Greg Canty Fuzion Blog

We were having this big battle with a client about our approach to generating press coverage for her new business.

She has a fabulous new product, with some really unique features, which she has developed herself.

While the product is really good it will compete in a world of so many other products waiting for people to notice it, trust it, buy it, use it and then having the confidence to recommend it to others.

Something that makes this product really credible and special is our clients’ personal story. Her profession for nearly 20 years and the experiences she had in that time all led her to noticing a huge gap in the market and developing a product that would fill this gap perfectly.

When prospective customers consider the product on the shelf it will be considered on its merits as they see it. If they like what they see and are convinced by the features and benefits as conveyed on the packaging they might buy it.

We believe that when prospective customers hear her story (if we ever get the chance to tell it!) and understand the experience and expertise that went behind developing the product we feel they will trust it more making that purchase decision easier.

Our dilemma with our client is that she is insisting that we don’t talk about her. She feels no one will be interested and the product is good enough to stand on it’s own merits. This personal reluctance issue is one we come up against a lot and to maximise your PR you just have to get over it.

I gave her my ‘support beam‘ speech and went to great lengths to stress that we wanted the campaign to be a maximum success and the best way of achieving this was to put our best foot forward, which did most definitely include her personal story.

It’s a battle we haven’t quite given up on yet..

Will telling your story make a difference to your business?

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Tags: Cork, Dublin, Fuzion, Greg Canty, Marketing, PR

This entry was posted on November 20, 2014 at 11:04 am and is filed under Advertising, Branding, Marketing, Personal Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.