This news release by Total Logistics Solutions is a perfect example of a company building on the publicity generated by large natural disasters. This news release was posted on PR.com for distribution to news media around the world. It generated news coverage of their product, Cover Your Assets home inventory documentation system.
What have you done to get publicity?
Showing posts with label Publicity. Show all posts
Showing posts with label Publicity. Show all posts
Monday, September 22, 2008
Monday, September 8, 2008
Market Potential for Home Inventory Service Businesses
What is the potential market for your home inventory service business? In theory, every homeowner, apartment renter, and business owner is a viable prospect.
A news release from the National Association of Insurance Commissioners (NAIC) outlines the number of individuals who do not currently have an inventory -- 48%, according to their survey.
"Of those consumers who reported having a checklist, 32 percent had not taken any pictures and 58 percent had no receipts validating the cost of their possessions. In addition, 44 percent of respondents acknowledged that they had not stored their inventory in a remote location," the survey found.
A news release from the National Association of Insurance Commissioners (NAIC) outlines the number of individuals who do not currently have an inventory -- 48%, according to their survey.
"Of those consumers who reported having a checklist, 32 percent had not taken any pictures and 58 percent had no receipts validating the cost of their possessions. In addition, 44 percent of respondents acknowledged that they had not stored their inventory in a remote location," the survey found.
The insurance industry supports the need for a home inventory. “A comprehensive list of your belongings and their value will help you file an insurance claim after a disaster,” said NAIC President and Kansas Insurance Commissioner Sandy Praeger. “Creating an inventory and storing it in a safe location away from home is one of the most basic — and most effective — disaster preparedness steps anyone can take to help protect themselves and their financial future.”
Wednesday, August 27, 2008
TS Gustav Headed Towards New Orleans
A tropical storm is headed towards the Gulf of Mexico ... and may build into a hurricane before it reaches New Orleans. City leaders there are sounding the warning now ... and it's time for you to use this opportunity to get publicity for your home inventory service business.
My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes a hurricane news release. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id
Monday, August 18, 2008
The Power of Public Speaking
One of the most effective ways to promote your home inventory service business is public speaking. I know, I know -- most people would rather do almost anything than get up in front of a group of people and talk, but the type of public speaking I'm talking about is fairly low-key.
What you're looking for is the opportunity to talk for 10-15 minutes about disaster preparedness -- and the ideal group is a homeowner's association's regular meeting. You'll create a basic handout with 5-10 tips for preparing for the types of disasters that are likely in YOUR area. (In Nebraska, where I'm located, that's tornadoes and flooding. In California, it would be earthquakes and wildfires. In Florida, it would be hurricanes.)
One of the tips, of course, is conducting a home inventory. I recommend giving away some information related to this -- for example, a checklist of items that should be included in their home inventory. Believe me -- even if a prospect has a list of what they should do (and these lists are widely available on the Internet), that doesn't mean they are going to do it.
In exchange for speaking to the group, negotiate for a free or reduced cost ad in the organization's newsletter. Hand out a coupon good for a %/$ off the cost of the inventory if they sign up within a specific period of time (30 days?).
How can you get the opportunity to speak to a group? Contact your local city government and see if they maintain a list of local homeowner's organizations.
What you're looking for is the opportunity to talk for 10-15 minutes about disaster preparedness -- and the ideal group is a homeowner's association's regular meeting. You'll create a basic handout with 5-10 tips for preparing for the types of disasters that are likely in YOUR area. (In Nebraska, where I'm located, that's tornadoes and flooding. In California, it would be earthquakes and wildfires. In Florida, it would be hurricanes.)
One of the tips, of course, is conducting a home inventory. I recommend giving away some information related to this -- for example, a checklist of items that should be included in their home inventory. Believe me -- even if a prospect has a list of what they should do (and these lists are widely available on the Internet), that doesn't mean they are going to do it.
In exchange for speaking to the group, negotiate for a free or reduced cost ad in the organization's newsletter. Hand out a coupon good for a %/$ off the cost of the inventory if they sign up within a specific period of time (30 days?).
