Countless freelance journalists make (a fairly handsome) living pitching and writing stories for newspapers, magazines, online media outlets and a variety of other on and offline publication and news media channels.
In the old days, “reporting” was all about the “the scoop.” Savvy investigative journalists, with practical experience, contacts and trained research support staff chased “big stories” and made their careers exposing corruption, revealing scandals and being the first to report from the front lines of huge news-making events.
Eye Reporters Have Changed the Journalism Game Forever
Today, however, Joe Blow from down the street with a blog or even a Facebook page who keeps his ears and eyes (a nod to CNN’s Eye Reports) open has a much, if not more, opportunity to be the first grab the “big scoop.”
This paradigm shift has forced freelance journalists and writers to change their approach. Instead of chasing the “big story,” journalists are selling “interesting stories.” And interesting stories aren’t necessarily original. In fact, interesting often equates to stories that already run in jillion publications. The key element being these (seemly recycled) stories have generated tremendous reader interest, making than proven, salable commodities. In today’s social web dominate atmosphere, engagement trumps scoop almost every time. So, stories that have sold in the past are likely to sell again.
It’s All About the Angle
The key to a successful pitch isn’t rooted in the story: it’s all about the Angle. Presenting a fresh, unique or previously untapped perspective on a popular, salable topic is how modern day freelance journalists and writers make their living.
This represents an incredibly valuable small business marketing lesson, particularly apropos for seemingly “generic” small local business operating in a “crowded field” of competitors offering exactly the same products and services as your business.
Just like no two snowflake or human fingerprints are exactly the same, no two small businesses are exactly the same. From locksmith and dry cleaners to architects and attorneys, each local business offers its own particular spin on the products and services it provides. As such, each business occupies its own particular position in the marketplace – no matter how crowded the field may be.
Find Your Small Local Business’s Marketing ANGLE
The key to success in a crowded field is identifying your angle, and marketing the Holy Hell out of it!
The locksmith how cares – 24hr day, 365 days a year emergency locksmith service offered at no additional charge. (why would he ever call anyone else)
The dry cleaner who rewards customer loyalty – bring in three items and the forth is free, and every forth visit is free, too. (earn customers for life)
Attorney client referral program – for every new client you refer, we’ll knock 10% off your bill (that’s no small potatoes)
The architectural variance specialist – contemplating a home addition a little too close to your lot line, that you’re sure is going to require a variance from the city? Call the architect who not only specializes in designs that always make it past city planning boards, but attends your variance request meeting and defends his work and no extra charge.
Whatever your unique distinction might be – zero in, and POUND IT HOME! Because that’s small local business marketing gold.
What About You?
What’s makes your biz different, Snowflake? Don’t know? Think hard, cuz I guarantee it’s there. What have been your successes and failures as a small local business owner trying to stand out in a crowded field?
Talkback: Got any great marketing success stories about trading on the unique qualities of your business? Please share, because we would love to hear all about it!
p.s.
Need help identify the unique “fingerprints” that will set your small local business apart from the competition? Get in touch with Marketing Expertise (ryananys@designexpertise.net | 310.466.7893), and I’ll do a little “forensic marketing” on your behalf.
