Writing by Brick Marketing on Thursday, 14 of February , 2008 at 10:42 am Leave a comment
Before you can figure out the right ways of attracting media attention to the press releases that you write, it’s important to know what tends to be a turn off for everyone from bloggers the newscasters to news producers who are called upon to find the filler stories and articles that will make a broadcast, a newspaper or a magazine complete.
PRWeb - Press Releases That Work
If you want to attract media attention, here are some sure fire strategies that you need to be aware of simply because using them is going to have the opposite affect of what you’re looking for.
- Keyword stuffing. When it comes to press release SEO, there’s a delicate balance that you need to have, a balance that puts your keywords out there but doesn’t throw them into the mix so often that the release is no longer readable. Keyword stuffing is a deal breaker for attracting media attention because, well, it shows that you care more about the search engines and ranking for those terms than you do about helping out your customers.
- Excitement overkill. Being excited about your product is one thing; hyping it beyond compare is another - and too much hype is not going to attract media attention. Simply put, saying that your product is new, exciting, improved and “the best ever” without backing it up is going to make most media folks more than a little skeptical.
- Too much information. When you’re trying to attract media attention to a press release, you need to be sure that those who are reading it know that there’s a need to dig deeper and tell more of the story; if you put it all out there up front, what’s left to look into?
There are more things that you can do that will sabotage all of your efforts to attract media attention to your press releases (and we’ll be sure to keep providing information about others as well), but these 3 are likely to be the most counter-productive of all.
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Writing by Brick Marketing on Wednesday, 13 of February , 2008 at 9:53 am Leave a comment
When you’re writing a press release, it’s essential to look at the ways in which that release is going to be used.
PRWeb - Press Releases That Work
In some cases, the press releases that you write will be used by media pros - folks who are looking for a story and an angle because they have an interest in a particular business sector, an interest in a company or a product or service. In other cases, the press releases that you write and send out are going to be used by new media pros - the bloggers who are looking for relevant, topical events to cover and the products and services that keep them buzzing. Finally, when it comes to press release writing, it’s essential to know that there are going to be end consumers reading your online press releases.
Each of these groups is looking for something completely different when they read your press release. The traditional media are looking for filler. Bloggers are looking for excitement. Consumers are looking for a product or service that will meet a need or help them to learn more about what your company can do for them.
Therefore, when you’re writing a press release, it’s essential to consider your readers; they will, on many levels, dictate the way that you write - the focus, your tone and the way you link them back to your website for more information. In other words, don’t simply allow yourself to get caught up in writing a press release to meet your own goals, focus on helping the readers to achieve their goals as well.
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Writing by Brick Marketing on Tuesday, 12 of February , 2008 at 11:29 am Leave a comment
While press release distribution and press release writing is a great way to get the word out about products, services and events, it is important to recognize that it isn’t the only way to generate a buzz about your company. In these days of social media and blogging and web marketing tools, it’s important to maintain a bit of a wider focus.
PRWeb - Press Releases That Work
That’s not at all to say skip the press release distribution: it just means that it’s a good idea to look at the big picture.
The big picture is that if you’re looking to get the word out, you need to open yourself up to the possibility of using press release distribution in conjunction with other marketing tools:
- In addition to a press release, include the announcement of an event in your blog and point it to the press release as well as your website to give readers more info.
- Look at the possibility of launching a PPC advertising campaign at the same time as you send out a press release when your goal is to drive traffic to a new page on your website.
- Because press release writing is best focused on a single demographic, you may also want to look into a press release distribution strategy that embraces multiple outlets - one for each demographic.
Simply by broadening your marketing efforts, you can do more to get the work out; remember, press release distribution is only part of the equation.
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Writing by Brick Marketing on Monday, 11 of February , 2008 at 2:12 pm Leave a comment
When it comes to press release writing, one thing is certain: there is no one size fits all approach.
PRWeb - Press Releases That Work
Defining your audience.