How can you get the opportunity to speak to a group? Contact your local city government and see if they maintain a list of local homeowner's organizations.
Wednesday, June 25, 2008
More California Wildfires Threaten Homes
What a crazy year this has been! Unprecedented wildfires, tornadoes, and flooding. Only a couple of monster hurricanes would make this wild and crazy weather season complete.
The weather is big news right now -- and if you're not using it to get free publicity for your home inventory service business (especially to draw attention to the NEED for conducting a home inventory, whether you do-it-yourself or hire a professional), you're missing out on a great opportunity.
The weather is big news right now -- and if you're not using it to get free publicity for your home inventory service business (especially to draw attention to the NEED for conducting a home inventory, whether you do-it-yourself or hire a professional), you're missing out on a great opportunity.
Thursday, May 1, 2008
Enlist the Police Department's Help
On our local news tonight was a story about burglaries and break-ins ... and the difficulties police have in returning stolen goods to their rightful owners after the items are recovered. As you might guess, *serial numbers* are a huge step in helping reunite owners with their goods.
Contact your local police department and see if they have a property recovery division -- and see if you can speak to the person in charge of that operation. Explain what you do -- and ask for his/her help in getting the word out to the media about the importance of a home inventory in helping the police get items back to their owners. Then approach the media with this story.
Contact your local police department and see if they have a property recovery division -- and see if you can speak to the person in charge of that operation. Explain what you do -- and ask for his/her help in getting the word out to the media about the importance of a home inventory in helping the police get items back to their owners. Then approach the media with this story.
Tuesday, March 11, 2008
Media Coverage of Tennessee Home Inventory Service Business
News releases can lead to media coverage of your business.
Just ask A.J. Farley, owner of Farley Home Services in Murfreesboro, Tenn. A news release he sent out generated a story in the Murfreesboro Post.
To build on this initial coverage, I would recommend:
- Sending a copy of the article to all your referral sources (insurance agents, real estate agents, estate attorneys, etc.) and past clients.
- Including a copy of the article in any information you send or give to prospective clients.
- Creating a "Press" section on your website, and include any news releases you've sent, fact sheets/media kit information, your photo and bio, and links to articles about your business.
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Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase it for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id
Monday, February 11, 2008
An Example of Publicity
One of the best ways to generate visibility for your home inventory service business is through publicity. But once you get the publicity, you need to maximize it for optimal results.
One example of how to do this can be found on the Oasis Professional Organizers web site. Owner Marc Rifkin was quoted in an article in the Seattle Times newspaper in an article on the importance of home inventories.
Marc links to the article on his website, but he can do more:
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Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase it for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385
One example of how to do this can be found on the Oasis Professional Organizers web site. Owner Marc Rifkin was quoted in an article in the Seattle Times newspaper in an article on the importance of home inventories.
Marc links to the article on his website, but he can do more:
- Scan the article in and include it on the website. At a certain point, web links expire (especially for online newspaper articles).
- Print copies of the scanned articles and use it to get more publicity. Leverage the prestige of being quoted in a small publication to get quoted in a larger one -- or vice-versa.
- Mention the coverage in your client marketing materials. ("As quoted in the Seattle Times")
=====================================================================
Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase it for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id
Sunday, February 10, 2008
S.C. Wildfires a Reminder Threat is Year-Round
I've been reading the responses to the first-ever industry survey, and one of the biggest challenges remains attracting clients, and spreading the word about home inventory services. Sending news releases (like this Wildfire-related one) is a great way to get the attention your home inventory service business needs.
Tuesday, January 1, 2008
Now's a Great Time to Get Publicity
As this news release from the Insurance Information Institute shows, now is a great time to get free publicity for your home inventory service business!
