Build Your Business Reputation in the Downtime, By Jennifer L. Horspool

Build Your Business Reputation in the Downtime

Now is the perfect time to devote to your brand. We’re all in quarantine around the world. It might look like free time, but this is the most important time of all to devote to your business and building your brand.

Your brand is what people say about you behind your back. It is what people think about you and your products and services. It’s how they see you, hear you, experience you, and feel about you. And that last one; that’s the most important of all because it determines whether they will buy from you.

Create your brand on purpose, and your business will soar. Here’s how:

Step 1:

Define your ideal bride. This is the one who loves the work you do. This bride / bridal party will buy from you all day long. What does this bride look like? Act like? Sound like? Smell like? What kind of car does this bride typically drive? Where does she live? What types of things does she appreciate? The more laser-focused you are on your ideal client, the better you can become known as their go-to resource for your expertise. The riches are in the niches. The more you pay attention to their nuances, the better you can speak to the things they care about most when it comes to your expertise.

Step 2: Make list of the things your ideal brides care about most and in the column next to it, write down how you solve those pains.

Step 3: In the next column, write a list of your unique identifiers. What makes you better than the others? Why should this ideal bride and groom choose your products

Step 4: Write a list of topics every bride and groom should know about your industry, your type of product, your type of service. Include topics where you find yourself saying, “If only brides would…” or “if only mother’s of the brides knew…” or “If only grooms…” or “if only ______” fill in the blank. These are all things you can write about and share your expertise. Don’t limit your list. Go big.

Step 5: Make a list of media outlets where you can share your expertise. Think magazines, blogs, podcasts, TV shows, radio shows, newspapers, social media groups, and your own social media channel.

Step 6: Research reporters, news directors and show producers. Write down specific people’s names and contact information at each media outlet who cover the topics you want to talk about. You should be able to find most of this on the web.

Step 7: Rank your topics according to what’s going on in the world and which media outlets you think you can get published in first. Bigger names will publish you once you’ve proven your value.

Step 8: Write an intro letter—also known as a pitch letter—to one person / outlet at a time, following this formula,

a.Catchy industry-related opening: i. “Worst mistakes wedding photographers make that anger brides around the world.” “Ten tips to get the wedding photos of your dreams.” “Perfect family photo tips for families who don’t get along.” These, and dozens of other topics and angles are some of the ways I can serve as a resource to you whenever you’re writing about wedding photos. (or doing a show on weddings)

b.Introduce yourself: i. I’ve been in the wedding photography business for more than a decade. I’ve seen it all and I can help you write articles that brides will devour and come running back for more.

c.Share your website and contact information: i. Please keep me in your list of top contacts for any stories you’re writing (producing) about wedding photography. If I can’t get you the answers you need, I’m sure I know someone who can.

d.Conclude with your signature, email address, phone number, website, and a list of a few other topics of your expertise that are related to topics covered by the media outlet.

Your reputation is built on a consistent flow of information to the people paying attention to your brand. Feed them snippets of your expertise and they’ll see you as the expert in that area.

About the author

Jennifer L. Horspool is the founder of Engagement PR & Marketing. She’s been building and protecting brands, and turning brands into the go-to media resource for more than 25 years.