Your 2010 marketing tool box: Press Releases
If you don’t currently utilize press releases as a marketing tool for your business, you might be missing out on an easy tool that could increase your exposure and bottom line.
Over several years, I’ve learned there are some specific, quick truths about press releases.
- You can never be 100% sure your press release will be printed (if submitted to a print publication) or picked up by other sites (if submitted online).
- There are no guarantees that a press release will bring you new business (much like there is no guarantee that if you make outbound calls for a client you will get a live person on the phone and book an appointment…you just can’t guarantee that).
- It takes consistency and quality to produce a good press release and visible results. (You may have to submit several press releases before one even gets printed and you may not get any bites after just one, two or three press releases).
- Press releases are just one tool from your marketing tool box. Don’t expect that solely submitting press releases once a quarter or once a month will generate all the interest and business you desire.
With any marketing tool, you have to be consistent, clear and target your communications to your desired clientele. In order to develop a sound, consistent and clear press release, follow these steps.
- Speak to Your Target Market – don’t develop press releases with sophisticated technical speak imbedded in it unless you are 100% sure your target market will comprehend and value that language. Speak their language; appeal to their vocabulary.
- Keep it Simple – Typically a press release should be one page and highlight your news in the headline and summary at top. If it’s too wordy, people won’t read it…just think of how busy we all are. Everyone is so inundated with news, tips, etc. that often we have to be very selective of what we choose to read. Remember, simplified public relations is best…don’t over-think it.
- Hook Them at hello – The headline is the first thing readers and journalists will see. If they don’t have interest in your headline, they likely won’t read your summary or click the link (if your press release was submitted online). Make your headline stand out and identify your business name or yourself in the headline.
- Consistency is Key – You won’t grow your exposure or gain new clients after just one press release. It’s wise to have a plan and schedule consistent press releases geared toward the time of year, product launches, or specific events throughout the year you will be participating in.
Develop a press release for volunteer events or activities you participate in (as long as it is okay with that organization for you to share your relationship with them).
Did you help Habitat for Humanity this year?
Did you donate money in your business name to a worthy cause?
Are you an active volunteer in your local chamber of commerce?
This type of press release would illustrate your commitment to community. If you are launching a product in January, schedule a press release marketing that product launch once a month until product launch. You can always change the copy within the releases each time providing updated or new information. That will help build interest in your product and maybe even motivate you to complete work on the development of that product sooner!
- When in doubt, get help – If you are at a standstill with how to develop a quality press release, what to write about and which industries or publications to target; get help. Ask a colleague or person in your networking group if they or someone they know can brainstorm with you. Or hire a VA that specializes in writing and press release development to help you throughout the process.
It takes a small effort to develop a good, one page press release to submit online and to your local print publications. And if you know someone affiliated with or working for one of the local publications, try to build a relationship with them. Journalists are inundated with press releases and submissions on a daily basis. Building and maintaining relationships with key journalists would benefit you in your marketing efforts and show your commitment to your business. Finally, who hasn’t heard the saying, “you have to spend money to make money”? To build your business, increase your exposure and get noticed, you will have to make an investment of time and money.
Copyright 2010 Innovate Services & Teresa H. Berger, MBA
Thanks Giving – 11 Reasons To Be Thankful
Okay, this post is less about public relations, copy writing or editing and more about being thankful for what we have; having a sense of peace and contentment with where we are today. A colleague and friend recently published a book that speaks to this message — one day can make a difference in rediscovering dreams by gaining new perspective, modifying priorities and knowing your purpose.
So in this time of giving thanks, I thought I’d share what I’m thankful for. I wish all celebrating the U.S. day of Thanksgiving a safe and happy holiday!
1. I am grateful for client partnerships and collaborations this past year and those that are growing and will flourish in 2010. This past year I’ve returned to the life of a virtual professional by default (a product of a lay-off) and have continued working relationships with past clients and have built new ones. I’m grateful for each and every client this past year and am in a place where I can say I love all of my clients.
2. I am grateful for my partner and best friend, Peter. We’ve weathered some pretty serious storms — the premature death of my mother, my chronic back problems, and other challenges (ones that we all face at some point in our lives). I’m grateful every day for “my rock”.
3. I’m grateful that the sun rises and sets each day. There’s nothing better than watching a beautiful sunset. Having the time to watch a sunrise or sunset is rare, but when it comes it’s so peaceful and relaxing. As business owners dealing with several client needs at a time and our personal commitments, it’s so hard to practice being in the moment. My hope is that there is more of a commitment to that in the New Year.
4. Are you grateful for the mistakes you’ve made this past year? Why should we be? For one, it’s an opportunity to learn and grow, right? When we make mistakes we’re proving that we’re human but also giving ourselves an opportunity to learn and improve. So I am grateful for the large and small mistakes I’ve made this year.
One large mistake I made recently was to lift too much weight when I knowingly had a bulged disc in my lower back. This simple, or what I thought was simple, act of working on a home project with my husband is part of what led my bulged disc to become herniated…so badly that the orthopedic surgeon I am considering was shocked I was walking with no pain. So, the consequence of that mistake is requiring me to be more mindful of my limits and get surgery to prevent anything worse happening to my body. The consequences of this could be serious (especially if I do not get surgery), but I’m not letting it get the best of me. I’m owning up to that mistake, recognizing my limitations, and pledging to myself to never, ever sacrifice my health and well-being again. I’ve got big, muscular friends that can come by and help with the heavy lifting projects!