Here's their release:
NEW YORK, December 27, 2007 — One of the best ways to make the most of your homeowners insurance is to have an up-to-date home inventory of your personal possessions. With so many people receiving expensive holiday gifts or taking advantage of the end-of-season sales on everything from home electronics to linens, dishes and other household items, there has never been a better time to create or update your home inventory, according to the Insurance Information Institute (I.I.I.)
“Having an up-to-date home inventory is one of the best ways to make the most of your insurance dollars,” said Jeanne M. Salvatore, senior vice president and consumer spokesperson for the I.I.I. “A home inventory lists all your personal possessions and their estimated value. This helps you to purchase the right amount of insurance and will make the claims process faster and easier if there is a fire, hurricane or other type of disaster. And, remember, there is virtually no part of the country that is immune from some sort of catastrophe.”
To encourage consumers to create a home inventory, the I.I.I. has developed the popular software program, Know Your Stuff. The software has been updated and version 3 is now available, making it easier than ever to enter, edit, print and store a home inventory. The new version can store multiple photographs of rooms and objects, and makes handling large inventory files fast, stable and secure.
The I.I.I.’s Know Your Stuff - Home Inventory Software makes the task of creating an inventory simple. It allows you to organize your possessions room by room and provides lists of possessions that are typically found in certain rooms as a prompt. It also has the capacity to store digital photographs so that you can document your possessions visually.
It is easy to update and store a digital home inventory—it takes no more effort than the click of a mouse to add a new possession. And when it comes to storing your digital home inventory, there are many options: saving it on an internal or external hard drive or; using an online storage solution; burning it onto a CD; or printing out a room-by-room document. Try to make multiple copies, and be sure to keep at least one copy of your inventory outside of your home, in a safety deposit box or other secure location.
Both Windows and Mac OS versions of Know Your Stuff, version 3 are available as a free download at: http://www.knowyourstuff.org . The software and your personal home inventory files are all stored on your computer to safeguard your privacy; the I.I.I. does not have access to any of the information about your home or possessions that you input.
=====================================================================
To view a video about taking a home inventory, go to: http://www.iii.org/static/video/mediaplayer/hinventory.wmv .
To download a related audio file, go to:
http://www.iii.org/media/radio/prkys3/
=====================================================================
Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385
Here's their release:
NEW YORK, December 27, 2007 — One of the best ways to make the most of your homeowners insurance is to have an up-to-date home inventory of your personal possessions. With so many people receiving expensive holiday gifts or taking advantage of the end-of-season sales on everything from home electronics to linens, dishes and other household items, there has never been a better time to create or update your home inventory, according to the Insurance Information Institute (I.I.I.)
“Having an up-to-date home inventory is one of the best ways to make the most of your insurance dollars,” said Jeanne M. Salvatore, senior vice president and consumer spokesperson for the I.I.I. “A home inventory lists all your personal possessions and their estimated value. This helps you to purchase the right amount of insurance and will make the claims process faster and easier if there is a fire, hurricane or other type of disaster. And, remember, there is virtually no part of the country that is immune from some sort of catastrophe.”
To encourage consumers to create a home inventory, the I.I.I. has developed the popular software program, Know Your Stuff. The software has been updated and version 3 is now available, making it easier than ever to enter, edit, print and store a home inventory. The new version can store multiple photographs of rooms and objects, and makes handling large inventory files fast, stable and secure.
The I.I.I.’s Know Your Stuff - Home Inventory Software makes the task of creating an inventory simple. It allows you to organize your possessions room by room and provides lists of possessions that are typically found in certain rooms as a prompt. It also has the capacity to store digital photographs so that you can document your possessions visually.
It is easy to update and store a digital home inventory—it takes no more effort than the click of a mouse to add a new possession. And when it comes to storing your digital home inventory, there are many options: saving it on an internal or external hard drive or; using an online storage solution; burning it onto a CD; or printing out a room-by-room document. Try to make multiple copies, and be sure to keep at least one copy of your inventory outside of your home, in a safety deposit box or other secure location.
