“Keep away from people who try to belittle your ambitions. Small people always do that, but the really great make you feel that you, too, can become great.” Mark Twain. We’ve talked a lot about networking and the importance of building relationships with others. But, have you given much thought to the type of people you’re attracting and working with? This is definitely a situation where quality is better than quantity.
I had a situation recently that reminded me of the importance of surrounding myself with positive people and ignoring the negative. Unfortunately, for whatever reason, there are always some people that want you to fail. These are the people you need to ignore.
Surrounding yourself with positive, encouraging people will help you to reach your dreams. Unfortunately, negativity and pessimism are just as contagious as optimism and positivity.
Who is in your circle of colleagues and business associates?
You’ve probably run across your share of the negative, discouraging people in your business life. The key is focusing on those that are positive. Think about it for a minute. I’m sure there is someone in your business life that is encouraging and that you enjoy speaking with. Reach out to them on a regular basis. It can keep you on track and give you a little pick-me-up when you need it.
Other positive people will want to connect with and interact with you if you are a positive person yourself. Build your own self confidence and positive attitude by thinking and speaking positively. Be optimistic. Be open to new ideas and new challenges. Be flexible and always willing to learn. Seek out those who share your values and goals. Remove the toxicity!
Happy Weekend! Don’t forget, our big Think Spring! Blog Party begins Monday morning. There are going to be more than a dozen terrific prizes up for grabs! And, there will be insight from several positive mom entrepreneurs! It will be fun AND inspiring!!
 Twitter is easy and it’s fast. It’s pretty much a gateway into your business, your blog, your life. It’s a great way to get more exposure. But, are you using it effectively?
First of all, do others you regularly connect with know you are on twitter? You should be telling others about it. Your twitter handle, or ID http://twitter.com/MarketMommy}, should be on your blog, on your About Us page, on anything you publish, on your facebook page, in your e-mail signature, etc.
Do you have followers? How many people are you following? One of the most obvious ways to increase your relevant followers is to first seek out others who you want to network with. Find other mom business owners that you’d like to connect with, learn from, sell to, etc. When they get the notice that you’re following them, chances are they’ll check out your profile and maybe follow you back.
In my opinion, one of the most effective ways to make twitter work for you is to make personal connections with others. Read others’ tweets and respond to them. Reply and make conversation, build friendships. You should already have multiple things in common with those you are following, use that to your advantage. You can also use direct messages to exchange e-mail addresses and other information more directly.
Keep in mind that everything takes time. Building an effective network won’t happen overnight, but with a little effort twitter can be a lucrative networking tool.
Have you ever tried direct mail? Have you found it successful? Why or why not?
Mailing out postcards to your established contacts and potential customers can prove effective if done correctly. First, you need to determine what exactly you want to accomplish.
Do you want to simply build awareness about your brand? Then, a series of postcards over a given period of time might be your best bet. Potential customers need to see and be reminded of your brand consistently and repetitively. I would suggest a series of four to six postcards sent out two to three weeks apart. Each should have a slightly different message, but be consistent in look and theme.
Are you having an event or promotion you want to drive attendance to? Then one or two postcards would probably be a better option. Send out an announcement or a save the date card in advance of the event or promotion. If you really want to build interest and excitement, tease them with some information and then have them pursue more by visiting your website, for example.
A second card can and should be sent out immediately preceding your event. Or, if you are running a month-long special, for instance, send out a card at the beginning of the month and then a reminder not to miss the sale, toward the end.
In all cases, the cards should have a consistent look and feel. And, in order to reserve resources, your mailing list should be well researched and targeted.
Need help? Market Mommy is now proud to offer custom design and printing of standard and oversized postcards. Prices start at just $30 for 100 standard cards. We’d love to help you put together a successful direct mail campaign for your mom-owned business! Feel free to e-mail me for more infor  mation, or view our complete design and printing price list here.
Our main site, MarketMommy.com, is a great marketing resource with a lot of helpful information. Topics include; budgeting, marketing materials, public relations, advertising and more.
Educating yourself about the world of marketing can go a long way when you are trying to promote your business. That’s the sole reason Market Mommy exists, to help you market your business more affordably and more effectively.
We are very proud of our Quick Reference page. It’s a condensed dictionary of marketing-related terms. Now, when you read an article on marketing, you’ll know what they’re talking about! Here are just a few excerpts from the page, visit it for many more definitions!
