Press Releases/Copywriting

Creating A Search Friendly Press Release Not What It Used To Be

Many business owners don’t realize that a press release is not just about announcing your latest news – it can also play a part in your search marketing strategy. There is quite a bit of debate in regards to press releases and search with all the recent updates to Google’s algorithm, but in short, a well written, quality release can help your business gain media exposure and hopefully receive mentions from credible outlets while sending out…

Posted November 1, 2013
By: Hartland Ross

Six More Savvy Rules for News Releases

1. Frequency. As I mentioned before, make sure your press releases are either newsworthy, or that they tell a good story: Quality always trumps quantity. But that said, try to make sure you issue frequent releases to help keep your name high in the minds of editors. 2. Target your releases. Don’t just send them out to every publication and PR service you can think of. Ask yourself who will find your release relevant and…

Posted May 24, 2009

17 Rules for Writing Press Releases

1. Make sure your press release is newsworthy. If it is truly a newsworthy story, editors are much more likely to use it. 2. If you are sending a release about a product or service, write a story about uses and benefits, not a blatant pitch for your business. 3. Write a compelling headline that makes people want to read more. We like to check the headlines we write using the free Headline Analyzer tool at www.aminstitute.com/headline/index.htm. 4. Use…

Posted May 3, 2009

How to Cut Marketing Costs with Newsworthy Press Releases

Let’s say you are spending too much on marketing and need to cut costs, or you want greater marketing exposure, but can’t increase your budget. One quick answer is to use the power of press releases to enhance your marketing. There are four good reasons for using press releases for marketing: 1. Press releases cost much less than other forms of advertising. They may be distributed free, or for a small one-time fee. 2. You can target…

Posted April 20, 2009

Copywriting for Direct Mail – Part 3: Five Motivators

Two posts back I shouted: SELL THE OFFER. What does that mean? The offer is the theme of your communication. Begin with it. Restate it. Denote its key benefits. The actual product or service is largely incidental to your sales pitch. Let’s go back to the weight loss example. Remember, the big gun you fired first was: “Want to lose 20 lbs before Christmas?” At this point you could be selling diet pills, exercise equipment,…

Posted November 16, 2008

Copywriting for Direct Mail – Part 2: Big Guns

The first rule for writing for direct mail was codified by Herschell Gordon Lewis who said: “Fire your big guns first.” What does that mean? It means get to the point as fast as you can. You have somewhere between one second and 10 seconds to hook your audience, so don’t waste time warming up and don’t waste time talking about yourself. Talk about what your audience wants.

Posted October 24, 2008

Copywriting for Direct Mail – Part 1: It’s Measurable

Direct mail is a subset of Direct Response Marketing. All forms of direct response, including direct mail give you results you can measure accurately. Image and awareness advertising – which you see so much of on TV – cannot do that. Because direct mail is so measurable, it puts an onus on the copywriter to get it right. Fortunately, expert direct mail writers have tools and techniques that get results. Over the next few posts, I’m going…

Posted September 22, 2008

Copywriting – Persuade Your Reader with Benefits

When you think of copywriting do you think of those direct mail pieces that arrive in your mail box? Or do you think of the text of a television ad? Or do the words in a radio spot come to mind? If so, you’d be right in all those instances. Yet you’d also have missed some. At its essence, copywriting is persuasive writing.

Posted June 26, 2008