Both Windows and Mac OS versions of Know Your Stuff, version 3 are available as a free download at: http://www.knowyourstuff.org . The software and your personal home inventory files are all stored on your computer to safeguard your privacy; the I.I.I. does not have access to any of the information about your home or possessions that you input.
=====================================================================
To view a video about taking a home inventory, go to: http://www.iii.org/static/video/mediaplayer/hinventory.wmv .
To download a related audio file, go to:
http://www.iii.org/media/radio/prkys3/
=====================================================================
Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id
Friday, December 7, 2007
2008 CSU Hurricane Forecast Released
U.S. forecasters are predicting seven hurricanes for the 2008 season:
Researchers from Colorado State University's hurricane team predicted that 13 tropical storms will develop in the 2008 Atlantic hurricane season (June 1-November 30, 2008), of which seven would strengthen into hurricanes. They are predicting a "somewhat above-average" hurricane season for 2008.
This is another opportunity for home inventory service professionals to tie into national publicity. Contact your local media and offer to be a local angle for the story -- about how hurricane season might be six months off, but you can't be prepared too early ... and how more common "disasters" (such as fires and burglary) also provide motivation to get an inventory done.
My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes a hurricane news release. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385
Researchers from Colorado State University's hurricane team predicted that 13 tropical storms will develop in the 2008 Atlantic hurricane season (June 1-November 30, 2008), of which seven would strengthen into hurricanes. They are predicting a "somewhat above-average" hurricane season for 2008.
This is another opportunity for home inventory service professionals to tie into national publicity. Contact your local media and offer to be a local angle for the story -- about how hurricane season might be six months off, but you can't be prepared too early ... and how more common "disasters" (such as fires and burglary) also provide motivation to get an inventory done.
My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes a hurricane news release. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id
Wednesday, October 24, 2007
Publicity Opportunity from California Wildfires
The California wildfires have provided an opportunity for home inventory service business owners to promote their services -- even if you're nowhere near the West Coast.
I've prepared a news release that you can customize and send to your local media to "localize" this national story and generate awareness of the home inventory service business.
If you'd like to receive the news release, please e-mail me at homeinventoryservicemagazine
I've also prepared a 16-page special report on "Getting Publicity for Your Home Inventory Service Business" that you can purchase for $10 using the link below. It will be delivered to you immediately upon ordering. It contains two sample news releases (including the link to immediately download the Wildfire News Release -- see page 16 -- as well as a news release for hurricane season that can also be adapted for tornado-prone areas). The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id
One of the biggest challenges that we face as an industry is spreading the word about our services. Advertising is expensive -- but free publicity is invaluable! Help increase the profile of the home inventory service industry -- and your business!! -- by sending a news release to your local media!
Purchase "Getting Publicity for Your Home Inventory Service Business" E-Report:
Friday, July 13, 2007
Using News Releases to Generate Visibility
The start of hurricane season is an excellent opportunity for home inventory specialists in the coastal regions to write and distribute a news release reminding homeowners that as they prepare, they should have a home inventory.
Remember, in a news release, the focus is on NEWS & INFORMATION (not SELF-PROMOTION), so the angle of it is "Here's some tips on conducting your own inventory." If you have a relationship with an insurance agent, ask them if you can quote them too about the need for an inventory and having their coverage up to date (they'll like the promotional opportunity to be mentioned too).
Throw in a couple of stats (The Insurance Information Institute has some good ones) plus you can quote the hurricane forecast for this year.
At the end of the release, offer photo or video opportunities to show how an inventory should be conducted. You can also direct them to your website for a free list of tips for compiling their own inventory, or a sample of an inventory. (Be sure to have these on your website if you're going to offer them! *smile*).
Here's the Press Release (as filled in by John Sample, owner of Sample Home Inventory Service). You, of course, would fill in your relevant information, and make up your own quote.
If you'd like a copy of the News Release in Microsoft Word format (ready to insert your information), please e-mail me at NebraskaInventory@yahoo.com. (The Word format also includes the two attachments -- "Relevant Facts" and "Items to Inventory.")
