Home
>
Public Relations
>
How to Get $1000 worth of Advertising for $60

How to Get $1000 worth of Advertising for $60

?2004 Jeffrey Dobkin

Sixty dollars doesn't go a long way in buying advertising space. But if you spend it creatively, you can get over ten times that value in newspaper or magazine lineage. And it's easy if you know how. Here's how.

You're familiar with press releases, right? A press release is a single page of information about your product or service that is sent to a magazine or a newspaper. If selected to be published, it's printed as a short story and appears as if the magazine or newspaper wrote it. There is no charge for having your press release published by a magazine or newspaper.

So stick around - find out how you can have your press release published (and your chances are pretty good) even if you can't write worth a hockey puck.

There are certain criteria for having your press release published, no matter who writes it. First, it can't sound like an ad for your product or service. Nope, no adjectives. If it sounds like an ad, it'll be tossed out. While most editors will make minor corrections so a press release will fit their editorial style, few to none will rewrite your release just to get it in. Editors get their choice of press releases every day, and the ones that catch their eye for publishing are the ones closest to their exact needs - requiring the least amount of editing and rewriting. Most editors know a good thing when they see it.

Second, your press release must conform to the standard layout style of press releases. This tells the editor that you know what you're doing in media relations and shows your everyday business practices follow suit. So when your release is published, editors will be comfortable with the knowledge their readers will get good literature and - if they order - a good product. They can assume their readers will deal with a professional company on a professional level. If your press release lands on their desk with lots of typos and misspellings, it'll land in the trash next.

Correct layout style means a big header stating "Press Release" at the top, followed by a contact name and phone number so editors can call for more information. Next it needs a kill date after which the press release shouldn't run. If there is no kill date, state "No kill date" so it doesn't look like you forgot it. Also, don't forget to include a 5" x 7" black-and-white photo for increased interest, better readership, and more credibility.

The headline of your release is centered and in bold. Write your headline with care; it's this line that will make or break your release. If it's a great headline, people will read it - and the rest of the release. If it's a poor headline, people will read it - and the other articles in the magazine. It's your choice. My recommendation? The Jeff Dobkin 100 to 1 rule: Write 100 headlines, then go back and pick your very best one.

The body of the release follows. Double space, allowing an editor to easily make corrections between the lines. Leave room around the margins, too. Make it look easy to read, even if it isn't. Use short, descriptive sentences without fluff or excess verbiage. Use a pyramid style of writing - the most important parts in the first paragraph or two - because editors know to cut from the bottom.

Terse, concise writing just like a reporter from a newspaper would write works best. Holy smokes! Did I just say "just like a reporter from a newspaper would write"? What an idea!

How's this: suppose you aren't a strong writer, or you're too busy with other activities to write your own release. What do you do? Call the local newspaper and ask to speak with a reporter. Now, I don't know about your area, but newspaper reporters here in Philadelphia don't usually make all the money they'd like. When you get a reporter on the phone, ask if they know of any reporters who'd like an additional easy writing assignment and would consider writing a press release - for pay. Chances are better than good that the same reporter you're speaking with will go for the chance at easy money. If not, they'll recommend an associate on staff.

Go over your product information with the reporter, and add enough of a benefit summary so they can write a quality release. Ask them to recommend several different angles and what they think their very best pitch would be. Then ask what their hourly rate is (usually about $20/ hour). Your release should take about two to three hours of writing time, if that - and should cost around $60.

Now for the best part. Your reporter can submit your release to the editor for you. Think about it. The paper's own reporter writes a press release - in the newspaper's exact style of writing - and then hands it to the editor with his own personal recommendation. Nice package.

So without writing a stitch, you get the release written then handed over to the editor on a silver platter by a trusted staff member. Your chances of getting it published are? you guessed it. When it's printed, you just received $1,000 worth of advertising for $60. As promised.

###

Jeffrey Dobkin, www.dobkin.com author of the incredible 400-page marketing book, How To Market A Product for Under $500 ($29.95), He is also a speaker, and a direct mail copywriter. To order books or speak with Mr. Dobkin personally call 610/642-1000. Fax 610/642-6832. Satisfaction Always Guaranteed.

weekly home cleaning Highland Park ..

In The News:

Threat intelligence firm Synthient uncovers one of the largest password exposures ever, prompting immediate security recommendations.

Viral video shared by Elon Musk shows Tesla's Optimus humanoid robots performing tasks from cooking to construction, garnering over 58.5 million views on social media.

Chinese hackers used Anthropic's Claude AI to launch autonomous cyberattacks on 30 organizations worldwide, marking a major shift in cybersecurity threats.

Apple's new Sleep Score feature gives you a rating for your nightly rest quality. Learn how to set it up on your Apple Watch and iPhone today.

Essential phone settings to enable before losing your device, including Find My network, location services and security features for iPhone and Android.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Cybersecurity research shows weak passwords remain a major threat, with simple patterns and number sequences putting millions of accounts at risk.

New Android malware BankBot YNRK silences phones, steals banking data and drains crypto wallets automatically. Learn how this advanced threat works.

FDA approves first human trial for Paradromics' brain-computer interface that could restore speech for paralyzed patients through neural technology.

New phishing platform QRR targets Microsoft 365 users across 1,000 domains in 90 countries. Learn how to spot fake login pages and protect your accounts.

OpenTable now uses AI to track your dining habits and share insights with restaurants. Learn what data they collect and how to protect your privacy.

Google's discontinued Nest thermostats still secretly upload home data to company servers despite losing smart features, raising serious privacy concerns.

New Android malware NGate steals NFC payment codes in real-time, allowing criminals to withdraw cash from ATMs without your card. Learn protection tips.

DoorDash confirms data breach exposing customer names, emails, addresses after social engineering attack. Learn how to protect yourself from scams.

Concerned about Google's AI scanning your Gmail? Learn how to disable Gemini features that access your emails, Drive files and Chat messages for privacy.

Google warns Android users about dangerous fake VPN apps hiding malware that steals passwords, banking details and personal data from phones and tablets.

Apple's digital passport feature lets iPhone users breeze through TSA checkpoints this holiday season using Digital ID technology at 250+ airports.

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.

South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.

Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Fake AI apps disguised as "ChatGPT" and "DALL·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.

Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.

Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.

NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.

How to Get $1000 worth of Advertising for $60

Public Relations