The £1,500 offer (of a lifetime)

So this is my offer – for £1,500 I’ll get you one decent (and positive) piece of national press coverage (something like thisthis or this) – whether that’s a news item in the Telegraph, TechCrunch, a feature in Time Magazine or a spread in GQ. Whatever works for you (and I’ll agree to, of course). And if I don’t get it for you, I’ll give you your money back .

One piece in the national media can have a huge impact on your business. People tend to believe what they read in the papers (even about themselves), and you can show it to all your pals, your (current and potential) clients, investors, even your in-laws – it can also generate a substantial amount of new business (one of my clients had 30+ sales leads from one article in the Telegraph).

There are a few rules, though:

  1. I need to be pretty sure I can get national coverage. So no press releases announcing “V3.1.1 of Widget 3.0.” I’ll probably have a good idea of the right angle, during our first “no obligation to buy” chat.
  2. In the eons I’ve been doing PR I’ve never failed to get national coverage for a client (apart from one I only worked with for a few weeks). We both need to be aware that we’re taking something of a risk, and go into it on that basis.
  3. You need to be committed (giving me cash will help), and come back in a timely fashion with press release edits, times for interviews etc. Otherwise we’re both wasting our time.
  4. You need to be a little patient. It can take a few months to get the first bit of coverage. The media probably don’t know you (Mark Zuckerberg, if you’re reading this, I’d offer you the same deal). I need to be a little creative (and persistent). All good things come to those who wait.
  5. You might be thinking one decent bit of coverage isn’t enough for £1,500. I understand that (although I don’t agree). At first I was thinking of offering two, but then I realised I’d be over-promising. Getting the first one is hard work, and although the second often follows, I think it’s a fair deal. If you don’t, of course, that’s fine. (I won’t down tools after the first bit of coverage of course – if journalists request interviews I’ll sort them all out, naturally).
  6. We may well only issue one press release. Or there might be more than one (all for your £1,500), it depends how we get on.
  7. You may well not care but the economics work for me too. I’ll charge myself out at £300 a day (it’s a discounted rate). So that’s five days work for me (1 day getting to know your business, another writing and editing the press release, and then three days contacting journalists and endlessly chasing them up).
  8. If all goes well, and you’re happy with the results, then we can talk about doing more PR. Clearly, though, there’s no obligation on your part to ever speak to me again.

What Now?

If you super excited by all this, please contact me, and we can set up a call. We’ll then chat for an hour or so, and if we want to go ahead, we get can get cracking.

The problem with PR (FYI it’s you)

The problem many people have with PR – which I understand completely – is that you shell out a truck load of money, with no guarantee of anything in return. PR companies often ask for a monthly retainer, over-promise you the earth, and then all too frequently fail to deliver (often because senior people will pitch you, then an inexperienced person will actually work on the account). That’s not always the case, of course, some agencies really do the business, but all too often they don’t.

PR isn’t rocket science, but unless you get the fundamentals right you haven’t a hope in hell of getting coverage. And a big part of the problem is often you (the client), but I’ll go back to this in a bit.

So back to you. You love your business, you live and breathe it. It’s a huge part of who you are. That’s great, of course, but the problem is you probably haven’t got the foggiest idea of what makes a good press story. Why would you? Yet time and time again you think you do, and many PR people (at times me – in the past) haven’t the balls to tell you otherwise.

A press release announcing “the launch of the groundbreaking V3.1.1 of Widget 3.0” just isn’t news (and will be deleted before the journalist has even finished reading the headline), however important it might be to you.

But pretty much every business has a good story to tell. Whether that’s your personal story, the growth of the business, the bit about your widget business that really is interesting, and so on.

Take a look at The Secret They’re Keeping From You if you fancy going it alone or contact me if you fancy having a chat. Either way, good luck.

Tough Love (for just £175)

Thousands of press releases are issued every week – and most of them are bollocks. So in my never-ending bid to make The World A Better Place One Press Release At A Time™, I’m offering a Tough Love Press Release Service™ for just £175™.

You’ll send me cash, I’ll read your press release (before you’ve issued it, naturally) and then we’ll chat. Then I’ll come back with comments and suggestions as to how you can make it newsworthy.

I’ll be honest – and if your current press release is destined to drown in a sea of obscurity I’ll tell you. It might be good, or half decent, and if it is I’ll tell you that too.

Better a little tough love from me, than putting out a press release that at best doesn’t have a hope in hell of succeeding – and at worst receives a tirade of abuse from a surly journo.

What I won’t do:

  1. Rewrite it for you. You’re only buying a maximum of 3 hours of my time. I’m something of a natural giver, but unless I stick rigidly to the 3-hour time limit, I’m not going to make any money (and my kids will go without the new Lego City set they need more than anything else in the WHOLE world).
  2. Promise to find the hidden jewel in your business. I might, but PR is teeming with people over-selling (moi apart). Saying that, I’m certain we’ll be able to move it on.
  3. Engage in endless to and fro before you hand over the cash – it’s £175, not a vital organ you’re giving me.
  4. Use it as an excuse to sell you PR. You’re buying a service – not a pitch – from me.

What I will do:

  1. Be honest, and do my very best to make it newsworthy, or find something within your business that is (within 3 hours – see my kids’ Lego needs above).
  2. Talk to you on the phone about it. I’m quite a chatty guy, so you might well welcome the 3-hour time limit.
  3. Be positive as well as critical. I won’t use your press release as an excuse to unleash my inner angst (“MORE LEGO! ARE YOU MAD!”).


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