Click Through Rate:: The percentage of impressions that resulted in a click through; calculated by dividing the number of clicks by the number of impressions.
Media Kit:: Information offered to potential advertisers by publishers to help advertisers understand the publisher’s rates, visitor demographics, terms, etc.
Niche:: That part of the market consisting of those people most likely to be interested in a product or service you are selling. Often referred to as ones target market.
Rate Card:: The published rates and ad space availability for a particular media such as a web site. Usually subject to change and often negotiable. May also include technical details regarding the banner specifications.
Reach:: The number of unique visitors that visited a site over the course of the reporting period, expressed as a percent of the universe for the demographic category.
ROI:: Return on investment (ROI) is the process used to determine whether the monetary benefits from an expenditure, such as an advertising campaign, are above or below the amount of money spent on the campaign.
SEO:: Search engine optimization (SEO) is the practice of promoting a web site through a search engine’s organic listings.
Have a happy, productive day!
Have you read the 61 marketing tips for entrepreneurs yet over at TPE? If not, here is me telling you again that you should. As I was reading through them, again, this morning, I noticed a very evident recurring theme. Communication!
In everyday life communication is obviously very important. But, it’s also critical when it comes to marketing yourself and your business. How you present yourself and your company can and should leave a lasting impression on potential business partners and customers. A lasting, good impression that is.
Let’s look at some of the tips given::
- Tip #9 – Talk to everyone! Aileen McDonough of
3am Writers says to talk to everyone, not just at networking events. How true! You might meet your next customer at the post office for instance. Effective communication, in this case just simply talking to them, might land you your next sale! Sarah Shaw of Entreprenette gave tip #19 – Get others to spread the word! If you can get others to talk about your business and your great products you are earning some great, free advertising!#22 – Show up. Colleen Taylor of Siretona Creative said that the old-fashioned face to face communication is still effective and sometimes overlooked! So, why not pay some previous customers a visit? You just might generate you a reorder!Wendy Weiss of Weiss Communications left tip #47 – The neglected marketing tool. Who picks up the phone these days? Most people send an e-mail, an instant message or a tweet. Why not pick up the telephone and have an actual conversation?Over and over, in these tips and many others, the tippers suggest speaking with people. Getting to know your potential customers, building that relationship is so important. There are obviously hundreds of ways to do that. Incorporate some variety! Don’t always use e-mail. Don’t always use the phone. Don’t always visit in person. Use technology, but use it sparingly. COMMUNICATE with your customers on all levels! 
Who can't use more marketing tips? The Toliet Paper Entrepreneur has put together a fantastic list of 61 tips on their blog today. You can check it out here. And, of course I'm sending you there for a reason! Market Mommy is lucky enough to be one of the featured contributors! There really is some fantastic advice given by some great entrepreneurs, so be sure to bookmark it!
You've heard me talk about networking a lot! I truly believe it is the best {and cheapest} marketing tool out there. Personal and local networking is definitely important, but so is online and virtual networking. It's 2010 and it's become easy and quick to connect with someone across the country or even the globe.
Wikipedia has quickly become one of my favorite online resources. And, they are not lacking when it comes to social media and online networking. Check out this comprehensive list of social networking sites! Now, of course all of these sites aren't going to be relevant to your business or your life. And, it would be exhausting and impossible to try to engage in each one. However, I highly recommend reviewing the list and seeing what some may have to offer. This list is also great because it gives the genre of the site as well as the number of registered users.
Here is a brief list of the more popular sites:: Happy networking! 
Welcome back! I'm sure many of you have been like me and taking a little time off for the holidays. Now, it's time to get back into the swing of things. {Wow! That flew by, didn't it?}
I thought today would be a great day to talk about planning. As you know, there is a ton of planning that goes into running a business. The same is true for marketing. I've been working diligently on my marketing plan for 2010. {And, I must say, I'm pretty excited about it!} Have you? If not, it's time to get started! First, you should start with an outline. What are your most important goals? Who do you want to reach? What do you want to accomplish? What type of budget do you have? Whether your business is brand new, or seasoned, a healthy marketing plan can help push you to the next level and/or help you maintain success. After you have an outline, it's time to take it beyond brainstorming and flush out your ideas and plans. Here is an example of the marketing plan format I've used for the past couple of years. - Cover Page
- Executive Summary:: Your company's mission statement and overall goal for 2010.
- Previous Year Analysis:: What are you building on?
