25 Ways To Promote You And Your Business
by Maggie Klee Lichtenberg, Business and Personal Coach
Article for Small Publishers Association Of North America newsletter
copyright © January 1999
- Start with a change you'll need to make if you plan to be successful: Get over being shy.
- Have the mindset to consistently take initiatives. Never stop. It's not enough to create one brilliant direct mail campaign. Repeat the mailing to your list two or three times. And never, never, never take an initiative without following up.
- Plan one marketing effort each day. Every Sunday evening or Monday morning choose a theme for your week and mark that theme in your calendar each day for the coming week.
- Develop a PR plan for you and your company. Work with a publicist to land features and interviews. Create a simple press kit that contains your mission statement, a warm and friendly letter including company bio, press coverage, personal testimonials, and a professional b&w photo of you.
- Show up a lot — be seen. Tell everyone what you're up to. Always have a book, a press kit, a flyer about your company ready to give away.
- Have a short, laser-sharp intro about yourself — 20 words or less — ready to go at all times. Be a graceful, yet tireless, self-promoter.
- Commit to public speaking. Join a Toastmasters group for six months to increase confidence. Build positive relationships with everyone you play with.
- Create an audio tape business card and give it away. This is an inexpensive, more three-dimensional opportunity to share an experience of you.
- Involve yourself in your community on an issue you are passionate about. In the giving you will receive.
- Coddle your authors into a self-propelled speaking/workshop schedule and follow them around with their books. Your authors are your best spokespersons.
- Offer articles on what you're doing to local media and professional newsletters. Write about where your passion comes from. Share who you are and why you are devoting this stage of your life to this endeavor.
- Frequently update and enliven your website. Update those author appearances, the conferences you're attending, the latest subsidiary rights sold. Preview that manuscript you've just signed up.
- Ask yourself: Who is really successful in your field? Check in with the competition once a week. Schedule at least an hour at Borders or Barnes & Noble and see what's been added to your niche category. How will you position your new title to make a difference?
- Offer a limited time deep discount. Then analyze whether or not this has contributed to your bottom line.
- List yourself and your company in all appropriate directories. Attract author submissions by being precise about what you're looking for and not looking for. Besides reference directories like LMP and Writer's Market, seek out the publications that specialize in your niche.
- Advertise only in targeted markets. Try for response you can measure with coupon advertising.
- Ask 25 friends and colleagues to go through their rolodex, to make calls to 5 of their friends, to let a long list of people know about your next gala author signing.
- Pitch a feature on you and your unique company to the local cable or newspaper features editor. Creatively present what is exceptional about your endeavor, and why it will make a difference in the world.
- Invest in the benefit of hiring a P/T assistant, or perhaps an additional assistant, for follow-up on PR, production, and marketing. Realize how invaluable the expenditure of $12-$15 per hour can be when you are creative and organized with your list of tasks. And last, but certainly not least, address your quality of life issues:
- Make more of an investment in yourself: Ask, what assignments or activities can I streamline? What can I delegate? What can I eliminate altogether? What's the one thing I can let go of in order to take this company to the next level?
- Learn to underpromise and overdeliver. Existing in a state of overwhelm doesn't serve us. Take on less and enjoy the thrill of an accomplishment thoroughly fulfilled.
- Pick a personal boundary issue. Have the appropriate conversation with that person so that your boundaries around that issue are strengthened. Learn to say No more, and for the next week practice saying No once a day.
- Set higher standards for your own personal time every day. Take a half hour walk — or take a nap! — in the middle of the work day.
- Stop tolerating. Make a list of 20 items you are procrastinating about and a second list of three goals you'd like to reach in the next 90 days. I offer a free half hour phone coaching session to support you to knock off two tolerations a week, and to target three reasonable 90-day goals. If interested, email me the two lists, together with your request for a telephone appointment.
- To gain fresh perspective and a good rest, take 24 hours off four times a year. Go away by yourself on a soul retreat to a beautiful setting. For example, go fishing! Personally, I don't fish but I hear it's the time between fish when we reconnect with our most peaceful inner selves.