Brian Norris, morale, leadership and marketing expert

Strategies for Positioning Yourself & Your Company
By Brian Norris

Below is a frequently asked question, a great question that I wanted to share with you:

If you had to prioritize the marketing and positioning needs of my organization, which step would you say is the most critical to getting us where we want to go?

   The biggest priority is to get the word out to potential buyers that your organization is their total solution. The second priority is HOW we get the word out.

The best way to get the word out is by creating content that showcases your expertise and positions you as the expert. As you know, hunt-n-peck methods don't work. The better approach is an aggressive PR program (print, social media, and websites) where every month your buyers see your name, your company and your words in print.

SO, here's the game plan.

First create the content, in this case three to six articles about different aspects of your company. Then use those articles in different formats. From those initial articles, create at least three media releases. Also offer the articles for every publication whose readers are potential buyers.

   As part of the media releases, create question and answer sheets and bio sheets to give to interviewers and reporters. The easier you make their jobs, the more willing they'll be to showcase you, your organization and your products or services.

   Secondly, repackage those articles to use as the foundation for special reports, premiums, mailers and newsletters. The newsletter is good because it bypasses the media and gets straight to the target buyer(s). It also kicks butt in the marketing department because it gives you a valid reason to send your buyer something (brochures generally lack sustained pulling power).

   Ideally, aim for a minimum of four newsletters which are sent out quarterly to current and perspective clients.

   Third, offer these articles on your web site. Content draws people in and helps in branding you, your company (and by direct association, your products or services) as the industry best.

Format these articles as web pages, create meta tags and descriptions for them, upload them to your site and submit them to the search engines.

This of course will generate leads while you're sleeping and give us an inexpensive way to direct interested reporters, producers, editors and buyers to the information.

So, to make a long answer short the most critical step in getting you where you want to go:

  • write articles which are then used to create:
  • media releases (with Q&A sheets and bio sheets)
  • newsletters
  • web site content

The goal is using as many channels as possible to generate exposure!!!

Brian Norris is a professional speaker and author of The Creative Sales and Marketing Manual and Escape Life Sucks Syndrome. He helps individuals to live with passion and positivity. He helps companies to improve morale, lead better and market their products and services more dynamically. You can reach Brian by emailing info@BrianNorris.com.

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