In the world of interior design, landing a feature in a major design publication can feel like hitting the jackpot. It’s a way to get your work noticed, build credibility, and open doors to new opportunities. But is paying for PR always worth the cost? Pay-to-play PR, where you invest in space to get featured is not cheap. It can range anywhere from a few hundred dollars to thousands. The big question is: does the payoff justify the price? I’m here to tell you that it can, but only if you have a solid strategy in place. Getting featured is just the beginning. The real magic happens when you know how to maximize your return on that investment.
In this episode, I dive into the topic of pay-to-play PR and, more importantly, how to make sure you’re getting the most bang for your buck. I talk about why having a distribution plan is key to making your investment worth it, and how client engagement and feedback should play a huge role in your decision-making. It’s not just about landing the feature - you need to know how to leverage it for your business. Whether you’re on the fence about paying for PR or have already jumped in, this episode is packed with insights to help you make it work for you.
CLIENT ENGAGEMENT AND FEEDBACK: YOUR UNOFFICIAL BOARD OF DIRECTORS
Client engagement and feedback are absolutely essential when deciding if pay-to-play PR is the right move for you. I always recommend gathering feedback from your clients or trusted industry peers - think of them as your unofficial board of directors. Ask them if they read or care about the publication you’re considering. If the answer is no, that’s a huge red flag! It’s easy to get caught up in the excitement of being featured, but if your audience isn’t seeing or engaging with that platform, it’s not going to do much for your business. Getting honest feedback upfront ensures you’re making a smart, informed decision instead of just throwing money at something that sounds impressive.
STRATEGIC EMAIL MARKETING
Once you’ve decided to move forward, it’s time to get strategic about spreading the word, and email marketing is one of the best ways to do it. But here’s the thing: it’s all about the subject line. I can’t stress enough how important it is to spend time crafting a killer subject line because if that doesn’t grab people’s attention, the rest of the email won’t even matter. I like to play around with using questions or numbers to pique curiosity. And don’t be afraid to send follow-ups to people who didn’t open your first email! Trust me, email marketing is a game-changer when done right.
THE POWER OF PERSONALIZATION AND PRESENTATION
Another thing I’m a huge fan of? Personalization and presentation. It’s tempting to take the easy route with things like printed labels or mass emails, but adding a personal touch goes a long way. For example, if you’re sending a physical copy of your feature, don’t just toss it in a generic envelope and call it a day. Get creative with it. Use a colored or metallic envelope and handwrite the address. People don’t get much snail mail these days, so when something special shows up in their mailbox, it will get noticed. Presentation isn't just about looking good - it’s about making your feature memorable and worth opening.
So, here’s the bottom line: pay-to-play PR can absolutely be worth it, but it’s all about how you approach it. With the right distribution plan, tapping into client feedback, using smart email marketing, and going the extra mile with the presentation, you can make sure your investment doesn’t go to waste. And hey, if you’ve tried pay-to-play PR before and it didn’t quite deliver, don’t beat yourself up - now you know how to make it work for you.
IN THIS EPISODE, YOU WILL HEAR:
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(2:20) A time when I invested in PR and didn’t see any ROI
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(3:45) Getting specific marketing feedback from your “Board of Directors”
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(8:40) The only reasons to do pay-to-play
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(10:50) What your distribution plan should look like
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(11:30) Having a 90-day social media plan in place
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(14:40) Spending more time crafting a subject line versus the message
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(17:10) The power of calling people by their names
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(20:20) The right way to mail physical copies of the feature
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