PRESS RELEASE PRINT SHOP

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1 PressAdvantage.com Presents... PRESS RELEASE PRINT SHOP The Complete Guide to Getting Your Press Release Written (And Seen) In Less Than 10 Minutes A PRESS ADVANTAGE SPECIAL REPORT 1

2 57 News Headline Templates that Grab the Reader by the Throat On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 per cent of your money. David Ogilvy, Ogilvy on Advertising That was written before Google and SEO, but the difference is even more dramatic today. If people don t click on your headline in order to read the page, you don t stand a chance of ranking. You just disappear. Click-through rate is the #1 factor in SEO. No amount of backlinks can overcome a terrible headline. The following are a list of newsworthy and interesting headline formats. Be creative. Offer a benefit to the reader. Though it may seem crazy, you d be wise to spend more time working on your one-sentence headline than on your entire body copy! Don t be afraid to mix and match elements from different headlines, depending on the story. 1. Introducing, a new generation of 2. Introducing for the home 3. Introducing a special gift for 4. Introducing the all-new 5. Introducing a new way to

3 6. Announcing a great new 7. Announcing new help in solving 8. Announces a new and different 9. An Important Announcement to 10. Presenting new 11. Just Released: A New 12. New 13. New method of 14. New method of [improves] 15. Now available to 16. What could mean for 17. Why [big number] of People are [taking desired action] 18. Meet the trying to 19. Why is so dangerous 20. Beginning [insert date], 21. announces one day only sale on 22. Why are so 23. Why warns against 24. are suddenly a reality 25. The world's first 26. May Be Dangerous To [something valued] 27. Discovered: Amazing way to 28. A remarkable new discovered in 29. dispels myths about 30. announces fire sale on 31. now less than half price 32. announces free new 33. This holiday season, 34. Head of at claims 35. Study finds 36. may be, researchers say 37. Report: 38. unveil new rules for 39. New bill could 40. [Recent event] could cause [bad side effect], say

4 41. Behind the scenes at 42. celebrates 43. reportedly 44. investigating 45. Why wants to 46. may face, according to 47. warned against 48. to spend [big number] on new 49. partners with to help customers 50. are at risk of, according to 51. Deadline nears on 52. Faces Long-Term 53. The [desired result] that is talking about 54. How achieved in [short time] 55. Reveals Ways To 56. May Be Causing You To Lose Out On 57. The Ugly Truth About

5 5 Paragraphs in 5 Minutes When reading the following body copy template, remember to keep in mind that the only purpose of an SEO press release is to sell the click. Get them to your website. When you write your release, stick to the following guidelines: 1. Keep a relatively unbiased tone in the release, so it s not crazy obvious you re selling something Remember! The entire advantage of using a press release, besides the SEO, is that it appears to be written, at first glance, by a real news reporter. This creates a higher level of trust in the reader. If you can maintain that perception straight through, you re more likely to win the sale once they click through to your website. Readers are smarter than you think. Almost everyone over-sells with hype. In reality, hype kills sales. Online buyers are so much savvier than they used to be. They do still trust third-party sources of information, but you can lose it in an instant. In an SEO press release, you re better off just hinting at benefits as opposed to slamming people over the head with them. 2. Guide them smoothly to your website It s important to tell the reader what to do. If you don t have a call to action, they re much less likely to click to your site. However! There s a big difference between saying Click here to see the details vs. YOU WILL REALLY REGRET IT IF YOU DON T BUY NOW get it? If you write in a way that appears too desperate, customers will instantly click away.

