When you are a brand new business, there is no cookie-cutter approach to public relations and marketing. At least, according to Ronn Torossian, there should not be. All businesses are different. All markets are in flux at all times. Because of these two fundamental realities, no two market approaches should be exactly the same.
Then why do so many businesses try to mimic the success of their soon-to-be competitors? No clue? Perhaps that is one of the reasons so many start-ups fail. They fail to distinguish themselves. They fail to do anything remotely interesting, different or, dare I say it, unique.
Let’s fix that right now.
Find your niche…no, not that
Finding your niche is business basics 101. Everybody knows they should do that. The question you need to ask yourself is whether or not you have really found your niche. Most startup businesses are fearful of not getting enough customers, so they try to compensate by widening their net. Nothing wrong with mass appeal. But in a competitive market you need to not only stand out but BE different. The easiest way to accomplish that is to aim directly for a VERY specific target.
Talk directly to your target
Along the same lines, do not be afraid to speak directly to that distinct target. Craft your consumer PR messages in a way that your target cannot escape them without responding. Get far enough into their heads to make them connect.
Hit the emotional trigger
Too much initial consumer PR focuses on features and benefits. Yes, it’s important to tell your target market how what you are doing and selling can help them. But believe it or not, that isn’t the most important thing to most people. In most cases, selling on function only makes you one more option in a crowded market. Consumers are already committed to a particular product and will be reluctant to change. Ronn Torossian says you have to bypass their logic and go straight for emotion. Whether you are going for the pleasure or going for the pain, hit the soft spot that demands reaction, not reasoned response. Your customer will eventually think about the buying decision, but if you don’t get past that initial “why” question, you are very likely to get hit with an immediate no. Why? Because they don’t WANT to think about it.
For pointers concerning your online PR efforts, read this article on why traditional PR should be apart of your SEO strategy.
For help crafting your market crashing PR campaign, contact the unparalleled experts at 5W Public Relations.