How To Write A Press Release
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.
Get the idea?
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 words: "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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