Did you know that a press release could
take your business forward in a big way no matter what you sell. Most
marketers think that press releases do not work, but if done right
then this could make you successful.
Most marketers do not know where to
start when it comes to a press release that gets results, and yes
press releases do work if you go about it in the right way, first of
all you have to think like an editor that is looking for news,
something that benefits the readers of his magazine, and not your ad.
Never tell about how good you think
your products are, you are the only one that is interested in this.
The readers are looking at what you can
do for them, looking for the benefit. If you help them they will help
you..
The media is not in the business of
promoting your products and services, they are looking for solutions
to their readers problems, so for free publicity you need to help
solve those problems, you have to show that you can help them with
their problems and needs.
You might have the perfect solution to
your target markets problems, but you still will not get any where if
your message is not read. The first thing is your headline and that
is the most essential part of your message without a good headline
your message is a none starter, you see editors are very busy people
and unless you catch their attention right away then your message
will end in the bin.
Setting Your Company Apart Form The
Competition
You need a unique selling position or
USP or what makes you different from your competitors, and makes your
product unique, look for a strong benefit an example is. Out Of Work
Plumber Shows How To Make $5,000 a month starting from zero, if you
can make this claim and back it up then you are in a very good
position because the press just loves to knock holes in a claim like
that. The coverage you can get from this can be very rewarding.
Another way is if you can find out
exactly what your customers want, to find the right headline/ USP,
give away a information pack or product and get their feed back, this
way you should be able to determine your headline and improve your
product on the feed back you receive. You will then be able to create
a powerful headline and deliver exactly what is wanted.
The Layout
In the top left hand corner write the
words “ For immediate release” unless you want to release it
later such as around Christmas time, then you put “ For Release
Before Christmas”or whatever phrase for the time you want it
released.
In the upper right hand corner of the
press release place “ Contact: Your Name”., then the rest of your
contact information address, name of company. Phone number website
etc. Always make sure you are contactable never make them wait
otherwise you will miss out and that's a certainty.
Then skip a couple of lines and write
your headline, remember your benefit and use that up front.
Catch the editors eye with your
headline and he in all likelihood he will not even bother with
reading the rest. The headline is 95% of the release.
The Summery
After the headline there are three
sections, the first being the summery. In a few sentences you should
explain your entire release. The headline and the first section
should be enough to give anyone the whole idea of your release. This
is where you give the Who, What, Where, When, Why and How, this
determines that you have something worth reporting.
The Body
This is a continuation of the summery,
give more detail of the purpose of the release, one thought one
paragraph, no hype and use simple sentences.
Credentials and Quotation
This is where you place the power to
back up what you have written example Jack Brown of The greatest Hits
says that any one can benefit from these techniques or you could get
someone who is big in your industry give his opinion.
How to Close
Don't sell any thing just yourself, the
whole purpose of a press release is to get the attention of the
editor and the readers, create interest by being a tease.
Then, in the center of the page at the
bottom include this symbol ## this means the end.xxxxxx
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