Monthly Archives: April 2008

Cracking the PR Code, Part 1: The Code Crackers

Cracking the PR Code, Part 1: The Code Crackers

This is first of a special, two-part series on getting publicity for your small business. Part 2 will be a blog article posted this Tuesday, April 29th right here on The Marketing Spot.

Have you ever seen a story in the newspaper or a TV news segment featuring a local business and wonder, “How did they do that?” It’s not as difficult as you think, you just have to know the code. On this episode we feature two people who have captured the publicity most businesses crave, but can’t seem to get.

Listen as they give insight into how they cracked the PR Code.

The Guests:
Gary Vaynerchuk – Wine Library TV
Tina Malone – Cody Malone, Pro Bass Angler
Length: 27 minutes

Power To The Small Business – Episode #10: The PR Code Crackers
Click here to download the audio file: PR Code Crackers (for personal use only)


Show Notes:

Gary Vaynerchuk
– Embrace your DNA and understand authenticity.
– Handle, adore, and respect your community.
– Build a personal brand.
– It’s about content, promotion, and community.
– Commit to doing something outside the box.
– Focus on social equity & currency rather than private equity.

Wine Library TV
Gary Vaynerchuck
Gary Vaynerchuk’s 101 Wines (Book)

Tina Malone
– Is what I’m writing in my press release newsworthy?
– Present your release as a news story, not an ad
– Have a big hook.
– Don’t be self-serving.
– Publicity is easy to get.
– Publicity feeds on itself.

Cody Malone Website
Cody Malone Blog
Waco Today Story


Bob Bly: Direct Mail Copywriting Tips for Small Business

Episode #9 of Power to the Small Business:

The internet show about small business marketing.

Writing Effective Copy for Direct Mail

Bob Bly has been called “America’s Top Copywriter.” He is author of The Copywriter’s Handbook: A Step-By-Step Guide To Writing Copy That Sells. In this episode of the podcast, Bob shares the keys to writing direct mail that gets results.

Power To The Small Business – Episode #9: Direct Mail Copywriting Techniques
(Feed readers and RSS subscribers – Click here to listen if you don’t see the player)
(To download the mp3 file to your computer, right click here and save)


Show Notes:

The four biggest secrets from getting response from DM
1 Start with your customer, their fears, needs, concerns. Not with your product.
2 Find an emotional connection with your prospect, not just a factual connection.
3 The most important piece of your direct mail package is your sales letter. Never mail just a sales piece and an envelope. Always include a letter.
4 Always have an offer. What’s the incentive to respond now?

Writing effective direct mail copy
Write conversational copy in a personal me-to-you form.
2 Use short sentences and paragraphs. Avoid jargon and use plain, simple English.
3 Follow a logical order called
The Motivating Sequence

The Motivating Sequence
Do something to get attention.
2 State the problem your product solves or the need it fills for the reader.
3 Introduce your product as the solution to the problem or the answer to the need.
4 Overcome skepticism by providing proof
5 Ask for action, or ask for the order.


Reference Websites

Bob’s website:
Bog’s direct response enewsletter and four free reports:
Landing page tips: The Landing Page Guru

To listen to all of our podcasts on small business marketing: Power to the Small Business
Our company website: The Marketing Spot