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October 06, 2023
There's plenty of actionable advice out there already for how to write a press release and how to pitch to journalists, but next to nothing about what you do after you've secured a press feature. Which is odd, becuase that's when the work and the opportunities really begin!
It's not just about getting your stock and shop ready for an influx of curious customers that have read the feature. It's about plastering your communication channels with the press feature, so that the gazillions of people who didn't happen to stumble across it can see how trustworthy and highly-esteemed you are, and encourage them to subscribe to your newsletter, follow you on social and part with their money to buy your gorgeous artwork or products.
So, this blog post is about how to make the most of your press feature in a magazine, newspaper or high-profile blog. (As well as being a bookbinder, creative mentor and occasional bookbinding tutor, I also freelance as a content editor. Quite often these two worlds collide and I find myself writing a blog post with PR and marketing advice for my fellow creatives.)
Take a moment to enjoy your success, then get to work!
Include press features on your product pages
Display press features in your studio
1. Be repetitive
No, really! This is not a once and done scenario. Keep mentioning your press features. Spread the news across several pieces of content. Bring it up again in the future.
2. Smooth the way
You should see a gathering interest in your work as a result of press features, but you could loose all that curiosity and goodwill if there are barriers to your customer journey. What do I mean by that? Well, is your website easy to navigate? Is it obvious where someone can sign up to your newsletter, if they're not ready to make a purchase right away? And if they are in the mood to buy, is it easy to purchase an item? What about commissioning a bespoke piece? Is there reassuring information such as delivery and returns details and customer testimonials?
This is what I've learned from my own press features, but I'd love to know what works for you so please add your advice and tips from your own experience in the comments.
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Imagery: 91 Magazine on Unsplash; Jason Briscoe on Unsplash
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