What follows in an article that I wrote for Appraisal Scoop:
What is one of the quickest ways to gain widespread name recognition and build your business? You may think that it is related to the internet or expensive direct mail campaigns, but the answer is a much older advertising agency standby.
Give up? It is the press release. Some refer to it as a media release or news release, but whatever you choose to call it, a press release can do wonders for your business. In addition to helping you gain widespread recognition, press releases are also inexpensive compared to other marketing initiatives. As a matter of fact a successful press release amounts to free advertising. That’s right, I said free.
Now you may think that this is a technique that only large appraisal companies can benefit from. If you are thinking that, you are mistaken. Anyone can reap the benefits of a press release and that includes one-person operations.
Briefly, a press release gets a story about your company in the news. Press releases have proven to be one of the most effective forms of advertising available. Traditional ads are becoming less effective because people are inundated with them everywhere they go. On the other hand when your company is the basis for a story and not just another advertisement, guess what happens? Credibility and recall rates skyrocket. You get the exposure you need and don’t have to pay expensive advertising rates to get it.
Okay, now that I have your attention the next question that is probably on your mind is how do I go about writing one of these press releases? The steps are actually very simple and you don’t have to hire an advertising agency to prepare one.
- For starters, look at the publications that you would like to pick up your story. Take note of the types of articles that they run. You want to write a story rather than go on and on about how great your company is. Choosing to write about points of interest to a publications readership is a good idea. Timely and “hot topics” always serve as a great slant for your article.
- Determine how you can best address your chosen topic and write about your company at the same time. As a rule of thumb I would spend more time talking about the subject matter of your article than your company.
- If applicable, answer the who, what, where, when and how questions.
- Keep your article to 400-500 words. You can write more and than edit it down if necessary.
- End your release with a brief paragraph about your company and whom the media should contact for additional information.
- Your article should be informative and entertaining. This approach keeps it interesting. It is an added plus if the information you provide is useful to the reader.
- After you are done writing your release, have someone else read it over. They can help you spot mistakes and areas that should be cleaned up.
- When you are satisfied with the finished product, send it to the media outlets (publications, TV and radio programs, websites, etc.) that you have targeted to carry your story. In most cases you will want to send it to the reporter/editor that tends to feature articles similar to the subject matter of your article. This is an important point. You may think that your article is destined for the real estate or business section; however this is not always the case. For example, let’s say that you wrote about the fact that you are an appraisal company owner that has recently lost 30 pounds due to lifestyle changes.
Weight loss stories are always popular. Depending on how the article is written, it may be better suited for a prominent place in the Lifestyles section. Any publicity is good publicity. When choosing a topic remember that potential clients read more than the business section.
- Send the article, usually via email, with Press Release in the subject line. Also end the article with ### centered on the page after your last paragraph. This is an age old format used to signify that your release has ended.
- Lastly, effective press release marketing campaigns are without end. Every so often send out a new release. Don’t despair if your first story isn’t picked up. Monitor your results and feedback and learn from them. Your ultimate goal is not only to have a story published, but to develop key media contacts and establish a mutually beneficial relationship with them.
Press release writing is one of those things that is easy to learn and takes a lifetime to master. There are plenty of resources available that can further enhance your press release writing skills. However, if you follow the above suggestions you will be well on your way to developing key media contacts and reaching a far greater audience than your competitors.
Doug Landers is a Buffalo, NY based real estate appraiser and also provides marketing services and Quality Assurance Reviews to the appraisal industry. You may learn more about Doug and his services at www.douglaslanders.com
Comments(2)