Susan Harrow, Media Coach, Media Strategist

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The Sweet Success of Cause Marketing

Extreme Dark Truffle Bar It's 8 am and the phone rings in publicist Nancy Juetten's office. It's the style editor at O magazine calling to confirm that Seattle Chocolate Company's new Extreme Dark Truffle Bars, with 100% of the net profits to benefit breast cancer charities, will be photographed and featured in the October issue of the O, The Oprah Magazine. Big kudos to Nancy and to Seattle Chocolate Company owner Jean Thompson!

The editors at O not only appreciated the exquisite packaging and the divinely good taste, the truffle bars contribute more than good cheer to breast cancer charities; they contribute cash. But these charitable chocolates might not have made it past the scrupulous editor's eyes had they not undergone an "extreme make-over" that changed the packaging from frumpy to fabulous. Their new contemporary look helped make them a contender.

Another factor in their success was availability. The bars will be in over 12,000 retail, grocery and drug stores nationwide and on the company's online store at http://www.seattlechocolates.com. You see, if your product can't be found easily nationwide Oprah's editors can't accept it. That would be inviting disappointment in their readers along with complaining emails and calls that no editor has time to field. So before you submit your product, service, or cause you need to insure that it's available to the public at large.

What did Nancy Juetten do that you can too to invite Oprah's editors, or editors at any national publication's attention? Juetten followed the advice in my comprehensive ebook, Get Into O Magazine and within 15 minutes of sending in her pitch got a request for product samples. 15 minutes. That's pretty darn fast. By following my advice and crafting a to-the-point-pitch Nancy got instant results.

Take a look at her pitch so you can follow suit:

Oprah appreciates exquisite packaging and extraordinarily good taste perhaps more than anyone. And doing good matters most of all. That is why I am proud to share with you the family of truffle bars from none other than Seattle Chocolate Company (www.seattlechocolates.com) Each has undergone an "Extreme Makeover" to debut sassy, contemporary packaging this coming August that looks just as delicious as the bars taste when they touch your lips. Now, "What Happiness Tastes Like" and "What Happiness Looks Like" can be enjoyed one delicious bite at a time. Best of all, 100% of the proceeds from the sale of the company's Extreme Dark Truffle Bar - the best selling bar in the line - will benefit breast cancer charities. These products dressed in their new packages will soon be available in well over 12,000 retail, grocery, and drug stores across the nation and via the company's online store.

Do you see how Nancy answered the editors' most pressing points by got right to what matters most to them and by addressing their concerns?

Here's what she did right.

The presentation is exceptional.
The chocolates can be bought anywhere easily.
The profits are going to a cause close to Oprah's heart.
They taste good.
Women love chocolate.
The product tapped into one of the perennial topics the media love: dogs, kids, and chocolate.

This demanding criteria is pretty standard at national magazines in general, but O, The Oprah Magazine places an extra high priority on beautiful packaging and helping community or causes. Nancy smartly put that information center stage.

You can learn more of my and Nancy and my strategies to get national media attention on radio, TV or print on October 17th in Seattle. Go here to find out details.

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Susan Harrow, CEO of http://prsecrets.com, is a top media coach, marketing strategist and author of Sell Yourself Without Selling Your Soul® (HarperCollins), The Ultimate Guide to Getting Booked on Oprah, and Get a 6- Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade, People, O, NY Times, WSJ, and Inc.