But it can be done.

And when it comes down to it, the basics can be determined in a quick and easy, down n’ dirty way:

Know who you are! You can’t be everything to everyone. I was recently invited out to coffee with a local person I met on Twitter. We are about the same age and we both teach people to use the internet to market their businesses, although we take very different routes.

The other person chooses to focus on local businesses, and well, you can obviously see what I’m doing – just look at this website! During our meeting, she asked me why I put so much effort on targeting my info to the indie crafts / DIY community.

Well, that’s who I am and that’s who I had in mind when I created this site. Long before I had a website, long before the internet was popular, I was a member of the DIY community. I was lucky enough to grow up in the 90s. If someone wanted to make a record, make a movie, or create a zine, they did it. They didn’t wait around for a corporation to help them out.

I am still the same punk-rock kid I was when I was 15 years old. I think the DIY community is all about empowerment. I’m here to support that, encourage it, and help out in any way I can.

Know Who You’re Talking To: The person I was having coffee with asked if I felt like I was leaving other businesses out of the loop. To be honest, no, I don’t feel that I am. There is nothing on my website that says only certain people can read the info. Yes – I get a lot of traffic from crafters, writers, indie record lables, and so forth. But, I also have lawyers, doctors, and other “corporate” types signing up for my newsletter, too.

I don’t discriminate. The information on this site can be applied to any business. However, when I put information out in the world, I know who I am speaking to. I am speaking to people in their 20s and 30s who want to create their own business, in a very non-corporate way.

Keeping this thought in mind allows for a consistent message. Again, you can’t be everything to everyone. I would rather be considered the “go-to person” for information on starting an indie business than be known for having a hodge podge of info relating to a bunch of different professions. By focusing your efforts on one group of people, you’ll be able to clarify your brand and you’ll have much better success.

Get The Approval Of Your Teenage Self: Back in January, I wrote this blog post. In it, I share my secret for making decisions – both professional and personal. Get your teenage self’s approval. If you are trying to develop your brand, and you feel stuck on who you are or what you believe in, think back to the years between 15 – 17. This is when you were totally sure of yourself and thought you knew everything.

Imagine having a conversation with your teenage self. What would they think of you? Would they think you were the coolest thing ever, or would they scream “I can’t believe I’m going to have that life when I grow up! Why did you do this to me?” (remember, teens are kind of dramatic)

All jokes aside, the point is that your brand starts with you. It has to be authentic. If it isn’t real, people are going to feel that, and they’re not going to want to do business with you.

If your brand seems out of whack or if it just isn’t jiving, go back to the drawing board. Your 15 year old self is not going to lie to you!

Conclusion: Once you have the basics of your brand figured out, keep that thought in mind! Everything you do in your business should grow out from that idea. Your marketing message, the look and feel of your website, the way you communicate with people… everything should flow out from your brand.

There are lots of publicity and promotional techniques you can use (many of them for FREE), that can land you on the front page of the paper, in the pages of magazines, on your local radio show – or even on a national tv show!

To learn more about using these techniques, visit www.IndieBizPublicity.com

P.S. editorial coverage is usually more effective than advertising, too!

This was a free guide that I used to generate some buzz about the launch of the website, and I gave it away to my first 100 subscribers.

I used the same techniques I wrote about in the guide to promote my own website and since launching the site – less than a year ago, I’ve received some amazing results.

And that leads me to the point of this whole email. I’m now working on “Power Publicity! Version 2.0″

This new, updated, bigger, better version will have all the stuff the first one had, PLUS some! In addition to the extra info, I’ll be sharing my own experiences throughout the past year.

I’m still putting the finishing touches on the new version, but in the meantime, I put together this free 5 day ecourse which will definitely get you started on your publicity journey!

You can grab it here: http://www.indiebizpublicity.com/ecourse.html

I’ll keep you updated and let you know as soon as Version 2.0 is ready!

If you’re sending them directly to someone via snail mail or if you have a physical product that you want to include a sample of, you should also be including a press kit.

Now, if you’re faxing, emailing, or distributing your press release online, all you need is a press room on your site.

I wrote an article that describes what these things are and how to use them. I suggest you click here to read it : )

And if you don’t know how, or simply don’t want to write your own press releases, I recommend grabbing these “mostly done” press releases by PR Pro Shannon Cherry. She’s done almost all the work for you. You just enter in some personal information to finish the release (and they’re VERY cost effective). Click below to buy them!

