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You and your work need publicity
where and when people seek it. |
When people want information,
they want it right away. When they are in pain emotionally or
physically, have a legal problem, are in financial trouble, or need any
service or product, they want
to find it fast. The Internet is
always there, no matter what their schedule, no matter what time or
day it is. For example, you are reading this on
at
but you can read it at 3 AM, on Sunday, or whenever you wish.
It's
easy to see why old
methods are less effective than web sites.
|
Word
of mouth |
-
a
convincing source for referrals,
although the seeker may want
additional information
-
the
recommender must know both the
seeker and the provider of
services
-
can
take a long time for these to
coincide
-
not
a large enough source to depend
upon
|
A web site can supplement word of
mouth referrals by providing
additional information, while
reaching many more people than can
word of mouth.
|
|
Brochures |
-
static and stale as soon as
their ink dries
|
A
web site can be updated instantly,
continuously, and grows with you and
your work. |
|
|
A web site does not need storage
space. |
-
if
distributed in person, must be
carried around
|
A web site is not carried around. |
| |
-
if
mailed, require addressing,
mailing, and postage. By
the time they are received,
potential clients may have found
what they are seeking from a
competitor through the Internet.
|
A web site is available immediately,
24/7/365. |
| |
|
A web site has tremendous space. |
| |
- only
reaches limited recipients
|
A web site can reach almost
everyone. |
|
Direct mail |
-
criterion for "highly
successful" was a mere 2%
response prior to annoyance with
unsolicited mail and spam e-mail
-
subject to spam filters
- may be
discarded unread
- only
reaches limited recipients
|
A web site is available to everyone
seeking the information. |
|
Media Ads |
-
high
cost of television, radio, and
newspaper ads can be prohibitive
to professionals and small
businesses
- space
and time limitations
|
A web site is the most
cost-effective medium. It can
reduce the cost of other media ads
by just listing a web address to
obtain lots of
information. |
|
Free Media
Publicity |
-
desired
opportunities
- timely
communications when news and
situations change
|
A web site is available whenever
journalists and producers want to
find you and get essential
background information about you for
their articles
and broadcasts. |
Not
only are old methods of publicity less
effective, but suggest your professional
knowledge and products may be outdated too.
|
 |
Web
sites are the winners and can help you win. |
|
When people want to find out
about you and your work
24/7/365, be there. |
|
by Carol Goldberg,
Ph.D.