How
to advertise for FREE
By
Arik Bannister
Advertising with a budget may or may not be effective, it all depends on
a number of variables. Our focus, however, will be on how to advertise
for free.
Free advertising is always more effective than paid advertising. When
we say “Free Advertising”, we are referring, of course, to getting
press. When potential customers see something about your product or
company in an advertisement, they immediately go into scrutiny mode.
They know they are being sold something.
But when the media introduces your product, service, or company, people
view it as credible and true. Examples would be newspaper articles or
stories, news segments, radio or television talk shows or interviews, or
press releases.
Imagine this scenario: If you saw a sales ad in the newspaper that
said, “Skyy Vodka- Smooth and impurity Free”, well you are very likely
dumping that information as you are reading it. However, if you read an
article in the San Francisco Examiner that talks about a new
vodka said to be hangover proof (Sunday, June 14, 1992), well, you might
just have to go and get a bottle of that stuff and try it out for
yourself.
You see, when the message is delivered from
a credible source, consumers automatically accept it, because we know
that it must be true.
So we are proponents
of, and participants in, the free advertising system. Word of mouth
advertising, by-means-of the media mouths. In the Market University
Product marketing kit, we introduce eight different ways to generate
press, and publicity expert Bill Stoller presents several effective
methods for getting free press and examines how they can work for you.
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