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Strategies For Getting Free Publicity |
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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 ADDITIONAL INFORMATION: Underline
this, and immediately below, but not in all capital letters, type your
name - your phone number - and your address.
Leave two spaces and then type all-caps and centered between the
margins. Type the headline, immediately followed by the sud-headline.
You can write the headline before the story, and then story to fit the
headline - or the story before the headline, and then a headline to fit
the story. Whichever style you prefer, you are basically writing a
sales letter which must outline the benefits your product offers the
readers of your press release.
NEW CD OF 0VER 650 MONEY-MAKING REPORTS
Your press release must continue to sell your product and must always
be benefit oriented. Your headline and story must sell the reader on
the benefits of your product or service to his readers. Unless it
specifically does this, your release will not see the light of day.
Since your press release must first attract the first person
receiving your materials, the editor of the newspaper or magazine you
are sending your release to, you have to make it pass the test. 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 readers - thereby making him a
hero to them - and he 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, or 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.
Media people are busy people, always. They do not indulge in finding
out about your trials and tribulations or plans for the future. They
want only a hook that alerts them to something new and of probable real
interest to their readers. Sell the editor first. Convince this
person that you've found a better mousetrap. Show him that your
product or service - that your business - fills a need and/or will
interest a large segment of his readers, his viewers or listeners.
When an editor uses your publicity release, always follow-up with a
short thank you note. Never, but never send a publicity release to an
editor and then call to know why he 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 trash 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!
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