A trade publication used a quote by you for one of its articles. Better yet, you’re one of the featured experts quoted in the article. Now what? You can:

A. Sit by the phone and wait for all the new clients to call
B. Share the good news by any means possible
C. All of the above

Okay, any time somebody gives you an “All of the Above” option, that’s usually the answer (a little hint for those of you with children about to take the SATs). Seriously, receiving favorable media coverage is good news that you really do not want to keep to yourself. While some new or current clients may call as a result of the initial coverage, you can maximize the bang for your PR buck by:

• Linking to the article from some text (e.g. Hiroad quoted in Any Newspaper article) on your home page (if the publication is online)
• Creating a link with similar language from your Web site’s newsroom (assuming that you have a newsroom on your Web site; do you?)
• If you have a Twitter, LinkedIn, Facebook or any other kind of account, post the link to that sucker.
• If you have the appropriate reprint permissions, create collateral materials out of the coverage for your sales team. Make sure you have plenty of copies for your waiting area, if you have one.
• Shoot out a quick e-mail newsletter to your current client base, subtly noting coverage. Perhaps the coverage is a good opportunity to remind your current clients of the services you offer.

Another suggestion, if you really like the quote, is to create a pull-quote for your home page. You know, where the quote is enlarged and placed prominently on the page. Not only does this draw attention to the quote, but creates an attractive graphic element to the page.

In a perfect world, a great media hit would get your phone ringing off the hook. That can still happen. But with all the media out there to get your good news out, why not use ‘em?

It’s election day in my town today. In driving around and checking out the “Vote for (fill in the candidate’s name) signs, one thought occurred to me: why do none of these signs have the day of the election on them?

Sure, there are ads in the newspapers and those annoying pre-recorded phone calls that all mention the date. But most of us see the yard signs. So, would it be that difficult to say, “Vote for Bill Smith on 5/8”?

That said, it also amazes me how few people use an e-mail signature. Or if they use one, don’t use it on every e-mail. Talk about an incredibly easy way to advertise your business and draw traffic to your Web site. Yet it’s amazing how few do.

Does your company have a newsletter? It’s one of the typical questions yours truly asks when networking with other business owners. The typical response is “what can I expect for a return on my investment?” Rather than reel off the typical, “it depends” answer, here’s a better response.

When somebody scores a goal in hockey, they not only give an assist to the person who passed the puck, but the player who passed to the guy who passed to the goal scorer. Your newsletter can be the second assist guy.

How? First, let’s operate under the premise that what’s in the newsletter is newsworthy (e.g. a new product or service; an old product or service improved, etc.). By sending your newsletter to your existing client base, you’re doing more than informing them. In a sense, you’re making them sales agents. Pass number one.

With this information, the client/customer now has information about your company. Perhaps they need the new and improved product or service? Maybe they were about to call you for additional help and your newsletter just jogged their memory?

Even better, maybe they know somebody who might need this product or service? Now they have something to forward to gauge whether there is interest. That’s a far cry better than passing along a cold lead your customer may or may not have thought to give you. Your newsletter just reminded them. Pass number two.

Score!!!!!!

Similarly, a newsletter can be an effective tool for your sales force. Whether it’s an e-newsletter like this one or a traditional hard copy one, providing your sales force with leave-behinds is a critical part of staying front-of-brain with your customers. And that’s a major assist in increasing sales.

If you don’t have an e-newsletter, Constant Contact is an easy and affordable way to get started. For a free, 60-day trial membership, click here.