- Target Market:: Who do you hope to reach out to?
- Overall Goals:: What do you hope to accomplish?
- Specific Goals/Initiatives:: This is how you plan to reach your overall goals. I set specific goals {by category} with a goal completion date and estimated cost for each.
- Budget:: It always helps to see your marketing budget in black and white!
- Conclusion/Summary:: A brief summary and notes on how you will track and measure success.
This may take you a page or two to accomplish, or it may be more detailed and take 10-15 pages. It all depends on your business size, age, budget and what you hope to accomplish this year. You, of course have the freedom to make adjustments and create a plan that works best for you and your business.
At a loss? Remember, Market Mommy can help! We offer low-cost consulation for mom business owners. Need a little help with one aspect of your plan? We'd be glad to help. Need a lot of help with your entire plan? We can do that too! Our hourly consultation fee starts at just $25. E-mail us, or click here for more information about the services we offer. Happy 2010!
Our marketing tip in yesterday’s newsletter was Frequency and I thought I should elaborate on it a bit.
{If you’re not signed up for our newsletter, you should be! There is a sign up box to the right of this post!}
Tip:: I've read research that says someone has to see your brand seven {yes 7} times before they remember it. So, what does that mean in basic terms? You need to get your brand in front of people frequently!! But how? Include your logo and information in e-mail signatures, blog, serve as an expert source for the media, have a newsletter, hand out business cards, create brochures, market your website .......... there that's 7 ;0)
The details of reach and frequency in marketing can get very complex and difficult to understand. However, the basic concept is this:: Reach is how many people you are contacting. Frequency is how often you contact those same people. Research shows that it is better to reach fewer people more frequently than more people just once.
What, do you think, are the chances of establishing a lifelong customer from just one postcard or just one e-mail? Not very likely. A very much more plausible scenario is developing a friendship with a person through several means of communication, an e-mail, a postcard, a newsletter, a positive sales experience, etc. Then, over time as the relationship strengthens, the chances that the customer will return are much higher.
My advice would be to spend your limited marketing dollars and resources on nurturing the contacts and customers you already have. Don’t try to reach too far. You can still be effective!
It’s finally Friday and tomorrow is the big Baby Fair that I am participating in. It seems like I’ve been preparing for the fair for years when it’s actually only been a few months. It should be a lot of fun and I’m looking forward to it. Stay tuned because next week I plan to post details about all the great mom entrepreneurs who donated prizes for my gift basket and hopefully some photos too!
Anyway, since it’s the eve of the Baby Fair, I thought I’d offer a few tips for participating in such events. Whether you are attending a craft fair, baby fair, tradeshow or another event, all of these things apply.
• Choose the right fair:: First and foremost you need to make sure you are attending a relevant event. If you sell animal products, don’t attend a tradeshow for beauty companies, etc. A lot of effort and money can go into participating in an event, so make sure you do your research upfront and ensure it’s a good place for you to be.
• Follow the rules:: All shows and fairs will have their own set of guidelines, restrictions, requirements, policies and so on. Make sure you read them and do what they ask. You don’t want to be booted at the last minute for failure to comply.
• Signage:: This is critical! You want everyone walking through the doors to know who you are and why you are there. Your entire display is important, but eye catching and descriptive signage will go a long way in attracting people to your booth. {As always, be sure everything coordinates with your branding and company logo!}
• Takeaway:: Make sure you have something that visitors can take away with them. Whether it be a small sample, a promotional item, a business card or a coupon, they need to walk away with something concrete. Or, sad to say, they probably will never remember to give you a second thought, even if they initially wanted to.
• Giveaway:: Raffling off a product or gift certificate is always a sure way to generate excitement and interest in your booth. And, since you’ve already done your research, you know that the audience is appropriate :D Plus, this is a great tool to grow your mailing list. If they are interested in winning your product, they most likely will be interested in receiving your updates, coupons, etc.
• Touch and feel:: Tradeshows and fairs are a great opportunity to showcase your products up close and in person. So, make sure you have plenty of them! Potential customers want to see, touch and feel what you have to offer. This is literally the best way to show off your quality and craftsmanship.
Here’s to a great weekend!!
I won't deny that small, mom owned businesses are generally among the best when it comes to customer service. Kudos to you! However, a recent experience made me think it wasn't such a bad topic to bring up here.
