The document outlines 4 steps to successfully market a product or service using targeted PR: 1) Create curiosity with an initial message to engage people, 2) Generate speculation about specific ideas related to the product, 3) Deliver results to fulfill promises made earlier, and 4) Keep the conversation going by asking for feedback and recommendations to spread the word. It stresses the importance of knowing customers and delivering as promised to build trust over time through an ongoing dialogue.

1. 4
Steps
to
Market
Immersion
Using
Targeted
PR

2. Product,
service,
brand,
or
idea
–
nothing
can
penetrate
a
market
without
a
successful
PR
campaign.
You
must
engage
the
market,
get
enough
of
them
to
listen,
and
keep
that
conversaCon
going
and
growing.
How
to
make
that
happen
is
a
mystery
that
many
businesses
fail
to
unravel.
They
pay
the
price
for
that
failure
by
falling
into
obscurity.
There
are
four
sure-­‐fire
steps
to
grabbing
a
market,
and
geHng
them
to
pay
aIenCon
long
enough
to
make
a
pitch
that
lands.
Without
them,
you
are
entering
a
land
of
endless
speculaCon.
With
them,
you
are
seHng
yourself
up
for
success.

3. 1.
Curiosity
Human
beings
are
hardwired
to
be
all
but
impervious
to
curiosity.
Honestly,
we
are
more
curious
than
the
proverbial
cat.
Get
someone
wondering,
and
they
just
can’t
let
it
go.
That’s
just
how
our
brains
work.
If
you
can
create
curiosity
with
your
iniCal
message,
you
will
earn
the
opportunity
to
keep
people
engaged
long
enough
to
make
your
pitch.
But,
don’t
do
it…
first
you
must
create…

4. 2.
Specula3on
This
is
nothing
more
than
a
different,
targeted
sort
of
curiosity.
Instead
of
a
general
wondering
or
interest,
speculaCon
creates
an
internal
dialogue
about
a
specific
idea
or
applicaCon
related
to
your
product
or
service.
Something
that
can
help
your
target…
or
something
that,
without
it,
will
hurt
your
market’s
life.
But,
once
you
get
them
thinking,
you
need
to
deliver.

5. 3.
Curiosity
Nothing
succeeds
like
success,
and
nothing
connects
a
customer
to
a
marketer
like
fulfilling
a
promise.
This
transacCon
must
be
set
up
early
on,
though.
You
need
to
know
your
customer
enough
to
understand
how
they
will
react,
and
how
your
product
or
service
will
work
for
them.
You
set
up
that
expectaCon
early
on
in
the
curiosity
phase,
build
on
it
during
speculaCon,
and
then
deliver
results
before
they
have
a
chance
to
create
their
own
fully-­‐fleshed
expectaCons.

6. 4.
Conversa3on
Once
you
have
them
saCsfied,
ask
them
what
they
liked
about
the
experience.
Keep
the
conversaCon
going.
Ask
them
to
share
that
posiCve
experience
with
their
friends.
Remember,
you
have
to
do
that
while
they
are
sCll
feeling
good
about
the
fulfillment
YOU
said
they
would
experience.
That’s
when
the
trust
level
is
at
its
peak.

7. If
you
cannot
deliver
your
message,
even
these
steps
will
not
help
you
succeed.
Partner
with
a
PR
firm
that
knows
how
to
get
results,
and
the
sky’s
the
limit.

8. This
post
was
repurposed
for
distribuCon.
To
read
more
news
and
updates
from
Ronn
Torossian,
go
to
www.ronntorossianupdate.com.