What a journalist learns about your brand in just the first 5 clicks on your website determines whether your product is worth sharing with her readers. Make each one count by ensuring your website or online store is press ready!
I’ve had my brand featured in Self, Redbook, Ladies’ Home Journal, Shape, The Nest and more, because my site is easy to use, informative and inviting. Here are 5 tips to help you get the coverage you deserve:
1. Clean and Simple = Easy to Use
Splashy videos and Flash may seem impressive at first glance, but if they slow down your website, an editor won’t make it past your introduction. Make using your site intuitive by offering a clearly labeled menu with the most important links posted in the top half of the page.
2. Invest in Photography
Media outlets’ budgets are tight and they have fewer resources to dedicate to photography. If your online product shots are magazine quality, your product will be more appealing to editors looking to save money. Have high resolution photos on hand, or better yet, make them available for download from your site.
3. Update Your “About” Section
Review your “About” section once every few months to ensure the information is correct and up to date. Favor specific wording like “in 2009,” rather than “3 years ago” to help avoid errors if a writer goes to your site for information. Above all, make sure all of the information on your About page is accurate and true. If you’re not the best source of information about your brand, who is?
4. Introduce Yourself
People often make for a more interesting story than products, so share your story and offer a professional grade headshot on your site. This also helps magazine writers learn quickly whether your story fits into their demographic.
5. Connect Quickly
Don’t make journalists hunt through your page for your contact information. Include an obvious media or PR email address in your contact section so they can get in touch quickly. Many journalists won’t even bother trying to reach you through an info or customer service address.
When you do get that important first call or email from an editor, respond quickly and respect her deadlines. Effective communication is prized in media, and helping an editor get the story will make you a valuable source.
Do you have any tips for getting press ready that you can share...we'd love to hear them!
Andreea Ayers works with creative entrepreneurs to help them get media attention for their products and to increase sales by getting their products in stores. For advice, insight and lots of free resources, check out her site LaunchGrowJoy.com
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