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HOW TO OBTAIN FREE BUSINESS PUBLICITY
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 though out, and preplanned 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 have 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 & 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 are 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 them you
want a hundred of so sheets of good bond paper - 8 1/2 x 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 are 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 area:
"Here's something that is 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 your need more into, give me a call at: (503) 666-
5824..."
Then, or course, you skip about four spaces, type your name, your business
name, and your address - sign your name above where you have 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 have 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. The Xerox the note 4 times,
paste these 4 copies onto one sheet of paper, print 50 to 100 copies, and cut the paper into
individual notes, all for less than $10... Do not try to save money by photocopying or
Xeroxing - a photocopy is a photocopy is a photocopy, 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 is 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; form the left hand margin, type in all capital letter: 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 is 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... An actual
copy of one of our publicity releases is contained as an appendix to this report...
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 will 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 is 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 your or your credentials - If you
have sold them on the benefits of your business to their readers, and they want
background details, they will call you. That is 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 have 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 did not 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 form you, unopened! If your first effort is not used, then you should review the
story itself, perhaps write it form a different angle; make sure you are 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 in 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 interesting to the readers, viewers or listeners
of the media you want to run your press release. Without this special ingredient, you are
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 is a deluge of chain letters and pyramid schemes making
the rounds - 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 reports on
chain letters and pyramid schemes - a report that explains everything form A to Z - who
are the winners and who are the real losers.
There is 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 is 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 would like to appear in the Sunday paper, you will generally have
to get your releases in at least nine days prior to the date of publication. If you are in
doubt, call and ask about the deadline date.
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 photocopy - 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 did not use
your press release, why he had it rewritten or cut it short - just try, and try again!