How To Create Killer Press Releases
For Anything You Sell!
by Anthony Stillwell
Do you want to learn how to create Killer Press
Releases that can put your product in such high demand you can barely keep
up with orders? If so, then it's time you discover the "key" to your business
success.
The problem is that most marketers don't have a
clue as to how to write a press release that gets results so they think press
releases just don't work. Press Releases do work, if you know how to work
them. The first thing you have to do is forget about yourself and think about
what the editor wants. The editor is looking for news... something that he/she
feels their readers would benefit from. Not your ad!
What To Say To Get Your Press Release
Published
If you send out press releases that talk about
how great your company or your product is then don't expect to get very far.
You are the only person that cares about your company and products. People
only care about what you can do for them. The media is no different.
Keep in mind that they will only help you if you help them help
their readers.
Media sources are not in business to promote
your products or services. However, they will promote your products and services
if you present them as solutions to the problems their readers and
listeners have. So, if you want to get tons of free publicity, you need
to find out what problems your target market has, and show the media how
they can help their readers and listeners by passing along your
information.
Even if you have the perfect solution to a problem
your target market has you still won't get very far unless your message gets
read. Your headline is absolutely
essential to your success. Editors
may get hundreds of press releases every day and are usually pressed for
time so if your headline doesn't state your biggest benefit right from the
start then your release will end up in the "round
file".
What Sets Your Company Apart From Your
Competition?
Your Unique Selling Position or U.S.P.is what you
do differently and better than your competitors. What makes your product,
service or company unique? What is the strongest benefit you offer? Spend
time thinking about it and that most likely will be your best headline. For
example: Texas Man Claims He Can Show Anyone How To Make Up To $10,000
a Month Starting With Zero! If you can make a bold claim like that and
can back it up then you are in in sweet position because the media will actually
try to prove you wrong. You can get lots of coverage this way.
Another way to find the right headline/U.S.P. is
to ask your current customers and non-customers what they like and
dislike about your type of product. Give away a valuable bonus (could
be an information product) for their feedback and they will actually create
your headline and improve your product for you! You can then write your headline
and modify your product according to the feedback you get. You will be able
to write powerful headlines and deliver a product that is exactly
what people want!
The Layout
In the upper left hand corner of every press release,
write the words "FOR IMMEDIATE RELEASE" unless there is time sensitive
material involved. If your product has something to do with Christmas, you
may want to write "FOR RELEASE BEFORE CHRISTMAS" or some other phrase
using the date, time of the year, etc.
In the upper right hand corner of the press release,
write "Contact: Your Name" Not in all capital letters. Then, list
all of your contact information like your company name, address, phone number,
fax number, email address, and web site address on each line below
that. Never leave out your personal
name. Editors don't want to spend time trying to find out who to contact.
Always make sure you are available by phone, if not try to return all calls
as soon as possible. If an editor calls and you make them wait for even one
day you can miss out on your free advertising.
Then you skip a couple of lines and write your
headline. Remember, use your biggest benefit up front. If you don't
grab the editors attention with your headline then the rest of your release
will never get read. The headline is at least 90% of your
release.
The Summary
There are three sections after your headline. The
first is the summary. Your summary should give the reason for the entire
release in a few sentences. The headline and the first section should be
enough to give anyone a good idea of what the rest of your release is about.
This is where you give the Who, What, Where, When, Why and
How. If you can't give the main point of your release in your first
few sentences then you don't know how to say it. Your summary is the extension
of your headline and is used to draw the reporter into your release so they
can see if you have something worth reporting.
The Body Which Is A Continuation Of the
Summary
Give more detail on the purpose of the press release.
One thought, one paragraph. Use simple sentences and avoid too much
hype.
Credentials and Quotation
The credentials section is where you give your
credentials or show a quote that enforces the power behind what you say.
Example: "Virtually everyone who wants to start a business online can benefit
from these techniques" says Joe Smith, Owner of Automated Hits.
Credentials give your words Power. Your credentials may be CEO, Leading
Authority, Owner, Author, Professor with 15 years exp... You get the
point.
How To Close the Sale
On the last part of your release you are going
to close the sale. No, you aren't going to sell anything... other than yourself.
A press release should be one page or less and should never tell your whole
story.You see the whole purpose of a press release is to get the attention
of the editor and hopefully an interview. Be a Tease.
In closing you could say: "Joe Smith is a great
interview and will give your readers extremely valuable information they
can put to use immediately to grow their business faster than they ever thought
possible. To schedule an interview with Joe Smith, call 800-123-4567".
Then, in the center of the page at the bottom of
the press release, include the symbol ### which means that this is
the end.
Once you get the interview you will have more than
enough time to promote your product. The main thing is to get the interview
and you do that by teasing the editor with information their reading audience
is sure to want. Remember, you asked people what they wanted in your type
of product when you created your headline so you are more likely to have
a winning offer.
Anthony Stillwell is webmaster
at:http://www.getfreeadvertising.com
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