Right after college, I picked up a position as an editor at a newswire service.
Getting the job was pretty unexpected.
Because not only did I fail editing in college (which caused me to stay in school an extra semester), I was turned down the first time I interviewed.
So I definitely felt uncomfortable those first few weeks.
And while the job wasn’t my first choice, I was thankful for the opportunity.
Those years in the newsroom gave me the chance to learn about business and taught me an invaluable lesson I use when writing marketing copy today.
You see, from almost the first day, I was encouraged to upsell clients on larger distribution packages for their press releases.
Most just wanted their news sent to the local media (because it was often the cheapest option). So they would only select a statewide distribution.
Of course, as a newswire, we had the ability to send press releases to media worldwide. And this came with a higher price tag.
So the powers that be pushed us to upsell bigger distribution packages.
The pitch would sound something like:
“Did you know you could reach a lot more people with your press release? If you do National distribution, you’d reach all the major media, including the New York Times, CNN and the Washington Post. Would you like us to add on this distribution?”
Not surprisingly, most clients declined the opportunity.
But then I started noticing something …
Those who agreed to larger distribution packages were often clients who had friendly relationships with someone in the newsroom.
So there was a level of trust established.
Once I realized this, I began looking for ways to create these same connections.
I remember fixing mistakes on press releases, sharing tips and, overall, just positioning myself as a helpful resource for clients.
I also focused on only offering upsells to clients who I had a history of helping.
Oddly enough, my numbers jumped …
Even though I pitched fewer upsell opportunities to clients.
Now, please, don’t ignore the simplicity in this approach.
If you’re struggling to see the response you want from your marketing, try first positioning yourself as a helpful resource, rather than just being another provider of products or services.
Talk soon,
Tom Trush
Direct-Response Copywriter/Marketing Strategist
P.S. Whenever you’re ready, here are a couple ways I can help you:
1. Work one-on-one with you.
If you'd like to work directly with me to develop some marketing initiatives for your business, you have a few options. Just reply back and tell me a little about your business and what you'd like to work on together. I'll follow up with additional details.
2. Join my Marketing Multiplier case study group.
During this case study program, we go after specific marketing goals in your business over a 90-day period. We work together to implement strategies and test concepts to reach these goals. Along the way, we also look to uncover overlooked revenue within your existing outreach.
Again, just reply back and I’ll get you the details.