My friend and fellow agency owner, Melissa DiGianFilippo, invited me to join her at an Entrepreneurs Organization breakfast meeting a couple weeks ago. The topic was How To Get Unstuck, led by Barry Moltz. Sounded interesting and it would be a good chance for Melissa and me to get caught up.
The talk centered on growing your business and the stuff that gets us “stuck.” But two statements in particular stood out for me.
People buy when they’re in pain and have the money to solve it.
That really resonated with me. We’re often asked how we get new business. And do we do cold-calling to prospects. Admittedly, we’ve tried cold-calling and aren’t that great at it. But some of that has to do with the statement above. Public Relations is, in my opinion, something all businesses should consider but is also something that isn’t easily understood or planned for. Oftentimes, it is something you don’t know you need until you need it.
Which leads to the other statement.
If you can’t get found, they will never choose you.
Makes sense, right? So how do you get found? You’ve got be where your prospects are and lead them to make the decision that you are the best solution for them. And you do that with a strategic marketing and communications program. And the elements of that program, like media relations, content marketing, social media, direct mail, advertising, etc. must be planned, budgeted, nurtured, evaluated and measured against the intended goals and expectations.
Vice President/General Manager
Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see.
Check out Abbie's full bio