AKA "The Publicity Hound"
Stick with what you know best.
Find a niche. Then market like crazy, preferably to the same target
That’s what I’ve learned after four years of joys and frustrations in
Internet marketing. I spent the first four years building The
Publicity Hound brand and promoting myself as the Number One
expert in how to create free publicity. I started a print newsletter
called The Publicity Hound, followed by an entire series of 5-page
how-to special reports.
The reports were conceived about three years ago as my way of making
money from my eventual book without having to set aside several months
to write it.
I’d write a chapter, call it a special report, make it available at my
http://www.PublicityHound.com , then send it to customers
electronically. Once I had written 20 or so reports, I reasoned, I’d
have my book, which I could then peddle to a major publisher or
Each report focuses on a different and very narrow media relations
problem, then gives in-depth information on how to solve it. I call it
going “an inch wide and a mile deep” and the formula has worked
So beautifully, in fact, that I scuttled plans to package them into a
book. Instead, I kept cranking them out at the rate of sometimes four in
one weekend. I now have 43 special reports that sell for $7 each. Work
the numbers and you’ll soon see why I scrapped the book idea. In a major
bookstore, my book would sell for little more than $25. The special
report concept keeps customers coming back and encourages them to keep
spending. In other words, it turns them into lifetime customers.
Last year, I made about $20,000 revenue just on special reports. This
year, I am concentrating on tape-recorded telephone seminars which I
then turn into CDs and audio tapes and use to upsell customers who buy
the reports. The CDs and tapes will be bundled with other products to
create even larger product packages.
My success with products is due, in large part, to my e-zine, which now
has more than 7,200 subscribers. When I started the e-zine a year and a
half ago at the urging of Tom Antion, a top Internet marketer and
friend, my product sales immediately quadrupled. Building the list is my
second goal this year because the e-zine has led to numerous full-fee
speaking engagements, invitations to appear in other authors’ books,
invitations to write articles and opportunities co collaborate with
other experts on products. I have attended Tom's "Butt Camp" for
Internet marketers three times and am religiously using his hand-outs as
my "to do" list.
If I have one regret, it’s creating three products on employee
recruitment and retention and using them as an entrée into companies
that are looking for ways to use free publicity to position themselves
as employers of choice. The problem is that I must market these products
to human resources professionals, not to the public relations people who
already are my core audience. And that means doubling my marketing
efforts. I’ve decided to put all my energies into promoting my expertise
and selling to the people in my biggest target audience. That includes
marketing and PR people, authors, speakers, small-business people,
schools and non-profits, and anyone who wants to self-promote.
Things I wish I had known three years ago:
Get your products into
the hands of as many people as possible who can resell them for
you. Quit thinking of these people as your “competition” as I once
did. Start viewing them as money in the bank.
If you’re a sole
proprietor, stick with one target audience and work like crazy
penetrating the niche. Choose two or three different target
audiences and you may have to double and triple your marketing
Create products in a
wide variety of price points and give your customers as many
different options when it comes to buying them.
available in CDs and audio tapes, for example. Turn a series of
audio tapes in an e-book.
Be relentless about
building your e-zine list.
Sign up for Joan
Stewart’s free e-zine, The Publicity Hound’s Tips of the
Week, at her web site at
http://www.PublicityHound.com , where you can also download a
free sample chapter of her e-zine, How to be a Kick-Butt
Publicity Hound, which she co-authored with Tom Antion.
Get a free sample and the Table of Contents at
To Contac Joan Stewart a. k.a. "The Publicity Hound" 3930 Highway
O Saukville, WI 53080 Phone: 262-284-7451 Fax: 262-284-1737
Speaker, trainer, consultant, and expert in media relations and
employee recruitment/retention "89 Reasons to Send a News Release"
is yours free at
Upcoming case studies
If you would like your case
study used, attend Butt Camp, apply what you learned and tell us what
happened to your business. mailto:email@example.com
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