4 STEPS TO COPY THE PRESS STRATEGY STEVE JOBS AND THE BUZZ WITH YOUR COMPANY

4 STEPS TO COPY THE PRESS STRATEGY STEVE JOBS AND THE BUZZ WITH YOUR COMPANY


4 STEPS TO COPY THE PRESS STRATEGY STEVE JOBS AND THE BUZZ WITH YOUR COMPANY

4 STEPS TO COPY THE PRESS STRATEGY STEVE JOBS AND THE BUZZ WITH YOUR COMPANY

In this article, I dissected the press strategy giant Apple computers, and I show you how to apply their strategies in your own business for results that you are bluffing ...

Are you a business leader, you create products or services you offer to your customers. Your goal is simple: to ensure to provide maximum value to a maximum of people. This sentence is extremely important because it summarizes in itself the reason for thousands of companies. And I bet you will be a success if you follow this simple rule also.

Since you've probably created your box in an area that you know, the part ' bring value to customers 'logically be held. It is obvious: If your offers are not quality, your customers will be disappointed, and word of mouth will work against you. Instead of bringing you the world, you will gradually become part of these blacklisted companies. For the rest of this article, so start from the following premise: you offer quality services.

Now look at the second part of the sentence: " ... to as many people ". This is often where the rub. I guess if you are reading this article today is that you want to increase your customer base . You want to expand, you expand and grow your business. So you need to find ways to increase the number of people affected by the message.

As you have the title of this article, there is more suspense: the best way to reach as many people on exit is to publicize your new products . Ie, to ensure that journalists talk about it at its output.

Consider an example. I just finished reading the biography of Steve Jobs (this is it and I highly recommend reading all entrepreneurs!), I loved how the author explains the launch of new products Apple. The process is always the same: the teasing to start rumors in the blogosphere, a huge conference with the presentation of the product, and finally sorted interviews in the media on the cover. The halo effect created around the product that the launch date of a new iPad or iPhone always produces the same result: the fans are gathering at the opening of shops to rush to the object in question.

The process used by Apple is simple. Here, with my recommendations for your own business.

1. Start the rumor of a new product / service

I know what some of you will tell me: it works only if you are already a big box with a fanbase and people waiting for your products. In fact, no need to be a big box to start a rumor.

Simple example. In my small provincial town, there is a very nice cafe in a pedestrian street. Gradually, a rumor spread: the coffee in question was open Sunday morning and offer brunch with unlimited service. Even I, who had set foot once in the cafe, I heard about this new service and have, subsequently, been tested.

No need to be so hyper known or have the advertising budget of Apple to launch a rumor. You can even do it all without spending a dime. Just be smart.

You launch soon a new line of t-shirt? Make it known to your best customers, they will be responsible for spreading the rumor for you.

Your restaurant will soon renew the card? Invite 5 bloggers in your area to test previews, free of charge, against an article on their blog.

And so on. The idea is to cause the rumor, to tickle the curiosity of people . And slowly but surely, to steer the attention on you.

Then you go on to step 2.

2. Create an event to present the product 

To understand what you put in place, imagine the place of a concert. Step 1, the rumor is when the room is filled, swollen, the light is turned off for 10 minutes and the crowd roars the name of the singer to get him.

Step 2, the event is when the group tumbles on stage current, causing mass hysteria of the public, screaming with joy at the first note. That's the issue.

You must cause the same effect with your event. This is the time when the spotlight is on you, where you have the attention of everyone, and where you will highlight your new product.

For this, you will organize a concrete event (if you need ideas, you can download these documents that contain 23 ideas to organize events and the best advice for them to bring journalists) and y invite the press with a powerful and solidly crafted press release .

At this event, you will, in order:

introduce the new product;
present the benefits it will bring to customers (important to create the desire to buy)
announce its launch date (in a time of 2 weeks to 2 months maximum, depending on the size of the project).
The idea is to create the need of raising the urge to buy from your customers.

Important: keep under wraps one or two special features of your product or an important announcement for step 3. Do not reveal all your cards in writing the press release or during the event. Here's why ...

3. Select one or two media to the official launch date

With teasing you made, including the rumor in step 1, you have proven to the press that your product is awaited by the public.

But the media want to talk about what that public key in order to sell their newspapers (logic, you might say). This last step will be the simplest to realize: you will select one or two media among those present at step 2, and offer them an interview with a huge scoop on your new product (which, coincidentally, comes out this week).

What is important to understand at this point is that you do a favor to the journalists as they make you a . You are in a win-win relationship. They are lucky to have the exclusivity (or almost) of your strong announcement and in exchange you get the chance to benefit from the leverage of their media. So remember to select media that have a real impact on the audience you are targeting.

Make sure this interview a few days before the official launch date of the product.

4. Play the media competition

Other media will want to get to level two journalists who got the scoop. The idea is to give them a chance to interview you too .

Finally this strategy, so you'll send them a concise and effective press release , announcing that you are available for an interview for the day of the release of your product (or launching your service).

ALL journalists will say, " thin, if the X Media has already obtained an interview as the company makes the buzz at the moment, it is imperative that I have one too ". You will trigger the snowball effect and all the press will talk to you on the day you want.

Just like Steve Jobs did for the launch of the iPhone or the iPad.

Now it's your turn!

Define your strategy, plan everything and run you in designing your first press release. The media has the power to make you a leader in your market, and contrary to popular belief, it is really simple to get back in the press. Provided to be smart and organized.