6 Rules To Creating A Killer Press Release

6 Rules Of Creating A Press Release That Has Your Phone Ringing Off The Hook With Shows Wanting To Interview You NOW!

Let me give you just a few of the most vital secrets to an offline press release based on real world experience.

I appeared regularly on a show that was aired on 40 commercial radio stations across Australia and before that I was interviewed by more radio stations than I care to mention, on TV, made the front page of the newspaper more than once etc etc.


Rule 1: Your press release must be catchy and newsworthy.

Tie-ins are important.

Notice how this press release ties in a "Penniless Blind Woman Striking Gold" (human interest)

"Building Websites She Can't Ever See!" (novelty)

"70% of blind people are unemployed - discrimination" (Moderately topical news issue - if there was a big story around about discrimination of the handicapped or a story about blindness or anything along those lines your coverage would shoot up)

"one piece of advice to people who might be struggling to make ends meet" (inspriational)


Rule 2: Be brief. If it doesn't fit in a single, letter size, double spaced, 12 point white page then it's too long.


Rule 3: NEVER, NEVER, NEVER give the whole story in the press release.

Make them call you to get the juicy part of the story.

If you force the media to call you then your coverage will shoot through the roof.

This is THE biggest secret of an offline press release.

When I realized this secret I went from getting one or two calls to being completely unable to handle the interview requests - overnight.

And all it took was slashing information OUT of the press release and adding in...



Rule 4: Give "teaser" type suggested questions.

It should kill the reader with desire wanting to know how you'll answer these questions.

It also gives them a premade interview.



Go through the press release again and you'll see what I mean.

Your interviewer can read that whole first passage on the air word for word:

"Despite the fact that she can't ever see a single line of the websites she creates totally blind woman Reina Brown has a thriving business online.

Tired of the discrimination she encountered everywhere in the job market and determined not to join the 70% of blind people who are unemployed, Reina set out to prove blind people can be just as creative, competent and even more resouceful than those of us lucky enough to have the gift of site.

And if building websites isn't enough Reina has also made ends meet over the years by teaching herself professional candle making, sculpting and more."



Then she can say "Hi Reina" and start asking the suggested questions.

Radio show hosts are busy, busy people.

They know an easy interview when they see one and they love the fact that you've done their work for them.



Rule 5: Use "sound bytes"

After that the most important thing you can do before being interviewed is have notes for answering each of the questions and think up some sound bytes.

For example when I was being interviewed about weight loss I would talk about how eating fruit and vegetables was a huge key then came the sound byte...

"No one ever got fat eating broccoli!"

Makes for good radio and makes you memorable.

When I talked about childhood obesity I'd tell parents they should get children involved in growing and cooking healthy food and I'd say...

"Children will eat the food they steal! Now before you embark your children on a life of gastronomical crime let me explain..."

If you think up a nice catchy line you can use at the start or end of your answer to each question your interview will rock.

And they'll invite you back if you give them even the ghost of a chance!

And that leads to...



Rule 6: Always create your press releases in pairs.

You want to have a follow up story that's so enticing your interviewer will be like a dog salivating over fresh meat - just dying to get you on the show again.

The easiest way to get an interview on radio is when you're being interviewed.

So think up a second story the media will find it impossible to resist.

(Maybe something you're doing for charity - or something you're doing for other blind people - use your imagination).

The reason I got on 40 radion stations across Australia over and over and over was that I planned it that way.

In my first interview on weight loss I was answering a call in question and the caller asked about depression.

My answer: "I wrote the world's first book covering a comprehensive diet and lifestyle protocol for depression and I have to tell you the subject would cover a lengthy show all by itself."

And then I repeated that line after answering her question.

Immediately after we were off the air the interviewer said "you know how you mentioned doing a full show on depression? Could we do that?"

Easy.

Also if you don't get a bite from the interviewer during the interview you can send the second press release immediately afterwards by fax and email.

Just mention you have another story you know they'd love.



You now have the most kick-arse proven offline press release secrets you'll find anywhere and a template you can use.

You just have to follow through and do it.

Also read
Press Release Template
6 Press Release Copywriting Secrets
Radio Copywriting

Kindest regards,
Andrew Cavanagh


More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog

Products From Andrew Cavanagh:

Offers Unleashed: How Many Of These 17
Profit Multiplying Offers Is Your Website Missing?


