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Press Releases (Part 2 of 2)

In my last blog post on press releases I mentioned that I would give you some tips on how to write a press release.  So here is that information:

When you write a press release it should have the following:

  • Headline
  • Summary
  • Date and where you are.
  • Body of the press release
  • Boilerplate statement
  • Contact information

If you’re writing your press release confident that you’re going to get free publicity or you’re doing it more because you want to build up authority and backlinks to your website you should still follow this formula.  Because who knows, if you do this right you may get picked up.

So when writing a press release here’s the main things you should be doing:

Get Attention Fast!

The opening of your press release must clearly and quickly get attention for your news.  You only have a few seconds to get a person’s attention so make sure your headline and opening sentence are very attention grabbing.

Name Yourself Or Product/Service

Early on in the press release you should name your product, service or who you are if it’s relevant.

Write Professionally

You should not include any hype or exclamation points in your press release.  Your press release should not look like an ad.  Sometimes an organization will just publish a press release as is.  But they will never do that if it appears to be like an ad.  Or if the writing is not very professional.  So write professionally when creating your press release.  Or get the press release written for you if you’re struggling.

Write In Plain English

Don’t use insider words or jargon when writing a press release.  Use plain English and use words that a 12 year old could understand.  If you’re in a technical field and have to use technical words make sure you limit them as much as possible.

Find The Story

When writing your press release you need to constantly ask yourself whether anyone would care about what you’re writing.  If they wouldn’t then don’t put it in. Your press release needs to highlight something new and provide useful information to your potential audience.

Don’t Use Clichés

Do not put things in your press release like… “we are the best” or “you’ll get great customer service.”

Find A Hook

If you can, tie your press release to a current event or a recent study…or a trend or a social issue then you’ll get a lot more publicity for your story.

Link To Your Website

In your press release link to your website with keywords.  For example, if your website is about fishing lures then somewhere in your press release you should link from the words fishing lures to your website.

Don’t Give Away The Full Story

After people read your press release they should be left wanting more.  If you don’t do this then people may read your press release and not click the link to go to your website.

Hype Free

In your press release you must remain understated and avoid all hype or exaggerations.

Limit Words

When writing your press release you must limit the words you use to make the press release as factual as possible.  So instead of writing something like…

“This valentine’s day xyz company is celebrating the day by giving every customer a beautiful bouquet of flowers.”

Put it like this…

“XYZ company is giving away a bouquet of flowers to every customer this valentine’s day.”

Every sentence you write you should see if you can cut the word count down.

Get It Proofread

Before you put up your press release make sure you get it proofread because once it’s up you can’t edit it when it’s out on lots of different websites.  Make sure it’s “right” before making it live.

Use Quotes

Anytime in a press release you have the words I, we or us it should be in a quote e.g.

“We made the commitment to become the leader in xyz technology and have now been certified as the best in our class.”

Ok, let’s now look at some of the specifics of writing a press release starting with…

The Headline

When you write a headline for your press release it must provide information and get the reader’s attention quickly.  It must also make the reader want to learn more.

The ad writing principles I have taught you in past lessons apply here BUT it must be more reserved copy.

You should make your headline less than 170 characters and you must capitalize the first letter of Every Word Like This.

It’s also important that you use the keyword that people will search to find information like you’ve got in your press release.

The Summary

This is just a paragraph that follows the headline and gives a brief overview of your story.  This should be about 1 to 4 sentences in length.  In this summary you should include your company or product name.  Or even your name because sometimes distribution outlets will only have the headline, summary and a link to your press release.

So a) you need to have the summary paragraph and b) you need to include your business, product/service or your name in the summary.

Date And Where You Are

You simply need to include the date and where your company is situated.

The Lead Paragraph

In the first couple of sentences of your press release you should be stating the news in simple and easy way to understand.  The first paragraph should cover most of the “who”, “what”, “where”, “when”, “why” type of questions.

The Body Copy

This is where you tell your story in more details.  What you’re doing though is providing the reader with interesting information.  But when you’re doing this you need to keep the tone neutral and objective.  It’s a press release not an ad!

The length of the body copy should be about the 600 word range.  But it can be as short as 300 words.  So don’t put in extra words to bulk it up.  If your body copy is 300 words then so be it.

In this section you want to…

  • Add proof to support any claims you’re making
  • Add interest with stories or quotes
  • Add statistics, charts etc.
  • Have links to your website

Final Paragraph

In the final paragraph of your press release you want to summarize the key points of your release.  Plus you can include information where the reader can find out more about your product or service.

Boilerplate Statement

A boilerplate statement is simply a statement about your company or organization that does not change.  It’s an “about your company” type of statement.

Contact Information

This is simply a way that anyone can reach you if they want more information about your story.  You can include an email address, website, phone number, physical address etc.


