Inventing a product is incredibly exciting, but getting the world to know about it can be extremely difficult. One of the most effective ways to get potential eyes on your product is through free publicity. Free publicity also gives you leverage when working with buyers. If people in the media think your product is worthy of sharing with their audience, it’s likely consumers will be receptive to the product as well.
Below are 5 tips for getting free publicity for your invention:
1) Gift Guides – Almost all national, regional and local publications have gift guide sections. These could be: Holiday Gift Guides, Best Gifts Under $50, Valentine’s Day, Mother’s Day, Father’s Day, Spring Gift Guide, Summer Gift Guide, etc. Getting your product in a national gift guide could expose it to many potential buyers.
DO YOUR RESEARCH! Know the media outlet you are pitching inside and out so that your product pitch is perfect for that particular publication. Don’t send your automotive invention to a beauty magazine. Make sure you know the demographics of the publication, the type of gift guide you are pitching, how your product fits in, and know how their readers will benefit.
TIP: Most national Holiday Gift Guides are finalized by the end of June so if you are pitching for the holidays, mark your calendar to have it done no later than mid-June.
2) Local Media – Getting coverage in your local media outlets is probably the easiest way to get publicity. Local media loves to cover local businesses. Be sure to send a pitch to all of your local and regional publications, newspapers, and television programs. Highlight yourself as a local inventor and share any successes about your product. Is it being sold locally? Nationally? Where? Do you have a celebrity endorsement? Provide the media outlet with anything that would make your product exciting for them to cover.
TIP: If your product shows well and is visual, television is a great medium.
3) Help A Reporter Out/HARO – One of the easiest ways to get national media coverage is through a free media query site, Help a Reporter Out/HARO, www.helpareporter.com. Three times a day HARO sends an email with queries from journalists looking for sources for their stories. There are requests from national television, magazines, newspapers, trade publications, radio and podcasts, and blogs. Replying to these queries can help get your product exposed to thousands of potential customers.
TIP: Respond to HARO queries as quickly as possible as the journalist could be inundated with responses, especially for a large national media outlet.
BONUS: Pitch HARO like a pro! Download this free guide, www.FreeGiftFromChristina.com
4) National Television Programs – Check out the website of daytime television talk shows and look for “Be on the Show.” They list upcoming themes they are working on and often have inventor-type segments. They also usually have a link for “Have a story idea?” If you do submit under this, make sure you do your homework and pitch something: a) they haven’t done before, and b) aligns with other segments they regularly do so you have more likelihood of being selected.
TIP: Both TODAY Show and Good Morning America have a “Steals and Deals” segment where you can submit to offer your product at a discount. TODAY also does an annual segment with QVC where the winner sells their product on QVC.
5) Blogs – Don’t discount blogs and review sites for getting exposure for your product. Being featured on a high-ranking site can be more beneficial than appearing on national television because the blog site will usually give you a link back to your site and that will then generate organic SEO for your product. Most television programs do not provide backlinks on their websites.
Before pitching a blog and giving away samples, check out its ranking on Alexa, www.Alexa.com. Alexa ranks all websites on the internet based on traffic. Blogs with lower numbers are actually higher ranking. Any blog with a ranking of 100,000 or less is well worth the investment of time to pitch your product and/or offer samples. Being featured on a high-ranking blog will provide exposure to many more potential customers than posting on your individual product site blog and will provide more “Google Juice” for SEO.
TIP: Google is a question search engine. Use it to find the top blogs in your product’s industry by searching, “What are the top-ranking [industry] blogs?”
Do your homework so your pitch is a perfect fit for that particular media outlet. Fitting into their format and guidelines can increase your chances of coverage.
Christina Daves, DIY-PR Expert, is the best-selling author of, PR for Anyone™ - 100+ Affordable Ways to Easily Create Buzz for Your Business, that shares her journey of getting exposure for a product she invented, www.HealInStyle.com.
Having no resources for advertising or hiring a PR firm, Christina taught herself everything she could about generating her own publicity for her invention. She has appeared in over 250 local and national media outlets including: The Steve Harvey Show, Dr. Oz, The TODAY Show, local affiliates of NBC, ABC, CBS, and FOX, magazines such as, Forbes, Success and Entrepreneur, Sirius XM Radio, The Washington Post, and many more.
As a result of this success, she launched PR for Anyone® to help other small business owners have similar success. Together with her students and clients, Christina has generated well over 7 figures in sales relating to free publicity. She has also used publicity to grow her organic SEO. Her product appears on Page 1 of Google and searching the term “Christina Daves” leads to content solely about Christina and fills the first 14 pages of Google.
Social media has also become an integral part of marketing her businesses. In less than two years she has grown her following of qualified leads to over 30,000 social media followers and has a verified account on Twitter.