Press Release Tip 24
Give free advice
Anyone—a company, nonprofit, government agency, butcher, baker or candlestick maker—can write a press release offering free advice on how to solve a problem that ties into their product, service, cause or issue.
Here are two big benefits, particularly if you optimize the press release for the search engines:
- People searching online for solutions to the problem you’ve written about will find you if their search includes phrases that you used in your release. That means buyers can find your press release, visit your website and buy directly from you without first having to learn about you through the media.
- Journalists who are doing research online can also find you and interview you.
That’s what happened to business coach John Wyche of Fort Lauderdale, Fla. He hired Sharon Dotson of Bayou City Public Relations in Houston, Texas to write a press release that was optimized for the phrase “Miami business coach.” (You’ll learn more about search engine optimization in Module 10).
Months after the release was posted online, it’s still working for him.
A business reporter from the Miami Herald found John’s press release through the search engines and quotes him in stories as a business expert. And a $6 billion media company that needed a coach and did a Google search for “executive coach Miami” found John’s press release online, contacted him and has since hired him to do corporate training for its executives.
- The long paragraph under the headline. Sharon repeated the phrase “Miami business coach” so the search engines would find it. I’ve highlighted it in yellow.
- The list of 6 abuses and free advice on what to do if you need to hire a business coach. A newspaper, magazine, blogger or anyone else who finds the release can lift those tips and attribute them to John.
- The great call to action at the end. I’ve highlighted it in pink.
Here’s the release:
Miami Business Coach – Corporate Expert Reveals Abuses Behind One of America’s Fastest-Growing Professions
Miami business coach John Wyche reveals the truth behind one of America’s hottest—yet most abused—new professions. “The good news is: Exceptional corporate coaching helps turn dysfunctional companies around,” he says. “The bad news is: Poor coaching costs companies time and money–and problems just get worse.”
MIAMI, FL., November 25, 2005 – Miami business coach John Wyche says executives who want to hire a business coach but are afraid they’ll get taken for a ride by a do-nothing “expert” probably have realistic fears. Wyche specializes in coaching business leaders from prominent mid- to large-sized corporations.
“Some of my colleagues will be unhappy to hear it said aloud, but there is abuse within the business coaching industry,” says Wyche, who holds degrees in economics and business from Yale and Stanford. “Those of us who are trying to make legitimate contributions to the field know this better than anyone.”
Wyche says there are no legal requirements for becoming a business coach. “This is nothing like being a certified public account or a medical doctor where you need a license to practice,” he says. “The fact is, there are more regulations for barbers and beauticians than for business coaches. Anyone can wake up in the morning and start calling himself a professional business coach.”
According to Wyche, the number of coaches is climbing fast. He cites statistics from the International Coach Federation, one of a number of certification and training organizations, that show a more than 400% increase since 1995.
“Ten years ago, 1,500 people belonged to the organization. Today, there are more than 8,000 members, and industry estimates show there are 20,000 to 40,000 coaches worldwide. Most of that growth has occurred over the last few years,” Wyche says.
The Miami business coach cites six common abuses committed by incompetent coaches and the protections business leaders can use when hiring a coach.
1. ABUSE: The business coach brandishes a coach certification as prima facie evidence of his coaching competence.
PROTECTION: Look for solid experience and credentials and ask for references. Certification says nothing in and of itself. Some certifications are highly regarded within the coaching industry, but some require little more than a credit card to earn.
2. ABUSE: The coach spouts platitudes and simple solutions to complex problems (“There is only one way to deal with a difficult manager. . . “)
PROTECTION: Trust your common sense and ask questions about the coach’s coaching model, process and methodology. Overnight turnarounds happen only in the movies. It takes genuine insight and demonstrated experience to solve problems that have compounded over time.
3. ABUSE: The coach boasts a high level of experience in all business areas.
PROTECTION: Remember that no one is good at everything. No coach can be a top expert in human resources, marketing, public relations, finance and web technology. If needed, a competent coach knows to call in other experts to help guide progress.
4. ABUSE: The coach does not have a strong business background but claims to be well-versed in the latest theories of corporate change management.
PROTECTION: Seek a coach who offers more than theory. Strong coaches have significant hands-on experience through the leadership and consulting roles they have played in various organizations.
5. ABUSE: The coach is not interested in assuming any responsibility for the outcome of his work.
PROTECTION: The strongest coaches are willing to tie at least some of their success to measurable business results.
6. ABUSE: The coach insists his wealth of practical experience compensates for a lack of formal education.
PROTECTION: Just as you would with any employee, check the coach’s educational background. A formal education is no guarantee of superior coaching ability but the strongest coaches often have advanced degrees in relevant areas such as business, psychology and organizational behavior.
For a free consultation, call Miami business coach John Wyche of Stone Ridge Consulting at (954) 315-1716, or visit http://www.stoneridgeconsulting.com
Since 2001, Miami business coach John Wyche of Stone Ridge Consulting, provides results-oriented executive coaching in organizational management and human resources strategy. Wyche graduated with an MBA from Stanford, a BA from Yale, and is certified as an executive coach by the Professional School of Psychology. He has coached business leaders from such companies as Pfizer, TIAA-CREF, FedEx, the Connecticut Children’s Medical Center Foundation, and the Broward (FL) Education Communications Network.
Opportunity #24: Fundraising goal
At the end of a fundraising campaign, write one last release letting people know whether you met your goal. Or if you haven’t reached your goal, send a release reminding people about the deadline to give, or explaining that the deadline has been extended. You see agencies like United Way do this all the time.
How to make a fortune speaking at fund-raisers
If a company or nonprofit or someone promoting a worthy cause asks you to speak for free at a fund-raiser, don’t groan. You can do lots of good in the world and make money too.
Professional speaker Tom Antion has done that more than 100 times in his career. And each time it’s been a win/win/win for him, the group he did it for, and the audience members who attended. It’s also the Number One way that speakers can earn a consistent income in any economy. Tom has created free training that shows exactly how he does it, step-by-step. The video, “How to Make a Fortune Speaking at Fund-raisers,” will be available only until May 1, 2020. Access it using this affiliate link.
Next: Explain how to use your product.