When you’re writing press releases, you’re going to want to be sure that you know who you are writing for. Creating a web release that you hope bloggers will pick up and write about is a lot different than creating a press release that you’ll send off to the local TV or radio stations. Knowing whether you’re writing because you want someone to pick up the story or just because you know that there will be end consumers who find your press release online is also going to determine the way that you go about writing your press release.
Even before you start writing, it’s essential that you know whom you are writing for.
Identifying and focusing on your goals.
When you write a press release, one of your primary goals is going to be getting the word out and announcing a product, service or event. But if your goal is to create a buzz, chances are good that you’ll take a different writing style than you would if you were writing a press release to get sales.
Simply identifying your goals may not be enough; especially if you let go of that focus once you’ve identified it. Every bit of writing that you do within your press release should be focused on achieving that goal.
Your audience and your goals, when you’re writing a press release, are going to be the foundation of the style of that release. However, its important to recognize that there’s more to it than that: length may vary based on your goals and audience. If you are targeting different markets with the same product, you’re likely to quickly discover that the tone of your writing will be different (marketing to business professionals is going to be different than marketing to college students, for example).
Creating your press releases so that the writing focuses on a particular demographic is going to be far more effective than writing a one size fits all release.
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Writing by Brick Marketing on Sunday, 10 of February , 2008 at 1:02 pm Leave a comment
When it comes to managing your press release campaigns, there are a few essentials:
- You need to manage the schedule on which you send out press releases;
- You need to manage your press release distribution system;
- You need to manage the way that press releases are written; and,
- You need to manage your press release content.
When it comes to managing your press release content, one of the key things that you need to be looking as is whether or not you are releasing newsworthy information or simply just making an announcement.
Think about a product launch: are you just trying to let prospective buyers know that you’re putting something new on the market, or are you providing them with a resource that will fulfill a need and provide them with a solution to a problem? Are you announcing an event, or are you encouraging someone to participate?
By focusing on the difference between an announcement and news, you’ll quickly find that you’re able to get more out of the press releases you send out. This is a key feature of press release management: getting the right information out to increase the exposure that your business will get.
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Writing by Brick Marketing on Saturday, 9 of February , 2008 at 7:30 am Leave a comment
Submitting press releases to a number of online sources is a great way to market your business, sure; but are you really content with building links? Wouldn’t getting sales be a whole lot better?
Conventionally, getting sales with press releases wasn’t really the goal. With a traditional press release, the goal is to get the media to pick up the story and to talk about your product or service. The reason for that is remarkably simple: people tend to trust what they see on TV, hear on the radio and read about in the local newspaper (it’s for this same reason why designers pay celebrities to wear their clothing - it influences the buyers).
Online press releases can be used a little bit differently for getting sales. Because you can focus on a targeted keyword or keyphrase, because you can tie your products and services to your local area to help attract attention and because online press releases can be seen by anyone, you can attract prospective buyers along with the media. If you grab and hold their attention, you’ll find that there are clicks through to your website, and those clicks help with getting sales as well.
So what does it take to get sales with your press releases? The first step is to write for an online audience - which means balancing the content with search engine optimization so that readers and the search engines see it as valuable. Include enough details to get readers excited enough to want to know more - and then make them take action to get that extra info. Be confident, clear, concise and just casual enough that it doesn’t sound like your only goal is getting sales.
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Writing by Brick Marketing on Friday, 8 of February , 2008 at 1:29 pm Leave a comment
If you’re looking to create a buzz - if you want to make sure that you’re getting the word out about a product or service and that readers are taking notice and taking action - always keep your focus. When you do, you’ll find that it is far easier to:
- Write in the third person and to find the right quotes and testimonials to get readers excited.
- Focus on getting the word out about your business as well as the product or service - keep building on the reputation that you’ve started to establish.
- Stick to the concept of providing newsworthy information while still getting non-media readers buzzing about your announcement.
