and buy:  http://www.nsjmktg.com/anniversary-sale.php
Quick Links...
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Main Street Media Savvy
Get Seen, Heard, and Celebrated in Your Own Backyard ... and Beyond!
Contact Information
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phone: 425-641-5214   email: nancy@nsjmktg.com
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