Make $1,500 Today: This 48 Page Report Reveals
The Simple Step By Step System For Selling Your Online
Marketing Skills To Businesses Right In Your City


$500 In 24 Hours Without A Website: From Offline Store Front
To Online Gold. Charge Local Businesses To Explode Their Sales From Walk Past Traffic And Turn That Traffic Into Long Term Online Income (Perfect For Copywriters)


Online Gold For The Offline Business: The Definitive
eBook On How To Use Online Marketing To Power Up
The Profits In Any Brick And Mortar Business



Make My Website Sell: FREE 11 Minute Video
Insider Secrets Of Web Design That Sells


$7 Secrets: How I Made Over $3,000 In Just 7 Days
By Selling A 30 Page Report For $7


Make Money Copywriting: 34 Insider Secrets To Making Money
As A Copywriter And How To Land Your First Copywriting Client


Press Release Template

Here's a press release I whipped up as a template for you.

For Immediate Release

For Further Information Contact:
Reina Brown Ph: 301-885-3507
Or email:
the chandlershop@aol.com


"Penniless Blind Woman Strikes Gold Building Websites She Can't Ever See!"

Despite the fact that she can't ever see a single line of the websites she creates totally blind woman Reina Brown has a thriving business online.

Tired of the discrimination she encountered everywhere in the job market and determined not to join the 70% of blind people who are unemployed, Reina set out to prove blind people can be just as creative, competent and even more resouceful than those of us lucky enough to have the gift of site.

And if building websites isn't enough Reina has also made ends meet over the years by teaching herself professional candle making, sculpting and more.


Suggested Questions:

1. 70% of blind people are unemployed. What kind of discrimination did you find in the workforce against the blind?

2. How difficult is it to live being not just blind - but broke?

3. How did you manage to create a website by yourself when you can't even see your computer screen? Surely you must have had help?

4. If the people listening to this interview want to go see a website designed by a blind woman what website address should they visit?

5. Finally if you could could give just one piece of advice to people who might be struggling to make ends meet what would that advice be?

###


If you fax a press release like this to one or two hundred radio stations you WILL get interviewed.

In fact I have to warn you from experience that your phone will go absolutely ballistic.

This press release is also a good proven template you can use for offline press releases.

Also read
6 Press Release Copywriting Secrets
Radio Copywriting

6 Rules To Creating A Killer Press Release

Kindest regards,
Andrew Cavanagh


More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog

Products From Andrew Cavanagh:

Offers Unleashed: How Many Of These 17
Profit Multiplying Offers Is Your Website Missing?


Make $1,500 Today: This 48 Page Report Reveals
The Simple Step By Step System For Selling Your Online
Marketing Skills To Businesses Right In Your City


$500 In 24 Hours Without A Website: From Offline Store Front
To Online Gold. Charge Local Businesses To Explode Their Sales From Walk Past Traffic And Turn That Traffic Into Long Term Online Income (Perfect For Copywriters)


Online Gold For The Offline Business: The Definitive
eBook On How To Use Online Marketing To Power Up
The Profits In Any Brick And Mortar Business



Make My Website Sell: FREE 11 Minute Video
Insider Secrets Of Web Design That Sells


$7 Secrets: How I Made Over $3,000 In Just 7 Days
By Selling A 30 Page Report For $7


Make Money Copywriting: 34 Insider Secrets To Making Money
As A Copywriter And How To Land Your First Copywriting Client


Eliminate "Writer's Block" Forever

Okay here's a tip from a professional.

The real stuff.

I've been writing professionally since I was 15. I'm now 40.

That's a LOT of writing. Including books (fiction and non-fiction), articles (I was a syndicated health columnist and I wrote articles in various styles for many different magazines), sales letters online and offline, ads, reports, information products etc etc etc.

And at the risk of being immodest the quality of my writing is very, very high.

These 2 secrets may surprise or even shock you but I guarantee 100% that they work and they work for everyone - even the lousiest writer in the world with the worst case of writer's block in history.



Secret 1 to writing:

This will sound bad I know but stick with me here...

Take the attitude you're going to write ANY OLD CRAP on the subject that you can come up with.

Whatever you think of - just write it down.

Any old nonsense - GREAT. Just put it on paper (or onto your screen).

A pile of steaming crap no one would ever read?

Not your problem - just write it anyway.

Just fill up pages and pages with any old crap and keep writing straight off the top of your head for as long as you can.

