What better way to get new customers than by being highlighted in your community paper. Being featured in your local newspaper or local magazine—in an article, not an advertisement—is a sure way to have new clients lining up out your door.

Having an article about your business featured in the community news shows both your patients and prospects that you are an expert in your field, that you have cutting-edge, newsworthy things going on in your practice and that you are on top of your game.

The difficult part about being featured by the local press is you have to get their attention. Most reporters receive hundreds of press releases a week. They have the challenge of finding new and different things going on in their community that their readership cares about.

So how can YOU help your local reporter meet the demanding needs of their job?

Let’s review a few tips for getting the reporter’s attention and making their job easier:

  • Try to put a local spin on what you are doing. Was a new study done in your industry? Take that information and talk about how it affects the people in your community.
  • Keep in mind you are selling your ideas to a reporter, who is selling news to the readers. You are not selling chiropractic care or how massage helps you relax.
  • Use facts and statistics in your press release if you can. If your target market suffers from chronic headaches, are there any studies that show how many people suffer from headaches and how that affects their work?

Founder of A Marketing Connection and The Copywriting Institute, Kelly Robbins, M.A., is an award-winning copywriter and health-care marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on health-care marketing tips. Contact Kelly to receive her free report, “5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits” at http://www.amarketingconnection.com or (303) 460-0285.

© 2008, A Marketing Connection

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