The secret to PR and business success…
If you send emails to media members, distribute press releases and communicate with your target market on a regular basis… but get zero response, you may be forgetting something very important – the human aspect of PR and content!
While technology and AI have significantly advanced the speed of content creation, that doesn’t mean you should rely on it for all your writing. Specifically, look at your current copy.
What does your messaging really say?
Is it all, “Sell! Sell! Sell!”? Or
“We do this… We are the leader in this… We are so excited to announce…”
People do not like to be sold to or be bored! Instead, they like to receive value and do business with people they know, like and trust. So, how do you create this?
If you want to get responses from media members, potential customers/patients, current clients, investors, or anyone for that matter, you’ve need to come across as human. People want to know who they are working with, what you believe in, how you work, the value you provide them, what you may have in common, and more.
This is especially true with public relations. Many think public relations, or PR, is all about sending out a press release and waiting for the phone to ring. Instead, public relations is all about the “relations” you have with your “public.” In other words, it’s important to create positive, human relationships with your target market if you want to grow your business or practice.
The way to do this is through communications that show your human side and…
Share Content With Emotional Intelligence or EI.
Instead of just having AI create a piece of content for you, start with a personal story, insight, idea, or opinion. This is emotional intelligence inside of your head that AI does not have access to and is unique to you. It’s also what people want to know.
When you share your personal thoughts, it’s interesting information and lets people know more about you and who is behind your business or practice. It’s also content you own that your competition can’t touch, so use it to your advantage!
Before you create any messaging, ask yourself a few questions:
• What ideas do you have to share that your target market will care about, find interesting or entertaining or that you really want them to know about?
• How can you provide valuable information to help solve your target audience members’ problems right now?
• What benefits can you talk about instead of discussing the features of your products and services?
• Do you or your team members have interesting experiences, images, or videos to share?
Start writing your content based on your responses. Then, share your messages and see what happens.
Get Ready For New Results!
When you change your language to focus on the needs of your target market, share your personal insights, feedback and stories and reveal the human element in your content, you can see a dramatic difference in response levels.
People will know that your messaging comes for a human being rather than a robot, and they will actually care about what you share. Then, you can create real relationships with your “public,” and watch your business or practice grow!
Author Melanie Rembrandt is an award-winning publicist, content strategist and speaker who helps overwhelmed entrepreneurs have more time to thrive! If you want to boost sales, awareness, and credibility fast with a unique combination of targeted SEO copywriting, ghostwriting and public relations, get more information at Rembrandt Communications®, https://www.rembrandtwrites.com.
