How to Get Major Press For Your Startup, Small Business, Or Website (with No Connections and Without a PR firm)
Last Updated January 18th, 2013

The benefits of getting featured in a major newspaper, on a huge blog, in an industry-leading magazine, or on TV are clear:

• The RIGHT coverage can flood your business with hundreds (and sometimes THOUSANDS) of new users, prospects, and customers. (Who doesn’t want more customers? :-D)
• The RIGHT coverage will make your phone blowup with calls (and text messages) from friends, family, and colleagues (“Dude, I just saw you on…”)
• The RIGHT coverage will give your business an INSTANT credibility boost (Ever wonder why people show the logos of places they’ve been featured? )

The question is “How do I land major press (with no connections or a pr firm)?

The Drafting Technique: (The World’s Easiest Way To Land Press For Your Business)

Over the last few years I’ve built several successful websites for myself. I’ve also helped many other people build up their websites from scratch.

And while some people “think” I have some natural talent at building sites, attracting subscribers, and getting users, I can tell you this:

Learning to attract people to your startup, small business, and website is NOT something you’re born with. It’s a skill that you can learn. And when you have the right person teaching you the skills, you can learn them fast.

That’s why I’m proud to share what I call “The Drafting Technique” with you today.

It’s a simple press-getting technique I’ve personally used over the last few years to land major media. Many of my clients have also used this same technique to get major media and make a bunch of money as well (like Katrina)

Watch this short video:

Now as you know, this is just one of many techniques I’ve developed. Some of the other techniques are available in my premium training called Blog that Converts, but you’ll hear more about that next week. So, keep your eyes peeled. And if you’re not on the email list, hop on it.

That said, you may be wondering, “How do I use the drafting technique?”

The Simple Step-By-Step Process To Using “The Drafting Technique” To Land Press

There are three simple steps for using “The Drafting Technique.”

Step 1: Figure out what you’d like to promote.

Step 2: Find people who are interested in it.

Step 3: Persuade those people to cover you.

Let’s go over each step in detail.

Step 1: What Would You Like To Promote?

When you’re looking for something to promote, in general, it will likely be a piece of content. If you’re a startup, it may be your new software service, but for bloggers, it’s mainly a piece of content.

Now you really can’t skimp on your content. You’ve got to create content that’s TRULY WORTH PROMOTING. If you don’t, when you start using the Drafting Technique (in step 2), you’re going to burn your bridges with people for life.

While I can’t tell you what you should write about specifically, there are proven “content archetypes” that I cover in my premium training. These archetypes make people WANT to promote you, but again, you’ll hear more about that next week.

For now, let’s assume you’re starting out with a SOLID piece of content that’s worthy of attention.

Step 2: Find People Who Are Interested In Covering You

This is where The Drafting Technique comes into play…

Remember, after you watched the video, it’s all about finding people who have a history of covering what you’d like to have covered.

Why? Because there’s no friction!

(If you didn’t watch the video, and you don’t know what I’m talking about, stop being lazy. Go watch the video).

That said, there are 3 types of things that are extremely easy to “draft” behind:

1. Competitors

Let’s say one of your main competitors scored a HUGE writeup on an industry blog or magazine. That’s your opportunity to land major media as well. How?

You can reach out to the journalist (or blogger) who covered your competitor, and begin building a relationship with them. Eventually that relationship can lead to press.

Or, better yet, you can reach out to one of the competitors of the journalist that covered your competitor, and convince that person to cover you instead.

(Wow, I said the word competitor a lot there, but you get the point).

Again, this works splendidly well because there will be less friction between you and the major press that you want… and deserve.

2. Topics

This is one of my favorite ways to use “The Drafting Technique.”

As an example, back when I wrote the article “The Content is King Myth” debunked, I used “The Drafting Technique,” to promote it.

How?

AFter the article was done, I did a simple Google search for “Design is King” and “Content is King.” I then reach out to everyone who wrote about design is king, and shared this new research with them. They enjoyed it because it confirmed their previously stated opinion.

I also reached out to people who said “Content is King” because it made their opinion invalid.

All-in-all, what was I doing? I was “Drafting” behind the topic of “Content is King” and “Design is King.”

3. People

And finally, here’s the last way to use “The Drafting Technique.”

Like with topics, you can also draft behind people. As an example, when I first got started building Social Triggers, I analyzed some of the other marketing blogs in the space.

I then Googled the author of those marketing blogs to see where each author was featured or interviewed. I then reached out to those places to see if I could land an interview as well.

It’s that easy.

Step 3: Persuade those people to cover you

This is the big question now, isn’t it? How do you persuade these people to actually cover you?

It turns out, it’s all about incentives (as I talked about in my last blog post).

Now I’m not telling you to bribe people, but remember this: Journalists and bloggers are people just like you. They’re busy, starved for time, underpaid, and under appreciated.

Anything YOU can do to make their life easier will be greatly appreciated. Additionally, if you can work economic, social, or moral incentives into your pitch, you’ll be THAT MUCH better off.

Now I have a question for you…

While this is a powerful technique, using the “Content archetypes,” and the other “promotional techniques,” in my premium training make landing press much easier.

But don’t let that hold you back…

You’re going to hear all about my premium training next week, but for now, THIS WEEKEND, I want you to figure out ONE thing you’d like to use the Drafting Technique on.

Just one thing.

Will you draft behind a competitor? Will you draft behind a topic? Will you draft behind a person?

Reveal what you plan to do in the comments below.

And if you have any questions about “The Drafting Technique,” feel free to leave that in the comments as well.