Hitting the Target

Imagine if you wanted to get a job in a bank, would it ever cross your mind to send your CV to every pub, bar and restaurant within a 10 miles radius?  You’d certainly imagine that’d be wasted effort, surely?

The same idea about wasted effort applies to the world of media too.  Why send the offer of “publication” to a radio station when we don’t actually “publish” articles, for example?  Why offer people up for interview on the introduction of a new business or service, when the radio you’re approaching is a specialist folk music station?

It was something I thought about recently when a very generic email landed in the inbox, addressed to nobody in particular and started with something along the lines of, “I don’t know if you do this, but...”. 

The truth is, you really should know.  You should know who you’re approaching, you should know if they could be the right place for you to get your message heard and you should know exactly the right person to target.  It doesn’t take a lot of research to answer all of those questions - and more.  You should think about it in the same way you think about the target customer of your business – and have a less scattergun approach.

Personally, getting an email which starts, “Hi, I gather you look for businesses to promote”, does not get my attention.  Quite the opposite.  It’s not factually correct to start with.  What I’m trying to do is engage an audience with interesting stories and people, not with a list of services.

An email which starts, “Hi Julie, I’ve heard your show and note that you talk to people who [insert subject].  I therefore wondered if you might be interested in hearing about [insert subject].”  It’s altogether more personal and demonstrates that there’s an interest in what I do with my show and how they can connect with it.

If, in the past, you’ve unsuccessfully tried to get interest in your press release, think back to how you made that initial approach to begin with.  A more targeted first approach may reap rewards.

Posted on January 7th 2020

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