Website Publicity

Don't Do It All Online

By George McKenzie
Former TV News Anchor and Radio Talk Show Host

How would you like to do some web site promotion that will bring thousands of visitors to your site--and maybe hundreds of thousands of dollars to your bottom line, with little or no cash investment on your part? 

I know, sounds like one of those internet "Be A Millionaire In An Hour" get-rich-quick schemes, doesn't it?  But it's not.

I'm talking about offline web site promotion that's more powerful, productive, and profitable than anything you can buy at any price--

Free publicity in the media.

It's a downright shame that so many people pass up opportunities for tremendous web site promotion just because they don't know how the media works. Or they think, "Why would anyone want to run a TV story or newspaper article about my business?"

Surprisingly, sometimes all you have to do is ask.

Here are some examples:

My friend Joe Gross. is a tax consultant appeals property tax assessments for a living. One day he told me he'd never seen assessments jump like they had in the previous year.

My "news antenna" shot up. Then, when he showed me his new web site, which gave property owners a chance to look up appraisals of other homes in their neighborhood, I told him--"You've got to pitch this to the news media."

I helped Joe put together a short release and then faxed it to local radio and TV stations.  A few nights later, there was Joe, on the evening news, sitting next to a computer monitor in his office, describing to tens of thousands of viewers how his website how his web site coukld help them pay less in property taxes.

Darrin Schroeder noticed an article about browsers in a San Antonio newspaper.  Coincidentally, Schroeder's company was rolling out a new browser, so he called the reporter who wrote the story and persuaded  the reporter to do a "follow-up" piece. When the article appeared, Schroeder brought it to the attention
of other media--mainly industry magazines.  About a dozen reviews or articles resulted, including a blockbuster piece in PC World.

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The day after the PC World article appeared, Schroeder's company, CrystalPort, took more than a thousand orders for downloads--TEN TIMES what they'd been averaging until then.

Tom Antion is a Maryland-based seminar leader who's been extremely successful marketing his audio, video, and electronic products on the web.  Antion is also an accomplished offline promoter who has worked hard at getting his name out through radio & TV interviews and the print media.

His name recently appeared in an article written by a Miami newspaper reporter--a simple one line quote.  Someone representing CBS saw it and contacted Antion about their new project, CBS Switchboard.com. Result: a three month part-time consulting contract worth more than six figures.

Will your media marketing efforts result in such spectacular successes? Probably not.

But getting free web site promotion in the media isn't nearly as hard as you probably think. It will cost you some time and energy, but it doesn't have to cost you cash. You WILL get results if you keep trying, and the rewards will far outweigh the effort. Just ask Joe Gross, Darrin Schroeder, and Tom Antion.

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Joan Stewart 

Joan is a veteran newspaper reporter and the former editor of the Milwaukee Business Journal. Her "Publicity Hound" website was one of the first on the Internet to offer a vast number of resources, including many free tips and tools for b usiness owners who want free publicity. Joan has also produced dozens of high quality audio programs and ebooks.

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