You'll want to customize the City/State and contact information with your own data, of course!! The Word format makes that easy. (I've highlighted all the information you need to change in Red on the Word file.)
===================================================
FOR IMMEDIATE RELEASE
Contact: John Sample, Home Inventory Specialist
Phone Number: 402.555.4663
HURRICANE PREPARATION DOESN'T END WITH BOARDS AND NAILS
As Tampa residents prepare for what is forecasted to be an above-average hurricane season, experts say one thing on the to-do list should be a home inventory.
A home inventory is vital for many reasons. When you make an insurance claim for lost, stolen, or damaged property, you are required to provide a list of affected items, including the quantity, description, and value of each item. You'll also need copies of bills or receipts or other documentation to support your claim. Even if a loss isn't covered by insurance, you'll need proof to substantiate your loss on your tax return.
"Relying on your memory during the stressful time following a catastrophe can be an expensive mistake," says John Sample, a home inventory specialist with Sample Home Inventory Services in Tampa. "Not only are you likely to forget something, but you also need to provide proof of ownership to your insurance company."
"You will only be compensated for your loss based on the proof you provide. Some individuals have been shocked when they received only 30-50% of the value of their insured loss because they could not provide proof," Sample added.
Although hurricanes are one threat, a more realistic danger to residents comes from more mundane causes: burglary, fires, and non-catastrophic storms. Conducting a home inventory can provide peace of mind. It's also probably required by your insurance policy.
Sample provides tips on conducting an inventory:
"We encourage people to do their own inventories," says Sample. "But many people don't have the time -- and some people like the security that a third-party inventory offers."
Sample offers a free do-it-yourself checklist on their website, www.samplehomeinventory.com, plus an example of a completed home inventory.
The start of hurricane season provides Tampa residents with a good reminder to conduct -- or update -- their home inventory.
"Better to be safe than sorry," says Sample. "We hope you won't need it, but if you do, you'll be glad you did! Nothing can replace your stuff, but getting new stuff faster -- without as much hassle -- is sure worth it!"
* * *
MEDIA NOTE: If you are interested in video or photo opportunities showing how a home inventory is conducted, please contact John Sample at 402.555.4663.
===================================================
A few more notes:
Remember, in a news release, the focus is on NEWS & INFORMATION (not SELF-PROMOTION), so the angle of it is "Here's some tips on conducting your own inventory." If you have a relationship with an insurance agent, ask them if you can quote them too about the need for an inventory and having their coverage up to date (they'll like the promotional opportunity to be mentioned too).
Throw in a couple of stats (The Insurance Information Institute has some good ones) plus you can quote the hurricane forecast for this year.
At the end of the release, offer photo or video opportunities to show how an inventory should be conducted. You can also direct them to your website for a free list of tips for compiling their own inventory, or a sample of an inventory. (Be sure to have these on your website if you're going to offer them! *smile*).
Here's the Press Release (as filled in by John Sample, owner of Sample Home Inventory Service). You, of course, would fill in your relevant information, and make up your own quote.
If you'd like a copy of the News Release in Microsoft Word format (ready to insert your information), please e-mail me at NebraskaInventory@yahoo.com. (The Word format also includes the two attachments -- "Relevant Facts" and "Items to Inventory.")
You'll want to customize the City/State and contact information with your own data, of course!! The Word format makes that easy. (I've highlighted all the information you need to change in Red on the Word file.)
===================================================
FOR IMMEDIATE RELEASE
Contact: John Sample, Home Inventory Specialist
Phone Number: 402.555.4663
HURRICANE PREPARATION DOESN'T END WITH BOARDS AND NAILS
As Tampa residents prepare for what is forecasted to be an above-average hurricane season, experts say one thing on the to-do list should be a home inventory.
A home inventory is vital for many reasons. When you make an insurance claim for lost, stolen, or damaged property, you are required to provide a list of affected items, including the quantity, description, and value of each item. You'll also need copies of bills or receipts or other documentation to support your claim. Even if a loss isn't covered by insurance, you'll need proof to substantiate your loss on your tax return.