In a previous life I was a waitress and let me tell ya, dealing with cranky pizza eaters at 11:30 p.m. wasn't always fun. However, I'd like to think it taught me some important lessons that I've carried with me through both my professional and personal lives.
It is extremely important that you are not only considerate to your customers, but available and accomodating as well. Below are just a few of my favorite customer service tips.
- Be accessible! Your website should list not only an e-mail address but also a phone number so that you can be reached if need be. If someone can't contact you with a question, they most likely aren't going to feel comfortable sending their hard-earned money to you.
- Respond! I know you have your own, busy life with kids and tons of responsibilitie. And, I'm not saying that you need to respond to every e-mail within minutes of receipt, but within 24 hours would be good.
- Be graceful! Don't argue, it's not worth losing a customer, or future customers over. Even if you don't feel as though you did anything wrong, be understanding and helpful.
- Listen! When a customer contacts you with a complaint or a compliment, listen! What they have to say is important and could give you crucial insight to what your customers want and what they expect. This can only help you!
- Go the extra mile! Once you have a customer, keep them! It's the little things, like a thank-you note included with the order, or future discounts for referrals, etc. that will keep them coming back!
Hopefully this was helpful, and at the very least reminded you about some important aspects of customer service. Have a great {or horror} customer service story to share? Leave a comment or e-mail us! 
P.S. We still have a few spots open for our upcoming Autumn Blog Party. If you are a mom business owner who would like to be featured, contact me for details. And, while you're at it become a fan on Facebook for great updates an insider info ;o)
There are millions of blogs, some are excellent, some are personal, some are informational, some are educational, some are funny, some are beneficial, some are mediocre, some are awesome and some are just plain bad.
Does your business have a blog? Should it?
There are a lot of great reasons to blog and it can be an excellent promotional opportunity for your company. It is free, or close to it, but can be costly when it comes to your time. It is critical that if you start a blog, you maintain it regularly and put your full effort into it.
If you do, there can be several benefits. Here are some things you can do with your blog::
- Offer consistent updates to your customers and followers
- Build awareness of your brand
- Establish yourself as a leader/expert in your field
- Create advertising revenue
- Sell products
- Get customer feedback
- Offer customer support
- NETWORK
Notice, I capitalized NETWORK. For small, mom-owned businesses that are on a limited marketing budget, there is nothing more important than networking. Networking with potential customers, other mom business owners and others in your industry can all prove valuable. Here are a couple examples of mom-owned business blogs that I think have it right:: So, if you have a little extra time, some decent writing skills and the desire to further market your business, start a blog! 
This is Part V of a five-part, weeklong series about how and why to write a press release. Click here for other installments. This evening (August 7, 2009 @ 10 p.m. EST), one winner will be drawn to receive a special package from Market Mommy, including a press release, business card design and button ad design. The package is valued at $75! Please read the fine print at the end of the post for details on how to enter. You can register up to six times each day!!
So now that you’ve written a killer press release, how do you get it read by the right people? Your distribution list is almost as critical as the release itself. You must determine the editors and the publications that would be most interested in your release and send it to them.
In addition to your traditional newspapers, radio stations and television stations, there are also a multitude of websites, blogs and trade publications that may be very interested in what you have to say. So, how do you find them?
If you have the budget, you can pay to have your releases distributed. Sites like PRWeb can distribute your release to thousands in your targeted audience. However, most mom business owners are on a very limited marketing budget. Believe it or not, you can distribute your releases yourself.
First, include all of your business contacts. They may have a newsletter or blog that they may want to include your news in. Plus, it is always good to keep your affiliates and business partners informed of what your company is doing.
Next, include your local and regional media. Who in your area might be interested in what you have to offer? Contacts for your local media can easily be found on the internet. For regional and statewide media, there are directories that can be purchased like this one. However, this can get costly especially in a market where turnover can cause contacts to change frequently.
It is time consuming, but scouring the internet can be very effective. Search for trade publications that relate to your field. Search for blogs that specialize in your type of products or services. Look for news outlets that publish news on entrepreneurs and new products. Networking with similar businesses is also a great way to increase your media contacts.
There are a few outlets that still prefer a mailed or faxed press release, however e-mailed press releases are now becoming the norm. By using the internet to do your search, you will likely be able to easily ocme up with e-mail addresses of contacts.
After distributing your release , you should always post in on your company website. Having a good news section can go a long way in boosting your SEO. Plus, it is a great way for new customers or affiliates to catch up on the history of your company.
