Publicity is valuable to the
livelihood of a business. Yet, some business owners
hesitate to market their company through a press
release. Instead, they rely on ‘word-of-mouth’. But if
your market is in the virtual marketplace, word-of-mouth
doesn’t work as effectively. Perhaps, most online
business owners don’t know where to begin in publicizing
their product or service and this is why they dither in
utilizing press releases.
The press release is the optimum
method to luring potential business prospects. Used
correctly, it would target an audience world-wide.
Journalists often seek out unique products and services
for topics of interest, and writing a comprehensive
press release could be just the ‘ticket’ your business
Where does one begin?
Start by understanding the 5 basic
rules in promoting your business with words. With this
brief outline of steps, you’ll have a good understanding
of how to begin the process.
- Solid beginning: Express the
‘point’ of interest in a FIRM TITLE and HEADER. The
remaining content of the press release will depict
the detailed information.
- Placement: Repeat the name of
your product or service throughout the press
release. Use the full name and not initials.
- Target audience: Draft the
content to target your market’s interest. The
material must reveal a benefit to using your product
or service. Why should someone want to purchase
from you? Use real-time facts to get the point
- Language: Write in a
conversational manner with an active voice. Avoid
using fluffy words to make you sound superior or
educated. Fewer words are better: too long of a
press release will become distractive.
- Company info: Include a brief
bio line of the company, products, services, and
customer satisfaction. If you do decide to use a
testimonial in your press release, you should
request written permission to list that
person/company name in your press release.
These five steps are merely a
starting point. To be effective, you should post a
press release in online communities and bulletin
boards. Keywords are also very important when writing
Internet press releases, but not as important as the
content. Remember, search engines like Google review
the content for authenticity and quality.
Most small business owners and
entrepreneurs don’t have the time to invest in creating
quality material so they contract a
freelance writer who specializes in Public
Copyrights©2005 Hess Business
Professionals & Associates To re-print this article you
must keep it in its original form.
|Diane M. Hess is the
Copywriting (subsidiary of Hess Business
Professionals & Associates). As a
Certified Virtual Professional, she's
assisted several online Gurus and entrepreneurs
in writing effective marketing material and
building new business strategies.