The art of selling through informing…

Throughout my career as a product marketer I tended to view Public Relations as a promotion activity. And with promotion I mean free publicity in media. As such PR is usually seen as a welcome addition to advertising.

With the rise of the social web, a different aspect of PR becomes increasingly important. On the web, the most valuable thing PR can do is to help businesses build relations with prospects, customers and stakeholders.

Building relationships. Right.
Does that sell anything?
The answer to that question is: YES. Public relations sells.

Why?

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A quick check to see where your company head is at…

Depending on which source you prefer, the average person is exposed to anywhere from 2 to 3,000 advertising messages each day. That’s an awful lot of noise, an awful lot of people shouting about their product.

People are so bombarded by advertising messages that they are becoming immune. It’s not just banners and display ads. Most companies treat their website just like an advertising brochure: a chance to shout about their product.

The challenge is to stand out. People are hardwired to notice things that are different. So instead of talking about ‘you’ – your product features and spec, try talking about ‘them’ – the problems you solve for your prospects and customers.

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