Margie Zable Fisher
the over 10 years I’ve had my Public Relations business, I have worked
with many clients who have sold products through their websites. Their
goal in getting media coverage is to get more traffic to their sites, as
well as sales.
To achieve those goals, I have often asked clients to make changes to
their websites, to make them publicity-friendly. The changes I suggest
are based on feedback from the media, as well as experience.
Here are my three favorite Insider Tips:
1. Create a grammatically correct,
professional-looking home page with no spelling errors.
When pitching the media, you must include a website where people can
buy your products, and usually that website is yours. If the media has
any interest in your pitch, they will generally take a look at your
website to make sure it looks acceptable. Acceptable means that the
website, and mainly the home page, looks clean and polished, and has
no spelling and grammar errors. Fact: More than one media contact has
told me that a website being pitched is not professional enough for
them to consider sending their readers to.
2. Provide clear, colorful, photographs. As the media
needs to see a visual of your product, your media pitches will also
include a link to the products you are pitching, preferably on your
website. The photo that the media contact sees should be clear and
include all color options (color is important and often is a deciding
factor when laying out products on a magazine page). This picture is
the first and sometimes the only time (if samples aren’t requested)
that the media will see a visual of your product, and many editorial
coverage decisions are made on that first impression. Spend the money
to get professional photos taken.
3. Delete mention of national media coverage of the product you
are pitching on your Press Page.
While it’s exciting to you to list your national media coverage, the
media isn’t so excited. They want to be the first to cover products,
and if someone else has done that already, it’s an instant turnoff.
These three tips will lead to media-worthy, publicity-friendly
websites. Here’s to more great publicity!
Zable Fisher is the president of Zable Fisher Public Relations.
For more insider tips, including how to make sure your
publicity-friendly website leads to sales, get Margie’s free report,
“Quick Start Free Product Publicity to Sales,” at
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