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HOW TO OBTAIN FREE BUSINESS PUBLICITY Product publicity is the "secret pathway" to business success everyone wants. In simple terms, product publicity is a kind of advertising that costs you nothing, yet brings in the orders for you. Regardless of what kind of business you are operating, you should want, and strive for, as much publicity for your business and your products or services, as possible. After all, it's "free advertising" that is essential to the growth of your business. However, your publicity efforts should be well though out, and preplanned for maximum results. The first, and basic form of obtaining publicity is through what is known as the press or news release. This is generally a one page story about your business, your product/service or an event/happening related to your business that is about to, or has recently occurred. These publicity stories are generally "shot-gunned" to all the various media: local newspapers, radio and TV, and trade publications. Problem number one is getting the people to whom you have sent these publicity stories, to use them - publish or broadcast them. And this leads us back to the "right way" of writing them and sending them in. Related Sites In every case, send a short cover letter addressed to
the person you want your material to be considered by... This means that you
send your story to the city editor of the newspapers; the news directors of
the radio & TV stations; and the managing editors of the various trade
publications. It will do you no good what-so-ever, to send your material to
the advertising, circulation or business managers - describing how you are a
long-time advertiser, subscriber or listener. The most important thing is that
you make contact with the person who has the final say as to what is to be
published or broadcast, and at the bottom line - this person's use of your
material will somehow make him a "hero" to his or her readers,
viewers or listeners. The cover letter should be a short note. Go to a paper
supplier - tell them you want a hundred of so sheets of good bond paper - 8
1/2 x 11 preferrably in a pastel color such as blue or ivory - and that you
want this paper cut into quarters, giving you a grand total of 400 sheets of
note paper. "From the desk of..." note sheets are too elaborate
until the people you are contacting get to know you - first time around, and
until they use your material, don't use these semi-formal note sheets... On this note sheet, begin with the date across the top -
skip a couple of spaces and then quickly tell the recipient of the note, the
attached material is new and should be of real interest to his readers,
viewers or listeners. We advise our dealers and distributors of MONEY MAKING
MAGIC - our regular publication for serious wealth builders and extra income
seekers - to send the following note to the editors and news directors of the
media in their area: "Here's something that is new, and for a change,
truly helpful, to people trying to cope with inflation - the soaring costs of
living - and those engaged in building extra income businesses of their own.
Should be of real value - interest - to your readers. Please take a look - any
questions, or if your need more into, give me a call at: (503)
666-5824..." Then, or course, you skip about four spaces, type your name,
your business name, and your address - sign your name above where you have
typed it, and staple this note in the upper right hand corner of your news
release. This note should be typed and double-spaced. So now, you have got a cover letter, and you know who to
send it to... We type up one such note and take it to a near-by quick print
shop. The xerox the note 4 times, paste these 4 copies onto one sheet of
paper, print 50 to 100 copies, and cut the paper into individual notes, all
for less than $10... Do not try to save money by photocopying or xeroxing - a
photocopy is a photocopy is a photocopy, and will not do the job for you... Now you need the actual publicity release, which also
must be "properly" written if you expect it to be used by the media.
Above all else, there is a proper form or style to use, plus the fact that it
must be typed, double-spaced, and short - about a half page in total length. About an inch from the top of the paper with an inch and
a half margin on each side of the paper; form the left hand margin, type in
all capital letter: PRESS RELEASE: Then, underline these words. Immediately
following the colon, but not in all capital letters, put in the date. Always
set the date forwad by at least one day after the day you intend to mail the
release. On the same line, but on the right hand side of the
page, and in all capital letters, write the words, FOR FURTHER INFORMATION:
Underline this, and immediately below, but not in all capital letters, type
your name - your phone number - and your address... Skip a couple of spaces, then in all capital letters -
centered between the margins - type a story headline, and underline it... Skip
a couple of spaces, and from the left hand margin, all in capital letters,
type the words, FOR IMMEDIATE RELEASE: From there on, it's the news or
publicity story itself. You can write the headline before the story, and then a
story to fit the headline - or the story before the headline, and then a
headline to fit the story - either way, it's basically the same as writing a
space ad or a sales letter... You attract attention and interest with the
headline and fill in the details with your story. Here is an example of the headlines we use on publicity
blurbs for MONEY MAKING MAGIC: HELP IN MAKING ENDS MEET NEW PUBLICATION FOR EXTRA INCOME SEEKERS Notice how we continue to sell or involve the editor -
His readers are always looking for better ways to make ends meet, and he's
specifically interested as to what our promise involves... He wants his
readers to "think well" of him for enlightening them with this
source of help, so he reads into the story to find out who, what and how... An
actual copy of one of our publicity releases is contained as an appendix to
this report... Suffice it to say that your headline, and the story you
present to the editor, must sell him on the benefits of your product or
service to his readers. Unless it specifically does this, he will not use it.
