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VA Copywriting

DIY Copywriting

10/10/2007

Is your business newsworthy?

I get asked all the time about press releases and publicity. While I am not a publicist and would refer a client who needed media pitching and related P.R. services, as a copywriter I know a lot about how to write, develop, compile and distribute the press materials you need, whether you are a small business, entrepreneur or consultant.

Since this issue is all about press and press releases, I wanted to share my insights with you.

Writing these materials is much like writing your sales copy. You need to ask yourself what your prospects need and want and how you can communicate to them that your product or service is the solution.

Even though you are looking for coverage and attention, it is still about them, not about your business. That means that while an internal promotion, upcoming event or new product are all legitimate press release fodder, you need to tie the content into a solution- or benefit-oriented approach that is consistent with your marketing efforts. Otherwise, the press, the online community and your prospects will see through your self-serving release and interpret it to be the shameless promotion that it is.

It's a fine line, but a very significant one. Writing your press release as a marketing and not a promotional document will go a long way in attracting the new customers and coverage you sought in the first place.
posted by Get It In Writing, Inc. at Permanent Link