How To Get $1,000 Worth of Advertising for $60

Sixty dollars doesn't go a long way in buying advertising
space. But if you spend it creatively, you can get over ten
times that value in newspaper or magazine lineage. And it's easy
if you know how. Here's how.

You're familiar with press releases, right? A press release is
a single page of information about your product or service that
is sent to a magazine or a newspaper. If selected to be
published, it's printed as a short story and appears as if the
magazine or newspaper wrote it. There is no charge for having
your press release published by a magazine or newspaper.

So stick around - find out how you can have your press release
published (and your chances are pretty good) even if you can't
write worth a hockey puck.

There are certain criteria for having your press release
published, no matter who writes it. First, it can't sound like
an ad for your product or service. Nope, no adjectives. If it
sounds like an ad, it'll be tossed out. While most editors will
make minor corrections so a press release will fit their
editorial style, few to none will rewrite your release just to
get it in. Editors get their choice of press releases every day,
and the ones that catch their eye for publishing are the ones
closest to their exact needs - requiring the least amount of
editing and rewriting. Most editors know a good thing when they
see it.

Second, your press release must conform to the standard layout
style of press releases. This tells the editor that you know
what you're doing in media relations and shows your everyday
business practices follow suit. So when your release is
published, editors will be comfortable with the knowledge their
readers will get good literature and - if they order - a good
product. They can assume their readers will deal with a
professional company on a professional level. If your press
release lands on their desk with lots of typos and misspellings,
it'll land in the trash next.

Correct layout style means a big header stating "Press Release"
at the top, followed by a contact name and phone number so
editors can call for more information. Next it needs a kill date
after which the press release shouldn't run. If there is no kill
date, state "No kill date" so it doesn't look like you forgot
it. Also, don't forget to include a 5" x 7" black-and-white
photo for increased interest, better readership, and more
credibility.

The headline of your release is centered and in bold. Write
your headline with care; it's this line that will make or break
your release. If it's a great headline, people will read it and
the rest of the release. If it's a poor headline, people will
read it - and the other articles in the magazine. It's your
choice. My recommendation? The Jeff Dobkin 100 to 1 rule: Write
100 headlines, then go back and pick your very best one.

The body of the release follows. Double space, allowing an
editor to easily make corrections between the lines. Leave room
around the margins, too. Make it look easy to read, even if it
isn't. Use short, descriptive sentences without fluff or excess
verbiage. Use a pyramid style of writing - the most important
parts in the first paragraph or two - because editors know to
cut from the bottom.

Terse, concise writing just like a reporter from a newspaper
would write works best. Holy smokes! Did I just say "just like a
reporter from a newspaper would write"? What an idea!

How's this: suppose you aren't a strong writer, or you're too
busy with other activities to write your own release. What do
you do? Call the local newspaper and ask to speak with a
reporter. Now, I don't know about your area, but newspaper
reporters here in Philadelphia don't usually make all the money
they'd like. When you get a reporter on the phone, ask if they
know of any reporters who'd like an additional easy writing
assignment and would consider writing a press release - for pay.
Chances are better than good that the same reporter you're
speaking with will go for the chance at easy money. If not,
they'll recommend an associate on staff.

Go over your product information with the reporter, and add
enough of a benefit summary so they can write a quality release.
Ask them to recommend several different angles and what they
think their very best pitch would be. Then ask what their hourly
rate is (usually about $20/$30 hour). Your release should take
about two to three hours of writing time, if that - and should
cost around $60, at worst $90.

Now for the best part. Your reporter can submit your release to
the editor for you. Think about it. The paper's own reporter
writes a press release - in the newspaper's exact style of
writing - and then hands it to the editor with his own personal
recommendation. Nice package.

So without writing a stitch, you get the release written then
handed over to the editor on a silver platter by a trusted staff
member. Your chances of getting it published are you guessed it.
When it's printed, you just received $1,000 worth of advertising
for $60. As promised.

About the author:
Jeff has written two great books on low cost direct marketing
methods: How to Market a Product for Under $500, and Uncommon
Marketing Techniques. He can be reached at 610-642-1000.
Additional articles: www.dobkin.com

Author : Jeffrey Dobkin
Site : www.goarticles.com

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