5. I am so grateful for the ability to help “create positive buzz” for my clients. I love writing; extracting ideas from clients and turning them into concise communications pieces. I am thrilled when a client gets exposure for their products or services. It’s not about the money; it’s about “creating positive buzz” and helping others achieve their dreams and goals.
6. If I were placing these 11 reasons in order by importance this would be #1. My daughter makes me grateful every day. Life changed completely once I became a mother and I would never change it for the world. I have a new source of laughter and inspiration every day and it’s all wrapped up in a 3+ foot tall, giggly, smiley package.
7. Philadelphia, “the city of brotherly love” is my home away from home. I’ll always consider Maryland my home, but for some reason I was always drawn to Philadelphia. I love this city, I love the diversity and its culture and I love living close enough to hop on the train to grab lunch with my husband or meet a prospective client.
8. I’m grateful for the ability to work from anywhere. As virtual professionals we often have the opportunity or even necessity to work outside of our home offices. I have worked from my back patio overlooking my yard, in the car, at Panera, at clients places of work, at the beach and at family members’ homes. You can be super-productive with a change of scenery from time to time.
9. I’m grateful to have the opportunity to work at developing other dreams and interests. We don’t necessarily have to be tied to one thing always…I’m sure all of us have varying interests and aren’t solely tied to our virtual businesses. Being friendlier to the earth is one of my interests which is why I developed weeBGreen, with the help of a close friend, in April of 2009. My hope is that it grows to be a sought out source for shopping locally and regionally for earth friendlier products for “wee ones”.
10. I’m grateful for the lessons learned from my mother. I had 22 years with her and she is still guiding me today. She was a firm believer in following dreams and often referenced a poem by Louise Driscoll:
Hold fast your dreams!
Within your heart
Keep one still, secret spot
Where dreams may go,
And, sheltered so,
May thrive and grow
Where doubt and fear are not.
O keep a place apart,
Within you heart,
For little dreams to go!
Think still of lovely things that are not true.
Let wish and magic work at will in you.
Be sometimes blind to sorrow. Make believe!
Forget the calm that lies
In disillusioned eyes.
Though we all know that we must die,
Yet you and I
May walk like gods and be
Even now at home in immortality.
We see so many ugly things -
Deceits and wrongs and quarrelings;
We know, alas! we know
How quickly fade
The color in the west,
The bloom upon the flower,
The bloom upon the breast
And youth’s blind hour.
A place apart
Where little dreams may go,
May thrive and grow,
Hold fast – hold fast your dreams!
11. I am grateful for my membership to the organization for virtual professionals, IVAA. I’ve made great connections and have developed lasting client and collaborative relationships through this organization. I’m happy to serve as a volunteer staff writer for the IVAACast and hope to see many of my colleagues at the live summit in April!
What are you grateful for this year?
Share your comments here or on Twitter using #gratitudemonth.
Copyright 2009 Innovate Services & Teresa H. Berger
Creating Positive Buzz: Honoring Breast Cancer Awareness Month with One Day Living
Creating Positive Buzz: Jonathan Fields Shares His Wake Up Call
Ever heard of Career Renegade? If not, check out what the author, Jonathan Fields, says about his life transition to work he’s passionate about:
This is the kind of wake up call many of us do not want to have! Now is the time for us to focus on work that inspires us; that drives our passion. If you are doing what you love, making a difference and following your passion let me know…I’d love to help you create positive buzz about your passion-filled business.
Creating Positive Buzz: Two Women. 190 miles.
Carla and Caroline take on 190 miles coast to coast.
Philadelphia, PA – This past July Philadelphia area business women, Carla Wilson and Caroline Wright, trekked 190 miles coast to coast in England. Their journey began as a physical challenge putting themselves to the test and ended up as a unique way to raise money for the American Cancer Society.
Carla Wilson and Caroline Wright, a native of England, set out on a 190 mile hike from St. Bees along the Irish Sea to Robin Hood’s Bay along the North Sea. Each day the hike was in the range of 15-20 miles and at times they hiked through non-stop hail and rain. Both are Philadelphia area business women and were able to take two weeks away from their businesses without skipping a beat. The goal of this trip was two-fold. First it started out as a life-long dream of Caroline’s to complete a long-distance hike and Carla was her chosen sidekick for the adventure.
The second goal only seemed natural to the two area women; raise funds for cancer research with each mile walked. For the 190 miles walked Carla and Caroline set out to raise $1,900 or $10 per mile. To date they are at 78% of their goal and are back on American soil. Carla mentions, “…my cousin passed away from cancer – specifically melanoma. And since I never followed through in making the donation in her name that I had wanted to do, I thought I’d set up a fundraising effort to raise important funds for research for the cure of this disease – and dedicate my walk to her and others. Unfortunately, so many of us know folks who are living with or have battled cancer. We need to help kick cancer’s butt.”
