The word press release seems to scare most people. On top of that, not many people take the time to even think about writing their own press release. We hope this short article helps clear up some of the mysteries surrounding this simple form of marketing.
The first thing to remember is that a press release is news. You need 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’re not reading it just to buy something else. If money is the engine of your business, you would not go too far. Your primary goals should be to please customers by providing them with a high-quality product and more than their money’s worth. The trick is to do all of 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 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 primary goal being to sell the product and get the customer to immediately submit an order, a press release tells the customer exactly how your product will benefit their lives. This should 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 to introduce your product to the public.
The following is an example of a typical press release for our publishing services: Lots of people are getting into the mail order market these days, but many of them are being ripped off by a bunch of hype. People are promised untold riches in a short period of time. Exaggerated advertisements play on their emotions by making them believe that it is very easy to make money through the mail. It’s sad.
However, a new book has just been published to help solve these problems for the average person. For the first time ever, a real directory has been compiled listing the real name and addresses of 179 honest and trustworthy mail order people. People can write directly to these people and receive free information to start their own business now.
Is incredible. Without trying to sell you anything else, you can get this book for just $4.95, a price anyone can afford. Meet real mail order distributors who are interested in your products and want to help you get started doing what they are doing.
Only available from Graphic Publishing, PO Box 488, Bluff City TN 37618. As you can see, this is a short but nice press release, however you should be able to see the newsworthiness in it. Their main focus is on the fact that most people get scammed when they start their first mail order business. The solution to this problem is a new directory that is available for the first time ever. The sale proceeds slowly because the reader will naturally want to get their hands on this one. He doesn’t ask for money, he just tells the reader how to get a copy if he wants it.
Here’s a great test for an actual press release. Since your final sales pitch is included in the last paragraph, read the press release out loud. Would it still be worth reading without its sales pitch? If so, it’s probably a press release.
Press releases come in many forms because of the product you are writing about. However, the basic rule of thumb still applies. If you’ve never written one before, it can be a bit difficult. Don’t despair. Pick up the latest daily newspaper and read some of its informative articles. Take a look at how each article is written and model your own following the same format. After doing a few of them, you will be able to get an idea.
When your press release is written to your satisfaction, the proper way to submit it to an editor is: Be sure to type it on a typewriter or computer. The standard format is double spaced and no more than two 8 1/2×11 pages. Be sure to put your name, address, and page number at the top of each page.
Write the note for immediate publication at the top. If you’re only sending the press release to one publication, tell them it’s a first run.