Home | Internet Marketing
Should I use a Press Release in my business? Perhaps this thought has occurred to you as you have read some "guru" tell you how much money he or she made with a press release. Or maybe you have a friend who did well with a press release and you're wondering if it's right for you. The bottom line is that a great Press Release can do a world of good for your business, and help you make more money, IF you use it right and you are a good candidate. Here are some guidelines to help you decide if a Press Release is right for you. ===> The When & Why of a Great Press Release It's been said that the press is the greatest free advertising in the world. While that may be true, it's best to use a press release when you have something newsworthy to say. Remember that your release will be seen by reporters who literally see hundreds of releases a day. They NEED content, but they are looking for that angle that will get their story read and their name in lights. Here are some common mistakes when choosing to do a press release. While these are all fine events, they won't get the press excited. 1. A redesigned web site. 2. Your 1 year, or 2 year anniversary of being in business. 3. The hiring of a new employee. 4. Adding a new product to your product line. Here are some reasons to do a press release, along with a word about why they are good reasons. 1. Breaking a sales record. Why? Everyone loves a winner and will want to "get on board" if they see you as successful. 2. Achieving a milestone that is commonly recognized as important. While your one year anniversary may mean more to you that your tenth anniversary (that's how it happened for me) other people will pay more attention to your ten year anniversary. 3. A compelling success story. People love a good story. They love to read about people who overcome impossible odds, or in some way beat the odds. If your product helps people beat the odds, and you have testimonials, take your best one and make it a press release. Please understand that you don't have to save small children from a burning building. Remember that 80% of small businesses fail, so if you've helped someone beat THOSE odds, you've got a story to tell. ===> How To Write Your Press Release While there are about a zillion writers on the Net who will write your press release, the truth is that you can do it yourself. First things first. Here is a template to use when writing your release. --------Begin template--------- Name Address City State Zip Contact: Phone: Email: For Immediate Release: HEADLINE IN ALL CAPS Subhead in standard style CITY, ST -- BODY TEXT ### --------End Template---------- This is the template I used when I wrote press releases for a living. While there are other templates out there, this one puts your contact information right at the top where they can see it. Be sure to center the ### at the end. Reporters expect that. Now, here are the key elements in writing the release. LENGTH & FORMAT Keep your release to about 400 words. If you just can't fit it in that space, don't go over 600 if you can avoid it. Always format your text to have hard returns at no more than 65 characters. You can do this in Notepad or Word if you save your Word document as "text with line breaks". Don't use HTML or write it in your email program. HEADLINE This has to grab their attention or you will have wasted your money. It has to be honest, confirmed by facts in the release, yet compelling. The best release I ever wrote had the headline: FORMER MENTAL PATIENT TEACHES OTHERS HOW TO SUCCEED IN BUSINESS It's for a guy who teaches people how to go into business making jewelry. He has a great story to tell, and he really was in a mental hospital when he got the idea for his business. SUBHEAD This is important and should complete the thought you began in the headline. Here's the subhead for my mental patient jeweler friend: He owns three successful websites and helps others succeed, too! BODY TEXT The most important thing here is what NOT to do. Do NOT sell yourself hard. If you do, reporters will be turned off. This is not a sales letter, it's news. Try to use about four paragraphs, breaking the paragraphs when the story you are telling changes a bit. Here is how it should flow. In paragraph 1, you tell them what you are going to tell them (an introduction). In paragraphs 2 and 3 you tell your story. In paragraph 4 you summarize. Be sure to insert a quote from yourself in paragraph 2. Quotes lend credibility to the release. Always put your contact information in the body of the release at the very end. Something like "Barbara can be reached for interviews or other media contacts at 281-555- 1212" ===> What to Expect Should you expect the world to beat a path to your door? Probably not. You SHOULD expect about a dozen media contacts by phone or email. If you get an interview, or are asked for a quote, that's a big win. Much of the success (or lack of success) you will experience depends on who the release is sent to. If the company you use cannot target your market (most can), then insist on big numbers. Something over 20,000 is pretty big. Will it make you money? If done right, a press release should make you money since your website and phone number will be prominently displayed in the release. The easier your site is to remember, the more traffic you will see. Many releases are distributed via email, so expect some clicks and ALWAYS use a tracker. Whew! That was a lot of information. I hope you found it helpful. If you venture into the world of press releases, drop me a line and let me know how it went. One last tip. If the service you use both writes and distributes the release, make sure they will re-write and distribute again for free if it flops. Also make sure you know the exact date of the release.
Article Source: http://www.realworldtactics.com/articledirectory
Charlie Page is a copywriter who owns the Directory of Ezines and the Directory of Marketing. If you want to sell more online, visit Charlie today at www.directoryofmarketing.com
Please Rate this Article
5 out of 54 out of 53 out of 52 out of 51 out of 5
Not yet Rated
