A News Release is an effective way to get FREE Publicity. There
is however a distinct difference between writing an ad and
composing a News Release. The purpose of an ad is to solicit
inquiries or sales. You are promoting a product (site, service
or a tangible product) to make that sale. When you compose your
news release, your goal is the same, but the approach is very
different.
A news release is just how it is worded - News. With a news
release you are attempting to promote product by presenting
facts about said product. It should look like news, feel like
news, read like news and BE NEWS!
Your news release must make interesting reading and have news
value. It must be received by the reader, not to mention the
editor as being useful and benefiting the prospective reader.
People are reading this material because they expect it to be
news worthy and therefor your information must be presented to
the reader (and editor) as news. This means presenting all of
the facts and benefits that your site, product or service has to
offer.
Remember, what you are writing is NOT an "AD" release, it is a
NEWS release. It must contain news. When people buy a magazine,
99.9 % of the time they don't purchase it to read ads. The same
philosophy applies to newspapers (although the percentage rate
drops for newspapers), radio, television, or any other media
source. Ads are generally the furthest thing from peoples minds,
but they will however read your news release because they are
expecting to gain informational value from it. That is where a
news release has the advantage.
When you write your news release focus on the benefits and
advantages that you offer, not your product. Leave an impression
with the reader that you are concerned about what the product
can do for the reader. Zero in on the readers' self interest and
whatever you do, avoid giving the impression that you are
attempting to sell anything. If your news release even remotely
resembles an ad the reader will never see it, because it will
never get past the editor, whose job is to see that the news
release is informational not promotional.
Remember this: People want to be told....not sold!
About the author:
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