- Create interest in the product, service or event that you’re announcing - enough interest that links are followed and you create a demand for your products or services.
Creating a buzz isn’t just about letting someone know what you’re doing - it’s about making them glad that you are doing it, exciting them about products, services and events and wanting to know more, wanting to tell others more.
A buzz about your products or services is the one thing that’s going to serve to promote your website, your company and everything that you’re announcing.
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Writing by Brick Marketing on Thursday, 7 of February , 2008 at 2:32 pm Leave a comment
Press release writing takes a slightly different set of skills than news writing, marketing and blogging, but there are some elements in which it mirrors copywriting in many forms:
(Source)ACCA — Awareness, Comprehension, Conviction, Action. This is similar to AIDA, but Comprehension stresses the importance of clarity and understanding, which is vital for any persuasive message. Also, Conviction is much stronger than Desire. It suggests certainty.
When you are writing a press release, your key goal is to create awareness for the product, service or event that you are announcing; awareness, therefore, is a pretty straightforward element when it comes to press release writing.
Comprehension is important on two levels. First, you need to understand why you are writing the press release because that will help to guide you to state your message clearly. More importantly, you’ll find that your comprehension of the subject matter of your press release helps you to write in a way that keeps the details clear for the readers as well.
The reason why conviction is a necessary element when it comes to press release writing falls along a similar line in advertising of create need, not just want.
Finally, have a sense of the action that you want readers to take after reading your press release. Sure, on one hand it’s to develop an interest in the product, service or event that you are announcing, but specifically: are you simply writing a press release to focus on getting someone else to tell your story or is your goal to get them clicking a link to your website to learn more?
When you keep each of these 4 elements in mind, the press releases that you write for online distribution will better accomplish your goals.
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Writing by Brick Marketing on Wednesday, 6 of February , 2008 at 7:51 pm Leave a comment
There is a component to press release writing that involves attracting attention to your website by providing just enough information to get the reader to bite. There’s a similar concept involved in other online marketing tools like social networking:
(Source)The term ‘link bait’ refers to materials created, published and spread online with the aim of attracting links, visitors and attention. These baits are often disseminated via social media websites, particularly social news communities like Digg or Reddit.
Ideally, you want as many people as possible to see these baits because this increases the potential for them to go viral. Social media channels are platforms to maximize visibility.
Online press release distribution will give you the opportunity to get the word out about a product, a service or an event; by focusing on what’s important and relevant but leaving just enough out of your press release that the reader will want more information, you can bait them to follow the link to the site.
Keep in mind that their following the links to your website will help to boost your traffic, but when you are adding the links to your site while writing your press release you need to direct those who follow them to find the information that they are looking for.
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Writing by Brick Marketing on Tuesday, 5 of February , 2008 at 2:19 pm Leave a comment
When you’re writing press releases for internet distribution, even though you want to attract media attention that should not be your only goal.
Attracting media attention, yes, can help to get your product/service/event in the public eye - particularly if it is picked up by national television media. However, when you’re submitting your press releases to online distribution services there are a number of other things that you’ll be able to accomplish.
First, the right SEO can ensure that when someone is searching the web for your type of widget in your area, the person searching will see your release and learn that they can get what they are looking for locally. The right keywords can help your press release to rise to the top of a search result.
Also, because anyone can find your press releases online, you’ll want to be sure that you’re using them to get out information about your business and what you do: if someone is looking for a real estate event in Philadelphia and you’re hosting one, don’t you think it would be a good idea to give them enough info to catch and hold their attention?
One of the best things that you can do when writing and distributing press releases is to make a list of your goals. In addition to attracting media attention, what do you hope to accomplish?
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Writing by Brick Marketing on Monday, 4 of February , 2008 at 10:50 am Leave a comment
Press release writing isn’t just about capturing media attention. Press release writing isn’t just about marketing either.
Press release writing, however, is about making sure that you know whom you are writing for. Here are a few things that you should be sure to keep in mind.
