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Use Opinions to Power Sales
Opinions. Everybody has them.
Some opinions have actual worth to an organization. They can help create a climate in which products or ideas are discussed in a positive light. Opinions can even have direct results on the bottom line.
In December of last year, we contacted technology opinion makers about an important issue, the illegal pirating of music and video. Our client Lightspeed Systems produces a bandwidth management and content filtering software that helps educational institutions and other organizations address this problem and its potential legal ramifications. As a result of our outreach, Computerworld ran an opinion piece on the pirating issue, using a Lightspeed customer as a case study in how IT managers can address it. http://www.computerworld.com/networkingtopics/networking/story/0,10801,87810,00.html
To date, the Computerworld opinion piece has led to three dozen sales inquiries. Fifteen of 36 potential customers – or more than 40% of the leads generated by the article – have purchased Lightspeed’s software. This is an unusually high percentage of qualified leads. According to Lightspeed Systems, it is also a far higher return on investment than any advertising the company has ever done.
Opinions. The world is awash in them. Some of them are even worth something.
Strategic, aggressive, results-oriented PR works.
If you’d like to learn more about how PR can work for your organization, contact Principor Communications at 202-595-9008 or info@principor.com.
© 2002–2005 Principor Communications