You must sell the first person receiving your materials. Keep this fact
uppermost in your mind as you write it. The person you send your press or
publicity release to, must quickly see and understand how your product or
service will benefit his readers - thereby making him a hero to them - and he
must be assured it will do what you promise in your headline. Come right to the point and say your product is lower in
price, more convenient to use or in what way your product or service is useful
to the people in general. It is also a good idea to include a complimentary
sample of your product or an opportunity for him to sample your services. Related Sites Remember, the editors receiving your information are
fully aware of your purposes - Free Advertising! They are not in the least
interested in your or your credentials - If you have sold them on the benefits
of your business to their readers, and they want background details, they will
call you. That is why you list your telephone number and address... These people are busy people. They have not got the time
nor the interest in reading about your trials and tribulations or plans for
the future. They want only "a flag" that alerts them to something
new and of probable real interest to their readers. Sell the editor first. Convince him that you have found
the better mousetrap. Show him that your product or service - that your
business - fills a need and/or will interest a large segment of his readers,
his viewers or listeners. When an editor uses your publicity release, always
follow-up with a short thank you note. Never, but never, send a publicity
release to an editor and then call or write demanding to know why he did not
use it, use it as you wrote it, or only gave you a quick mention. Do this
once, and that particular media will "round-file" any further
material received form you, unopened! If your first effort is not used, then
you should review the story itself, perhaps write it form a different angle;
make sure you are sending it to the proper person - and try again! As stated earlier, these people are busy, with hundreds
of publicity releases passing across their desks every day - They only have so
much space or time - therefore, your material has to stand out and in some
way, fit in with the information they - the editors - want to pass along to
their readers, viewers or listeners. Regardless of your business, product, or
service, you must build your press release - write it - around that particular
angle or feature that makes it beneficial or interesting to the readers,
viewers or listeners of the media you want to run your press release. Without
this special ingredient, you are lost before you begin! The timing of your press release is always important,
Try to associate your press release with current events in the news. A story
on job lay-offs and increased unemployment carried in the newspapers, on TV
and radio would prompt us to get a publicity release out to all the media on
the help and opportunity offered by MONEY MAKING MAGIC! Say there is a deluge
of chain letters and pyramid schemes making the rounds - the media picks up on
it and attempts to warn the people to beware... Within 5 days, we would get a
publicity release out, explaining the availability of our reports on chain
letters and pyramid schemes - a report that explains everything form A to Z -
who are the winners and who are the real losers. There is another kind of timing also to keep in
mind...Publication Deadlines... For best results, always try to time it so
your material reaches the editor in time for the Sunday paper. This is because
that is when the papers have their greatest circulation; the most space is
available; and the people, the most time to read the paper. For articles you would like to appear in the Sunday
paper, you will generally have to get your releases in at least nine days
prior to the date of publication. If you are in doubt, call and ask about the
deadline date. SUMMARY Choose the media most likely to carry your press
release. Select those that carry similar write-ups on a regular basis. Always use a cover letter of some kind. It pays to call
ahead to find out the name of the person you should be sending your press
release to. Use the proper press release form, complete with a
headline that will interest the man deciding whether or not to use your item. Be sure your press release is letter perfect - no typo's
or misspelled words - and don't photocopy - always have each letter or press
release individually typed or printed. When your item is used, send a thank
you note or call the editor on the phone and thank him for using your press
release. Never, but never call or write an editor demanding to
know why he did not use your press release, why he had it rewritten or cut it
short - just try, and try again! Home
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