Thanks for visiting us for Press Release Week! I hope you’ve learned a thing or two and will be able to put it to good use for the benefit of your company. As always, if you have questions or need a little help, don’t hesitate to contact me. And, stay tuned! At 10 p.m. we’ll announce the winner of the marketing package!
The fine print::
First and foremost the marketing package won must be used to promote a legitimate, mom-owned business. (Market Mommy reserves the right to disqualify any entrant on the basis of this criteria) Winners will be chosen by random.org. Below are the ways to register, you may come back and do the following EACH DAY for each new post! Be sure to leave a comment with a link for each entry or it won’t count! (Comments close tonight at 9:59 p.m. EST)
1. Leave a comment on this post, any comment.
2. Join the Market Mommy mailing list (box to the right of this post) or comment and tell me you’re on the list.
3. Follow this blog or comment and tell me you are already a follower.
4. Become a Fan of Market Mommy on Facebook or comment and tell me you’re already a fan.
5. Follow Market Mommy on Twitter and Tweet about this giveaway, if you’re already a follower, just tweet.
6. Blog about this giveaway or grab our button ... you must link back to either this blog or Market Mommy's official site.
This is Part IV of a five-part, weeklong series about how and why to write a press release. Click here for other installments. Come back tomorrow when we discuss how to create a distribution list you’re your release. Friday evening (August 7, 2009) one winner will be drawn to receive a special package from Market Mommy, including a press release, business card design and button ad design. The package is valued at $75! Please read the fine print at the end of the post for details on how to enter. You can register up to six times each day!!
As a journalism minor, the Associated Press Stylebook was something I was introduced to the first semester of my freshman year of college and I’ve had my trusty copy ever since. The book is like any other stylebook, in that it lays out the rules of a particular style of writing, in this case journalistic writing. The AP strives to keep its writing style concise and easy to read. This stylebook clarifies their rules on grammar, spelling, punctuation and usage.
Without going to extremes, I believe it is a good idea to follow AP style when writing a press release. It is the format that most journalists adhere to so why not make your release ‘publish ready’ and limit the editor’s need to edit?
I’m going to walk through some of what I feel are the basic essentials, but this is by no means a comprehensive list. If you are interested, the book can be purchased here, and is definitely affordable.
Abbreviations/Acronyms:: There is quite a bit of information about abbreviations contained in the stylebook. There are rules for abbreviating states, titles, addresses and more. However, it is best to avoid excessive abbreviating. Do not use abbreviations or acronyms that a reader would not easily recognize.
Contractions:: Contractions indicate informal writing and excessive use of them should be limited. It is best to spell them out instead. However, contractions that are listed in Webster’s New World Dictionary are technically acceptable.
Datelines:: A dateline, found at the beginning of a press release or news story, should include a city (in all capital letters) followed by the state, country or territory the city is located in. There should be a comma in between the city and state and there should be a dash following the state. There are cities that stand alone without a state and there are rules for abbreviating the states. All of which can be found in the stylebook.
Numerals:: Numerals zero through nine should be spelled out and numerals 10 and over should be written as numbers. All numbers over 1,000 should include a comma. If a number begins a sentence, it should be spelled out, if the sentence can’t be restructured. There are several entries in the AP Stylebook pertaining to the use of numerals.
Punctuation:: In the AP Stylebook, there is an entire chapter dedicated to punctuation. I will just note some key points. Commas should always be placed inside quotation marks. A colon introduces a list and a semicolon separates thoughts. Exclamation points and parentheses should not be used often.
Quotations:: When quoting someone in your press release, never alter the quotation. Always use it verbatim. Also, try to avoid fragmented quotes. If a quotation is long and cumbersome you may try to paraphrase it.
States:: The AP uses different state abbreviations than the United States Postal Service. This is one of the most common reasons for me to pick up my stylebook. Some shorter state names, like Iowa or Ohio, are never abbreviated in AP Style. The first letter is capitalized and there is a period at the end of the abbreviation. For example, Florida is abbreviated Fla. and Tennessee is abbreviated Tenn. They stylebook gives a comprehensive list of the AP state abbreviations and the ZIP code abbreviations as well.
As I mentioned, there is a lot of information contained in the AP Stylebook and without dedicated studying there is no way to memorize it all. However, it is an excellent reference and can improve your writing for the media. Especially when there is the possibility of a media outlet publishing your release without further investigation, it is nice for it to already be formatted in AP Style for the editor.
