7 Myths That Will Destroy Your Marketing Campaign

Autor: cosmogirl

What common myths keep authors from getting media attention?

Myth #1: A good news release is all you need to get "ink" The days of the "one size fits all" news releases are gone. Now it's all about customizing and knowing what the media target you're pitching is looking for. Making one release isn't a bad idea, but use it as a starting point, not the final message.

Myth #2: Mention your book every chance you get
The surest way to kill an interview (and your chances of getting asked back) is when you mention your book over and over. When you say things like: "as I wrote in my book," you'll cheapen your message and make it look too sales-like. Viewers hate being sold. Give them solid information and they'll buy your book because they'll want to know more. Just talk about your book naturally and if you're excited about what you wrote, readers will be excited too.

Myth #3: You must answer every question the media asks you Despite all your research and expertise, you can't expect to know everything. If you don't know an answer, don't lie or speculate. It's much better to say: "You know I don't know the answer to that question, but I'm happy to look into it and get back to you," than to make up a story that will make you (and the reporter) look bad.

Myth #4: You can use advertising dollars to influence media interviews If you're trying to get some airtime or print placement, do not ever allude to buying ad space in order to get them to commit to an interview. This is a completely unethical thing to do; conversely, if someone is trying to get you to buy an ad in order to be considered for their publication or program, run for the hills.

Myth #5: Use big, complicated words; they'll make you sound savvy It's unfortunate, but the "dumbing down of America" is a necessary trend and one you shouldn't overlook. Do not use complicated industry jargon to impress your audience (unless you're speaking to industry experts), you will only confuse them and alienate the person interviewing you.

Myth #6: Emotion is a bad thing
Marketing fact: People buy on emotion. Whether it's happy, sad, or angry. Make them feel something and you'll send them straight to your web site to buy your book. Now I'm not suggesting that you fall apart on camera, but emotion is a good thing. Look human! If it's a subject that you're passionate about, look passionate! If it's a terrible thing you went through that you're writing about, let your audience "feel" that emotion right along with you!

Myth #7: You should never even consider doing an interview without media training Don't get me wrong, media training is a great thing, but media training without the proper interview prep work can lead to a disaster. For example, don't assume because you're media trained that you can survive any interview without researching the show or publication. Even worse, don't put all your focus on your media training and then forget to update your data to support your interview.


Source: Free Articles

The Science Behind Psychological Marketing Tactics

Autor: Daiv
Abraham Maslow presented a theory that ordinates wants and desires in a comprehensive, consecutive, arrangement. According to Maslow, a person's desires develop from the lower order desires, such as feeling safe, to the higher order desires, such as a sense of belonging and feeling loved. After these desires are developed and fulfilled, a person begins to desire esteem and self-actualization. The higher order wants only begin to develop after the lower order wants, like the physiological needs for food and shelter, are satisfied.

When we understand that markets, as a whole, with common human emotional tendencies, act like individuals whom that market represents, we can examine markets and trends in the same way we would examine an individual. The most appealing aspect of Maslow's theory of needs is that it can be applied by proxy to an entire market.

It's not that complicated to trace how these requirements tend to play themselves out in a small number of technologies with obstacles such as the primary advances in communications. These requirements convey themselves in aggregate across all persons within the market. When there is an assortment of an official body that expresses the will of the people, the requirements can be assessed and reviewed on a most-needed basis. In an elected government, an individual's wants and desires can be pinpointed openly, or by proxy in a democracy by electing somebody who almost reflects their views.

Maslow's hierarchy states that the need for survival is the most fundamental need for all humans. As a result, branches of society which are entrusted with the authority to ensure this survival through physical means are allotted the lion's share of tax money. This applies to such branches of society as the military and fire defenses where the activities engaged in by members of that group ensure the continuation of basic survival.
If you go further into the Hierarchy of needs, you will notice that after the biological needs are met the next need is safety. This is when an individual's fight or flight will emerge. If you're looking at it from a marketing prospective, during the cold weather a commercial for jackets is the most appropriate. Timing is everything in the marketing aspect of this level. The next level describes relationships as brand recognition.

A person is more likely to purchase a jacket from a company that they've had superior experiences from and as long as you're doing an ad for a reputed company then that part of the job is completed for you. If not, this is where the marketing player comes into play. The job of a good marketing group is to promote sales to new clientele and make new sales from existing clients. Starting off in a fresh company, this is where the artist desires to communicate the marketing team's ideas visually in order to please this third need.

Good, efficient visuals build a sense of belonging and communication with the buyer. Belonging moves beyond our basic needs to live and beyond our need for safety. Belonging moves to the area where we choose what we love based on our feelings and our previous associations with a product or service and this is what a company's marketing machine is trying to link to.


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