 |
 |
 |
 |
 |
 |
 |
|
|||||||
|
Thank John Jantsch for the article- Author of Duct Tape Marketing!
So, how to write a press release? That’s a million dollar question. If done right, it can indeed bring you revenue. Let’s get started by answering what a press release is. A press release is simply a statement prepared for distribution to the news media announcing something claimed as having news value with the intent of gaining media coverage.
A press release consists of following elements:
• Headline - The headline is the first single line of text in the press release and tells what the press release is about. It can be a very effective tool to grab the attention of the journalist, so writing it from a journalists perspective is very important. All that the journalists care about is readers. Think what headlines catch your eyes in the newspaper. Identify a unique feature about your product or service and then write how it is going to revolutionize the world.
• Dateline - The dateline contains the release date of the press release and usually also the originating city of the press release.
• Summary – The summary let’s your build up your chance to sell your press release to the journalist. It is generally a requirement of online press release services and it can be of the size of a small paragraph.
• Introduction – The introduction is where the press release body starts. It is the first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.
• Body - The body comes after the introduction. It gives further explanation, statistics, background, or other details relevant to the news and also serves to back up whatever claims were made in the introductory paragraph.
• About – The about section is also called the “boilerplate” as it used over and over again. It is generally a short section providing background information on the press release issuing company, organization or individual.
• Media Contact Information – This section contains the name, phone number, email address, mailing address, or other contact information for the media relations contact person.
General Tips – It is very useful to look at other people’s press releases. Feel free to take a look at the most viewed press releases on this site, as it usually gives a lot of insight into how to write a press release.
Web Addresses for reference:
Here is a free tool for writing a Press release.
www.ducttapemarketing.com/IPR.htm
http://www.prweb.com/pr/_assets/down…s-releases.pdf
Lead generation is a numbers game and a momentum game. Duct Tape Marketing-
Generally speaking there is no one magic way to generate a tons of leads. Granted, for some businesses there are more effective ways, but on the whole long-term effective lead generation comes down to a combination of advertising, public relations and a systematic approach to referrals – the lead generation trio as I like to call them. It’s my belief that you need to employ all three approaches in order to generate the right kind of know, like and trust building that will attract your ideal customers.
In order to better understand why this blended approach makes such sense let me introduce the 3 Cs of lead generation: Cost, Credibility, and Control. Each of the lead gen trio offers you some advantage in one or more of the 3 Cs.
By using them all, you get the perfect mix.
So here’s the matrix of sorts:
Advertising – potential high cost, often lower credibility, high, in fact ultimate, control – turn the ad on and off when you choose – control is the best part about advertising, you can launch a promotion on the day you want or need more leads and then turn it back down when you don’t. There is a definite need for strategy and not just tactics here.
Public Relations – cost can be low, credibility is high – often a tiny mention in a publication can bring more leads than a full page ad in the same publication – readers love the third party endorsement, control can be low – you can’t really dictate when and if you will get any pub
Referrals – again, cost can be very low, credibility a little dependent on the source of referral but often high, control also out of your hands and based on your ability to educate sources properly.
Each of the members of the lead generation trio has pros and cons, but employed as a unit they have the power to help you create the kind of marketing momentum that builds long term success.