Now that you have a factual, concise, grammatically correct press release written we need to discuss distribution. Tomorrow, we’ll discuss creating your distribution list and getting your press release seen by the masses.
The fine print:: First and foremost the marketing package won must be used to promote a legitimate, mom-owned business. (Market Mommy reserves the right to disqualify any entrant on the basis of this criteria) Winners will be chosen by random.org. Below are the ways to register, you may come back and do the following EACH DAY for each new post! Be sure to leave a comment with a link for each entry or it won’t count! (Comments close each day at 11:59 p.m. EST) 1. Leave a comment on this post, any comment. 2. Join the Market Mommy mailing list (box to the right of this post) or comment and tell me you’re on the list. 3. Follow this blog or comment and tell me you are already a follower. 4. Become a Fan of Market Mommy on Facebook or comment and tell me you’re already a fan. 5. Follow Market Mommy on Twitter and Tweet about this giveaway, if you’re already a follower, just tweet. 6. Blog about this giveaway or grab our button ... you must link back to either this blog or Market Mommy's official site.
This is Part III of a five-part, weeklong series about how and why to write a press release. Click here for other installments. Come back tomorrow when we discuss the AP Stylebook. Friday evening (August 7, 2009) one winner will be drawn to receive a special package from Market Mommy, including a press release, business card design and button ad design. The package is valued at $75! Please read the fine print at the end of the post for details on how to enter. You can register up to six times each day!!
As mentioned earlier in the week, it is best to keep your release short and to the point. Usually one page is more than enough space. In that limited space, however, you need to make sure you answer the 5 Ws:: Who, What, When, Where and Why. This is the basic concept for journalism writing and will help ensure that you are telling the full story. The 5 Ws usually also include one H, How.
Ideally, each of these questions will be answered in the lead paragraph. Sometimes, however, the body of the release is needed to answer the how or why. When writing your release, make sure each of these questions is answered so that you give your contacts the entire picture. Most of this is self-explanatory, but we will visit it in a little more detail.
Who:: The who is usually you. Whenever you are writing a press release about your business, you (the owner) or the business name answers the who question in most cases. This just serves as a reminder to mention your business name in the opening sentence of your release.
What:: What happened or what is going to happen? What could be a new location or a new season’s line. The what could also be your website or your event.
When:: When is easy. It is the date of your launch, your opening or your event. It is whenever the what is happening. Depending on your topic and the timing, the when could be past, present or future.
Where:: Where is also usually easy to answer. It is where the what is happening. It can be a physical location, a web address or even an entire country, i.e. if your company is expanding into Canada, for example.
Why:: Sometimes why can be a little more difficult to answer. Why is your story newsworthy? Why are you launching a new line or holding an event? If you can relate the why back to benefiting your customer, it will make your release stronger. For example, ‘to better serve our customers by making our website easier to navigate’ sounds a lot more customer friendly than ‘to make our website more attractive.’
How:: How can also be a little more difficult to answer, or at least take some more explaining. How are you accomplishing your goal? How did you open your new location? Always focus on your hard work and dedication to customers .
All these are critical pieces to your release. As you can see, the 5 Ws can be used as a proofing mechanism. Before distributing your release, go through them one more time to ensure you haven’t missed anything.
Tomorrow we will talk about the Associated Press Stylebook and its importance when writing press releases. Have a great Wednesday!
The fine print::
First and foremost the marketing package won must be used to promote a legitimate, mom-owned business. (Market Mommy reserves the right to disqualify any entrant on the basis of this criteria) Winners will be chosen by random.org. Below are the ways to register, you may come back and do the following EACH DAY for each new post! Be sure to leave a comment with a link for each entry or it won’t count! (Comments close each day at 11:59 p.m. EST)
1. Leave a comment on this post, any comment.
2. Join the Market Mommy mailing list (box to the right of this post) or comment and tell me you’re on the list.
3. Follow this blog or comment and tell me you are already a follower.
4. Become a Fan of Market Mommy on Facebook or comment and tell me you’re already a fan.
5. Follow Market Mommy on Twitter and Tweet about this giveaway, if you’re already a follower, just tweet.
6. Blog about this giveaway or grab our button ... you must link back to either this blog or Market Mommy's official site.