6 Save the selling for your actual website. People expect to be sold to on a website. The words on your own sales page will hold so much more value to them if they were recommended there by a trusted source (your news article). 3. Include a quote or two to break things up This helps with the appearance of credibility. You can include opinions inside of quotes without sacrificing your own impartiality. Also, if you do plan to forward these to a local news source to attempt to get local coverage, often times the quote may be the only thing that gets passed along into an actual story. So make it a good one that contains solid benefits for your company. 4. Don t stress about the content of the release itself The goal is just to get them curious enough to click over to your website. A solid press release can be written in just a few minutes. The body copy is probably the least important part of the whole process. If you were going to spend extra time on something, spend it on the headline. That gets read at least 5x more than the body copy, and determines whether people will click over from Google, which determines whether you rank or not. 5. Set a 5-Minute Timer I like to set a 5-minute timer for myself to write the body of a press release. If you re taking much longer than that, again, you re probably worrying too much! Now, breeze through the following template

7 FOR IMMEDIATE RELEASE: [Date] Contact Name Company Name Phone # [Insert Headline from Templates in Section 1] Subheadline (optional): Either more detail, or a fascinating teaser to draw them in City, State: The first paragraph needs to cut right to the chase of the story. Include your 5 W s and H: Who, What, When, Where, Why and How. Don t bury the story in the middle of the article if you have any plan to forward this on to a real news reporter. They won t read the whole thing. If you don t care about news reporters and it s just for ranking in Google, then just tease the reader along. Make it interesting and include your main keyword in the paragraph for SEO. In the second paragraph, it s easy to insert a strong quote. People like to read quotes, their eyes are drawn to them. That s why the second paragraph is the perfect spot. If you can get the reader to read into the second paragraph, there s a decent amount of science that says your readership level won t drop off much after that point. In copywriting, the general rule of thumb is that the only purpose of the headline is to be interesting enough to get the reader to read the subheadline and the only purpose of the subheadline is to get the reader to read the first sentence and so on. You get the point. Every sentence at the beginning of a piece has to be interesting. (By the way, my paragraphs here are actually longer than they should be in the actual release. 2-3 sentences are enough for most paragraphs in a real press release.) Use the third paragraph to include a link to your site along with your first soft call to action. Remember not to make it too salesy, because your reader is trained to detect that kind of stuff and click away. Try as well as you can to maintain that impartiality, and save your selling for when they click through to the next page. If they click through, they ll expect to be sold to. Just don t ruin everything you ve built up to this point with an overblown call to action. In the fourth paragraph, you can introduce another quote from a different source, and add another link if you have more than one. This is also where, if I m trying extra hard to sound impartial, I may pull a quote or link from an impartial third party source, like a government official or a scientist or something that backs up my argument. Use the fifth paragraph however you like. Maybe talk about the potential consequences of the topic of your piece. I often make a prediction for the future based on the topic of the story. About Your Company: This is a placeholder for a short, 3-4 sentence description of your company along with a call to action link to your homepage. Make sure the first sentence clearly describes your business in an unbiased way that a reporter could use for their own story. ###

8 Real Connections & Lasting Influence How to Get Your Story Featured by Actual Bloggers & News Reporters! This is where we draw the line between SEO and Real PR. You can only do one at a time. If you re trying to rank a release in Google, you re going to have very different goals from if you re trying to get a real reporter to cover you. It could be two separate versions of the same story, but they will be written so differently that it s not even comparable. Most of what we ve talked about up to this point has been geared towards just ranking your release in Google and selling the click. What we re talking about now is reaching out to actual reporters and bloggers with a personal message geared toward their particular publication. This is what PR Pros do. If you re not doing it already, you should really try it! Read the following guide, and then test out the template I provide at the end. You may be surprised at the results. First, a few guidelines. When reaching out to reporters and bloggers, keep the following in mind: 1. Reporters are always looking for stories. They have to fill their newspaper every single day. Sources like you are actually helpful to them, so long as you put things into a format they can use. Many lazy reporters will literally swipe an entire story from you, if it is written properly. Written

