Media interviews — whether it’s radio, newspaper, television, magazines, or even blogs—are free publicity. And if you’re not taking advantage of it, you’re consistently leaving tens of thousands of dollars on the table.
There’s a vast difference between advertising and publicity, and I’ll give you four reasons why publicity has a better advantage over paid advertising:
- It’s free.
- People pay more attention to it.
- People are much more likely to trust and believe the message presented.
- You reach a much larger audience who wants to buy from you.
Just to quickly share with you the actual value of publicity:
A single radio ad can cost you anywhere from $400 to $20,000 or a lot more per minute, depending on the network or show and whether it’s local or national. Television ads cost even more. Many business owners place ads in local or national newspapers and magazines, and those advertising costs are also costly.
Research has proven that the average prospect must see your ad between 6 to 9 times before considering purchasing.
If you pay for advertising consistently, that’s a lot of money you must set aside in your marketing budget.
When you do media interviews, you get thousands of dollars worth of free time that you probably could never pay for if done consistently.
Think of it this way: anyone can buy an ad and say, “I have the best product on the market.” But your story has more credibility. You increase your credibility and influence by sharing your story, expertise, and knowledge.
The media need experts. And business owners need publicity. If you are accessible, professional, and reliable, you are a valuable asset to them.
The media is such a vital part of the marketing mix, and it is essential to the success of any business. Once you begin including it as a part of your marketing efforts, you’ll discover new access and opportunities in various media outlets that you never thought were possible.
The media provides valuable information to their audiences, and you get free coverage for your company. It’s one of the best decisions you can make in your business.
Remember, people buy from people they trust, and doing media interviews can help you quickly establish that trust.
