Recommended Resources

Ever Wonder If Your Press Release Is Getting Picked Up?

You’re not alone. While writing a press release is only half the battle, getting it picked up and read continues to haunt industry professionals everywhere. This doesn’t have to be the case, say the authors of Press Releases Designed For Effect. Not only will recognizing new dynamics re-energize your small business marketing campaign, but here at Zero To Sixty Marketing, we believe working smarter includes producing better results in less time.

Pamil Vision’s 13-page white paper on press releases is an enlightened perspective on both traditional use and newer methods of distribution. Small business owners, this is good news. You’re no longer limited to writing releases that are only read by news media journalists and columnists, now your information needs to capture the attention of professional bloggers and online readers. While some journalists still prefer a traditionally structured media release, many are finding online resources valuable for finding their information as well. Recognizing the shift in today’s communication and public relations campaigns makes a big difference to the size and geographic location of your audience. The authors of this informative white paper clearly explain the differences between the way we’ve written press releases before, and how to do it better now when considering an online audience. If you’re mindful to steer clear of industry noise, you can tackle actual newsworthy issues much more effectively with an understanding of where your target will find that information.

For example: Take into account both SEO and your social media strategy for promotion. Should you decide to take your release to the online world, recommended, you will have to use your keyword phrase in your title, and limit the length of your title to 60-100 characters. Social media exploits like Twitter and Digg only allow a certain character length in their submissions, so leaving room for the reader to comment and send on is integral. Furthermore, using keywords in your attention-grabbing title causes your release to be seen where new media is trained to search in those arenas using keywords. This method gets the information out to more people faster than traditional press releases.

The rules have changed, and small businesses need to know it. The information here is fully resourced and credible. I found the do’s and don’ts listed here for comparison a helpful and easily understood ‘cheat sheet’ for the independent and small business press release writer.

Getting your story in front of the right people still requires newsworthy content adhering to Associated Press style guidelines. It should be well-written with correct spelling, grammar, and punctuation. A small business press release should avoid hyperbole and emphatic expression, while still appealing to the interest of your reader. Transparency necessary before is even more integral now with a savvy reader and viral marketplace. You won’t get away with incorrect facts or poorly drawn conclusions. Consumers want the truth, not keyword-stuffed hype that reads more like an advertisement. Pamil Vision’s white paper takes the press release writer through the thought processes and steps that, if followed, causes his newsworthy item to be broadcast to the specific readership necessary for success, whether using traditional or online distribution methods.

I give this paper 5 stars, and strongly recommend it as a ‘cheat sheet’ in your marketing arsenal. You can pick up your copy here:

Pamil Vision’s White Paper: Press Releases Designed For Effect

As a copywriter, I’m most often tasked with writing copy for the B2B market. Beyond asking questions of my customer, this requires access to sources of information about various industries. One of my most valuable resources for the past few years has been B to B Magazine, which I receive free as a TradePub subscriber. You can do the same and I’ll provide you a link at the end of this post.

B to B Magazine is a monthly tabloid-size magazine dedicated to all disciplines of business-to-business marketing. It’s mission is to provide senior marketers and business owners the information and analysis needed to develop a winning integrated marketing strategy. The March 9 issue covers:

• event marketing survival skills,
• in-depth insight into marketing to the financial services industry,
• commentary on doing more marketing with less money,
• using direct mail and social media,
• strategies and techniques for Web marketers,
• and each issue ends with “Chasers,” a full-page devoted to analyzing print ads – both copy and design.

My favorite columns sections include “Vertical Insight,” where I find specific information about what buyers in a given industry are looking for, how they want to be approached, and media that they consider relevant to their industry. This is in-depth, useful information, so I file back issues and refer to them as needed.

“Chasers” is another favorite. Some advertisements work and others bomb … compare them side-by-side and you can learn so much. Apply this to your own business and reap the results.

You can subscribe to B to B Magazine and other useful publications for FREE at http://zerotosixtymarketing.tradepub.com