Introduction to Advertising and Public Relations Module

Money

Marketing

Management

Leadership Lead Generation Lead Conversion Client Fulfillment

Mastery Impact! Supplemental Module: Advertising and Public Relations Business Development Process: 2SUP-LG01

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Introduction to Advertising and Public Relations Module

Everything about your business has to be focused on providing products, services and communications that draw customers to you, satisfy them, and bring them back to you again and again.
Michael Gerber, E-Myth Mastery

Do you remember falling in love? First you become aware of the other person. Then you notice things that you like and you become attracted. As the attraction escalates, you find yourself infatuatedthat all-consuming feeling where the other person seems central to your very existence. Finally, if all goes well, your relationship blossoms, and you live happily ever after. In business, the relationship with a customer develops in a similar way. The initial phases of falling in loveattraction and infatuationhappens through your system of lead generation. If successful, that will lead to an initial exchange and, ultimately, an ongoing relationshiplead conversion and client fulfillment. Now think of a time when you saw a print ad or television commercial for a product you just had to have. Lets say it was a sleek, red sports car. Something about the ad attracted your attention and you immediately envisioned yourself behind the wheel of that car. You became infatuated with owning it. The only thing you could do had to do must do was buy that car because, on some level, owning it was central to your very existence. That feelingIve got to have it. Ill do absolutely anything to get itis what you want to inspire through your advertising. You want prospective customers to be so attracted to your product or service that they become infatuated with having it and will go to great lengths to get it. We call that making a magnetic connection.

Are You Making a Magnetic Connection?

After completing Mastery Impact!s Track II: Your Customer Experience, you now clearly understand who your customer is, where they are located and why they buy. Furthermore, you see how your promise is the centerpiece of your communications and needs to be integrated into the Lead Generation, Lead

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Conversion and Client Fulfillment centers of your business. Like most small business owners, youve probably found that there are parts of these processes that are highly effective and producing good results and parts that you know could be more effective and produce even better results. If youve chosen to work through this supplemental module, most likely youre wondering how to achieve better results with your lead generation. You may be frustrated by your inability to attract more people to your door. If so, youre focused on the Lead Generation center and making sure you have created a magnetic message and are broadcasting it through the most effective channel(s) in order to attract the most qualified leads. Remember: The more effective your lead generation is, the easier your lead conversion. Make the magnetic connection, and youll be surprised how many more leads youll attract and how much easier your lead conversion will be.

Understanding Advertising and Public Relations

The application of public relations and the use of advertising are sometimes misunderstood. A distinct difference between public relations (PR) and advertising is their extent of message control. When, where, and how an advertisement runs is controllable. The channels are purchased in the right format (i.e. broadcast, radio, print, online) and you have inherent control over what messages are communicated because you paid money to control it. Conversely, while the process of creating messages through public relations channels (i.e., press releases and publicity) is initially controllable, what occurs after the message has been sent out is often uncontrollable. The most common uncontrollable factor is whether the media view your information as newsworthy. That is why PR is used to enhance lead generation by managing communications to create prestige or establish further goodwill. Either way, advertising and public relations can be highly effective in reaching your customers if you understand which specific channels and messages most influence them.

Channels: The Essential Tool of Lead Generation

Before your potential customers can receive your message, your lead generation has to reach them. In the Lead Generation Channels process, you will determine what specific advertising

Copyright 1994, 1996, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

Mastery Impact! Supplemental Module: Advertising and Public Relations Business Development Process: 2SUP-LG01

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and promotional channels will most effectively carry your message to your target market. It could be through word of mouth or print advertising in newspapers and magazines, or direct mail, handouts and billboards, or it might be through radio or Internet advertising. But remember, if you try to reach them through a channel that isnt a part of their lives, youll miss them altogether. Channels are important for another reason. If you reach your potential customers in an intrusive way, youll create a negative impression of your business and your products. What happens when your telemarketer calls your target market at dinner time? Or when your direct mail looks like all the other junk mail your customers receive? Or when the signs on your store look out of place in the surrounding neighborhood?

Message: The Other Essential Tool

In the Lead Generation Messages process, you will be evaluating the words, images, and sensory elements that make up your message and will attract, inform, and persuade your potential customers to respond. What do you say to generate the response you want? How do you say it? What does your message look like? What is its tone? What images and unconscious associations does it evoke? How does it set your business and your products apart from the millions of competing messages that assault the perceptions of your potential customers? How do you break through all the confusion? Its not easy and very few do it well. Even large, million-dollar budget companies struggle to make any impact, much less the kind of positive impact needed to draw customers to them. How can you compete with them? By knowing your customers intimately, by reaching them and presenting exactly the right message. Finally, how will you know its exactly the right message? Because you will incorporate message tracking into your overall quantification and you will know exactly which messages work and which dont.

Public Relations and PublicityPutting Your Best Foot Forward

As you will learn, public relations, including publicity, is a special form of lead generation. In the process Lead Generation

Copyright 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

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through Public Relations and Publicity, youll learn how to generate leads, improve your image, and build your credibility using these less familiar channels. Public relations promote a positive image and attract attention to your business. It is often underutilized as a lead generation process in small businesses, but if you follow the basic principles outlined in this process, it can be powerful, effective, and relatively low cost. You generally receive publicity by lobbying for editorial space in the media. Although you might occasionally be approached first, dont hold your breath; its far better to be proactive. Send out press releases. Contact a local newspaper and ask them to feature you in their business section. Ask your local television station to do a 3- or 5-minute segment on an innovative new product youve developed. Publicity and public relations differ from your other lead generation communications. They usually give you more credibility because theyre not viewed as paid advertising. Public relations and publicity can fortify your other lead generation efforts, expand the reach of your message, and help you generate public acceptance, support, and excitement in a way that advertising cant.

Copyright 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

Mastery Impact! Supplemental Module: Advertising and Public Relations Business Development Process: 2SUP-LG01

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Advertising and Public Relations

(Prerequisites: Modules D, E, F)

Lead Generation Channels

...describes the various channels through which you can communicate with your target markets for lead generation, how to select the channels that best fit the lifestyles of your potential customers, and leads you through a channels planning process.

Lead Generation Messages

...sets forth the three kinds of lead generation messages: attention-getting, informative, and persuasive. Demonstrates how to construct your messages using the words, images, and sensory elements that mean the most to your potential customers.

Lead Generation through Public Relations and Publicity

shows you how to add a new dimension to your lead generation efforts in ways that not only bring you new clients, but also build your credibility and enhance the image of your company.

Copyright 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

Mastery Impact! Supplemental Module: Advertising and Public Relations Business Development Process: 2SUP-LG01

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Advertising and Public Relations

Summary: Use your knowledge of your ideal customer to learn the most effective methods and messages for your market, so you can draw new customers to your business with ease, consistency, and predictability. Processes: Introduction to Advertising and Public Relations Module Lead Generation Channels Lead Generation Messages Lead Generation Through Public Relations and Publicity Result: Evaluate and identify the best advertising and promotional channels for your business Analyze and evaluate current marketing messages; develop a quantification system for effectiveness of messages used. Create a public relations and publicity plan

Which of the results above are most important to you? Explain.

What results not listed above do you want from this module?

Copyright 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.