• Know the product. How is it used? Who does it appeal to? The answers to these questions will help determine what section of a newspaper or magazine are the most appropriate target for your efforts. Think Business, Lifestyle, or whatever section in the intended publication seems most appropriate.

• Compile a list. Start local, listing newspapers, television and radio stations, and regional magazines. Trade journals are also a valuable addition to the list. Consider those from industries relating to the product, as well as those read by professionals and buyers who are likely to use the product. The reference section of the library offers annual directories of publications and other media outlets. Online directories also can be found, and often are more current.

• Names and numbers. Before you send out your press release, call the media outlet and ask who should receive it. Information that ends up on the wrong desk is likely to be thrown away, rather than rerouted. Note whether this person prefers submission via email, fax or snail mail, and act accordingly.

• Branch out. If your product or service has broader than local appeal, it is easy to further develop your media list. Geographically, consider statewide or national distribution. The internet also provides a wide-reaching forum for relevant information. Web publishers, podcasters and bloggers are as interested as print media in fresh, interesting material. Consider expanding the media list to include these valuable outlets.

• Expand the list by thinking outside the box. A product designed to manage time and workflow for office professionals, for example, could have useful applications for professionals in other industries, such as contractors, teachers, or even homemakers. Add to the media list the writers and publications that address this wider scope.

The most brilliant marketing concepts can only be successful once the basics have been addressed. A thoroughly researched media list is the foundation for effective marketing and public relations efforts.

• Press Release. This is a document that provides specific details. What is it about? Who is involved? When will it happen? Why is it important? Be compelling, answer the basic questions, and provide contact information so interested editors and writers can request additional material.

• Bio Sheet. A one-page profile of each individual involved should be included in the press kit. Give a synopsis of the person’s role in the project, the educational and professional experience that qualifies them for the job, and a persuasive glimpse of their unique contribution to the endeavor.

• Photographs. Publications use art to break up the gray of type and make pages more visually appealing. Provide a black-and-white glossy photo of the key players, the product, the company’s offices, or the ground-breaking ceremony, for instance. Write a brief photo caption that identifies the subject so editors aren’t left guessing or scrambling for the information on deadline.

• Backgrounder. This is a historical account of developments leading up to the current moment. It can be written as a chronological list of facts from inception to the present, or a narrative highlighting significant developments. This is the place to include all relevant facts and figures.

• Company brochure. This can be included in addition to, or in place of, the backgrounder sheet.

• List of reviews. Include a sheet listing all articles, interviews, broadcast clips, and online publicity relating to the product, company, or principles. Also include a reproduction of one or two of the best clips available.

Building an online media room offers immediate availability of press material. This page on your website is set up just like a press kit and can include links for the same materials found in the press kit.

In some cases, an online media room is all you need. It’s convenient, as the press can access it any time of day; it’s more affordable, as there are no costs for materials and shipping; and it’s also environmentally friendly, as there is no paper used.

An online media room is also interactive. A business owner can link to video clips of interviews, provide mp3 downloads of audio interviews, and allow access to digital files of photographs.

The press kit and media room are both essential tools in generating “buzz” about a product, service, or event. The small investment of time can lead to invaluable publicity.

• Good Deeds Attract Attention – Yes, I’m sure Oprah does a lot of the things she does just out of the kindness of her heart, but by publicizing those good deeds, she gets attention for it. While you may not be able to promote your good work on a national television show, you can still blog about, send in a press release, etc

•  Team Up With Others – Oprah knows a good thing when she sees it, and so she signed on to produce Dr. Phil & The Rachael Ray Show. If you see something that looks like a good idea, but are unable to do that thing yourself, team up with someone who can and split the profits

• Lean On Others – You can’t be a huge success and handle all your day-to-day tasks. Some stuff is going to need to be outsourced. I can tell you that Oprah does not handle the ticket requests for her show or even scout all her guests. She’s got people for that. She hired her best friend to be the Editor of one of her magazines and she found talented, qualified people to run her radio network and I’m sure she’s doing the same thing right now for the television network that is in the works.  If your business is going to grow larger than what it is now, you’re going to have to find help in completing all the new work.

• Keep A Positive Attitude – Most people know that Oprah life was far from charmed. She has faced a lot of adversity and could easily have given up. Once she achieved success, she started getting criticized for being overweight and every other little thing the press could find to talk about. Did she give up? No! She kept fighting! So go out there, and grow your business, no matter what anyone says!!

Since then, I have been working on LOTS of revisions. Power Publicity Version 2.0 is almost finished and even if you have the first edition, you’ll WANT the second.

Sign up below to be notified of it’s release: