Publicity Archives - TODAY INDIA

Best Kept Publicity Secrets of the Big Red Envelope

Two years back I interviewed a self publishing millionaire who had sold 500,000 copies of his Special Effects Cookbook, and had a great way of getting free publicity.

Here is what he said ..

“As the author of a cookbook, I’ve been on full page in the food section of a Newspaper – full color. The whole first page is my face and my story and all my contact information. And if you get a big story in Boston or LA or Chicago or New York, millions of people are going to see that.What do you think happens when a full page comes out in a big city like that?”

I’ll tell you what happened to him…

When a full story breaks in a big city like that, you sell a lot of books! And he did!

As a self-published author, publicity becomes your new best friend. And in most cases, there’s no perfect time to launch a publicity campaign for your self-published book. You do it pretty much all year long.

He began sending press releases by mail during a time that email wasn’t as prominent, but even now, email and just doesn’t work as well. Neither does fax. Instead, direct mail is the way to go. There are special ways to do direct mail. You put your press release in a big red envelope and you use a magic marker for your return address and you just write in big letters all over it so that this envelope really looks special. I’m talking a big red envelope, 8 x 10, #10. You can get them at Staples.

Just be outrageous. Like the guy who wears a red suit, he walks into the room and you’ve got to see him.

So you send your press release out in a big red envelope and with a black magic marker you just write the guy’s name in big black letters. Use a couple of stamps, and hand-write the address. You only need ten a day.

He sent out hundreds a year for his book. You can do a little bit every day so that you get that constant flow of interest from TV, radio or newspapers, lastly of which can work the best because you can get a write-up; usually a full page.

He puts an 800 number in the press release, and a computerized system where it’s all automated that can handle 10,000 calls simultaneously. Calls can come directly to you from the press release.

The way a press release works and looks is that if you have to follow a format. At the very top of the press release, the upper left hand corner, you just type in for immediate release.On the other side, right across from that, you say for further information, contact… and then you’ve got to have your name and your office phone number. You can leave a number with an answering machine, but I don’t recommend that. You want to handle all the media contacts yourself.

The person who calls you is usually a journalist and they have an editor. And the whole point of writing a press release in the format that I recommend is that you’re not selling anything. You can’t sell anything with a press release. Make them look good with your story. When they go to their editor and they say “hey Mr. Editor, I found this great story”…. it makes the editor look good, so you let him write and let him sell it for you. It works like a charm. It really does.

If you want to see your sales skyrocket, put together a publicity campaign that will get you noticed. Be Unique. Let them know there’s no one like you out there. Use his advice on using this big red envelope. It works.

Online Press Releases Create Loads of Free Publicity for Your Home Business

Online press releases are one of the fastest and easiest ways to get your home business in front of your target market.

Many times when people think of the term “press release,” what comes to mind is a major life-changing news story published by a large corporation or government agency. According to the World English Dictionary, however, a press release is simply “an official announcement or account of a news item circulated to the press.”

What does that mean for the home business entrepreneur?

You have a powerful tool for generating publicity and getting noticed — right at your fingertips.

Why Online Press Releases?

In the past, news was released in print, on television and on radio. In recent years, however, the internet has completely changed the way individuals and organizations get the word out.

The average consumer now expects to get their news immediately, especially online, so when you publish a press release about your home business on the web, it’s possible to see a major influx of traffic to your business within hours and minutes instead of the weeks and days it used to take.

Here’s why it works.

Many of the press release sites are considered important authority sites by the search engines, so if you optimize your report properly as explained in this article, your news item will appear higher in the search results for the terms your prospective customer cares about.

Moreover, the fact that they are identified as authority sites means the links from the press release sites to your website are given more weight. So from the search engine perspective, you are more of an authority and your website rank increases, making it easier for your intended audience to find you online.

Additionally, due to the relevance associated with press release sites, your perceived authority in the minds of your readers multiplies. You then have an avenue by which you can educate the consumer about your home business, build rapport and truly form a connection.

But What Would I Write a Press Release About?

As stated above, a press release doesn’t have to be about an earth-shattering event (although big news can garner a lot of attention quickly, as you’ll see below). Here are 10 ideas you can use to gain free publicity using the power of the press:

1. Announce the opening of your business. If you’ve been in business for a while and have never written a press release about it, write a piece announcing your mission statement. Tell the world who you are and what it is you have to offer.

2. Publicize a new product or service you’re launching. Share the benefits your customer can expect, and tell them how to do business with you.

3. Announce your teleseminars and webinars. A press release is a fantastic vehicle for attracting attendees, so always include enough information to ensure you’re drawing the right audience.

4. Reveal a special sale or any special offers you have going on. Tell your prospective customer exactly why they should do everything possible to seek you out.

5. Remember that major news story? Link big news with something happening in your company. As an example, about two weeks before the time of this writing, Prince William announced his engagement to Kate Middleton. The Franklin Mint then announced the production of a limited edition Kate Middleton portrait doll.

6. Start a Meetup group for home business owners in your area and promote it with a press release. You can announce the establishment of the group itself and send a news release before each event. In this way, you grow your membership and increase attendance at the meetings.

7. Publish a news piece when you launch your website and every time you make a major change to it. Be sure to include an incentive for the reader to actually visit your site.

8. Create a press release when you hire support staff. This is an implied statement that your home business is growing rapidly and your prospects need to do business with you now, while they can still work with you personally.

9. Set up a charitable event and tell the world via a press release. One of the best ways to implement this idea is to offer a product for sale and commit 100% of the proceeds to the charity of your choice. This is especially effective if the product for sale is an information product because it minimizes your cost. Don’t have an information product? Set up an interview with a well-known figure in your market (let them know it’s for charity), record the interview, and sell the mp3 download.

10. Start a contest and write a news article to announce it. Include enough information that the reader can clearly understand the rules and benefits. Contests are fantastic tools for building your list of prospects.

So What Goes In a Press Release Anyway?

One of the keys to success with online press releases is to write your news item so that it will be found when people are searching for what it is you offer.

In order to do this, spend several minutes brainstorming and writing down specific words and phrases your ideal prospect is likely to enter into the search box when they’re looking for the solution you provide. Then use a keyword research tool, such as the Google External Keyword Tool, to identify the most popular search terms in your market.

Select 4-5 of the most popular terms. One of these will be your main keyword, and the rest will serve as supporting – or secondary – keywords. These are the words you’ll focus on when writing the press release for your home business.

Now that you know your keywords, let’s look at what to put in the press release.

1. Title. A good press release title is short, starts with your main keyword, and grabs the reader’s attention immediately. Use action words and power words such as results, secret, risky, revealed, and announces. Remember the goal is to motivate the audience to want to read more.

2. Summary. The summary is one or two sentences that describe what your news item is about, and it should include 3-5 secondary keywords. The summary should entice the prospective reader to read the entire article. It’s also a good idea to place a link to your website in the summary of a press release so the reader can immediately visit your site if they so choose.

3. Dateline. The dateline must include the date and a clear, concise declaration of the news. When someone reads the dateline, they should have an immediate understanding of what you’re reporting.

4. Main Body. The body of your press release should be 300-800 words long, written from the third-person, neutral point of view. It must answer the 5 W’s — who, what, where, when, and why. The body text should focus on a single news item and must not be written like an advertisement. Instead, tell the reader what’s happening and why they should care. Be certain to include 1-3 links to your website in the body of your press release. At least one of the links should use your main keyword as the anchor text (the visible, clickable text in the hyperlink) and at least one of the links should use your actual website address as the anchor text. Take the time to be sure one of your keywords is in every paragraph of your press release.

5. About/Boilerplate. Give the reader of your press release a high-level look at your home business. Tell them about any special certifications, awards, and honors you’ve received. Convey your unique selling proposition. Then place a call to action, with a direct link to your website, as the last line.

6. Contact Information. Provide your name, the company name, your telephone number and the website address for your business so the reader and members of the media can easily contact you. Do not use a personal email address.

So I Just Write a Press Release and People Start Calling?

Well…no.

After you write your press release, you do have to submit it to the online distribution services. These services share your news items with multiple websites so your content is published all over the web, thereby increasing your exposure and the likelihood that your target audience will connect with you and learn about your home business.

While there are some paid services, there are also several that allow you to distribute your news items for no cost.

Free Publicity – 5 Easy Ways to Promote Your Business

As a Guerrilla Marketing Coach, I’m a strong believer in implementing free or low cost strategies to publicize your business. As a start-up, with cash flow being slow or non-existent, it’s imperative to find ways where you can gain visibility without spending a lot of money. These tips and tricks are just a sampling of some of the creative ideas you can use to generate publicity now! Try a few to find out which ones work best for you.

1. Publicize With a Press Release

Cultivate a habit around issuing press releases about newsworthy items related to your business. Use them to announce new additions to your staff, a new book you’ve published, an upcoming workshop or seminar, or the availability of an e-course. Don’t let this wonderful and free opportunity pass you by. In fact, you should make an effort to create some sort of consistent buzz around your business which you can share through a regular press release campaign.

2. Write and Publish Articles Online

Write articles and submit them to article submission sites. These websites, in turn, offer your articles, for free or fee, to other online newsletters or ezines. As a result, your articles are spread throughout the internet. You can include a captivating byline, complete with your contact information so any inquiries will be directed back to you. If you don’t like to write, hire a ghostwriter. Publishing articles online is a fast, quick, and free way to spread your name everywhere. Writing is a wonderful way to increase your visibility and credibility with your target market.

3. Craft a Captivating Email Signature

Each time you send an email, you have an opportunity to generate free publicity. Make sure your email signature includes the basics such as your name, company, telephone number, fax number, and email address. Consider adding other information to capture the attention of readers — like a catchy slogan, a link to your blog, or your Skype address. Better yet, if you have a new seminar to offer or you’ve written a book, an e-book or an article, include a line about each of those as well. You might want to experiment with different typestyles and colors, but don’t go overboard. Your primary concern should be readability and to provide useful information. Dress up your email signature and make every email count!

4. Write a Newspaper Article or a Column for Your Local Paper

No matter what your niche, you can always find something interesting to write about. Newspapers editors regularly look for filler for their papers, so if you have something interesting to share, consider presenting your idea to your local paper. It’s best to have several examples of your writing on hand as most of them will request writing samples. You may even consider offering a proposal to write a regular column. Again, check with the editor about the types of stories or ideas he or she is looking to promote. Most likely, you won’t be paid for your contributions, but you’ll probably be supplied with a byline that includes your name and contact information. This is a great way to receive free publicity in your local community. If you write a weekly or monthly column, there’s always a chance you may end up in syndication, with your articles being picked up by newspapers nationwide. Also, don’t hesitate to contact papers outside your local geography. Papers across the nation and the world are always looking for high-quality, well-written content.

5. Contact your Local Talk Radio Station

Local talk radio stations are always looking for interesting people to invite as guests. In order to receive an invitation, you must have something captivating to talk about. Think about how you can relate your product or service to health, wealth, happiness or relationships — four primary areas heavily promoted on talk radio. What’s unique about your product or service? What interesting way can you position yourself as a guest? Keep your eyes and ears open to current events, celebrities in the news, and upcoming holidays to see how you might relate your business to what’s happening in the world around you. If you can find the right angle, rest assured that radio hosts will be eager to speak with you! Radio is a wonderful medium to publicize your company to the masses.