Stop thinking about it and just do it.


Now if you follow secret no 1 you're going to be surprised.

The biggest mistake most writers make is that they confuse the creative process with the critical process.

When you're setting out to write something you're in the creative process.

I've written full books in 7 days.

But that can't happen if you're constantly worrying about how good, bad or accurate what you're writing is.

You're in the creative process.

Let your creative side come out by disengaging your critical process.

If I'm writing any old crap then my critical side has no work to do. I know it's crap already.

After years of writing I began to notice "any old crap" is often pretty good.

I was using sections and pages of non-fiction writing I'd done off the top of my head over and over in other products, articles etc.

That's the first bonus.

A lot of that "any old crap" writing is good! Really good!!

But you might say "What if it's not good? What if any old crap really is crap?!"

And that leads us to secret no 2 - the biggest secret of great writing.



Secret # 2 - Great writing is all about REWRITING.

Once you have something to work with it's really easy to work it over and polish it so it shines.

It is far easier to add to a piece of writing you've already done.

It's far easier to edit writing you've already done so it flows better.

You can even hire an editor to rewrite it for you.

But it's very hard to look at a blank screen and write something brilliant from scratch.

So write any old crap then rewrite it till it sparkles.

Easy.

Kindest regards,
Andrew Cavanagh

P.S. The most common question I'm asked is "How do you make a living from writing? Is it really possible?"

At this post I reveal the fastest way I know to make an exceptional income as a writer and I give you completely FREE access to a full 48 page report and a full 68 minute audio to help you implement this unique method...
How To Make A Great Living As A Writer Fast




P.P.S. If you want more writing/marketing tips these posts might help...
How To Write Articles Fast
How To Write Great Sales Copy Fast

FREE 58 Minute Audio "How To Find A Hungry Market Online"
FREE Report "3 Powerful Secrets Of Online Copy" (Highly Recommended)

Secrets To Story Telling That Multiplies Your Sales
Making Money As A New Copywriter
The Biggest Reason Most Copywriters Will Never Make Money
Web Site Design Secrets

The Biggest Secret To Selling Online
FREE Gary Halbert Video - Triple Your Online Orders

6 Press Release Copywriting Secrets
4 Eyeball SUCKing Headline Secrets
41% Response From This Headline Secret


More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog

Products From Andrew Cavanagh:

Offers Unleashed: How Many Of These 17
Profit Multiplying Offers Is Your Website Missing?


Make $1,500 Today: This 48 Page Report Reveals
The Simple Step By Step System For Selling Your Online
Marketing Skills To Businesses Right In Your City


$500 In 24 Hours Without A Website: From Offline Store Front
To Online Gold. Charge Local Businesses To Explode Their Sales From Walk Past Traffic And Turn That Traffic Into Long Term Online Income (Perfect For Copywriters)


Online Gold For The Offline Business: The Definitive
eBook On How To Use Online Marketing To Power Up
The Profits In Any Brick And Mortar Business



Make My Website Sell: FREE 11 Minute Video
Insider Secrets Of Web Design That Sells


$7 Secrets: How I Made Over $3,000 In Just 7 Days
By Selling A 30 Page Report For $7


Make Money Copywriting: 34 Insider Secrets To Making Money
As A Copywriter And How To Land Your First Copywriting Client


6 Press Release Copywriting Secrets

I've written a lot of press releases over the years, got on the front page of newpapers several times on TV and on radio (a LOT of radio).

I've also written multiple online press releases - many getting over 40,000 views.

Here's a few tips:

1. For offline press releases DON'T tell them everything.

You want to tease in your press release so the TV, radio or newspaper HAS to call you to do the story.

Once a news outlet calls you your chance of getting a story is VERY high.

Also your press release should be short - one page or less with plenty of white space and a good newsworthy headline.


2. Do offline press releases in pairs.

In other words always have another sexy, enticing story to pitch as you're being interviewed for the first story. This is the biggest secret that even most publicity gurus don't get.

You can be back in the same paper, on the same radio show on the same TV show over and over and over if you do this right.

Keep in mind news outlets are desperate for more good stories and if you nail the first interview then they'll want to interview you again if you have anything really newsworthy for them.

So think 2 stories ahead.


3. It's your job to create the story. If your press release doesn't look like something that would appear on the front page of a newspaper then don't expect to get a response.