"Relying on your memory during the stressful time following a catastrophe can be an expensive mistake," says John Sample, a home inventory specialist with Sample Home Inventory Services in Tampa. "Not only are you likely to forget something, but you also need to provide proof of ownership to your insurance company."
"You will only be compensated for your loss based on the proof you provide. Some individuals have been shocked when they received only 30-50% of the value of their insured loss because they could not provide proof," Sample added.
Although hurricanes are one threat, a more realistic danger to residents comes from more mundane causes: burglary, fires, and non-catastrophic storms. Conducting a home inventory can provide peace of mind. It's also probably required by your insurance policy.
Sample provides tips on conducting an inventory:
- Take One Room at a Time. Make a list of each item in the room. Be as detailed as possible. Open drawers, closets, and built-in cabinets. Also record the contents of under-bed storage boxes and "hope" or cedar chests.
- Be Thorough. Don't forget the garage, storage shed, and attic. Often-forgotten items include sports equipment, lawn gear, and barbeque grills. (See the attached list of "Items to Inventory.")
- Record All the Vital Statistics. Include the item description, manufacturer or brand name, color, and model and/or serial number. Be as detailed as possible, recording the quantity of items -- for example, "Borsheim's charm bracelet, with eight sterling silver charms: horse, butterfly, birthday cake, star, angel, flip-flop shoe, baby rattle, and tennis racket." Also include a description of where or how the item was obtained, and the date of purchase or age of the item. Include a receipt or other proof of purchase, showing cost. List the current value and/or replacement cost (if known). Attach a photocopy of any appraisals for items that may have increased in value since purchase (i.e., antiques).
- Photograph or Videotape Your Possessions. Photos or a VHS video or DVD will help show ownership and condition of the item as of the date of the inventory. Take a photo of the daily newspaper or hold up a copy of the paper in the video to substantiate the date.
- Update Your Inventory at Least Once a Year. Already have an inventory? Remember to add in all those new items you've purchased in the last year. And don't forget to remove items you no longer own.
- Keep A Copy of Your Inventory Off-Site. If your home burns down, it won't do you any good to have your inventory in your desk drawer. Mail a copy of your inventory to a trusted friend or relative living elsewhere in the U.S.
"We encourage people to do their own inventories," says Sample. "But many people don't have the time -- and some people like the security that a third-party inventory offers."
Sample offers a free do-it-yourself checklist on their website, www.samplehomeinventory.com, plus an example of a completed home inventory.
The start of hurricane season provides Tampa residents with a good reminder to conduct -- or update -- their home inventory.
"Better to be safe than sorry," says Sample. "We hope you won't need it, but if you do, you'll be glad you did! Nothing can replace your stuff, but getting new stuff faster -- without as much hassle -- is sure worth it!"
* * *
MEDIA NOTE: If you are interested in video or photo opportunities showing how a home inventory is conducted, please contact John Sample at 402.555.4663.
===================================================
A few more notes:
- Create your own Do-It-Yourself sheet, or link to one of the ones available on the Internet (search "Home Inventory Sheet"). Don't worry that the do-it-yourself option will cannibalize your business. Just reading about how much work an inventory is will make your phone ring!
- Add an e-mail capture box on your website -- using Constant Contact (Click here to try their Do-It-Yourself Email Marketing for free!) is an easy-to-use and inexpensive option to gather e-mails. Then, you can send a monthly newsletter to everyone on your mailing list. Prospects will turn into paying clients over time, and you'll be able to keep in touch with existing clients too. (Constant Contact also offers great templates -- for seasonal promotions and more!). They might download the free inventory sheet and sign up for your e-mail list. Six out of 10 of them STILL won't do their own inventory, but the monthly reminder from you ... after a few months ... will either get them to call you, or be a constant reminder that they still have this important item on their to-do list!