- If you’re writing press releases only because you want to get the attention of reporters who will write stories or you want to get the attention of someone who could add your event, product or service announcement so that it will be broadcast on TV or radio, you’re going to miss out on a large segment of prospective customers.
- Though the topic of your news release should be newsworthy, keep in mind that your press release isn’t just about the news - it’s about generating publicity.
- When people read a press release, there’s a bit more that they want to see than simply the who, what, where, when, why and how: when you’re writing a press release it’s a good idea to include some background information and a bit of “what’s in it for me” content to capture the reader’s attention.
When you write press releases for the consumer and not just the media, you’ll find that even if reporters don’t pick up the story right away (or at all) you’ll still increase your chances of getting sales and creating a buzz around the products, services and events that you announce.
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Writing by Brick Marketing on Sunday, 3 of February , 2008 at 11:21 am Leave a comment
When you write a press release, there’s always going to be the need to include a little bit of information about your location, but often writers don’t go much further than the city and state reference at the beginning of the release. When it comes to press release SEO, this simply isn’t enough.
Press release search engine optimization is about a number of things:
- ensuring that those who are looking for a product or service based on keywords will see your release;
- attracting the interest of those who will write articles about products, services or events related to a particular market or within a particular field; and
- making sure that those in your local area will be aware of what your company is doing.
Think about it: even if an article is written about your new product by someone five states away, wouldn’t someone who was searching for information in your local area be able to find it (and, for that matter, if someone at a distance was behind it, wouldn’t it also help to boost your credibility)? Wouldn’t it make sense that if you’re announcing an event within your local area that local people searching online would be able to find it?
By placing part of your press release SEO emphasis on your local area, you’ll provide additional resources and ways for local prospects to get the info that they need.
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Writing by Brick Marketing on Saturday, 2 of February , 2008 at 5:16 pm Leave a comment
When it comes to press release distribution, you’ll find that you’ve got options. Some of those options are going to be far more effective - regardless of what you’re trying to accomplish, be it increased sales, getting media attention or making sure that there are plenty of folks who show up to your grand opening event - than others.
Press release distribution in your local area.
While this blog focuses mostly on online press release distribution, when you’re releasing something that’s newsworthy in the area around your business, don’t count local media outlets out.
Established online press release distribution sites.
Simply put, those sites that are established - like PR Web - are going to do a lot more to get your press release indexed by the search engines to draw attention to it.
Up and coming press release distribution sites.
You just might find that if you come across a great new press release distribution site that you want to give it a try. Some of them may bring you success, especially if they are industry-specific.
In other words, different releases may be better served by different press release distribution services. Know of any sites that are great? Let us know about them.
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Writing by Brick Marketing on Friday, 1 of February , 2008 at 12:45 pm Leave a comment
Press release writing tips usually focus on the things that you should do and those things that you should avoid doing. In other words, you see common writing tips like “write a strong headline,” and “choose the right keywords to focus on when you’re looking at online press release distribution.” Likewise, you find a lot of press release writing don’ts like “don’t include cliches when you’re writing press releases or work too hard to create a hype.”
What you don’t always find, however, is information about what you can do to make sure that readers - whether they are prospective customers who find the press release online or publishers who will use your press release as a springboard for an article or blog post - click through to your website because they want more information. In other words, what you don’t always find are tips for writing press releases that create a bit of mystery and get the readers looking for more.
So today, we have a couple of those tips for you:
- When writing press releases about a sale on your top products or you’re announcing the launch of a new product line, avoid giving away too much: talk about the product, but don’t include the price or the amount of a discount so that they have to follow a link to get that information.
- When you’re writing a press release and including testimonials, don’t include all of the testimonials you have, encourage readers to discover them for themselves.
Press release writing that focuses on providing most, but not all, of the information is going to attract more interest - especially if your writing hooks the reader in and they experience the same excitement that you feel about the product, service or event.
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