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R R 6
WRITING 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 mysterys
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."
-30-
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