- Create a "sample" inventory to post on your site. Include real items but change the serial numbers (and, of course, don't include any real names or addresses in the contact information!) If you haven't had your first client yet, you should conduct 3-4 inventories first anyway (your own home, family and friends). Use one of these.
- If you get coverage (article in paper, radio mention, TV interview), promote it on your website -- "As seen on [Channel 7]" or link to the articles (or scan the article and put it up as a .JPG or .PDF). Include any articles with future news releases. Publicity begets publicity.
Monday, July 2, 2007
How FREE Publicity Can Grow Your HIS Business
The number one complaint I hear from Home Inventory Service (HIS) business owners is the cost of client acquisition. We're in a new industry, so building awareness of what we do can be expensive. But FREE publicity can help you overcome this obstacle, and get you more BANG for your BUCK with your paid advertising efforts.
The benefits of media coverage are not always immediate, but they are rewarding. You are perceived as a credible authority or expert in the field. You are set apart from your competition in the public's perception. They know you now.
What is publicity? It is defined as "factual, interesting, timely and newsworthy coverage, the content of which is not controlled by you" in the media, including radio, television, magazines, newspapers, and trade journals. Publicity should not be confused with advertising, in which you are paying for time or space, and for which you do control the message.
Big companies receive a lot of free publicity, just for introducing new products (think "Pepsi Jazz" from Pepsi), hiring new people (David Beckham signs with the LA Galaxy soccer team), or meeting goals (the 1 millionth product produced). These are examples of good publicity.
But because you can't control the message, publicity can also be bad. Name recognition of Dole fresh produce skyrocketed after salmonella was discovered in the company's package spinach. But Dole would have gladly given up the media spotlight when that crisis broke.
How can you take advantage of publicity opportunities and keep your bad press to a minimum? Here are a few tips.
Identify Relevant Topics
Your first step is to determine the types of activities and information at your disposal that are timely, relevant, and newsworthy. Some possibilities:
Choose a Target Media
The next step is to determine how you will get the word out about the topic you are covering. The most common technique is a news release. This is a simple, single sheet of paper on which you list the basic details in a factual manner, along with your name and credentials and contact information (e-mail, phone numbers, web site).
A news release can be photocopied and sent to newspapers, radio, and television stations. If they are interested, they will either run the material or contact you for additional information.
Another option might be to write an article on the topic. In that case, you would hope to be quoted as an expert.
By writing an article, you can reach thousands of prospects at one time. It also increases your name recognition, and it can yield an article that you can photocopy and use as a reprint for mailings to interested prospects or post on your website.
In most cases, an editor will run your article with your name and contact information listed at the end. You will not be paid for the article, as are most freelance writers, because it is perceived that there is a trade-off (the editor gets a newsworthy article, and you get some free publicity).
Best bets for articles: Homeowner association newsletters, free weekly newspapers, neighborhood association newsletters, small local newspapers.
The types of articles that are most likely to be published are those that focus on tips, trends, and surveys. If you have information to share that the publication's readers will be interested in, your article has a chance of being published.
Getting Television Coverage
Television coverage is more difficult to obtain, although it can be the most rewarding in terms of exposure to prospective clients. Fortunately, the Home Inventory Service business is one that is inherently "photogenic" -- especially in a "consumer reports" format following a major local catastrophe (floods, wildfires, hurricanes, tornadoes). Compared to newspapers, television has fewer "space" (measured in time available) for people and events. However, television stations are constantly looking for "people-oriented" topics that are of interest to the community.
Television is a visual medium, so you need to focus on how you can create a visual opportunity. Provide "expert tips" for preparing your home inventory in advance of the usual local threats (floods, wildfires, hurricanes, tornadoes), or "Five Most Commonly Overlooked Items to Include In A Home Inventory."
One of the best resources for information on generating publicity for your business is Joan Stewart, better known as "The Publicity Hound." I recommend the following Special Reports ($10 each) - click on "Special Reports":
Special Report #9: How to Snag Free Publicity for Your New Business.
