Yet another terrific Art Marketing Expert Interview, showing you how to get free press for your creative business:
Took some time to make it show up on my site – code may be poetry, but that doesn’t mean it’s easy.
But, here it is.
(Click to listen, right-click and ‘save as’ to download)
In this interview, you’ll hear:
• Why persistence matters: Luke just kept trying until he made something work, and he discovered that publicity was the thing that got people take him seriously.
• Luke will also explain why interviews are much more effective than advertising, because they get you attention and authority.
• Not only that: publicity also gives you the halo effect: it’s like an implicit endorsement
• Not that it’s a replacement for marketing, but it’s one of the big overlooked opportunities and you’d do well to make use of it
• Luke will explain why the mental block is the biggest problem for people who want to get press (aka the small poppy syndrome), and the workaround you can use to get publicity anyway.
• Luke says that the key to publicity is giving a mix of entertainment and useful how-to information, or infotainment if you will
• The one thing to avoid though when reaching out to journalists, is making it sound like an ad, and Luke will give very specific instructions on how to pitch news outlets with your story.
• And, he’ll tell you how to get press by working with local outlets and talking about the local economy
• Here’s another little tip to make it work: get a non-profit sponsor, or work with a local charity, And here’s another trick: if you happen to have a sticks and bricks location, why not become a drop off point for charity?
• Basically, any event in your area can be a golden opportunity to have the news pick up your story.
• Luke will share with you his tried and tested formula for getting press, for free, time and time again.
• He will also tell you his case study, where a local gym owner who had gotten tired of her business and wanted to sell it. She organised an event, got the rapper Flo Rida to show up and rap some tracks, drummed up the press, and ended up selling her business with a big profit.
• You’ll also hear an experiment I did trying to get some articles printed in the local press, but they were rejected – and Luke’s advice on how to make sure they’ll pick me up next time.
• In the end, Luke says, it’s not about selling yourself, or even your art: you want to sell the press people your story idea.
• He will tell you which website to use in order to automatically find reporters actively looking for interesting stories – and that could be your story.
• Luke also tells you why Paul Hartunian is a guy you must follow and learn from if you want to use publicity to grow your creative business.
• But, Luke says, if you want to get publicity you need to be very targeted in who you pitch to, otherwise you just spend a lot of energy for little result.
• In essence, it comes down to your ability to appeal to the vanity of the journalists and news anchors.
• You’ll hear Luke’s top tips for how to formulate your pitch, and what you must always include and avoid.
• He’ll tell you about the three levels of radio stations, and how to move up the food chain, and why brokered radio is always hungry for guests.
• And, Luke will share with you how you can use local events, ride the wave, and potentially get massive exposure and free press.
This interview can make a huge difference to your creative business, and I totally recommend you listen to it, notebook in hand.