9 properly, though, means you need to look at their individual news publication, copy the exact style they use and follow their exact specifications. 2. Different reporters cover different sectors. If there s a particular newspaper or blog that you have in mind that you d like to be featured in, search the site for stories about companies like yours. Often, they re all written by the same reporter. Now you have your mark. 3. Start down the chain, not up. Bigger news sites generally steal story ideas from blogs or local newspapers. So if you see an article in a publication that you think you could try to mimic, pay attention to whether it s actually referencing a story in a smaller blog or other source. Blogs are easier to get in touch with, and once something is featured on a legit website, it s easier to try to get a bigger site to pick it up. Reaching straight out to the New York Times is not your best chance of success. On the other hand, a local newspaper reporter can be a great starting point. 4. Be creative. Look at the types of stories the publication actually runs, and pay attention to what s going on in the world. New potential stories pop up every single day. It s your job to direct the reporter s attention to something already happening in your industry. Be very gentle about seeding your own company into the mix, unless the story is focused completely on your company (launching a new product, for instance). Focus on the story first and foremost. 5. Bloggers just want page views. Going back to bloggers (ignoring real reporters) for a second, there s no limit to how much they can publish. Sites like Huffington Post, BusinessInsider, Salon and other online outlets are just looking to post as many articles as possible to learn which ones readers are interested in. It takes very little time to

10 publish one extra story. In other words, you re actually doing them a favor if you can reveal an interesting topic. 6. Bloggers can be more openly biased than real reporters. The nice thing about reaching out to bloggers on sites like BusinessInsider is you can often see what side they take in all their articles. Maybe it s the downfall of journalism, but if you clearly notice they love the same things you do, you have a lot of leeway in what you can try to get them to write about. 7. Just shoot them an ! These are all real people, sitting at their desks, bored. They scroll through hundreds of potential stories every day, but they can only focus on so many things. The right idea will grab their attention. 8. Personalization is key. Depending on their position and how big their publication is, the reporter you re going after probably doesn t receive nearly as much personalized contact every day as you may think. Tailoring something directly to them and contacting them by name with a personalized greeting may immediately separate you from the pack. 9. Become a trusted friend. This may seem difficult on first attempt, but it will grow easier with time. Think of this as relationship building. As soon as a reporter has accepted your story once, they now have a little more trust that you can bring them good stuff in the future. Starting out, it s just straight cold-calling, but over time you can build a solid network of press relationships online and in your local area. Now that s a truly valuable asset! Once you have a few reporters located, it s pretty easy to get their contact info. Most publications offer it right there on the website, however you can also do a quick Google search of their name + publication if you need to.

11 The following is a solid template for contacting both reporters and bloggers, but take note of the off-the-cuff nature of the message itself. Actual relationships are best formed informally. ========================================= Hey [name], Just wanted to reach out because I really enjoyed your piece about. I have an angle on another story that s along the same lines. [Insert one sentence that explains the entire idea in simple terms][insert 2-3 follow-up sentences that offer as much detail as you can fit into a short space.] Here s a link to the full details [Insert Link] You d be the first to get this story. I can write up whatever you d need. Think it might be a good fit? If so, should I write something around [however long their articles usually are] words or what s easiest for you? Either way, I appreciate that you considered it. [Your Name] [Contact Info] ========================================= Now, the truth is, that s just a template and you might be better off writing something in your own words. The point is, you see how relaxed and simple it can be. What s important is that you pay attention to the principles behind what was done here, rather than following it to a T.

12 General tips for your message: 1. Consider mentioning another piece they wrote that you liked. Flattery doesn t hurt, and the personalization shows that you re not just spamming your out to everyone. 2. Consider offering an exclusive on the story, saying they re guaranteed to be the first reporter to come out with the story. This can help if you actually have real news to report. 3. Be concise. Fit the entire main idea for the story into one sentence, you can expand after that but only a little. You want the entire message to be short so it doesn t look intimidating upon first open. 4. If you re launching a new product and reaching out to a blogger, consider offering a giveaway of your product (depending on the type of site and the product). 5. Include full contact info through various media. Phone, , Twitter, Skype, Facebook whatever you have. Make it as easy as possible to use what they re comfortable with. 6. Be professional and take yourself seriously, but don t be ridiculous. If you re a small company, just say so. Pretending to be something you re not can come off as disingenuous. Most important of all, don t be afraid to give it a shot! It only takes a few minutes of your time, and the rewards can be really fantastic. Adding As seen in the Huffington Post or other major news sites can be a huge social proof factor when selling to customers on your website. Not to mention, the story will most likely rank for your business name! Best of luck, and happy hunting.

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