Explosive Growth provides a playbook for Public Relations and Marketing Professionals to achieve explosive growth. The book details how we used these PR tactics to consistently land top tier media placements in publications such as: The Wall Street Journal, New York Times, Business Insider, Buzzfeed, ABC News, USA Today, Refinery29, Cosmopolitan, Vogue, and many others.
1. Newsjacking = Easy & Massive ROI
Have you identified trending news stories that you can inject your company into? Are you actively providing the writers with a new angle or fresh data? Each year we use newsjacking tactics around the first snowstorm to get massive press about how dating app activity surges. You can get $100k of free press this week using newsjacking tactics.
2. Anticipate Newsjacking Opportunities
Anticipate newsjacking opportunities by identifying upcoming concerts, festivals, sporting events, conferences, annual events, and trade shows.
Do you have a list of at least three upcoming opportunities for newsjacking?
3. Hack Your Way Into Top Blogs
Find a fun and positive way to include your targeted blogs or influencers into a data story. They just may connect with you on it!
We published a study, “Which Blogs Are The Hottest Singles Reading.’ Refinery29 was #1 in our study, and they ran a story called, Refinery29 Readers Are The Most Dateable On The Internet, which generated 1,000’s of sign-ups for us.
4. Trigger Emotion To Go Viral
Have you made a list of fun, taboo, or controversial topics in your industry? Get data to prove or disprove them.
Then issue a press release highlighting the controversial data and you’ll have an explosive growth story. Read about my Viral Marketing Playbook that consistently got us in top publications and made our stories go viral.
5. Sell The Benefit, Not The Feature.
When writing copy, sell the benefit, not the feature. Are you selling the benefit?
When Steve Jobs introduced the original iPod. The feature was a five-gigabyte hard drive, but the benefit (and the slogan they used) was “one thousand songs in your pocket.”
6. Top 10 Lists Are Fun, Easy, And Often Go Viral
Schedule a company brainstorming session to come up with fun, interesting, or controversial ideas for a top ten list about your industry or product.
7. Make The Writers’ Job Easy
Speed is key and the big boys can’t keep up. Have you contacted key writers to tell them you will provide any data and survey information they need within a tight timeframe?
We even built a simple interface for writers to view relevant data anytime they wanted for their articles in real-time.
8. Have A Robust Media Page Online
Do you have all your media and product information easily accessible on one page online for the media to access anytime?
You will get a lot more press if everything the media needs is easily accessible. Explosive Growth discusses the 10 must-haves for a killer media page.
9. Be Prepared With ‘Friendly’ Users
Do you have a few “friendly users” on standby, ready to speak positively about your product to the media? The media will frequently want to speak to them and whomever can provide them quickly will get the attention.
Having friendly and knowledgable users on stand-by consistently landed us top placements in top publications such as the Wall Street Journal, USA Today, and New York Post.
10. Socialize With Reporters
Have a catered meet-and-greet at your office with key reporters and bloggers. The most social employees should be there to mingle and show off what they’re working on.
Have you met personally with key reporters yet
Two books on Virality and PR hacks that I highly recommend are: Contagious by Jonah Berger, and Trust Me, I’m Lying: Confessions of a Media Manipulator by Ryan Holiday. Here is my list of the Best Books For Entrepreneurs that helped me succeed.
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