you sell. Customers often don't know what questions to ask, and feel quite intimidated and vulnerable admitting that.

You should also be positioning yourself as an expert. By providing information and answering your customers’ questions, you develop a level of trust that price can't touch.

It's easier than you think to get very extensive Public Relations (PR) coverage. Which is effectively free advertising to your target audiences, if you do it right! You should realistically try to get ?50k worth of free advertising every year with PR (measured by the equivalent advertising space, so a full page in the FT is worth about ?100,000. If you achieve this, you can probably kick back with a glass of something, for a while at least!)

PR is almost free and is often considered completely unbiased, although this isn't really true. Unless journalists are running a story that they've researched themselves, which has a risk of libel, whatever you submit to the media will go through quite a small confirmation process. More often than not, they will just run an edited version of your release.

However, journalists have seen it all before, so they won't fall for anything! And having something unusual and wacky is always great. But consistent coverage is the key to building rapport with your customers.

You could use this channel to educate your customers about new and different products, the benefits of certain services, and “fashions” in the product ranges you sell. Customers often don't know what questions to ask, and feel quite intimidated and vulnerable admitting that.

You should also be positioning yourself as an expert. By providing information and answering your customers’ questions, you develop a level of trust that price can't touch. I

so a full page in the FT is worth about ?100,000. If you achieve this, you can probably kick back with a glass of something, for a while at least!)

PR is almost free and is often considered completely unbiased, although this isn't really true. Unless journalists are running a story that they've researched themselves, which has a risk of libel, whatever you submit to the media will go through quite a small confirmation process. More often than not, they will just run an edited version of your release.

However, journalists have seen it all before, so they won't fall for anything! And having something unusual and wacky is always great. But consistent coverage is the key to building rapport with your customers.

You could use this channel to educate your customers about new and different products, the benefits of certain services, and “fashions” in the product ranges you sell. Customers often don't know what questions to ask, and feel quite intimidated and vulnerable admitting that.

You should also be positioning yourself as an expert. By providing information and answering your customers’ questions, you develop a level of trust that price can't touch.

y've researched themselves, which has a risk of libel, whatever you submit to the media will go through quite a small confirmation process. More often than not, they will just run an edited version of your release.

However, journalists have seen it all before, so they won't fall for anything! And having something unusual and wacky is always great. But consistent coverage is the key to building rapport with your customers.

You could use this channel to educate your customers about new and different products, the benefits of certain services, and “fashions” in the product ranges you sell. Customers often don't know what questions to ask, and feel quite intimidated and vulnerable admitting that.

You should also be positioning yourself as an expert. By providing information and answering your customers’ questions, you develop a level of trust that price can't touch.

! And having something unusual and wacky is always great. But consistent coverage is the key to building rapport with your customers.

You could use this channel to educate your customers about new and different products, the benefits of certain services, and “fashions” in the product ranges you sell. Customers often don't know what questions to ask, and feel quite intimidated and vulnerable admitting that.

You should also be positioning yourself as an expert. By providing information and answering your customers’ questions, you develop a level of trust that price can't touch.

you sell. Customers often don't know what questions to ask, and feel quite intimidated and vulnerable admitting that.

You should also be positioning yourself as an expert. By providing information and answering your customers’ questions, you develop a level of trust that price can't touch. If you can position yourself in the mind of your customers and prospects as the most professional and caring supplier, competitors wouldn't even be able to steal these customers with freebies!

By explaining the value and focusing on the benefits you've achieved for other customers, people feel reassured and comfortable approaching you. People buy from people they like, and if they can relate to you and your testimonials, they'll “like” you.

Use your PR to tell people the reason why. Just by saying “because...”, you overcome huge psychological sales obstacles in your customers' minds. Decisions are made on emotion and then rationalised, so this helps with both stages of the sales process. If you're giving away free products, relaunching your brand, recruiting more staff, running special offers, etc, tell them why.

When drafting your editorial for the media, never be tempted to make it a thinly veiled sales pitch. As I say, journalists have seen it all before, and their antenna is primed to spot these! Stick to providing useful information and educational tips, or out-and-out news releases about your company.

How do you write strong press releases? The