On the other hand if you can create pre-made sexy stories for the media they'll love you and come back to you over and over.


4. Online press releases are entirely different to offline press releases.

The primary objective of an online press release is NOT to get media coverage - it's search engine optimization.

While I was interviewed once by a major French newspaper as a result of an online press release this is an exception.

Don't expect media coverage from online press releases - the chances are slim to none.


5. With an online press release focus heavily on using a keyword phrase you want to optimize for.

That same keyword phrase should feature on the web page you link to from the online press release.


6. Give your reader a compelling reason to go from your online press release to your web page.

A free bonus, completing the story started in the press release, a free service, a free ebook etc etc.

If you don't do this you're pretty much wasting your time.

Views of a press release do NOT equate to sales or even hits to your website.

You have to create the desire for your prospect to click through.

Also read
6 Rules To Creating A Killer Press Release
Press Release Template
Radio Copywriting


Kindest regards,
Andrew Cavanagh


More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog

Products From Andrew Cavanagh:

Offers Unleashed: How Many Of These 17
Profit Multiplying Offers Is Your Website Missing?


Make $1,500 Today: This 48 Page Report Reveals
The Simple Step By Step System For Selling Your Online
Marketing Skills To Businesses Right In Your City


$500 In 24 Hours Without A Website: From Offline Store Front
To Online Gold. Charge Local Businesses To Explode Their Sales From Walk Past Traffic And Turn That Traffic Into Long Term Online Income (Perfect For Copywriters)


Online Gold For The Offline Business: The Definitive
eBook On How To Use Online Marketing To Power Up
The Profits In Any Brick And Mortar Business



Make My Website Sell: FREE 11 Minute Video
Insider Secrets Of Web Design That Sells


$7 Secrets: How I Made Over $3,000 In Just 7 Days
By Selling A 30 Page Report For $7


Make Money Copywriting: 34 Insider Secrets To Making Money
As A Copywriter And How To Land Your First Copywriting Client


This Opening Line Sold Over $2 MILLION

How important are opening lines?

This opening line from a piece of offline sales copy by Clayton Makepeace made well over $2 million dollars in sales in the first year and turned Weiss research into a powerhouse in the financial field...

"While urging you to buy their shares, top executives at MICROSOFT... CISCO ... GENZYME ... SYMANTEC ... SEIBEL SYSTEMS ... RED HAT ... YAHOO ... and many other high tech companies ... are quietly dumping BILLIONS of dollars-worth of their companies' stock!"


This kind of opening line to your copy reminds me of what you might hear on a "tell all" style TV current affairs program (maybe even on 60 minutes).

When I was appearing on radio more regularly my host asked me a few times to do a show on various topics.

They were all topical and verging on this expose' style.

And they all elicited a huge response when we went to air

The show goes to 40 radio stations across Australia and they allow me to make a full pitch inside the show so I measured response in real live sales.


When I asked the host where she got these great story ideas she just said "I get most of my ideas from the current affairs show on TV".

Can you tie your copy into some edgy news story?

Can you create a more powerful opening line by using this expose' "news" based style.

It's worth considering.

For more on how the power of opening lines could double your sales online check out this post...
Opening Lines In Sales Copy

I talk more about opening lines in this post...
Secrets To Story Telling That Multiplies Your Sales


And also this fabulous post...
Ted Nicholas Famous Letters


Kindest regards,
Andrew Cavanagh


More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog

Products From Andrew Cavanagh:

Offers Unleashed: How Many Of These 17
Profit Multiplying Offers Is Your Website Missing?


Make $1,500 Today: This 48 Page Report Reveals
The Simple Step By Step System For Selling Your Online
Marketing Skills To Businesses Right In Your City


$500 In 24 Hours Without A Website: From Offline Store Front
To Online Gold. Charge Local Businesses To Explode Their Sales From Walk Past Traffic And Turn That Traffic Into Long Term Online Income (Perfect For Copywriters)


Online Gold For The Offline Business: The Definitive
eBook On How To Use Online Marketing To Power Up
The Profits In Any Brick And Mortar Business



Make My Website Sell: FREE 11 Minute Video
Insider Secrets Of Web Design That Sells


$7 Secrets: How I Made Over $3,000 In Just 7 Days
By Selling A 30 Page Report For $7


Make Money Copywriting: 34 Insider Secrets To Making Money
As A Copywriter And How To Land Your First Copywriting Client