Leverage

I'm mighty impressed with my client, Naomi Oakley, from U-NOME Security Services.

When she got on national television the other week, she chased up the footage and got her IT boffin to put it front and centre on her website.

Though the word 'leverage' has been done to death, this is its true meaning: taking something you've already done and making the most of it.

Now I'm leveraging Naomi's content further, by putting it in this lens. She's bound to get more visitor traffic, brand recognition and business as a result.

Check out Naomi's great performance. She had them in the palm of her hand!

Whether you appear on radio, in a local newspaper or at a school, Rotary meeting or anywhere else, be sure to capture your performance.

Then, use it any way you can to stamp credibility all over your brand.

People prefer you to 'show' rather than 'tell' what you can do. It's far more believable.

I have my two best performances in my home page too (link below).

Each time you re-use high quality content, it's money for jam.

So go for it!

And if you haven't appeared in the media yet, you should jolly well get out there!

Most media channels are crying out for good content.

You just have to ask the right people the right way.

For instance, when doing media (press) releases, I always ask the editors of target publications if they have submission guidelines. I then tweak my content to follow their rules.

When they get my piece, it ticks all their boxes and they don’t have to change a word. Good for them, me and my client.

Keeping in touch with (especially local) newspapers is a great way to find out if they have ‘holes’ in a particular issue.

If someone pulls a big ad, or a story doesn’t make deadline, your ready-to-rock, half-page editorial could do them a favour. Saving you thousands.

Being topical is vital. Add specific expertise and you have a killer combo.

For years, whenever a teen got injured by gate crashers or alcohol-fuelled violence, Naomi offered her perspective to various media channels.

Now, because she’s such a recognised expert in her field, media channels contact her for comment.

She’s gone from local rags, to state-wide newspapers, to regional radio, to national radio to TV. Now she’s on the internet, and global gigs can’t be far away.

Naomi started with nothing but hard-earned knowledge and a burning desire to champion change.

This means we can all do likewise in our areas.

For free.

Since we're talking leveraging, I suppose I should turn this Squidoo lens into a MYOB Small Business Owner Blog post.

And while I'm at it, let's bung it on my Practical Social Media Tips blog. (Links for both these blogs are below.)

Get the picture?

Make something once, use it many times, and let these various iterations connect with their respective communities while you sleep.

Lever & Kitchen guarantee it!*

So how are you tracking on the big screen: good, bad or ugly?

Paul Hassing, Founder & Senior Writer, The Feisty Empire

* Just kidding; I thought it sounded good.