When you land a big story in a magazine, it’s all too easy to become giddy with excitement, and miss doing the hard work necessary to “publicize the publicity” and turn one media hit into what can become multiple hits.
Write a press release about the article, even two months after it appeared. Remember that the article and press release will probably stay online forever.
The press release should also be sent to your professional associations, trade groups, even the magazine or newsletter published by your alumni association. Learn how to write an online press release with my free press release tutorial.
Video is one of the most powerful ways to pull traffic and promote your business. Try to get video testimonials from all the PGA golfers and other celebrities who you’ve helped, and use those at your website and at the video-sharing sites.
Create a Facebook Fan Page for golfers who want to lose weight, and link to the article from the page. You should also search Facebook’s groups and see which ones include golfers in your target market. While participating in the groups, mention the article in Golf Digest.
Create an online media room where you can link to the Golf Digest article and mention other publicity you’ve gotten.
You never know when you might need reprints of the article. So it would be worth your while to order as many copies of the June issue of Golf Digest as you can afford, or see if the magazine sells reprints. Many larger magazines have reprint services.
Pitch the Inflight Magazines
The target audience for these publications—business people and frequent travelers—is perfect for you! How about offering the magazines a list of tips on how golfers can lose weight? In your pitch, mention the June article.
Here’s a powerful tip for really catching the editor’s attention. If you helped a golfer from an area that’s served by the magazine, mention it in your pitch. For example, if you worked with an Australian golfer who’s fairly well-known, mention that when you pitch Qantas magazine, which serves Australia.
Those are my tips, Larry.
OK, Publicity Hounds, what about yours? Let’s hear your ideas on how Larry can recycle that great publicity.