On the Growth Nation segment for The John Adam Show www.thejohnadamshow.com we provided the three key things that all business owners should know about public relations for their business.  Thanks to those who wrote in afterwards with additional questions.  We're all about marketing in Phoenix, marketing in Scottsdale and growing in Arizona.

  1. Know your target customers.  It sounds simple, doesn't it.  So why do 80% of businesses not know it as well as they should?  Because it's so easy to be absorbed into our own product and service world, that's why!  We  surround ourselves with employees, products and internal stuff, and we lose site of how people see us.  Don't worry - you can regain it.  Take your best customers to lunch and ask lots of questions.  What got them to choose you, and what keeps them coming back?  Keep people around you like consultants - yes they do serve a purpose! - who can view the world without the product/service filter that every business owner develops after just a few months.
  2. Know your message.  So now that you know who your peeps are - including age, gender, how they buy, what car they drive, their political party, where else they shop, etc etc - develop a killer message that goes right to the heart of what they NEED.  It should stand out, point to how you're different and be all about VALUE.  It's not what you do that matters, it's what they get out of working with your product and service that does.  Your message must stand out NOT NECESSARILY to you or your friends, but to the target person.  We're all surrounded with NOISE, and your message should rise above the others to them.
  3. Pitch a great story to someone who cares.  Know the local or national reporters like you know your target customers.  Each has something that they're trying to do with their writing, and so pinpoint the story and then the reporter who will be interested in it.  Not all will be.  Recognize that most reporters are looking for breakout stories, not little things like company anniversaries, promotions, new product releases that aren't ground-breaking, etc etc.  Stand out to reporters by understanding their needs, and pitching stories right in their wheelhouse.  Then follow-up responsibly and responsively.


Do all that and you'll have a chance for a great story published about your great company, and more in the future.  Grow your business in Phoenix, Scottsdale and Arizona.

All the best, Doug

Doug Bruhnke
Growth Nation
Scottsdale, AZ USA