The word "Press Release" seems to scare most people to death. On top of that

not many people take the time to even think of writing their own Press

Release. We hope this brief article will help clear up some of the mystery's

surrounding this simple form of marketing.

The first thing you have to remember is that a Press Release is a "news"

item. It needs to "inform" people, NOT sell them something. For example,

you are reading this report because you want to learn something that will

BENEFIT YOU. You aren't reading it just so you can buy something else. If

money is the deriving force in your business - you won't go too far. Your

main goals should be in pleasing customers, providing them with a high-

quality product and more than their money's worth. The trick is to do all

this while still making money. People don't care what mountains you had to

climb, what seas you had to cross or what tribe of people you had to learn

the ways of just to find a secret formula. Instead - they want to know WHAT

the secret formula is.

The sales circulars you print and mail sell your product. A Press Release

informs others about your product. Instead of your main objective being to

sell the product and have the customer send in an order immediately, a Press

Release informs the customer exactly how your product will benefit their

lives. This must be conveyed in the form of a "newsworthy" Press Release.

If you have a sales circular to sell a product, you can easily turn it into

a Press Release without much difficulty. It's just a new marketing angle of

presenting your product to the public.

The following is an example of a typical Press Release for our publishing

services: So many people are entering the mail order market these days, but

so many of them are getting ripped-off by a bunch of hype. People are

promised untold riches in a short period of time. The hype ads play with

their emotions by making them believe it's so easy to make money through the

mail. It's sad.

However, a new book has just been released to help solve these problems for

the average person. For the first time in history - a REAL directory has been

compiled listing the ACTUAL name and addresses of 179 honest and trustworthy

mail order folks. People can write DIRECTLY to these people and receive FREE

information to get them started in their own business now!

It's unbelievable. Without trying to sell you anything else, you can get this

book for only $4.95 - a price anyone can afford. Meet the real mail order

dealers who care about their products and wants to help you get started doing

what they are doing.

As you can see, this is a short but sweet Press Release - however, you should

be able to see the "newsworthiness" in it. It's main focus is on the fact

that most people get ripped-off when they start their first mail order

business. The solution to this problem is a new directory that is available

for the first time in history. The sell is slowly led into because the reader

will naturally want to get their hands on this one. It doesn't ask for money

it only tells the reader how to get a copy if they want one.

Here's a great test for a real press release. Since your final sales pitch is

included in the last paragraph - read the Press Release aloud. Would it still

be worth reading WITHOUT your sales pitch? If so, it's probably a Press

Release.

Press Releases come in many forms due to the product you are writing about.

However, the basic rule of thumb still applies. If you've never wrote one

before - it may be a little difficult. Don't despair. Grab the latest daily

newspaper and read some of their informational articles. Notice how each

article is written and pattern yours after the same format. After you do a

few of them - you'll be able to "get the picture."

When your Press Release is written to your satisfaction, the proper way to

submit it to a publisher is: Be sure and type it on a typewriter or computer.

Standard format is double-spaced and not longer than two 8 1/2x11 pages.

Be sure and put your name, address and page number at the top of each page.

Write the note: "For Immediate Release." at the top. If you are only sending

the press release to one publication - tell them it's a "first run."