Niche Marketing Ideas: How to Give A Great Interview About Your Niche Business

A few weeks ago I shared some tips on “how to become a media darling.” Following on from there, here are the top 10 do’s and don’ts to ensure you look like a star in print-and wind up on the reporter’s “call again” list, so that you give a great interview about your niche business.

1.  Do: Think like a reporter. What do they need from you in order to write a good story? Develop several newsworthy angles that showcase your message. Emphasize timely information, such as industry trends, statistics, new technology or products, do-it-yourself tips, techniques or strategies, and useful advice. Human interest stories are great because they allow writers to put a face on what could be a dry nuts and bolts story.

2.  Don’t: Decide what story the reporter is going to write unless they ask for suggestions. If the reporter is trying to put together a succinct, “just-the-facts-Ma’am” story, forego all these great human interest angles or wonderful quotes-that’s just extra noise the writer doesn’t want or need. Listen to their needs and just provide that.

3.  Do: Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Reporters keep source lists-people who are informative, friendly, and quotable. That’s where they turn first when they need to write a story on a particular topic. Your top priority: Aim to be on that source list.

4.  Don’t: Snub the little guy. Just because someone is writing for the Omaha Chamber of Commerce today doesn’t mean they won’t be editing the most prestigious trade journal tomorrow. Professionals move in the media with amazing speed and regularity. Be mindful that they take their memories with them. Burn a reporter when they’re nobody, and they’re going to remember when they’re somebody!

5.  Do: Have a good press kit. Offer to send it to reporters, or direct them to an online version. Include interesting and timely information, such as a one-page company bio sheet, and sales figures (if necessary); complete information on the types of services you offer and what makes them unique; good photos or links to online FTP sites where photos can be found (action shots work best); and key contact information. Everything must be accurate and verifiable. Unique packaging can work well if you’re unknown and want to grab the media’s attention.

6.  Don’t: Pad your press kit with tons of fluff. Short and to the point is much better. Avoid gimmicks, head shot photographs, and outdated, false, or exaggerated information. Misleading statistics are the kiss of death- give context for all numbers. Standard-sized folders or smaller is best, as these easily fit into bags, briefcases, or files.

7.  Do: Make every effort to spread the word. Reach out to the media at trades hows, networking events, and any other opportunity. Make your Website a key resource for reporters-post articles, statistics, photos, quotes, FAQs, and more, so they have plenty of information to enhance their story.

8.  Don’t: Hold a press conference just because. Save press conferences specifically for major announcements, new product introductions (but only if they are truly new or improved), or general industry trends-what’s hot and what’s not. If you host a poorly organized event with nothing newsworthy, you just irritate and frustrate reporters. Definitely not recommended!

9.  Do: Keep your promises. If you schedule an interview, be available and on time. If you arrange to have materials sent to a reporter, make sure they actually get sent- use an overnight or priority service. Promised photos should have appropriate captions. Reporters work tight time frames. Fail to deliver what’s expected, and they avoid coming back, moving on to another, more accommodating source.

10. Don’t: Assume that the reporter knows everything about your industry, especially if they are from a general interest publication. Provide background data, give real world examples, and avoid industry specific jargon. Spell out acronyms at least once, and explain the relevance of any awards, certifications, or honors being discussed.

Check out this great article!

Susan Friedmann, CSP, The NichePreneur Coach, is a niche marketing expert who helps small business owners, entrepreneurs and service professionals, find and capitalize on a niche market. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” and many other titles. For more great information on niche marketing strategies that work, and for a complimentary copy of “The NichePreneur Mindset: How to Find Your Niche to Success,” visit http://www.richesinniches.com. Click to download the “Riches in Niches” app. Sign up for the Niche Marketing Success 7-Day Mini Course

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