2sup-lg01 intro to advertising and pr

8/13/2019 2SUP-LG01 Intro to Advertising and PR

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Leadership

Money

Lead

Conversion

Lead

Generation

Marketing Manageme

Clien

Fulfillmen

Introduction t

Advertising and Publi

Relations Modul


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Introduction to Advertising and PublicRelations ModuleEverything 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 hadto have. Lets say it was

a sleek, red sports car. Something about the ad attracted your

attention and you immediately envisioned yourself behind thewheel of that car. You became infatuated with owning it. The

only thing you could do had to do mustdo was buy that

car because, on some level, owning it was central to your very

existence.

That feelingIvegotto have it. Ill do absolutely anythingto

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 MasteryImpact!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

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 mechan-ical, 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 Page 1


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Mastery Impact!


Business Development Process: 2SUP-LG01

Introduction to Advertising andPublic Relations Module

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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 mechan-ical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

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 andhow 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 moneyto 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 highlyeffective 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 theLead Generation

Channelsprocess, you will determine what specific advertising


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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, includingphotocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

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 theLead Generation Messagesprocess, 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 ofyour 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 overallquantification 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 processLead Generation


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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 toyour 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.


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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.

Lead Generation Messages

...sets forth the three kinds of lead generation mes-

sages: 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 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.

Advertising and Public Relations

(Prerequisites: Modules D, E, F)


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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 effectivenessof 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?

Summary:

Use your knowledge of your ideal customer to learn the most effective methods and messages for yourmarket, so you can draw new customers to your business with ease, consistency, and predictability.

Advertising and Public Relations

2sup-lg01 intro to advertising and pr

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