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, colourful-zone 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 thought out, and pre-planned 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, themicroblogging and trade publications.
Problem number one is getting the people to whom you’ve 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 and 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’re 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 him you want a hundred or so sheets of good bond paper – 8 1/2 by 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 fo 400 sheets of note paper. “From the desk of…” note sheets are too elaborate until the people you’re contacting get to know you – first time around, us online journal 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 areas:
“Here’s something that ‘s 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 you need more info, give me a call at: (503) 666-5824…” Then, of course, you skip about four spaces, type your name, your business name, and your address – sign your name above where you’ve 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’ve 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. They xerox the note 4 times, past these 4-copies onto one sheet of paper, print 50 to 100 copies, and cut the paper into individual notes, Tech follow up all for less that $10… Do not try to save money by photo-copying or xeroxing – a photo-copy is a photo-copy is a photo-copy, 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’s 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; from the left hand margin, type in all capital letters: 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, Tech tuba 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.