SEO Copywriter & Press Releases

A press release is an EXTREMELY powerful marketing tool. So powerful that I simply cannot overstate the fact.

So it is surprising to see that most small business owners do not spend the time and energy they should developing positive press about their firm. If that is you, do you know that there are some things you can start doing immediately to improve and increase awareness of your brand?

I’ll show you what I’m talking about. Ready?

First of all, it’s important to note that, a positive story in the media/web about your business or website will not only generate new leads, but it also resells your current clients and makes it easier to refer your firm to others.

So how do you generate positive media mentions?

(1.) Target The Media.
When releasing your press release, don’t just release it to the wild, you should also try and target a particular journalist (s). Think of the journalists that cover your industry or town like you would a hot prospective client. Target them and spend some time getting to know what they write about and what interests them in particular.

Try setting up alerts on Google for your favorite journalist or the journalist and publication that you are targeting.

(2.) Get Familiar With The Publication
There is nothing as embarrassing and wrong as sending your “HOT BREAKING NEWS: NEW J. LO FASHION LINE NOW LAUNCHED AT OUR STORE” to the editor at Money Magazine. Know where you are sending your press release. You don’t have to be a regular reader of the publication, but you have to know their business. Bottom line.

(3.) Start small
Even a mention of your small business or website in a small publication is a big feat. In fact, you are more likely to be published by the “big time” publishers if you are already published a bunch of times by the “small publications.” So don’t look down on those small publications and definitely make them a target of your press release campaign.

(4.) Be consistent
Try and send a news story to your list of “targeted journalists” at least once a month. You just never know. You might catch them in a good mood or even-most preferably-when they have a hole to fill in their publication.

(5.) Become a resource
Realize this: Journalists need reliable sources.

You want to become a reliable resource. Instead of just sending press releases talking about your company’s new merchandise, start sending useful survey results from industry publications, new stories related to articles they’ve written, or even opinions about industry trends.

And remember: do not ask for anything in return. Just make it a habit to feed useful information.

Do it consistently for a couple months and you’ll start to receive requests from journalists for quotes.

That is how you launch a successful press release campaign.

Popularity: 81% [?]

How To Write An Effective Press Release

One of the main tools used by small businesses to get media coverage is the press release. Most new small businesses however don’t know that the main purpose of a press release is to get the attention of an editor. Any editor.

That’s it.

It is not the job of your press release to offer a word for word story to a publication.

Once you understand that the purpose of a press release is to get the attention of an editor or somebody who might publish your story, then you might also begin to realize that there is a bit of an art to writing an effective one. But don’t panic. I’ll show you how.

The art of writing an effective press release actually begins with proper format. It probably shouldn’t matter how you format a good story but editor after editor has told me that if a press release comes to them and is not properly formatted, it often doesn’t get read. Read that again if you are bit of a maverick. You want to read about your company in the news then you might just have to follow the rules.

Ultimately your story will have to stand on its own but follow this accepted format and you stand a better chance of making that all important first impression.

Press Release Timing
The very first thing to appear on your release is the release date or time. If your story is for immediate release say so: For Immediate Release.

If there is a reason to hold some news or a seasonal deadline say so.

For example, “For Release Before Halloween.” Some background type releases can also carry the - Release at
Will tag.

Contact Information
Don’t make it hard for editors and journalists to get in touch with you. Just right under the release information you should state your name, address, direct phone, and email address under the heading “For more information”.

Remember the real agenda is to get them to contact you.

The Headline
90% of all advertising effectiveness rides on the effectiveness of the headline. Read that again.

90% of all advertising effectiveness rides on the effectiveness of the headline. Yes it does.

And it is no different for a press release. Most readers will decide whether or not you have anything to say based solely on the grabbing power of your headline.

You have to pull them in quickly.

So how do you do it?

Easy! You write five or six attention grabbing headlines and then put your release away for a couple days. After the couple of days are over, check out your release again and see which ones still grab you.

Dateline
Always, always at the start of the body of your release, you are expected to provide the date of the release and then the city the release originates from.

Put a dash after the city and then start the body of your release. For example: July 5, 2008 - Los Angeles, Ca - Yesterday in the city…

Double space
Double space the body of your release.

First Paragraph
Okay, so now your headline grabbed them. Now tell them what you’re going to tell them in the first paragraph. Don’t beat around the bush. Hit ‘em with your best shot.

Quotes and Credentials
Adding quotes to your press release gives it more of a “real” aspect. It makes it seem like, “Yes, this really is happening and it’s coming from the source”.

Call to action
So what do you want people to do? Why are you releasing the press release? What are your immediate objectives?

Do you want to score an interview?

Do you want people to visit your website?

This where you say so. Eg, Karen Whitemore is available for interviews. Just don’t hype your company or product. Nothing gets your release tossed faster.

End
And at the end of your press release, add the symbol # # #

That’s it! That’s how it’s done! Are you ready to conquer the world? If you need help, get in touch with me and I’ll see how I can help you with your press release.

Popularity: 82% [?]