| As the Chief Marketer for your small business you're | | | | Well, for one thing, you can highlight your quote, frame |
| acutely aware of the vital importance of word of | | | | it, and post it with pride where your customers can |
| mouth advertising in building your brand. You know | | | | see it. And for goodness sake, don't just hang it in your |
| how critical it is to incent your employees and your | | | | office--mount it for the world to see. Being quoted in a |
| customers to become promoters for your company. | | | | national publication, even if most of your customers |
| About ½ of what we write in our articles | | | | haven't heard of it, gives your business credibility. |
| stresses this vital concept. | | | | Once that article gets published in the national industry |
| This month our focus is on another key group of | | | | trade press, the immediate next action (after you |
| people which can help spread the word about your | | | | frame it and post it with pride) is to send a copy to the |
| small business brand: the press. | | | | business contact at your local newspaper. |
| We're not talking about your small business making | | | | Of course, the press reports news. It will help you |
| CNN anytime soon. But, it's reasonable to expect you | | | | make the papers if you have some. |
| might land a quote in one of your industry's nationally | | | | Remember: Brand (who you are) + Package (your |
| read magazines or websites. But what good will that | | | | Face to the Customer) + People (customers and |
| do, if you sell only locally? | | | | employees) = Marketing Success. |