“Shot-Gun” Your Press Release To All The Various Media
Product publicity is the “secret pathway” to business success everyone wants. In simple terms, product publicity is a kind of advertising that costs you nothing, yet brings in the orders for you.
Regardless of what kind of business you are operating, you should want, and strive for, as much publicity for your business and your products or services, as possible. After all, it’s “free advertising” that is essential to the growth of your business. However, your publicity efforts should be well thought out, and pre-planned for maximum results.
The first and basic form of obtaining publicity is through what is known as the press or news release. This is generally a one page story about your business, your product/service or an event/happening related to your business that is about to, or has recently occurred. These publicity stories are generally “shot-gunned” to all the various media: local newspapers, radio and TV, and trade publications.
Problem number one is getting the people to whom you’ve sent these publicity stories, to use them – publish or broadcast them. And this leads us back to the “right way ” of writing them and sending them in.
In every case, send a short cover letter addressed to the person you want your material to be considered by. This means that you send your story to the city editor of the newspapers; the news directors of the radio and TV stations; and the managing editors of the various trade publications. It will do you no good whatsoever, to send your material to the advertising, circulation or business managers – describing how you’re a long-time advertiser, subscriber or listener. The most important thing is that you make contact with the person who has the final say as to what is to be published or broadcast, and at the bottom line – this person’s use of your material will somehow make him a “hero” to his or her readers, viewers or listeners.
The cover letter should be a short note. Go to a paper supplier – tell him you want a hundred or so sheets of good bond paper – 8 1/2 by 11 preferably in a pastel color such as blue or ivory – and that you want this paper cut into quarters, giving you a grand total of 400 sheets of note paper. “From the desk of…” note sheets are too elaborate until the people you’re contacting get to know you – first time around, and until they use your material, don’t use these semi-formal note sheets.
On this note sheet, begin with the date across the top – skip a couple of spaces and then quickly tell the recipient of the note that the attached material is new and should be of real interest to his or her readers, viewers or listeners. I advise newbie wealth builders and extra income seekers – to send the following note to the editors and news directors of the media in their areas:
“Here’s something that ‘s new, and for a change, truly helpful, to people trying to cope with inflation – the soaring costs of living – and those engaged in building extra income businesses of their own. This should be of real value – interest – to your readers. Please take a look – any questions, or if you need more info, use the contact me form on my website. Then, of course, you skip about four spaces, type your website URL – sign your name above where you’ve typed it, and staple this note in the upper right hand corner of your news release. This note should be typed and double-spaced.
So now, you’ve got a cover letter, and you know who to send it to. Type up one such note and take it to a near-by quick-print shop. Have them copy the note 4 times, paste these 4-copies onto one sheet of paper, print 50 to 100 copies, and cut the paper into individual notes, all for less that $10. Do not try to save money by photo-copying or Xeroxing – a photo-copy is a photo-copy is a photo-copy, and will not do the job for you…
Now you need the actual publicity release, which also must be “properly” written if you expect it to be used by the media. Above all else, there’s a proper form or style to use, plus the fact that it must be typed, double-spaced, and short – about a half page in total length.
About an inch from the top of the paper, with an inch and a half margin on each side of the paper; from the left hand margin, type in all capital letters: PRESS RELEASE: Then, underline these words. Immediately following the colon, but not in all capital letters, put in the date. Always set the date forward by at least one day after the day you intend to mail the release.
On the same line, but on the right hand side of the page, and in all capital letters, write the words, FOR FURTHER INFORMATION: Underline this, and immediately below, but not in all capital letters, type your name – your phone number – and your address.
Skip a couple of spaces, then in all capital letters – centered between the margins – type a story headline, and underline it. Skip a couple of spaces, and from the left hand margin, all in capital letters, type the words, FOR IMMEDIATE RELEASE: From there on, it’s the news or publicity story itself.
You can write the headline before the story, and then a story to fit the headline – or the story before the headline, and then a headline to fit the story – either way it’s basically the same as writing a space ad or a sales letter. You attract attention and interest with the headline and fill in the details with your story.
Here’s an example of the headlines I would use on publicity blurbs for MONEY MAKING MAGIC:
HELP IN MAKING ENDS MEET
NEW PUBLICATION FOR EXTRA INCOME SEEKERS
Notice how I continue to sell or involve the editor – His or her readers are always looking for better ways to make ends meet, and he/she specifically interested as to what our promise involves… He/she wants his/her readers to “think well” of him/her for enlightening them with this source of help, so he/she reads into the story to find out who, what and how.
Suffice it to say that your headline, and the story you present to the editor, must sell him/her on the benefits of your product or service to his/her readers. Unless it specifically does this, he/she will not use it. You must sell the first person receiving your materials. Keep this fact uppermost in your mind as you write it. The person you send your press or publicity release to, must quickly see and understand how your product or service will benefit his/her readers – thereby making him/her a hero to them – and he/she must be assured it will do what you promise in your headline.
Come right to the point and say your product is lower in price, more convenient to use or in what way your product or service is useful to the people in general. It’s also a good idea to include a complimentary sample of your product or an opportunity for him to sample your services.
Remember, the editors receiving your information are fully aware of your purposes – Free Advertising! They are not in the least interested in you or your credentials – If you’ve sold them on the benefits of your business to their readers, and they want background details, they’ll call you. That’s why you list your telephone number and address.
These people are busy people. They have not got the time or the interest in reading about your trials and tribulations or plans for the future. They want only “a flag” that alerts them to something new and of probable real interest to their readers.
Sell the editor first. Convince him/her that you’ve found the better mousetrap. Show him/her that your product or service – that your business – fills a need and/or will interest a large segment of his/her readers, his/her viewers or listeners.
