Among the various foolproof methods used to boost traffic to
your site (ezine advertising, and search engine submitting, to
name a couple) one method seems to be forgotten about by many
new Internet marketers. That method is writing press releases.
Press releases are a way to get your business exposed to more
and more would be customers. They are written as a news article
and submitted to editors who then print them or follow-up with
you for a story.
An example of a successful press release can be found at Allprobizops.com.
Take a moment to read through that article and then take a closer look.
You'll find that this press release, just like any good news
article, answers some basic questions for the reader. Not only
that, there is a specific formula involved in constructing the
piece.
Here are the questions:
Who ... will bring or brought about the event?
What ... is going to happen or has happened?
Where ... will or did this take place?
When ... will or did the event occur?
Why ... will or did it occur?
How ... will or did it happen?
Now, here is the formula. If you plan to write a great press
release you must know and understand how to build it:
First is the headline. Choose the words carefully to convey
several things at once to the reader. They must be brief and to
the point. You say what the news is about in ten words or less.
The words of your headline must be exciting and dynamic. Don't
be afraid to make a bold claim your headline, say for example,
"Thousands of People Reap Thousands in New Internet Business."
Just be sure ... very sure ... you back this up with proven facts in
your article.
The next component in the formula is the opening. This is where,
in no more than two sentences, you capsulate your information -- tell
what the article is going to be about in bite size. Answer
the "who, what, when, where, why, and how" questions as briefly
as possible. Save details for later.
Analyze this part of your press release carefully. To be
successful the article must be able to peak the readers'
attention at this point. In other words, if they read nothing
further, they have all the information they need to take action.
Now, shape the third element, the body. Elaborate on your
opening. Add descriptions and benefits, quotes and testimonials.
Be sure all of your quotes begin and end with quotation marks
and give credit and credentials to the persons you quote.
For instance, instead of ending a quote with, "says Barbara
Smith," end it with "says Barbara Smith, six figure online
entrepreneur and highly praised lecturer on small business on
the World Wide Web". Isn't the second way much more powerful and
convincing (provided of course, it's true)? That's giving credit
AND credentials.
Finally, close your press release with a short call to action.
Use a sentence to summarize, then tell your readers how they may
get more information. Don't go for the jugular here, though;
wait for a follow-up contact to make your final sale. But do use
action producing words like "get" and "now" ("Get more
information "now" by phoning [your name] at [your phone
number]).
A few final words are important now. Let me combine them with an
exercise to help you remember the five "w's" and one "h" of
successful news writing. Make sure you thoroughly consider these
questions as you plan and write your release:
Who ... will benefit from reading your press release?
What ... do you want them to know?
When ... is your information available?
Where ... can they find more information?
Why ... is your information valuable in the lives of your readers?
How ... is your information unique? It's going to be submerged in a
sea of press releases your intended publisher will have to
review.
These are the best means I know to get your press release
published once it's submitted to an editor.
P.S. More on this topic can be found by reading Dr. Randall
Hansen's Guide to Writing
Successful Press Releases
P.P.S. Directories to find places to submit your press release
can be found near the end of the same web page.
