List Categories | List All Articles | List Articles By Title
How to Get $1000 worth of Advertising for $60
©2004 Jeffrey Dobkin
Sixty dollars doesn't go a long way in buying advertising space. But if you spend it creatively, you can get over ten times that value in newspaper or magazine lineage. And it's easy if you know how. Here's how.
You're familiar with press releases, right? A press release is a single page of information about your product or service that is sent to a magazine or a newspaper. If selected to be published, it's printed as a short story and appears as if the magazine or newspaper wrote it. There is no charge for having your press release published by a magazine or newspaper.
So stick around - find out how you can have your press release published (and your chances are pretty good) even if you can't write worth a hockey puck.
There are certain criteria for having your press release published, no matter who writes it. First, it can't sound like an ad for your product or service. Nope, no adjectives. If it sounds like an ad, it'll be tossed out. While most editors will make minor corrections so a press release will fit their editorial style, few to none will rewrite your release just to get it in. Editors get their choice of press releases every day, and the ones that catch their eye for publishing are the ones closest to their exact needs - requiring the least amount of editing and rewriting. Most editors know a good thing when they see it.
Second, your press release must conform to the standard layout style of press releases. This tells the editor that you know what you're doing in media relations and shows your everyday business practices follow suit. So when your release is published, editors will be comfortable with the knowledge their readers will get good literature and - if they order - a good product. They can assume their readers will deal with a professional company on a professional level. If your press release lands on their desk with lots of typos and misspellings, it'll land in the trash next.
Correct layout style means a big header stating "Press Release" at the top, followed by a contact name and phone number so editors can call for more information. Next it needs a kill date after which the press release shouldn't run. If there is no kill date, state "No kill date" so it doesn't look like you forgot it. Also, don't forget to include a 5" x 7" black-and-white photo for increased interest, better readership, and more credibility.
The headline of your release is centered and in bold. Write your headline with care; it's this line that will make or break your release. If it's a great headline, people will read it - and the rest of the release. If it's a poor headline, people will read it - and the other articles in the magazine. It's your choice. My recommendation? The Jeff Dobkin 100 to 1 rule: Write 100 headlines, then go back and pick your very best one.
The body of the release follows. Double space, allowing an editor to easily make corrections between the lines. Leave room around the margins, too. Make it look easy to read, even if it isn't. Use short, descriptive sentences without fluff or excess verbiage. Use a pyramid style of writing - the most important parts in the first paragraph or two - because editors know to cut from the bottom.
Terse, concise writing just like a reporter from a newspaper would write works best. Holy smokes! Did I just say "just like a reporter from a newspaper would write"? What an idea!
How's this: suppose you aren't a strong writer, or you're too busy with other activities to write your own release. What do you do? Call the local newspaper and ask to speak with a reporter. Now, I don't know about your area, but newspaper reporters here in Philadelphia don't usually make all the money they'd like. When you get a reporter on the phone, ask if they know of any reporters who'd like an additional easy writing assignment and would consider writing a press release - for pay. Chances are better than good that the same reporter you're speaking with will go for the chance at easy money. If not, they'll recommend an associate on staff.
Go over your product information with the reporter, and add enough of a benefit summary so they can write a quality release. Ask them to recommend several different angles and what they think their very best pitch would be. Then ask what their hourly rate is (usually about $20/ hour). Your release should take about two to three hours of writing time, if that - and should cost around $60.
Now for the best part. Your reporter can submit your release to the editor for you. Think about it. The paper's own reporter writes a press release - in the newspaper's exact style of writing - and then hands it to the editor with his own personal recommendation. Nice package.
So without writing a stitch, you get the release written then handed over
to the editor on a silver platter by a trusted staff member. Your chances
of getting it published are? you guessed it. When it's printed, you just
received $1,000 worth of advertising for $60. As promised.
Jeffrey Dobkin, www.dobkin.com author of the incredible 400-page marketing book, How To Market A Product for Under $500 ($29.95), He is also a speaker, and a direct mail copywriter. To order books or speak with Mr. Dobkin personally call 610/642-1000. Fax 610/642-6832. Satisfaction Always Guaranteed.
Between Now and Economic Recovery
There's still time to review your public relations program like Navy flight crews go over a fighter jet.Reason is, you need to fine-tune your public relations activity looking forward to a snap-back in the economy, when you'll need all guns blazing.
