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10 Tips for Niche Marketers Who Yearn to Be a Media Darling

As a savvy nichepreneur (someone who specializes in a niche market) you want to look like an interviewing star when a reporter calls, emails or shows up at your office.

These 10 tips will get you on your way to being on a permanent “callback” list with reporters.

1. Have a reporter’s mentality. Every good reporter seeks out uncommon ways to tell a story. Think of different approaches to get your message across. What are the current developments in your business? Do you have tips to share about staying on the cutting edge? Your expertise may be the angle the reporter is looking for. Sharing a related personal true story can keep things interesting during an interview.

2. Don’t: Decide what story the reporter is going to write unless they ask for suggestions. If the reporter is trying to put together a succinct, just-the-facts-Ma’am story, forego all these great human interest angles or wonderful quotes-that’s just extra noise the writer doesn’t want or need. Listen to their needs and just provide that.

3. Get to know the press. Do your best to become familiar with editors and writers. Make sure you get to know them and they get to know you. Be warm and considerate. Always be willing to answer questions or give a response when requested. The goal is to get on the reporters source list. Building a relationship with the press can get you on the list and you may be the first one they call when an expert is needed.

4. Remember, all press people are important. There are no small time reporters. Just because someone is working for a small town newspaper today, doesn’t mean they won’t be writing for Wall Street Journal next year. People tend to move around in this industry, pretty quickly. Hold all members of the media in high regard because you may see them again.

5. Do: Have a good press kit. Offer to send it to reporters, or direct them to an online version. Include interesting and timely information, such as a one-page company bio sheet, and sales figures (if necessary); complete information on the types of services you offer and what makes them unique; good photos or links to online FTP sites where photos can be found (action shots work best); and key contact information. Everything must be accurate and verifiable. Unique packaging can work well if you’re unknown and want to grab the media’s attention.

6. Stick with substantial and meaningful material when preparing your media kit (cut the fluff). Clear and concise kits are best. Stay to the point and make sure all included elements are correct and relevant. If using statistics, be sure to cite the source and check for accuracy. Use standard size folders that easily slide into briefcases and bags or make it just small enough to fit into a jacket pocket-really effective!

7. Use every opportunity to share your story. If you participate in networking events, exhibitions, and conferences, etc., any place where the media is present, be sure to reach out to them. Point the media to your website, where your industry “know how” is expressed and where they can get a treasure of information to use in stories.

8. Use press conferences as a way to get media attention, but have a specific purpose. Launching a new service or product, announcing major industry improvements are good “excuses” to hold a press conference. Being well-organized is a must and make sure what you are offering is important news. Make reporters feel that your press conference is worthy of their time.

9. Keep your word. Be available and on time for scheduled interviews. If you have promised to send materials to a reporter, consider using priority mail to ensure your package is received. Commit to deliver on time every time. It will work to your advantage to understand the time constraints that reporters must adhere to. Respecting their times and schedules, will guarantee they will call upon you another time. Do not give them a reason to look for another source.

10. Don’t: Assume that the reporter knows everything about your industry, especially if they are from a general interest publication. Provide background data, give real world examples, and avoid industry specific jargon. Spell out acronyms at least once, and explain the relevance of any awards, certifications, or honors being discussed.

For more great information on Susan Friedmann’s niche marketing strategies that work, and for a complimentary copy of “The NichePreneur Mindset: How to Find Your Niche to Success,” visit http://richesinniches.com.

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