How To Write A Press Release That Gets Published

Many small business owners are surprised to find that crafting a press release is more like following a recipe than writing a creative essay. Industry dictates certain formatting requirements that can’t be overlooked, even within the seemingly impossible 400 word count limit.

But why all the rules? Imagine you are an editor who receives dozens, even hundreds, of press releases every day. You¹re looking for news‹good news that will attract readers or listeners and increase subscription numbers.

You are under deadline and have a big hole in our newspaper or broadcast.

You receive a press release with standard formatting, complete contact information, and an informative writing style that requires very little editing on your part. Another press release contains a mish-mash of fonts, salesy language, and missing or incomplete contact information. As a busy editor, which press release would you choose?

If you want your press release to get published or aired, follow traditional formatting standards:

1. Use 8 ½ x 11 paper when you’re faxing a press release.

2. Use a one-inch margins on each side of the page to increase readability at a glance.

3. Type “FOR IMMEDIATE RELEASE” (no quotation marks) in all caps at the top of the page.

4. Include contact information two lines under “FOR IMMEDIATE RELEASE.” Include your name, phone, fax, email and website in case an editor wants to contact you to verify or clarify information.

5. Use a Bold typeface for the headlines, and capitalize the first letter of
each word.

6. Include the city and state from which the press release is being issued along with the date that it is being sent at the beginning of the first paragraph of the body of the press release, ie, MADISON, Wis., January 7, 2007 Begin first paragraph here.

7. Include the who, what, when, where, and why in the opening paragraph so that the editor can discern the essentials of your release in a minute. The headline and first paragraph of the press release will make or break your chances of being picked up.

8. Complete the full paragraph at the end on each page instead of carrying it over onto the next page to make it easier to read and comprehend.

9. Use the word “more” between two dashes and center it at the bottom of the page to let editors know that another page follows.

10. At the top of the next page, include a line with the name of your business and topic of release and second line, single spaced, with the date and add #1. Double space and continue your release.

11. Use three number symbols immediately following the last paragraph to indicate the end of the press release:

When you send a press release without the three numbers symbols at the end, there is always a risk that editors will assume the document is incomplete and therefore unusable.

Follow the rules and you’ll increase the likelihood of getting your name in the news.

© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Bono's "RED" Campaign Is Seeing Green

Ads promoting "red" products from Gap, Apple and others with merchandise in support of the charity Global Fund to Fight Aids, Tuberculosis and Malaria are everywhere. And they're bringing in big green bucks for their companies and their charity. As reported by Advertising Age on March 5, this one year old campaign has realized over $18 million for Global Fund (which is estimated to be closer to $25 million once books close on 2006). Way to go, Bono! And, kudos to the companies that spend the big bucks on promoting worthy causes alongside their brands — a brilliant marketing move that brings in countless residual sales dollars!

© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Can JetBlue Save Their Brand?

It's one month since JetBlue, the American, low-cost, non-union airline owned by JetBlue Airways Corporation with its home airport located at John F. Kennedy International Airport, experienced the now infamous JetBlue Valentine's Day storm fiasco where passengers were stranded at its New York hub for up to 6 hours during a snowstorm.

David Neeleman, the founder and CEO of JetBlue Airways, said that his company's management was not strong enough to handle the situation and called himself "humiliated and mortified." Over the course of the week, JetBlue cancelled over 1,000 flights, prompting many angry exchanges between customers and employees.

It took almost a full week for the airline to recover from the disaster, and it estimates that the problem cost it $30 million.

So what's next for the JetBlue brand? The company is getting ready for its seven-year anniversary and looking at a "Sincerely, JetBlue" campaign with real passengers talking about positive experiences with the airline.

It's a wise strategy to feature customers singing their praises. Weather can impact any airline. True JetBlue customers talking about the low fares and typically dependable service may indeed woo disgruntled customers back. And it's a good hook as they rebound and celebrate their seven-year anniversary.

© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Starbucks Survey: Is the industry leader losing its soul?

Has your Starbucks experience been watered down? That's the question Chairman Howard Schultz is asking of top executives. In an interview on the Today Show, Schultz said he's worried the fast-growing chain may be commoditizing its brand and becoming more vulnerable to competition from other coffee shops and fast-food chains.

He’s concerned Starbucks is in danger of losing its soul, its uniqueness—its remarkability. Schultz says the romance and theater of coffee have disappeared from Starbucks stores because Baristas now use push-button machines to make espresso drinks. That stores no longer smell like coffee and that every store looks cookie-cutter. He is asking his executive team to get smarter about the business and to get more innovative to once again differentiate Starbucks.

What do you think? Has your Starbucks experience been watered down? John Moore, Brand Autopsy blog, spent 8 years as a marketer inside Starbucks, and he wants your feedback on what Starbucks needs to do to get back on track.

If you've been to Starbucks (is there anyone who hasn't?!), you’re more than qualified to respond to Moore's survey. Send him an email at brandautopsy@gmail.com with STARBUCKS in the subject line. Tell him what Starbucks must do to reclaim its uniqueness? To better connect with customers? To become the coffee company it once was?

