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colorado bankers life insurance This is a kind of corollary to number 1, the opposite side of the same coin; only here the focus is on audience attention rather than on dollars spent. What I’m suggesting is that on an inch-for-inch basis (using print media) or a minute-for-minute basis (using electronic media), you will get far more reader or viewer attention from free editorial space or time than you will from an equal amount of paid ad space or time. In other words, they — whoever it is you’re trying to reach — will be much more likely to actually see, and even more importantly, pay attention to your message if you are able to deliver it through a positive mention in the newspaper or on a TV newscast than they are through paid ads in the same media.
colorado bankers life insurance Just think for a moment about how you read newspapers and magazines, or how you watch television or listen to the radio. If you’re like most people, you read most of the articles (or at least the headlines) in the newspaper but at the same time, skip over the ads. That is, unless you’re specifically looking for something. For example, you need tires so you look for an ad from someone who is having a tire sale; you’ve been thinking you need a new sport coat and you notice your favorite shop has announced its new spring arrivals; only then do you notice the ads. Or you watch the TV news stories with interest but pick up the paper and read a few paragraphs or carry on a conversation with your spouse or go to the kitchen (or bathroom) or just hit the mute button during the commercials! Sound familiar?
I know of a small manufacturer of a specialty garden tool who has tried display ads in various gardening magazines, but finds he gets two, three or more times the number of responses results, in terms of inquiries or actual orders, from just one mention in one of those same magazines’ new products columns.
You take for granted that if you’re familiar with your activities, everyone else is as well. But the fact is, most small businesses and organizations have many reasons for sending out a news release, a topic we’ll explore much more fully in the following chapter.
5. It’s free! For often capital-poor small business start-ups, the free publicity that is available through the media may be the only way they can afford to reach the public. Charles A. colorado bankers life insurance, Life Insurance.
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