 This is Part II of a five-part, weeklong series about how and why to write a press release. Click here for other installments. Come back tomorrow when we discuss the 5 Ws. Friday evening (August 7, 2009) one winner will be drawn to receive a special package from Market Mommy, including a press release, business card design and button ad design. The package is valued at $75! Please read the fine print at the end of the post for details on how to enter. You can register up to six times each day!!
If you want your release to be taken seriously it needs to be correctly formatted, plain and simple. An editor can take one glance at a release and by that first impression decide whether to even read your release, much less publish it. There are a few other acceptable variations to this format, but I am going to walk you through the format that I use and that has been successful for me.
1. Logo:: If you are sending out a hard copy press release, either by mail or fax, this is probably going to take care of itself. Logos are usually found on letterhead and other office stationary. However, if you are sending out an electronic release, which is now the norm, you will need to make sure that your logo and business identity are clearly recognized. It all goes back to basic branding!
2. Date:: You definitely want editors to know when the release was sent out. This keeps them reassured that the information is timely and gives them a reference if they ever do any type of historical piece in the future.
3. For immediate release:: In some very rare instances press releases are distributed before they are to be made public. In other words, they are sent out as a sneak peek or heads up to editors. This doesn’t happen very often, but it is still common courtesy to let your contacts know the information is fair game, immediately.
4. Headline:: A strong, attention-grabbing headline is crucial. It should be direct, descriptive and one line or less. A headline can make or break your release. A factual headline will get you much further than a fluffy one.
5. Subhead:: In some instances it is necessary to provide additional information to your one-line headline. For instance, when I launched Market Mommy I included a subhead because I felt I needed to further explain the new concept of the site. Use your best judgment, a subhead can be helpful in clarifying a headline.
6. Dateline:: This tells the media where the release is originating from, or where your company is physically located. This is very important for regional publications or if you are announcing an event. It should be formatted as shown. The city should be placed in all capital letters followed by a comma and the state name. There is more information about datelines in the Associated Press Stylebook, which we will talk more about on Thursday.
7. Lead:: Aside from your headline, the next most important line in your release is your first sentence, or lead. It should be packed with facts, answer most, if not all, of the who, what, when, where and why, and leave your reader wanting to read more.
8. Link:: If you are sending out an electronic release, it will save your contacts an extra step by including a link within the text of your release. Launching a new online store? Link to it. Launching a new line? Link to that line.
9. Body:: This is where the meat of your information goes. Give your essential details here. If you can include a quote, maybe from a satisfied customer or the business owner, place it here.
10. Boilerplate Statement:: Every company should have a general boilerplate statement that describes the company. A few sentences that summarize the company’s history and offerings can go along way if you use it consistently.
11. Contact Info:: It doesn’t matter how you decide to format your press release, it is CRITICAL that you include your contact information. Editors work on short deadlines, if they want to contact you and follow up on your release they will want to do it quickly. If they do not have your contact information, they will not seek it out, rather they will toss your release aside. If there is no contact information it is a quick sign of incompetency.
12. Photo caption/Media opportunity:: If you have additional information to provide, i.e. a photo caption or details about setting up an interview, it should go at the end of your release. I typically use asterisks to let the reader know it stands apart from the body of the release.
13. ###:: Always let the reader know they have reached the end of your release by placing three pound signs at the bottom.
As you can see, a lot goes into writing a press release. But, if you take your time and go step by step, you can write a great, attention grabbing release! Be sure to stop by tomorrow when we’ll visit the 5 Ws.
The fine print:: First and foremost the marketing package won must be used to promote a legitimate, mom-owned business. (Market Mommy reserves the right to disqualify any entrant on the basis of this criteria) Winners will be chosen by random.org. Below are the ways to register, you may come back and do the following EACH DAY for each new post! Be sure to leave a comment with a link for each entry or it won’t count! (Comments close each day at 11:59 p.m. EST) 1. Leave a comment on this post, any comment. 2. Join the Market Mommy mailing list (box to the right of this post) or comment and tell me you’re on the list. 3. Follow this blog or comment and tell me you are already a follower. 4. Become a Fan of Market Mommy on Facebook or comment and tell me you’re already a fan. 5. Follow Market Mommy on Twitter and Tweet about this giveaway, if you’re already a follower, just tweet. 6. Blog about this giveaway or grab our button ... you must link back to either this blog or Market Mommy's official site.
