NEWS OR SNOOZE: Will Your Press Release be a Doosie or a Dud?
A press release can be an effective weapon in the fight for media
and public attention. In fact, many businesspeople don't even
think twice before writing or ordering a press release, correctly
assuming that a release can provide the necessary publicity to
boost sales.
As much as a well-written press release can do for your image,
you need to be sure that your business or product is appropriate
for a release. Believe it or not, a press release that isn't
truly newsworthy can easily end up sounding like a sales pitch,
which can do irreparable damage to your company's image.
A press release should make an announcement about a new product
or service, an event, or a change in the way a product or
service is marketed. If your company has changed management,
released or upgraded a product, or is staging an important event,
you have material for a solid release.
Also, any little-known business or service can make a good
release if it serves the needs of the public in an interesting
way. For example, I just wrote a release for a gentleman who
provides a service that allows homeowners to pay off their
mortgages years sooner, without making larger payments or
refinancing their current loans. With mortgage rates falling and
the real estate market picking up, that kind of material made a
very good release.
So, a story that surrounds current events and peaks public
interest usually makes good release material. Now, let's talk
about what doesn't.
If your business is, for example, an MLM that hundreds of other
people are taking part in and marketing on their own, chances are
that the media has already heard about it and won't pick up your
story. I'm not saying that MLMs are automatic losers in the
media department, because a brand-new or extremely unique program
may still be newsworthy. In most cases, however, people trying
to market an MLM should rely mainly on classified ads or
informative articles that dance around their business, then
reveal the contact information at the end.
Similarly, if you belong to an affiliate program along with lots
of other people who are using their own marketing techniques, a
press release probably isn't the way to go. Media people are
extremely busy, and easily get overrun with press releases.
Again, in this situation a classified ad or well-written article
is probably a better use of your time and money.
A clever writer can take almost any subject and turn it into a
press release without sounding like a sales letter. As great a
talent as that is, however, media professionals will easily see
through it. An effective press release doesn't just SOUND
newsworthy, it IS newsworthy. A sales letter in disguise does
not make a good release.
Above all, keep in mind that the last thing an editor wants to
read is a sales pitch; sending them this kind of material will
only get you blackballed in the media. If you're not sure your
material is appropriate for a press release, ask an expert.
Before ordering your release from an outside source, for example,
call them or send them an email, tell them about your business,
and ask them if they think a release is the right tool for you.
If it's not, chances are they can recommend something that will
serve you better.
Meredith Pond is editor and manager of DrNunley's
http://CheapWriting.com. She has written hundreds of successful
press releases. See her complete publicity and copy writing
packages for students, businesses, and entrepreneurs. Reach
Meredith at meredith@drnunley.com or 801-328-9006.
In 2001, net advertising is a buyer's market.
Everyone has seen the media spotlight focused on the big dot-coms who, dependent on ad revenues, have either gone out of business or been forced to cut back.
Unfortunately, it's the same story for small business owners. The economic downturn leaves many potential advertisers much more reluctant to pay the prices they would have a year or two ago.
I recently came across a message board where one advertiser summed it up this way: in these hard economic times, she has read that people are less willing to make purchases. This means that she is much more at risk to suffer a loss rather than make a profit.
Like most people, this advertiser does not have any extra money to spare - and certainly none to lose to a failed ad campaign. To turn the odds in her favor, she regularly goes bargain-hunting for ad specials.
Frustrated webmasters and online editors are feeling the pinch of lost ad revenues. This is particularly evident with the recent launch of ad auction sites such as WebmasterBids.com and EzineAdAuction.com. These sites are specifically meant to aid newsletter editors and webmasters in selling their remnant ad space - space that would otherwise remain unsold, the profits lost forever.
This doesn't mean that you can't benefit from your ad space! Quite the contrary. Here are a few suggestions:
1. Encourage Customers to Book Multiple Ad Slots.
Offer large discounts on multi-ad packages. This is a win-win situation - your customer receives excellent value, and more of your ad space is booked with less stress.
2. Auction Off Remnant Ad Space.
As mentioned above, there are at least a couple of places where you can put your unsold space up for auction. If you prefer you can set a 'reserve' price, under which you are not obliged to sell.
3. Offer Incentives to Subscribers and Previous Advertisers.
Your own mailing list is a great source of advertisers! They're familiar with your newsletter and know what type of exposure their ads would receive. Previous advertisers also have this type of first-hand knowledge. Encourage them to book with you by offering great incentives - free bonuses, significant discounts, or anything else of value.
4. Swap Ads.
Approach other editors within your niche market and offer to swap ads. This is a great way to increase your exposure, fill your ad space, and do it all without spending a single dime.
5. Barter.
Is there something you need but just haven't gotten around to doing it? Use your ad space as a bargaining chip. For example, you could ask a graphic artist to create a banner or eBook cover for you in exchange for ad(s) in your newsletter. To sweeten the deal you could offer an 'endorsed' ad.
6. Go the Extra Mile.
Provide prompt, friendly, and reliable service to encourage repeat orders. A little extra attention goes a long ways!
In the meantime, if your business relies heavily upon ad revenues for profits, start building another viable income stream. For example, one model that's becoming increasingly popular is the content-rich, fee-based membership site.
Companies that are overly-reliant on ad revenues have a choice: adjust to the ever-changing world of the Internet, or risk going out of business.
We've all heard the phrase, 'Never put all your eggs in one basket'. That's good advice for every online business owner.
John Schultz is the brains behind WebmasterBids.com, the place where webmasters can go to auction off their remnant ad space! Webmasters make some extra money, and visitors can pick up some great deals ... visit today at http://www.webmasterbids.com/
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