I have stated many times that the purpose of broadcast PR isn’t being viewed, listened to, or read by a large audience. The purpose of broadcast PR is to sell.
This looks like a bunch of theory put together, but it works as a matter of fact.
If your broadcast PR campaigns have never increased the overall volume of your sales, it is mostly because of two reasons:
You can’t blame broadcast PR agencies for that. They are just intermediaries that get you what you ask them for: media coverage.
Their function isn’t to care about you, make you prosper, beat the competition, etc…
Their job is to get you media coverage and get paid accordingly.
This is why I have created Brand Bullets and boldly took the risk to tell my potential clients that I am serving them according to specific rules I have mastered over the years and that I take full responsibility for the future outcomes of their sales.
If they don’t like the rules, which are engineered to make them succeed, because they believe marketing is both a philosophy and a religion that requires a leap of faith, I can’t pledge myself to serve them.
It would simply be dishonest.
I care more about the success of my clients than their money. This is why in 2018, I have committed myself to serve a limited number of 12 clients instead of having an excess of clients on board that I can’t properly serve at my fullest potential.
To me, marketing is making companies prosper. It is caring about the success of a business. The more a business succeeds, the more job opportunities are created as a consequence. The more job opportunities are created, the more I fulfil my mission in life.
This is why I am spending so much time creating valuable content that you can implement straight away in your company without asking permission and build a solid infrastructure that will drive your company where it deserves to be.
But let’s go back to the main topic of this article and discuss an extremely important issue you should consider in your sales process that relates to broadcast PR.
WHAT IS ANCHORING AND WHY DOES IT MATTER IN BROADCAST PR?
According to David Hoffeld, in The Science of Selling
«Anchors are reference points the brain intuitively creates to help it make rapid judgements.
Once an anchor is formed, it creates a bias that shapes
how the brain perceives subsequent information.
In other words,
the brain uses the anchor as its starting point and contrasts new information with it».
Human brain usually makes decision by making comparisons.
So, let’s say you are a cybersecurity analyst among many, you have written a book, you have a blog which is the referral for your field of expertise, you have been mentioned on different specialised magazines, and you even managed to get interviewed on air.
I am the average entrepreneur who needs to protect my company from hacking attacks. I visit different profiles and then I bump into yours, discovering that while other companies were just selling a service, you have earned so many credentials in your industry that it reassures me to get you on board for the job; and the price is not an issue any more as you are an undisputed pioneer in what you do.
Why did I chose you for delivering your service?
I chose you because you have been mentioned multiple times on broadcast media, and broadcast media create a hierarchical environment that makes you disqualify your competition by being the only person that can authoritatively discuss your field of expertise.
Anchoring through broadcast PR becomes a considerable success once it contributes to creating new frames.
WHAT IS A FRAME?
According to George Lakoff, professor of linguistics at UC Berkeley,
«Frames are mental structures that shape the way we see the world»
As David Aaker writes in Aaker on Branding,
«The brand position is about your brand and how it differs from, and is better than, other brands. Apple is differentiated in part around design, Dove proves moisturizing, and Whole Foods Markets believes in and understand organic food.
It assumes a fixed category or subcategory and set of competitors.
Framing has a bigger agenda. It aims to change the way people perceive,
discuss, and feel about the subcategory (or category) and as such can change
what people are buying and which brands are relevant to that purchase.
It represents a very different perspective on competing and winning. Instead of assuming that the subcategory definition and set of competitors are fixed,
framing allows the scope and defining characteristics of the subcategory to be in play.
The subcategory can be defined to reduce relevance of some brands and/or
increase relevance of others.
One subcategory framing objective can be to make competitors less relevant,
or even irrelevant».
As Al Ries would say,
«Marketing is branding».
And branding is a science.
Getting creative is fine as long as that creativity is associated with finding solutions within a scientific framework that you can implement straight away in your company to drive it toward the success it deserves.
If you want to discover more in depth insights on how to engineer your marketing when it comes to managing a winning branding formula that will hide your worst competitors under the shadow of irrelevancy, just fill in the form below and book a consultation before the 12 spots available in 2018 are all claimed.
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Founder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs,
How to turn your content into a PR advocate
Why you should write a book from a PR perspective
How to use PR to disqualify your competition
How to get media coverage by giving the media what they want
Brand Positioning. Broadcast PR. Brand domination.