Special Report #12: 52 Tips for Kick-Butt News Releases (and Bonehead Mistakes to Avoid)
Special Report #16: How to Write Tip Sheets That Catch the Media's Attention
Special Report #37: How to Tie Your Product, Service, Cause or Issue to the Weather
The benefits of media coverage are not always immediate, but they are rewarding. You are perceived as a credible authority or expert in the field. You are set apart from your competition in the public's perception. They know you now.
What is publicity? It is defined as "factual, interesting, timely and newsworthy coverage, the content of which is not controlled by you" in the media, including radio, television, magazines, newspapers, and trade journals. Publicity should not be confused with advertising, in which you are paying for time or space, and for which you do control the message.
Big companies receive a lot of free publicity, just for introducing new products (think "Pepsi Jazz" from Pepsi), hiring new people (David Beckham signs with the LA Galaxy soccer team), or meeting goals (the 1 millionth product produced). These are examples of good publicity.
But because you can't control the message, publicity can also be bad. Name recognition of Dole fresh produce skyrocketed after salmonella was discovered in the company's package spinach. But Dole would have gladly given up the media spotlight when that crisis broke.
How can you take advantage of publicity opportunities and keep your bad press to a minimum? Here are a few tips.
Identify Relevant Topics
Your first step is to determine the types of activities and information at your disposal that are timely, relevant, and newsworthy. Some possibilities:
- How to choose a home inventory service (information about licensure, bonding, and insurance; services offered; what it includes; pricing)
- Myths about insurance coverage (defining specific terms in most policies; why documentation is necessary to receive full value for your coverage)
- Tips to help homeowners document their possessions ("expert tips on conducting a comprehensive home inventory")
Choose a Target Media
The next step is to determine how you will get the word out about the topic you are covering. The most common technique is a news release. This is a simple, single sheet of paper on which you list the basic details in a factual manner, along with your name and credentials and contact information (e-mail, phone numbers, web site).
A news release can be photocopied and sent to newspapers, radio, and television stations. If they are interested, they will either run the material or contact you for additional information.
Another option might be to write an article on the topic. In that case, you would hope to be quoted as an expert.
By writing an article, you can reach thousands of prospects at one time. It also increases your name recognition, and it can yield an article that you can photocopy and use as a reprint for mailings to interested prospects or post on your website.
In most cases, an editor will run your article with your name and contact information listed at the end. You will not be paid for the article, as are most freelance writers, because it is perceived that there is a trade-off (the editor gets a newsworthy article, and you get some free publicity).
Best bets for articles: Homeowner association newsletters, free weekly newspapers, neighborhood association newsletters, small local newspapers.
The types of articles that are most likely to be published are those that focus on tips, trends, and surveys. If you have information to share that the publication's readers will be interested in, your article has a chance of being published.
Getting Television Coverage
Television coverage is more difficult to obtain, although it can be the most rewarding in terms of exposure to prospective clients. Fortunately, the Home Inventory Service business is one that is inherently "photogenic" -- especially in a "consumer reports" format following a major local catastrophe (floods, wildfires, hurricanes, tornadoes). Compared to newspapers, television has fewer "space" (measured in time available) for people and events. However, television stations are constantly looking for "people-oriented" topics that are of interest to the community.
Television is a visual medium, so you need to focus on how you can create a visual opportunity. Provide "expert tips" for preparing your home inventory in advance of the usual local threats (floods, wildfires, hurricanes, tornadoes), or "Five Most Commonly Overlooked Items to Include In A Home Inventory."
One of the best resources for information on generating publicity for your business is Joan Stewart, better known as "The Publicity Hound." I recommend the following Special Reports ($10 each) - click on "Special Reports":
Special Report #9: How to Snag Free Publicity for Your New Business.
Special Report #12: 52 Tips for Kick-Butt News Releases (and Bonehead Mistakes to Avoid)
Special Report #16: How to Write Tip Sheets That Catch the Media's Attention
Special Report #37: How to Tie Your Product, Service, Cause or Issue to the Weather
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