Free Publicity is the cheapest way to build awareness of your center. But the right publicity can generate leads, and build credibility as a source of information that can be trusted. And we all know how important trust is these days.
The secret to success is to be sure you’re telling a story that’s worth printing.
The best publicity draws on one of a handful of tried-and-true themes. Newsworthy stories have something that hits you as a reader and that rises above “just the facts.”
Here are five can’t-fail angles that the media loves:
1. Underdog.Do you have a David versus Goliath story to tell? Everybody loves an underdog: You were small and the odds against you were great, but you took on the big guys and won! If play this card, you might attract more attention than you ever thought you could. Can you describe how your center was founded and the odds it overcame to being successful and how many (i.e.) birthday parties, families you have served in the community as well as how many kids you have taught “a lifetime sport?”
2. Superman. Do you have “first, fastest, brightest” story to tell? You don’t have to be faster than a speeding bullet or more powerful than a locomotive, but it would help. If you’ve got a truly unique story — you’re the first, or the biggest, or the strongest, or the loudest — then you have a certifiably newsworthy story. You’re the first to introduce short season leagues, the first to develop a “learn to bowl coaching program”. You’re the first to offer birthday party Moms valet parking (get the idea?)
3. Cinderella. Do you have a rags-to-riches story to tell? Stories about the GWOG (Guy Working out of Garage) who strikes it rich always command public interest. Late Apple (AAPL) co-founder Steve Jobs may represent the quintessential example of the small entrepreneur rising to greatness, but there are countless other examples. How did you start the business? Is yours a rags to riches story that you can share?
4. Dear Abby.Do you have a “free advice” story to tell? You can’t beat free counsel for building trust. Brainstorm the best tips you have to offer YOUR customers. That is the basis for an interesting article. I’m sure you can offer advice on how to have a dynamite corporate party, fundraiser or birthday party as well as the secret to great service.
5. Scientist.Do you a story based on hard facts and figures? You can assert all you want, but numbers make it real. Research — real, proprietary research carried out by you and featuring your own data — can be a great way to get attention. Conducting a survey works just fine.
How about publishing all the data you can find about bowling and its health related benefits for everyone, but especially for seniors and for people who can only do limited exercise?
Once you’ve got a newsworthy story, get the word out via public relations services such as PR Newswire and Business Newswire. Or check out the many free press release sites that offer to distribute your information. Check out this site for a list of these services: www.socialrealist.com/digital…/big-list-of-free–press–release-distribution-sit
These sites will also help you to get your press release into a professional form.
Now go out there and get some FREE press.