Moore says: "My plan is to compile your answers into a free ebook. (Of course that’s contingent upon receiving good answers.) So in your responses … don’t ramble. Be brief. Be smart. Be fast. I’d like to have this ebook posted by the end of March."

© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Collaborate with "Fusion Marketing Partners" for Big Results

“Fusion marketing is combining the efforts of two entities to ‘explode’ their joint marketing efforts.” - Jay Conrad Levinson

Collaboration. It's a key concept we've practiced for years and one that Jay Conrad Levinson, the father of Guerrilla Marketing, emphasized when we went through the Guerrilla Marketing Coach certification program. He coined the term "fusion marketing partners." Whether you call it collaboration or fusion marketing, when done right, it explodes momentum and results.

Create Win-Win Situations

The key to successful collaborations and fusion marketing is embracing the beauty and advantage of cooperation and not the concept of competition. Collaborating with fusion marketing partners is a powerfully efficient way to create win-win situations, reach more prospects, and increase sales.

For example, a kayaking outfitter may say to a restaurant owner and bed & breakfast inn keeper, "If you display my flyer, I'll display yours." Or, "Let's create a package that includes lodging, meals and recreation and send a joint mailing to all of our customers." Their marketing exposure has been tripled while their marketing costs have been reduced.

Fusion marketing partners practice the principle of reciprocity: if you do something nice for someone else, they will want to do something nice for you. Look for opportunities to go the extra mile and improve your positioning with potential collaborators.

Here's an example of the power of fusion marketing which gets the thumbs up from us!

Tonight, three artists will be center stage at a reception and opening of their photography works at the Superior Artists' Gallery. Dozens of other painters, fiber artists, sculptors and photographers will be center stage at a reception and opening of their creations at the Washburn Cultural Center, and Good Thyme Bistro will cater to the increased traffic in the one-block core of downtown Washburn by providing appetizers, drinks and music.

The format, hailed as "Washburn's Art Walk," will draw a huge crowd and is creating big buzz in area newspapers, radio, and among the region. Imagine the attendance brought to each of the shows and the restaurant thanks to the individual promotion by an arts organization, dozens of artists, a restaurant and two galleries each sending an email blast to their list inviting customers, family and friends. Here's their combined message:

Chequamegon Bay Arts Council Community Exhibit

"It's All About Food!"
March 1 - 31, 2007
Opening reception Thursday, March 8, 5 - 7:00 PM


*“Washburn's Art Walk”
2 public receptions on Thursday, March 8, 2007

Washburn Cultural Center
1 East Bayfield Street
Reception 5-7:00 PM
"It's All About Food!"
Presented by CBAC
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Superior Artists' Gallery
109 West Bayfield Street
Reception 5-7 PM
"Held to the Light"
Photographs by:
Roslyn Nelson
Harvey Nelson
Stephen Kreuser
Note: Gallery open Saturdays only, March - April, 2007
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Good Thyme Bistro
goodthymecatering@hotmail.com
18 West Bayfield Street

If it sounds high energy and like the place to be, you're getting the message. And, we hope, you're getting the message about the power of collaboration. How can you make this marketing tactic work for you?

1. Identify potential fusion marketing partners and collaborators.
2. Determine what each of you brings to the table.
3. Create a win-win fusion marketing partnership and long-term collaboration to blast your business to the next level of success.

Stumped? We'll show you how to get big results in our Fast Track to Marketing Mastery program! Click here to discover how to stretch your marketing dollars with collaborations.

Happy Marketing!


© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

"Fund the Cure" stamp will raise millions

Cause marketing. It's powerful business with big results. The new "Fund the Cure" is just one example. Imagine raising $35 million in the fight against breast cancer by buying a book of stamps. The US Postal Service recently released its new "Fund the Cure" stamp to help fund breast cancer research. The stamp was designed by Ethel Kessler of Bethesda, Maryland. Instead of the usual 39 cents for a stamp, this one costs 42 cents The additional 3 cents will go to breast cancer research. A "normal" book costs $7.80. This one is only $8.60. If all stamps are sold, it will raise an additional $35,000,000 for vital research. And it's a win-win. Buy a book of stamps, make a statement, and support a worthy cause. It's easy. Simply click the headline of this blog entry, and you'll be taken to the site where you can order online.

© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

What Can Brown Do For You?

I can't believe it. We're in the midst of a blizzard in northern Wisconsin, virtually no vehicles are on the road, and nearly every store, restaurant and business within a 100-mile radius is closed. That's why I was astounded when my doorbell rang and a carrier from United Parcel Service (UPS) handed me a package.

My response to the carrier? "What can brown do for you? Deliver in a blizzard! Wow!" He smiled, delivered the packaged, jumped into his brown truck and headed out for his next delivery.

Brown; it's how UPS expresses its brand as the world's largest package delivery company, delivering more than 14 million packages a day to more than 200 countries around the world. The company nickname for delivery trucks is "The Big Brown Machine," and the brown color is carried through to uniforms and tagline. Turns out the "UPS brown" was chosen because it is the same color that was used on Pullman railroad sleeper cars and was seen as professional and elegant. UPS has trademarked the color brown, which prevents other delivery companies from using it as part of their brand.

What can brown do for you? Deliver on time, even in a blizzard! I'm impressed.

© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com