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 thought out, and
pre-planned 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've 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.
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 and 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're 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 him you want a
hundred or so sheets of good bond paper - 8 1/2 by 11" preferably 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're
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 areas:
"Here's
something that 's 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 you need more info, give
me a call at: (503) 666-5824..." Then, of course, you skip about four
spaces, type your name, your business name, and your address - sign your name
above where you've 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've 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. They Xerox the note 4 times,
past these 4-copies onto one sheet of paper, print 50 to 100 copies, and cut the
paper into individual notes, all for less that $10... Do not try to save money
by photo-copying or Xeroxing - a photo-copy is a photo-copy is a photo-copy, 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's
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; from the left hand margin, type in all capital letters: PRESS
RELEASE: Then, underline these words. Immediately following the colon, but not
in all capital letters, put in the date. Always set the date forward 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's 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...
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'll 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's
also a good idea to include a complimentary sample of your product or an
opportunity for him to sample your services.
Remember,
the editors receiving your information are fully aware of your purposes - Free
Advertising! They are not in the least interested in you or your credentials -
If you've sold them on the benefits of your business to their readers, and they
want background details, they'll call you. That's 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've 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 didn't 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 from you, unopened!
If your first effort is not used, then you should review the story itself;
perhaps write it from a different angle; make sure you're 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 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 interest to the readers, viewer or listeners of the media you want
to run your press release. Without this special ingredient, you're 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's a deluge of chain letters and pyramid schemes
making the round - 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 report on chain letters and pyramid schemes - a report that
explains everything from A to Z - who're the winners and who're the real losers.
There's
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's 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'd like to appear in the Sunday paper, you'll generally have to get
your release in at least nine days prior to the date of publication. If you're
in doubt, call and ask about the deadline date.
IN
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
photo-copy - 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 didn't use your press
release, why he had it rewritten or cut it short - just try, and try again!
