Product Publicity Is The "secret Pathway" To Business Successeveryone Wants. In Simple Terms, Product Publicity Is A Kind Ofadvertising That Costs You Nothing, Yet Brings In The Orders Foryou.Regardless Of What Kind Of Business You Are Operating, Youshould Want, And Strive For, As Much Publicity For Your Businessand Your Products Or Services, As Possible. After All, It's"free Advertising" That Is Essential To The Growth Of Yourbusiness. However, Your Publicity Efforts Should Be Wellthought Out, And Pre-planned For Maximum Results.The First, And Basic Form Of Obtaining Publicity Is Through Whatis Known As The Press Or News Release. This Is Generally A Onepage Story About Your Business, Your Productservice Or Aneventhappening Related To Your Business That Is About To, Orhas Recently Occurred. These Publicity Stories Are Generally"shot-gunned" To All The Various Media: Local Newspapers, Radioand TV, And Trade Publications.Problem Number One Is Getting The People To Whom You've Sentthese Publicity Stories, To Use Them - Publish Or Broadcastthem. And This Leads Us Back To The "right Way " Of Writingthem And Sending Them In.In Every Case, Send A Short Cover Letter Addressed To The Personyou Want Your Material To Be Considered By. This Means Thatyou Send Your Story To The City Editor Of The Newspapers; Thenews Directors Of The Radio And TV Stations; And The Managingeditors Of The Various Trade Publications. It Will Do You Nogood Whatsoever, To Send Your Material To The Advertising,circulation Or Business Managers - Describing How You're Along-time Advertiser, Subscriber Or Listener. The Mostimportant Thing Is That You Make Contact With The Person Who Hasthe Final Say As To What Is To Be Published Or Broadcast, And Atthe Bottom Line - This Person's Use Of Your Material Willsomehow Make Him A "hero" To His Or Her Readers, Viewers Orlisteners.The Cover Letter Should Be A Short Note. Go To A Paper Supplier- Tell Him You Want A Hundred Or So Sheets Of Good Bond Paper -8 12 By 11 Preferably In A Pastel Color Such As Blue Or Ivory- And That You Want This Paper Cut Into Quarters, Giving You Agrand Total Of 400 Sheets Of Note Paper. "From The Desk Of..."note Sheets Are Too Elaborate Until The People You're Contactingget To Know You - First Time Around, And Until They Use Yourmaterial, Don't Use These Semi-formal Note Sheets.On This Note Sheet, Begin With The Date Across The Top - Skip Acouple Of Spaces And Then Quickly Tell The Recipient Of Thenote That The Attached Material Is New And Should Be Of Realinterest To His Or Her Readers, Viewers Or Listeners. We Advise Ourdealers And Distributors Of MONEY MAKING MAGIC - Our Regularpublication For Serious Wealth Builders And Extra Income Seekers- To Send The Following Note To The Editors And News Directorsof The Media In Their Areas:"Here's Something That 's New, And For A Change, Truly Helpful,to People Trying To Cope With Inflation - The Soaring Costs Ofliving - And Those Engaged In Building Extra Income Businessesof Their Own. This Should Be Of Real Value - Interest - To Yourreaders. Please Take A Look - Any Questions, Or If You Needmore Info, Give Me A Call At: (503) 666-5824..." Then, Ofcourse, You Skip About Four Spaces, Type Your Name, Yourbusiness Name, And Your Address - Sign Your Name Above Whereyou've Typed It, And Staple This Note In The Upper Right Handcorner Of Your News Release. This Note Should Be Typed Anddouble-spaced.So Now, You've Got A Cover Letter, And You Know Who To Send Itto. Type Up One Such Note And Take It To A Near-byquick-print Shop. Have Them Copy The Note 4 Times, Paste These4-copies Onto One Sheet Of Paper, Print 50 To 100 Copies, Andcut The Paper Into Individual Notes, All For Less That 10. Donot Try To Save Money By Photo-copying Or Xeroxing - Aphoto-copy Is A Photo-copy Is A Photo-copy, And Will Not Do Thejob For You...Now You Need The Actual Publicity Release, Which Also Must Be"properly" Written If You Expect It To Be Used By The Media. Above All Else, There's A Proper Form Or Style To Use, Plus Thefact That It Must Be Typed, Double-spaced, And Short - About Ahalf Page In Total Length.About An Inch From The Top Of The Paper, With An Inch And A Halfmargin On Each Side Of The Paper; From The Left Hand Margin,type In All Capital Letters: PRESS RELEASE: Then, Underlinethese Words. Immediately Following The Colon, But Not In Allcapital Letters, Put In The Date. Always Set The Date Forwardby At Least One Day After The Day You Intend To Mail The Release.On The Same Line, But On The Right Hand Side Of The Page, And Inall Capital Letters, Write The Words, FOR FURTHER INFORMATION: Underline This, And Immediately Below, But Not In All Capitalletters, Type Your Name - Your Phone Number - And Your Address.Skip A Couple Of Spaces, Then In All Capital Letters - Centeredbetween The Margins - Type A Story Headline, And Underline It.Skip A Couple Of Spaces, And From The Left Hand Margin, All Incapital Letters, Type The Words, FOR IMMEDIATE RELEASE: Fromthere On, It's The News Or Publicity Story Itself.You Can Write The Headline Before The Story, And Then A Story Tofit The Headline - Or The Story Before The Headline, And Then Aheadline To Fit The Story - Either Way, It's Basically The Sameas Writing A Space Ad Or A Sales Letter. You Attract Attentionand Interest With The Headline And Fill In The Details With Yourstory.Here's An Example Of The Headlines We Use On