If your Web site isn’t special in some way, you’re ability to generate publicity will be severely hampered.

Does your Web site pass the “so what” test?

Often, I come across business owners who think they will generate publicity by simply telling others that their Web site is now open for business. So what?

The world is full of Web sites. Why should anyone write about or visit yours?

As the Web site’s owner, you need to sit down and think about what makes your Web site special before you embark on a publicity campaign.

Is your Web site just another place to buy goods and services? Let’s take a look at a hypothetical case.

Meet Joe. He just put up a Web site for his new Web site hosting business. Let’s look at his thought progression for his first press release.

I’ve got a new Web site. So what?

I’m offering Web site hosting. So what?

My Web site allows consumers to purchase hosting in real time. So what?

I will offer the best Web site hosting around. So what?

To get started, I’m offering six months free with every order. Ah, now we’re starting to develop an idea.

It’s usually hard for Web site owners to drill down past the “so what” line, because personal feelings are involved. In the above example, the “I’m offering Web site hosting” idea would possibly pass the “so what” factor if the company involved was well known.

Think about it this way. Let’s imagine that you’re watching TV and you see a commercial from a company you’ve never heard of that says, “We sell cars. Buy from us.” What are you likely to think? If you’re anything like me, you just said something like, “that’s nice.”

Here’s the cold hard truth. No one, except you and perhaps those close to you, cares about your new Web site. You have to give people a reason to care. Once you’ve found that reason to care, you’ve found a good focus point for your publicity efforts.