Resources : Articles

Websites - does my business need one?
By Alison Hanford

The chances are, someone has told you that every business today should have a website. Well, consider this - what will having your name on the internet do for you? Will Joe Bloggs, upon finding your website listed on Google, travel a hundred miles to sample your latest blend of strawberries and cream toffee? Probably not, even if it was the best toffee in the world. However, a website can help you sell that toffee to Joe.

Investing in a way to promote your business and products 24 hours a day, will potentially increase your customer base and project your business message for anyone with an internet connection to see. By promoting your business traditionally and also having an online website, you will be able to tempt Joe and Joe’s friend Jane too, without either of them ever having to leave the comfort of their own home, office or internet café. Whether your customers are located in your own town or on another continent, the internet enables us to provide our own information to consumers in a more relaxed environment.

By getting yourself onto the web, you are spreading the word to potential customers and that is never a bad thing in business. Whether you choose an informational site or a fully customised shopping cart website, is up to you. If you have the resources to offer packaging and posting, you can happily pack up Joe’s toffee and send it straight to his door when he orders and pays for it online. Easy for Joe and great for your business.

7 Steps TO A PR Launch
By Catherine Franz

A PR product or service launching is a perfect way to build momentum slowly. It handles the first and most important hurdle to overcome in building a brand -- credibility.

Step 1: Be a leak-er. The media adores describing events that are "going" to occur. Use it and use it to its longest capacity. Don't jump out too soon.

Step 2: The Slow Buildup. Like a rose, slow gets more beautiful to people the more it unfolds. It is the way people expect and are comfortable with, respect it.

Step 3: Recruit natural allies to support your launch and buildup. Especially, the enemy of your competitors.

Step 4: Bottom-up rollout. You don't want to jump up to the roof and yell, people just think you're crazy. Begin at the lowest rung on the ladder first. Consider each rung a media outlet. Each media creates its own momentum, its own attraction.

Step 5: Listen and Adjust. Be very aware of credible comments and adjust accordingly. Don't react but do respond.

Step 6: Make message modifications. What attributes are working and build on them. Observe media feedback and watch for media nosebleeds.

Step 7: Patience. Launch occurs after PR has run its course, not before. Have a big D-day planned with a massive approach.

After PR comes advertising and not before. The advertising handles the conventional hurdle -- being popular enough so people buy. Conventional, people buying because other people are buying, never comes before credibility. Credibility is why the most effective brand launching starts with PR.

(c) 2004, Catherine Franz.

Catherine Franz, a Business Coach, specialized in writing, marketing and product development. Newsletters and additional articles: http://www.abundancecenter.com. An expanded view on this topic, "Brand Building: The Ideal Way" is available in the articles section.

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