This is Part I of a five-part, weeklong series about how and why to write a press release. Click here for other installments. Be sure to visit tomorrow when we discuss how to format your release. Friday evening (August 7, 2009) one winner will be drawn to receive a special package from Market Mommy, including a press release, business card design and button ad design. The package is valued at $75! Please read the fine print at the end of the post for details on how to enter. You can register up to six times each day!!
As all of us mom business owners know, advertising dollars are hard to come by. This is why Market Mommy is dedicating an entire week to press releases. As insignificant as they may seem, press releases have the potential to grow your business and catapult it in front of thousands, all for FREE.
Press Release:: A written public relations announcement distributed to the news media as a way to inform the public about company developments; also sometimes referred to as a media release or news release.
First and foremost, a press release must be used to disseminate information about something that is actually newsworthy. For instance; a grand opening, a new line, an event, a name change are all newsworthy items as they relate to your business. Be sure to latch on to what is unique about your story and highlight it in order to set yourself apart.
The ultimate goal of your release is to garner media attention. Typically, journalists use a press release as a base for a larger story. However, in some smaller markets especially, press releases may be ran as written; all the more reason why your release should be written with care.
Your release should be relatively short and direct. Media writing by nature isn’t fluffy. Just give the facts, don’t embellish or add unnecessary adjectives. Essentially, you need to write to the media. (We’ll talk more about that later this week.)
In news print, especially, space is limited. So, keep the critical information in your release toward the top so when cuts need to be made, editors can easily remove the ‘extra’ from the bottom. And, always, always pay close attention to grammar and punctuation.
Remember, your press release is written about a news item, not as a sales pitch. Keep your tone neutral and objective and write in third person. Avoid clichés and try to focus on what is new and unique about your news item. A well written press release is much more likely to be chosen by an editor for publication than a poorly written one full of errors and unrelated information.
So, now you are probably thinking that you need to write a press release, but how do you begin? Check back tomorrow when we discuss formatting your release. And, don’t forget to comment here for your chance to win $75 worth of marketing services from Market Mommy!
The fine print::
First and foremost the marketing package won must be used to promote a legitimate, mom-owned business. (Market Mommy reserves the right to disqualify any entrant on the basis of this criteria) Winners will be chosen by random.org. Below are the ways to register, you may come back and do the following EACH DAY for each new post! Be sure to leave a comment with a link for each entry or it won’t count! (Comments close each day at 11:59 p.m. EST)
1. Leave a comment on this post, any comment.
2. Join the Market Mommy mailing list (box to the right of this post) or comment and tell me you’re on the list.3. Follow this blog or comment and tell me you are already a follower.4. Become a Fan of Market Mommy on Facebook or comment and tell me you’re already a fan.
5. Follow Market Mommy on Twitter and Tweet about this giveaway, if you’re already a follower, just tweet.
6. Blog about this giveaway ... you must link back to either this blog or Market Mommy's official site.
Many websites and publications that offer advertising space offer an advertising kit that includes demographics. These demographics give you details about their viewers and readers. It is great insight into your potential audience.
Make sure to take these demographics into consideration before purchasing advertising. They can give you information on age, sex, income, education level, size of household, number of children, geographical location and more. This vital information can help you determine if that particular venue is a good place to spend your limited advertising dollars.
For more definitions, visit our Quick Reference page on MarketMommy.com!
A name leaves a first impression. A name gives a customer their first glimpse into your company and what you do. A name is passed by word of mouth. A name will last a lifetime.
So, needless to say, the name of your business is a pretty crucial element to your overall business plan. How in the world do you ever begin to name your business?
There are several questions you can ask yourself that may help you begin to formulate a name.
- What does your business do?
- What is unique about what you do?
- What type of impression do you want to leave? Classy? Quality? Bargain?
It is a good idea to come up with three to five potential names and move on from there. Then you can begin to narrow them down. You'll need to do a trademark search, to make sure you aren't infringing on anyone else's company name. You can do it yourself by visiting The United States Patent and Trademark Office. And, it's also a good idea to search the internet and see if anyone else is using the name without a trademark. Or, if your budget allows, you can always hire a lawyer to perform a comprehensive search for you. After determining if your name(s) are available you can make your final choice. Do some research, ask others what they think. You might use these items to help eliminate some of your finalists:: - Is the name easy to pronouce?
- Is it relatively short and easy to remember?
- Do you have a catchy slogan in mind that will accompany it well?
- Is it descriptive and accurate?
- Do you like it?
Hopefully you've now narrowed it down to a solid, strong business name that will stand the test of time. 
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