The power of self-promotion

Make the headlines in 2012 with a little advice from business expert, Neil Pattemore

AT THE START of 2012, how would you like to have a two-for-one opportunity to really achieve more from being in the business of repairing cars?

Start by focusing your attention on how to tell your existing customers, as well as your future ones, about who you are and what you do, by developing your PR Plan. This will also lead you into a better understanding of your business and could be your ‘Eureka!’ two-for-one moment.

We all know about David Beckham, or Paris Hilton, but mainly through their excellent ability to self-promote – not only keeping themselves in the public eye – but carefully controlling the public’s perception of who they are and what they are doing.

Where to start

The most critical aspect will be to understand what you are trying to promote, which cannot be too general, it needs to focus on whether you need to increase your margins, sell more workshop hours, or promote a new product or service offer. A good way to start is to contact your local paper, or radio station.

The information needs to be described in a newsworthy and personal beneficial manner. For example, it is no good saying ‘we are the best garage in town’, you need to say something like ‘new winter tyres help local traveller to beat the snow,’ describing a great story about someone who could still get to work in the snow by changing to winter tyres – raising awareness of the new product benefit of winter tyres and how your business helps support the local community.

If you can relate this back to national news, even better, but this means keeping an eye on industry announcements or developments that will be of direct interest to your customers. A good example would be the current review of the MOT test frequency and a news release about the safety impact of extending the test frequency to 4-2-2, illustrated by an image of a well-worn tyre, or brake pads worn to the metal.

The next step is to focus on who this should be targeted at. Will this be to your existing customers, to whom you want to sell more or new customers, with whom you currently have no relationship? Then you need to think about the best way to communicate these messages to your target audience.

Golden rule

Make sure that you have a genuine news story, especially if it can relate to a human story and the local community. If you have this ‘golden nugget’ available, then often the local paper or radio station reporter will help write and report the story. It is all about having a good story to tell to create the self-promotion. Think ‘local midwife’s car repaired in the nick of time’ which goes onto say how the midwife was then able to get to a home birth before the baby arrived. If you can support the story with a good image that summarises the story (high definition) image, so much the better. An image of you, with the mother, her new-born baby and the name of your garage behind, is very appealing (probably!).

You can start to build on the relationship with the local media, even if you do not necessarily have a news story, by working with them to provide ‘automotive industry comments’ concerning local issues – all part of keeping your name in front of the customer. If it is a breaking news story, contact the local news desk, but ensure that what you have to say is relevant, informed (you are the expert) and of interest to their audience.

If you already have a website, then these news releases and comments can be part of the information that you provide to visitors to the site, or even form part of an email newsletter to your customers.

Whatever you plan to do always ask yourself the question, from both the media and your customers’ perspective, ‘why should we care?’ The news release must be of interest to the audience and not just about your business. Make sure that you provide the facts and underscore the news release with topicality.

The headline ‘story title’ should encapsulate the essence of the story and be short and concise. It is also best to write the headline last, as this allows a clearer image in your mind of the true story line. Use words that have greater impact – for example ‘slashed’ as opposed to cut, or ‘launches’ rather than introduces. These are the ‘power words’.

Lastly and most importantly, ensure that your staff are fully informed about what you are promoting, otherwise they will not be able to deliver on the message. Your efforts will be wasted and you will miss out on being a local celebrity who really understands their business.