When an editor uses your publicity release, you should always follow-up with a short thank you note. Never, but never send a publicity release to an editor and then call or write demanding to know why he/she didn’t use it, use it as you wrote it, or only gave you a quick mention. Do this once, and that particular media will “round-file” any further material received from you, unopened! If your first effort is not used, then you should review the story itself; perhaps write it from a different angle; make sure you’re sending it to the proper person – and try again!
As stated earlier, these people are busy, with hundreds of publicity releases passing across their desks every day – They only have so much space or time – therefore, your material has to stand out and in some way, fit with the information they – the editors – want to pass along to their readers, viewers or listeners. Regardless of your business, product, or service, you must build your press release – write it – around that particular angle or feature that makes it beneficial or interest to the readers, viewer or listeners of the media you want to run your press release. Without this special ingredient, you’re lost before you begin!
The timing of your press release is always important. Try to associate your press release with current events in the news. A story on job lay-offs and increased unemployment carried in the newspapers, on TV and radio would prompt us to get a publicity release out to all the media on the help and opportunity offered by MONEY MAKING MAGIC! Say there’s a deluge of chain letters and pyramid schemes making the round – the media picks up on it and attempts to warn the people to beware… Within 5 days, we would get a publicity release out, explaining the availability of our report on chain letters and pyramid schemes – a report that explains everything from A to Z – who’re the winners and who are the real losers.
There’s another kind of timing also to keep in mind… Publication deadlines. For best results, always try to time it so your material reaches the editor in time for the Sunday paper. This is because that’s when the papers have their greatest circulation; the most space is available and the people, the most time to read the paper.
For articles you’d like to appear in the Sunday paper, you’ll generally have to get your release in at least nine days prior to the date of publication. If you’re in doubt, call and ask about the deadline date.
Choose the media most likely to carry your press release. Select those that carry similar write-ups on a regular basis.
Always use a cover letter of some kind. It pays to call ahead to find out the name of the person you should be sending your press release to.
Use the proper press release form, complete with a headline that will interest the person deciding whether or not to use your item.
Be sure your press release is letter perfect – no typos or misspelled words – and don’t photo-copy – always have each letter or press release individually typed or printed.
When your item is used, send a thank you note or call the editor on the phone and thank him/her for using your press release.
Never, but never call or write an editor demanding to know why he/she didn’t use your press release, why he had it rewritten or cut it short – just try, and try again!
Another way to let people know about whatever you’re selling or promoting is a sales letter on the internet. This is an especially good way because of the world-wide reach of the internet.
The Online Sales Letter
When you have an online business you do not have the perks of selling your product in person. Therefore, your words are very important; they make or break a sale.
When writing up a sales letter on a website page, it means getting into the minds of your readers. You should know who your customer base is, what age group, gender, etc. You need to use psychology and tactics that will draw your readers to buy immediately. Your sales copy should be captivating so that your customer is interested in reading through it, however long it is. You should also have great keywords throughout your webpage.
Some sales letters can be twenty pages long, but still keep the readers attention the entire time. The sales letter needs to fully describe the problem the customer may be having and why your product is the only solution.
When you are writing your sales letter, you need to make sure your readers trust you and that your product is absolutely the best.
Your sales letter should describe your product in detail so that the reader understands completely what is being sold. Some people add a claim that includes a number. For instance, you may want to mention how much money someone made after reading your product that gives away all the secrets to making millions.
The sales letter should make the reader feel that there is a sense of urgency, that they must take action and purchase the product now. There may be a few slots remaining or eBooks left to sell, or there may be a certain time where the product will not be for sale anymore.
Testimonials from excited customers whose lives have been changed will only guarantee sales. You want your order form to be visible and the price should have a strike mark through it indicating that there was a price reduction.
Bonuses also entice the customer to purchase your product. A sneaky approach to selling your product is to state how many other websites are scamming customers and how you as an owner were scammed too, which propelled you to create your product.
All these techniques make an excellent sales copy with a lot of hours of tweaking the writing so it sounds perfect.
I have given you two excellent ways to sell or promote products but as I am an internet marketer I prefer to publish my articles/blogs, press releases and sales letters on my own websites.
This I do because it gives me total control on what I write and where I publish. Makes sense don’t you think?
If you would like this control over your own publishing then why don’t you do it as well?
Just the other day driving along I saw people on the grass verge advertising themselves. They were obviously unemployed and looking for work. Maybe you’re in the same boat. Perhaps you’ve heard through the workplace grapevine there’s going to be layoffs or maybe you are thinking of a career change or at the end of the day you could just be as fed as I was a few years ago until I took the decision to chuck my 9 to 5 and start working for myself. Let me tell you its a whole lot better working when you are the boss.
Anyway I did a lot of research and finally found an online company that would give me free websites and web hosting for nothing so I joined up. I have never looked back folks. I’m thinking you should do the same as I did and take action now before you get even deeper in the rut of same old same oh 9 to 5 drudgery.
If you don’t already have a website you could always sign up to the company I’m with, and as I said. You will get two sites with hosting for absolutely nothing. Not only that you can join for zero dollars as well and have access to a WordPress Site builder. Everything you will need to get yourself up and running is contained in step by step training so you can be sure your every move will help you create a great website and you can launch yourself onto the internet from an outstanding platform with all the backing of a first class program. I will also be waiting inside to help you all I can.
As I mentioned above there are a lot of scammers and fraudsters who promise you the moon to get you to part with hard cash. No fear of that happening with the company I’m a member of coz it costs you nothing.
I wouldn’t wait too long to jump on board though because with the sales seasons about to start again there is sure to be a lot of money to be made and you don’t want to miss out because you’ve been having second thoughts. Push those thoughts to the back off your mind and get onboard now! Start making money with your own websites.
Have a great day people and I really do hope you will take my advice and get your own website today.
This is me signing off.