Nearly Everyone Uses It, and So What?

Occasionally a prospective client comes to me very gungho
about getting publicity and declares that they envision
coverage in every major newspaper in the country and on
every network broadcast. After all, their logic runs, our
product is something everyone uses -- we have close to 150
million customers a year in the U.S. alone.

"Whoa!" I reply. "That's not enough of a reason for the
media to do a story. Nearly everyone uses a toothbrush and a
wallet of one sort or another, but how often do you see
stories about either of those items in the papers or on the
nightly news? Prevalent doesn't mean interesting or timely.
So let's brainstorm about what would entice the media to
consider something about your item newsworthy."

By putting a spin on something ordinary, or identifying some
unusual aspect of something ordinary, you have a good chance
of getting major media hits. For instance:

* Create a controversy. E.g., claim that 90% of Americans
use each toothbrush far too long.

* Give an award. E.g., a prize for the world's rattiest
wallet.

* Offer surprising facts about your product. E.g., how long
ago people were using toothbrushes surprising similar to
today's.

* Show an unexpected clientele using your product. E.g.,
wallets for toddlers or for nudists.

* Piggyback on the news. E.g., play up the connection if
there's a toothbrush scene in a new feature film or a
popular sit-com.

* Do a survey. E.g., what percentage of people never leave
the house for any purpose without bringing their wallet.

* Compile a set of useful tips. E.g., ten ways you should
never use a toothbrush.

* Donate your product or a gift certificate to a good cause.
E.g., a new wallet for every high school graduate in your
home town.

* Offer a freebie. E.g., a free call-in line for questions
about dental hygiene.

* Invent a new use for your product. E.g., wallets designed
for efficiency at security checkpoints.

* Tie your product to economic trends. E.g., what toothbrush
sales reveal about recessions and economic booms.

* Do something anachronistic. E.g., create wallet carriers,
which a butler can hold out for the man in the house when he
comes home from work.

* Sponsor a charity event. E.g., the Toothbrush Ball.

* Do something about your environmental impact. E.g.,
recyclable wallets.

* Celebrate an anniversary. E.g., your 10 millionth
toothbrush sold.

* Create regional variations. E.g., the Tall Texan wallet,
the Seattle Surprise, the Plains Packer.

* Get offbeat endorsements. E.g., from a punk rocker, a
bartender, a has-been politician for your toothbrushes.

* Feature employees with stories. E.g., an over-80 wallet
designer, marketing vice-presidents who are twins.

* Run an event for kids. E.g., develop a show that travels
to day-care centers on how to brush teeth.

Once you have a newsworthy angle, then the ambition to get
your story into every household in the country makes more
sense!