With cancer touching so many lives in various ways these days, it’s hard not to take notice of those putting their bodies to the test to raise awareness and funding. Carla and Caroline completed their journey and would love to help in the fight against cancer. For more information on their story and cause, please visit http://wrightsolution.wordpress.com/.
Creating Positive Buzz: Local Author & Inspirational Speaker Esther Hughes
From time to time I will be sharing my clients’ news which helps me not only share their exciting events, but also gives you an idea of what a typical press release or story pitch should look like. So consider them case studies if you will and reference them if you need help in writing up that press release or story pitch.
And if you’re still stumped and just want to hand off the writing, you know where to go!
Press Release: People currently affected by cancer have a new source for faith
Author and professional speaker, Esther Hughes, has recently published a book solely for those affected by cancer, Psalms and Prayers for People Affected by Cancer. This new resource acts as a tool for anyone affected by cancer, inspiring thought and offering hope.
Esther Hughes, a breast cancer survivor herself, has experienced first-hand the challenges cancer brings (www.EstherHughes.com). Through her battle and recovery, Esther had profound experiences and felt charged with the mission to share what helped her through each day with others affected by cancer. In Psalms and Prayers for People Affected by Cancer (http://www.amazon.com/Psalms-Prayers-People-Affected-Cancer/dp/1442108797/ref=sr_1_1?ie=UTF8&s=books&qid=1250791040&sr=8-1), Esther shares prayers for each stage of the process of dealing with cancer. Her connection of faith to the positive healing process will inspire anyone diagnosed with cancer to keep a positive attitude.
An accomplished speaker, Esther has shared the message of capturing the gift of each day with womens’ groups, churches, community associations, support and wellness organizations, and at corporate functions. Helen Wolf, Facilitator of “Meet the Authors” class at Delaware Valley College commented, “Esther gives a lively presentation, with material presented in a clear, concise, manner, speaking to the audience, not at them. She shares her personal life experiences, encourages feedback, and weaves hope and positive affirmations. Hearing Esther speak can change your attitude at a crossroad in life, and make a personal difference for you, in just one day.” Her other thought-provoking speaking topics include:
- Discover and Uncover You
- One Day Living: Full Life Collection
- One Day + One Event = Second Chances
- SHAPE for Women
- Caring for People Affected by Cancer
For more information on Psalms and Prayers for People Affected by Cancer or Esther Hughes visit http://onedayliving.com/.
We’re teaming up to help fill kids back packs…
Every now and then as business owners and citizens we have the opportunity to give back to our communities. I’ve been area manager for my local Moxie Moms chapter for several months now and part of what we do as a group is give back our time or resources to support the community.
I recently found Cradles to Crayons and took a tour of their warehouse. They help Philadelphia area children and families in many aspects. After touring their warehouse, I wanted to find a way to marry Moxie Moms Gives Back program with their needs…and it just so happens that each year they hold a program called “Ready for School” where items are collected to fill back packs (or individuals and businesses can sponsor for $15 which fills 1 back pack).
More information on our Cradles to Crayons co-sponsored drive:
Monday, July 13th and Wednesday, July 15th, my local Moxie Moms chapter will be collecting items at Jules Thin Crust Pizza in Jenkintown for Cradles to Crayons located in Horsham, PA. This co-sponsored drive is to help Cradles to Crayons with their dual mission “to distribute basic essentials to children living in poverty so that they are safe, warm, ready to learn and feel valued, and to set a foundation for lasting change by providing meaningful, tangible volunteer opportunities to thousands of youth and adults each year.”
We will be collecting the following items:
- #2 pencils
- Pencil boxes/cases
- Pencil sharpeners
- Erasers
- Blue and black pens
- Pocket folders
- Composition books
- 24-packs of crayons
- Washable markers
- Colored pencils
- Glue sticks
- Rulers
- Calculators
- Or a child can be sponsored for $15 (fills one back pack)
Cradles to Crayons model “builds partnerships with social service agencies, allowing us to serve as a bridge between communities that have and communities that need. We make it simple for adults and children, individually or with schools, corporations or other organizations, to give of their time, their treasures and their talent to help children in need in their communities.” Moxie Moms (http://www.moxie-moms.com/easternmoco) and Innovate Services (http://www.InnovateServices.com) are thrilled to have the opportunity to partner with an organization that provides support to communities and children in need. Moxie Moms goal is to help moms be the best mothers they can be while giving them an outlet for developing friendships, an improved level of fitness and a network of support new moms need. Part of Moxie Moms’ and Innovate Services’ goal is to help support the community however we can, and partnering with Cradles to Crayons to help kids in need goes hand in hand with what we’re all about.
For more information on the Cradles to Crayons “Ready for School” drive and how you can help, please contact Teresa at Teresa@Moxie-Moms.com. Donations can also be mailed to Innovate Services, P.O. Box 1371, Roslyn, PA 19001.
Innovate Services & Client Media Mentions…
http://www.business-opportunities.biz http://blog.cristinafavreau.com http://www.ivaa.org/pdfs/latestcast.pdf http://www.toiletpaperentrepreneur.com/blog
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