Submitting a PRESS RELEASE to the media is the most
powerful form of marketing and advertising on earth. Last
month, I pitched two of my clients' stories, Kathy and
Patti, to a local newspaper. Their stories were featured
and within one week, their sales collectively spiked over
$10,000!
One feature or mention in a popular, respected business
publication can help your phones start ringing off the
hook! The reason? Something called "social proof".
Basically, social proof means that we tend to use the
behavior of others as an indicator of what we should do in
a particular situation. If someone else says, something
must be good or noteworthy, than it must be so. This is
why getting publicity through press releases is so powerful.
How do you write a quality press release that will grab the
attention of the media and your particular audience?" Here
are five tips to help you succeed:
1. Pick a "Newsworthy" Angle.
Press releases are not advertisements. Remember, a
journalist, editor or reporter is reading your press
release, not buying your product/service. It's your job to
give them an interesting story they will be happy to share
with their audience.
Feed the press information THEY regard as news, and they'll
happily spread your message, at no cost to you, as long as
you can come up with a timely angle for your message. Here
are some ways to be timely:
* What's new about your business?
- Have you just opened?
- Introduced a new product or new version of one?
- Launched a new service? - Hired a new president, vice
president?
- Announced impressive sales figures for the quarter?
Even if your answer to this question doesn't seem
momentous, you can use it as a basis for a press release to
local media or media that serve your profession. However,
you'll really be cooking if you have something both new and
distinctive...
* What is different or distinctive about your business?
Sometimes it takes imagination to articulate a media worthy
answer to this question. Think about, "What can you say
about your business that competitors can't?" You may also
want to create a sideline service or product that comes
across as distinctive.
* Do you have an event you can create or publicize?
Since an event happens at a specific time and place, it
gives the media more reason to cover you than if you try to
publicize an ongoing service or product. A Grand Opening
event or a free lecture at a nearby public library are both
examples of potential feature stories.
* Can you piggyback on current news?
For Kathy, my catering client, she successfully obtained a
contract from Cellular Field, home of the Chicago White
Sox, for baked pies. The Grand Opening of her store
coincided with opening day of the White Sox; interesting
story!
* Can you suggest a surprising twist on received opinion?
Controversy gets you attention. As long as you can argue
effectively for your position, it will pique the interest
of the media. Think of an idea, flip it into a
controversial position, and pitch your story.
2. Write your press release in an inverted pyramid style.
Journalists often use the "inverted pyramid style" when
writing a news story. This simply means they put the most
important facts at the beginning of the story, and the
least important facts towards the end. Typically you want
to get the "Who, What, Where, When, Why and How" of the
story written in the first half or third of the press
release. After that, you can expand upon what you have
said.
3. Keep your release short and to the point. It should
contain no more than about 500 words and no more than 2
pages.
4. Keep your title to 10 words or less.
The headline and the first few sentences of the first
paragraph are the most important part of the press release.
If you don't catch the reader's interest here, you'll lose
your audience.
5. Include your contact information.
Provide full contact name, company name, full address,
phone number, email address, and Web site URL. The contact
name should be someone who is knowledgeable and available
to answer any questions by media members.
Targeted press releases to the media have helped thousands
of companies succeed. They are the most powerful form of
marketing and advertising on earth. Remember: One article
is all it takes to get people talking!
Copyright 2008, Bonita L. Richter and Profit Strategies
----------------------------------------------------
Bonita L. Richter, MBA, founder of Profit Strategies,
teaches entrepreneurs and business owners how to market
their businesses to increase sales to generate wealth and a
lifestyle of choice. Find out more about how to market your
business and skyrocket sales with her popular and acclaimed
FREE eBooks at ===> http://www.Profit-Strategies.biz
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