Four Secrets to Writing a Successful Press Release

Four Secrets to Writing a Successful Press Release

Regional newspapers, community publications, arts & entertainment weeklies, and online news sites are all excellent avenues for promoting your small- or mid-sized business in print. And, most news stories are the result of good, old-fashioned press releases (sent out by the subject of the story).

So how do you get harried reporters to pay attention to your press releases? Believe it or not, the top three success factors have nothing whatsoever to do with the actual document.

The #1 success factor: Knowing who to contact

No matter how good your press release, if it doesn’t end up in the hands of the right person, the chances of success are slim to none.

Your best bet is to simply note which reporters tend to cover which subjects in your area, then start sending your press releases and story ideas to those who write about businesses your size, your industry or the community you operate within.

If you can’t pinpoint the right reporter, find the most appropriate editor (usually listed by name and department on the news organization’s Web site). Editors are a bit harder to get excited, but if they like your release they’ll forward it to the right reporter.

Columnists are another good option. They generally write two or more columns a week and always need fresh ideas. They usually have more freedom than reporters to pick their subjects, and they’re often attracted to minor stories with offbeat or unusual angles.

Marketing Copywriting: Let the Facts Speak for Themselves

Let the Facts Speak for Themselves

No one would be surprised to hear that the airline industry is responsible for a lot of lost luggage. But what if we told you a whopping 31 million bags were misplaced by the airlines. Not only are these statistics true, they’re also examples of how facts and figures can put things into perspective for your audience in ways that clever writing and catchy slogans never could. But knowing how to use statistics is key. Here are six suggestions:

Use Real Numbers – Statements like, “most people lose all the weight they want in a matter of weeks,” are too general and don’t pack the same punch as facts and numbers.
Simple Math Makes for a Better Argument- Simple statistics, like “two out of three” or “three out of four” are easy enough to comprehend. But most people won’t know what to make of statements like “11 out of 15.”
Find a Reputable Source – Consumers today are a suspicious bunch. If you want them to believe what you have to say, only use trusted sources (like the U.S. Statistical Abstract), and always include references to the sources (i.e. “according to U.S. Census figures.”).
Get Permission Before Borrowing Too Much- Under copyright law, you’re generally safe using facts and small amounts of verbatim text from published materials without asking the source for permission. But if you plan to use more than a few sentences, ask for the original writer’s blessing beforehand.

Writing That Sells: 6 Tips for Business Owners

Stumped about what to write? Not everyone can be a professional copywriter, but anyone can write compelling copy. Here Xpressdocs gives you six techniques copywriting pros use to overcome consumers’ do-nothing attitudes, make their messages stand out and entice perfect strangers to open their wallets.
1.      Grab the reader’s attention right away by stating a question, a fact, or the number one most compelling benefit.

“Prices for new homes are down 16% from last year!”
“How can you get the year-round tan you crave without burning your budget? Sun Center has the answer!”


Which Marketing Strategy Is Right for Your Business?

The debate about which is better, brand marketing or straight selling, has raged in the marketing community for decades. The two camps have fundamentally differing views on the topic, and have even developed names to distinguish themselves.

On one side of the argument are the “rationalists,” or those who believe the best way to sell a product or service is to give consumers the straight facts – plus a good discount every once in a while. On the other side are the “emotionalists,” or those who feel you need to develop an emotional bond with the consumer before they’ll pay attention to your products, services (or advertising).

Which group has it right? The truth is, the most effective marketers are those who have found creative ways to combine the best aspects of both approaches.

Real Estate Messaging: Tackle Tough Questions Before They’re Even Asked

So often you hear direct-marketing experts talk about the need to “break through the clutter” and grab your target audience’s attention. Makes sense. Heck, it even sounds fun. But just how do you go about doing it?

If you really want to make an impact (especially with a marketing postcard, where space is limited), try the question-and-answer format. Instead of the usual canned messages and marketing doublespeak, you address your target audience’s biggest concerns head-on in a simple Q&A format:

Real Estate Marketing Plan Part 3: Defining Your Message

After you determine your audience, the next step in creating a real estate marketing plan is defining the messages of your marketing campaigns.  Now that you have identified the target market(s), defining the message becomes easier as you will have an idea of what appeals to the desired demographics and what messages will make your target audience more likely to respond.


Real Estate Marketing Strategies: Write a Successful Press Release

Press releases, when used as part of real estate marketing strategies, can be an excellent method for promoting your agency in print.  Often when stories appear in newspapers and magazines, the idea for the story started as a press release sent out by the subject of the story themselves.  The key is to get your press release noticed over all the other releases a print media receives, and, surprisingly, getting a press release noticed has very little to do with the actual document.



How Color Can Improve Your Marketing

For many small-to-mid-sized businesses, the colors used in their direct marketing materials are an afterthought; a bit of whimsy to liven up an otherwise drab promotional effort.

Dynamic Color Wheel

But for those in the know, color is the silent salesperson; a marketing weapon that can be used to attract the consumer’s eye, help convey direct marketing messages, establish a strong brand identity, and differentiate your offerings from those of direct competitors.

Real Estate Copywriting: Writing that Makes Them Want to Buy

Features and benefits. At first glance, those words may seem basically the same, but when it comes to real estate copywriting, there’s a big difference:

Features are the tangible attributes used to describe an item (“3,000-square-foot home”), a product (“latex outdoor paint”) or service (“24-hour roadside assistance”). In short, features define the thing.
Benefits take that list of raw […]

Real Estate Copywriting Beginner Tips for Rack Cards

Rack cards are an excellent and inexpensive way to reach potential customers.  Rack cards are very popular at hotels, restaurants, and travel locations where visitors to a location or those that have just moved into a town frequent.  Because printing rack cards is fairly inexpensive, they are an easy way to promote your business.  However, […]

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