Editorial Calendars: A Key to Publicizing Your Business
What is the one thing that all of the best public relationsagencies do every year? They research and compile editorial calendars from publicationsthat are pertinent to their client's business. You should too.
Building Community Support for Project Permitting, Construction, and Marketing
Redevelopment is replacing new construction throughout the Greater Boston area, as construction costs climb and the commercial/retail vacancy rate reaches new (and alarming) levels.Redevelopment of highly visible, publicly owned or historic properties~ such as shipyards, air bases, and historic mills ~ involves all the usual steps of Federal and State permitting and approvals, and the additional layer of permitting involving historic, archeological and cultural review and approvals.
A Well-Oiled Strategy Machine
Yes, that's what public relations really is when it tracks important external audience perceptions and follow on behaviors. And again when it does something about those perceptions and behaviors by reaching, persuading and moving to actions you desire, those people whose behaviors affect your organization the most.
Are You PR-Challenged?
You won't be if you accept a very simple premise. Here, in just two sentences, is your pathway to effective public relations.
PR: How Sweet It Is!
The public relations goal and strategy make sense; the message is persuasive and compelling; the communications tactics are aggressive and well-targeted. YES!!For those of us in public relations, how sweet it is when members of an important target audience appear to understand why the rumor was wrong and what they believed about the organization is simply not true.
PR: Focus on What Matters!
Sure, as a manager, you have a talented member of the PR team assigned to your department, division or subsidiary, or housed at your agency, and s/he is darn good at placing product and service plugs on radio and in the newspaper. Which may be all you want.
Do You Have an Exclusive Market Segment?
You do if you're a business, non-profit or association manager with important external stakeholders whose behaviors affect your department, division or subsidiary the most.In your own best interests, here's what you'd better be doing about them.
How to Get Publicity for a Service Business
Many of our clients are in service businesses, such as realtors, financial advisors, interior designers, attorneys, salon and spa professionals, home health care, therapists, consultants, accountants, computer services, and several more.Service professionals have to work harder to promote themselves.
Meet The Media
Although media relations is not all there is to PR, it is a darned good, low cost way to spread the word. So here are a few media contacts to help you out.
Your Online Newsroom: How to Give Reporters a Tip
It's hard to imagine a reporter working today who doesn't regularly visit "official" company websites. And it's hard to imagine just how much those websites have improved reporters' lives.
Managers: Do You Trust Your PR?
You can if, as a business, non-profit or association manager, you can honestly say you are doing something positive about the behaviors of those important external audiences of yours that most affect your department, group, division or subsidiary.And particularly so when you persuade those key outside folks to your way of thinking, and move them to take actions that allow you to succeed.
Dont Need No Stinking PR?
Almost assuredly you do, especially when your most important external and internal audiences behave in ways that stop you from achieving your organizational objectives.With that attitude, you could have a long wait before you see community leaders strengthening their bonds with you; customers making repeat purchases; unions bargaining more frequently in good faith; prospects becoming customers; employees beginning to value their jobs; political leaders and legislators starting to think of you as a key player in the business community, and suppliers working hard to expand your relationship.
Cutting Down Your Trade Show Budget
Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followed closely behind by marketing.
Publicity: Polls and Surveys Are a Great Path Free Publicity
When I search Google News for "surveys," I get nearly 50,000 results. When I search for "stocks," I get about 54,000.
Credibility Lost or Gained, Are you Prepared?
If a reporter approached you about an interview, would you know what to say do or even how to dress for one? Would you know how to answer questions? Have you ever wondered what the secret of working effectively with the media is? Do you wonder how to increase or even have quality coverage?Quite often, what you don't know can hurt you.Most people have no idea on how to prepare for questions.
Writing A Press Release
News releases (also called press releases) are an important part of a public relations campaign. They are also an important part of marketing your business.
Media Exposure Validates And Legitimizes Your Business
Although repetition is extremely important, there are times when advertising can help bring you a fast response.If you're having a fire sale, you want to advertise.
Why Restaurants Go Out of Business
Recently someone asked me why so many restaurants go out of business. I answered that too many people open a restaurant because it's their dream.
Creating Event Magic through Planned Video Production
Once upon a time, there was a young, stressed out corporate events planner called Tanya. She was organising a large-scale event for her firm's biggest client.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !