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HOW TO GET FREE PUBLICITY FOR YOUR BUSINESSMERCHANDISINGWhen you do get coverage from your efforts, clip those pieces from the publications and exploit them. You may have seen this done in restaurants. They often enlarge and mount copies of local restaurant reviews and post them in windows for potential customers.Good publicity in one form may lead to a wider scope of publicity in a larger publication. You can use local newspaper clippings for pitching a feature in a national magazine. And you can use write-ups in large circulation publications to give credentials for a television appearance. Many businesses exploit reviews. Look at the back of books; they list the quotations from reviewers to promote the product. And films do that too. How many times have you seen a film advertised by quotations from famous film reviewers? What can you do to use the publicity at its best and spread its effects as widely as possible? Take a look at your metropolitan newspaper. In the features section, there are often stories about interesting people and their enterprises. With a little ingenuity, this coverage can go national. An obvious way to use good publicity is simply to photocopy it and send it as a direct mail piece to your customers or to include it in your brochures. Even a stack of flyers at the counter can promote your business. How far do you want to go?
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