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“PRESS RELEASE”…
just those words can scare someone to death. I
hope this concise article will help make apparent some of the ambiguity 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
article 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.
Don't forget to include contact
information at the front of the press release, and a "Who Is" section at the
bottom of the press release.
The following is an example of a
typical Press Release for a publishing service:
FOR IMMEDIATE RELEASE
January 01, 2004
Contact:
Epstein LaRue
775 Yellowstone
Ave, PMB 175
Pocatello, ID
83201
http://www.epsteinpublishing.com/
chiefagent@epsteinpublishing.com
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.
Available only
from Epstein Publishing!
****
Epstein
Publishing is a premier publishing company. You get quality material at a reasonable
price!
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 written 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."
Once your press release is
written, it can be mailed to different companies, faxed, or even emailed to different
entities, including newspapers, newswebsites, and eZine websites.
Don’t
forget to publish your press release on your website.
Don't let your website go stale. Let the people who visit your website
know that you have NEWS for them!
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