Publicity Blurbsfor MONEY MAKING MAGIC:HELP IN MAKING ENDS MEETNEW PUBLICATION FOR EXTRA INCOME SEEKERSNotice How We Continue To Sell Or Involve The Editor - His Or Herreaders Are Always Looking For Better Ways To Make Ends Meet,and Heshe Specifically Interested As To What Our Promiseinvolves... Heshe Wants Hisher Readers To "think Well" Of Himher Forenlightening Them With This Source Of Help, So Heshe Reads Into Thestory To Find Out Who, What And How.Suffice It To Say That Your Headline, And The Story You Presentto The Editor, Must Sell Himher On The Benefits Of Your Product Orservice To Hisher Readers. Unless It Specifically Does This, Heshewill Not Use It. You Must Sell The First Person Receiving Yourmaterials. Keep This Fact Uppermost In Your Mind As You Writeit. The Person You Send Your Press Or Publicity Release To,must Quickly See And Understand How Your Product Or Service Willbenefit Hisher Readers - Thereby Making Himher A Hero To Them - And Heshe Must Be Assured It Will Do What You Promise In Your Headline.Come Right To The Point And Say Your Product Is Lower In Price,more Convenient To Use Or In What Way Your Product Or Service Isuseful To The People In General. It's Also A Good Idea Toinclude A Complimentary Sample Of Your Product Or An Opportunityfor Him To Sample Your Services.Remember, The Editors Receiving Your Information Are Fully Awareof Your Purposes - Free Advertising! They Are Not In The Leastinterested In You Or Your Credentials - If You've Sold Them Onthe Benefits Of Your Business To Their Readers, And They Wantbackground Details, They'll Call You. That's Why You List Yourtelephone Number And Address.These People Are Busy People. They Have Not Got The Time Northe Interest In Reading About Your Trials And Tribulations Orplans For The Future. They Want Only "a Flag" That Alerts Themto Something New And Of Probable Real Interest To Their Readers.Sell The Editor First. Convince Himher That You've Found Thebetter Mousetrap. Show Himher That Your Product Or Service - Thatyour Business - Fills A Need Andor Will Interest A Largesegment Of Hisher Readers, Hisher Viewers Or Listeners.When An Editor Uses Your Publicity Release, Always Follow-upwith A Short Thank You Note. Never, But Never Send A Publicityrelease To An Editor And Then Call Or Write Demanding To Knowwhy Heshe Didn't Use It, Use It As You Wrote It, Or Only Gave You Aquick Mention. Do This Once, And That Particular Media Will"round-file" Any Further Material Received From You, Unopened! If Your First Effort Is Not Used, Then You Should Review Thestory Itself; Perhaps Write It From A Different Angle; Makesure You're Sending It To The Proper Person - And Try Again!As Stated Earlier, These People Are Busy, With Hundreds Ofpublicity Releases Passing Across Their Desks Every Day - Theyonly Have So Much Space Or Time - Therefore, Your Material Hasto Stand Out And In Some Way, Fit With The Information They -the Editors - Want To Pass Along To Their Readers, Viewers Orlisteners. Regardless Of Your Business, Product, Or Service,you Must Build Your Press Release - Write It - Around Thatparticular Angle Or Feature That Makes It Beneficial Or Interestto The Readers, Viewer Or Listeners Of The Media You Want To Runyour Press Release. Without This Special Ingredient, You'relost Before You Begin!The Timing Of Your Press Release Is Always Important. Try Toassociate Your Press Release With Current Events In The News. Astory On Job Lay-offs And Increased Unemployment Carried In Thenewspapers, On TV And Radio Would Prompt Us To Get A Publicityrelease Out To All The Media On The Help And Opportunity Offeredby MONEY MAKING MAGIC! Say There's A Deluge Of Chain Lettersand Pyramid Schemes Making The Round - The Media Picks Up On Itand Attempts To Warn The People To Beware... Within 5 Days, Wewould Get A Publicity Release Out, Explaining The Availabilityof Our Report On Chain Letters And Pyramid Schemes - A Reportthat Explains Everything From A To Z - Who're The Winners Andwho're The Real Losers.There's Another Kind Of Timing Also To Keep In Mind...Publication Deadlines. For Best Results, Always Try To Time Itso Your Material Reaches The Editor In Time For The Sundaypaper. This Is Because That's When The Papers Have Theirgreatest Circulation; The Most Space Is Available And Thepeople, The Most Time To Read The Paper.For Articles You'd Like To Appear In The Sunday Paper, You'llgenerally Have To Get Your Release In At Least Nine Days Priorto The Date Of Publication. If You're In Doubt, Call And Askabout The Deadline Date.IN SUMMARY:Choose The Media Most Likely To Carry Your Press Release. Select Those That Carry Similar Write-ups On A Regular Basis.Always Use A Cover Letter Of Some Kind. It Pays To Call Aheadto Find Out The Name Of The Person You Should Be Sending Yourpress Release To.Use The Proper Press Release Form, Complete With A Headline Thatwill Interest The Man Deciding Whether Or Not To Use Your Item.Be Sure Your Press Release Is Letter Perfect - No Typo's Ormisspelled Words - And Don't Photo-copy - Always Have Eachletter Or Press Release Individually Typed Or Printed.When Your Item Is Used, Send A Thank You Note Or Call The Editoron The Phone And Thank Himher For Using Your Press Release.Never, But Never Call Or Write An Editor Demanding To Know Whyheshe Didn't Use Your Press Release, Why He Had It Rewritten Or Cutit Short - Just Try, And Try Again!
