The
word "Press Release" seems to scare most people to death. On top of
that
not
many people take the time to even think of writing their own Press
Release.
We hope this brief article will help clear up some of the mystery's
surrounding
this simple form of marketing.
The
first thing you have to remember is that a Press Release is a "news"
item.
It needs to "inform" people, NOT sell them something. For example,
you
are reading this report because you want to learn something that will
BENEFIT
YOU. You aren't reading it just so you can buy something else. If
money
is the deriving force in your business _ you won't go too far. Your
main
goals should be in pleasing customers, providing them with a high-
quality
product and more than their money's worth. The trick is to do all
this
while still making money. People don't care what mountains you had to
climb,
what seas you had to cross or what tribe of people you had to learn
the
ways of just to find a secret formula. Instead _ they want to know WHAT
the
secret formula is.
The
sales circulars you print and mail sell your product. A Press Release
informs
others about your product. Instead of your main objective being to
sell
the product and have the customer send in an order immediately, a Press
Release
informs the customer exactly how your product will benefit their
lives.
This must be conveyed in the form of a "newsworthy" Press Release.
If
you have a sales circular to sell a product, you can easily turn it into
a
Press Release without much difficulty. It's just a new marketing angle of
presenting
your product to the public.
The
following is an example of a typical Press Release for our publishing
services: So many people are entering the mail order
market these days, but
so
many of them are getting ripped-off by a bunch of hype. People are
promised
untold riches in a short period of time. The hype ads play with
their
emotions by making them believe it's so easy to make money through the
mail.
It's sad.
However,
a new book has just been released to help solve these problems for
the
average person. For the first time in history _ a REAL directory has been
compiled
listing the ACTUAL name and addresses of 179 honest and trustworthy
mail
order folks. People can write DIRECTLY to these people and receive FREE
information
to get them started in their own business now!
It's
unbelievable. Without trying to sell you anything else, you can get this
book
for only $4.95 _ a price anyone can afford. Meet the real mail order
dealers
who care about their products and wants to help you get started doing
what
they are doing.
Only
available from Graphico Publishing, PO Box 488, Bluff City TN 37618.
As
you can see, this is a short but sweet Press Release _ however, you should
be
able to see the "newsworthiness" in it. It's main focus is on the
fact
that
most people get ripped-off when they start their first mail order
business.
The solution to this problem is a new directory that is available
for
the first time in history. The sell is slowly led into because the reader
will
naturally want to get their hands on this one. It doesn't ask for money
it
only tells the reader how to get a copy if they want one.
Here's
a great test for a real press release. Since your final sales pitch is
included
in the last paragraph _ read the Press Release aloud. Would it still
be
worth reading WITHOUT your sales pitch? If so, it's probably a Press
Release.
Press
Releases come in many forms due to the product you are writing about.
However,
the basic rule of thumb still applies. If you've never wrote one
before
_ it may be a little difficult. Don't despair. Grab the latest daily
newspaper
and read some of their informational articles. Notice how each
article
is written and pattern yours after the same format. After you do a
few
of them _ you'll be able to "get the picture."
When
your Press Release is written to your satisfaction, the proper way to
submit
it to a publisher is: Be sure and type it on a typewriter or computer.
Standard
format is double-spaced and not longer than two 8 1/2x11 pages.
Be
sure and put your name, address and page number at the top of each page.
Write
the note: "For Immediate Release."
at the top. If you are only sending
the
press release to one publication _ tell them it's a "first run."
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