Press Releases (Part 1 of 2)

Today in this blog post I’m going to talk about press releases.  Now press releases is a huge subject that can’t be fully covered in one blog post and I don’t intend to because there are experts out there that you should hire if you want to do this right and get HUGE publicity over the long term.

But I want to give you a good overview of how to use press releases in your Internet business so you can get a picture of how they can fit in to your business.

Now to start with, there are two main reasons why a person/company will do a press release.  The first is to get a reporter to actually give you a call or contact you for more information OR for a reporter to run your press release (close to how it is) as a story because it’s “news” worthy.

The second main reason you would want to run a press release is to get links back to your website which will build up credibility for your website and get some traffic.

So before doing a press release you need to understand your goals of the press release and then try to create your press release to meet your goals.

Ok, let’s now look at what is needed to actually get a reporter to call you if that’s your goal.

Press Release To Get Publicity

If you’re doing a press release to get publicity then you need to understand something very, very important.

Your press release must make it easy for reporters to put together an interesting story for their audience.

In short, you must give reporters what they want which is an interesting story that will make them look good and their audience will enjoy.

So it’s not about you.

Most people fail with press release because they are boring. Whenever you write a press release it must have potential for a fun and/or interesting story.

Generally, putting out a press release saying you’ve just hired “Bob Smith” is not going to get any publicity unless you’re already a huge corporate business.

When you look at stories in the news they are generally:

  • Sensational/Scandal
  • Bad News i.e. plane crashes, murders etc.
  • New discoveries
  • Weird/unusual things
  • Events

One of the easiest ways to get publicity is to tie your story to an event.

For example, let’s say you run a therapeutic massage business and Mother’s day is coming up.  Reporters will be on the lookout for stories around mother’s day.  So you could write up a press release letting reporters know that you’re giving away 10 free massages to mum’s for Mother’s day because you know how stressful being a mum is.  Or instead of giving away massages you could have a half price special just for Mums.

Do you think a story like that has a good chance of getting taken up in a local paper?

Of course it does.  But if you just had a half price special and put out a press release on that then who cares.  The reporter isn’t going to care.  That’s not going to make them look good with their audience.

But a feel good story about Mother’s day along with a free offer will.

So the take away for you here is that if you can tie a story to an event that is the absolute best possible chance for you to get FREE publicity.  If there is an event going on then reporters are looking for a story related to that event.

The other thing on that list that you would likely get picked up as a story would be a new discovery.  Now this discovery has to be really NEW.  It can’t be something like you discovered that if you ate less then you’d lose weight. :-)

It’s got to be something really new.

From my experience with press releases I would generally advise an offline business to try and tie a story they have in with an event and they’ll likely get publicity.  This can also be true online as well but it does work better offline.

Now if you have a truly big discovery then you could get a lot of publicity that could set up your business for a very long time.  I’ve heard of that happening with just one press release.  But that is the exception rather than the rule.

If you have generic type of information product that solves a common problem then you will not get publicity.

Now there are exceptions to this rule and here’s an example.  Let’s say you have an information product that claims to have an instant cure for the common cold.  And part of your instant cure is that you eat an uncooked clove of garlic.

Will you get publicity for that?

Maybe, but it will be more in the weird things category.  You won’t be taken seriously but rather you’ll be seen as some crack pot with a crazy idea.

If you have something like that and you don’t mind being seen by a lot of people as being crazy then that’s an angle you can take with your press release.

So you have to think about the angle of your press release very carefully before you try to get publicity.  Because if you’re going to spend money on a press release then you need to have a high chance it’s going to pay off in terms of getting publicity for your business.

To do this right however I suggest you hire a person to write you up a press release for you.  Just go on and hire someone.  It won’t cost that much.  And then you can also hire someone (it may even be the same person who writes your press release) to get your press release out there into the right hands.  Or you can use services like:


….to do this but my experience with press releases is that you need to find someone that has good contacts already if you want a reporter to call you.

So let’s say you don’t think your product or service has a good chance of getting publicity then you can still use press releases to improve your business and here’s how…

Press Release To Build Up Authority

Let’s say you have a pretty generic product/service but you wouldn’t mind a bit more good quality links for your websites to build up authority.  Also, you wouldn’t mind getting your name out there so your visibility is increased.  One very easy way to do that is to write up a press release and then submit it to a free press release submission service online.

Here’s a list of some free ones:

  • 24-7

In my next blog post I’m going to show you how to write a press release so you can get it out there.

Super Affiliate Recruitment Strategy

Here’s a great marketing concept for attracting super affiliates which can convert very well into sales.

To do this strategy you simply create a second product that is like your first and main product and sell this at a different website to your normal one.

So register a new domain, setup order links, create download pages … a legitimate offer.

Then, contact “super” affiliates and let them GIVE AWAY this second product to (a) their customers … past and future, and/or (b) their subscribers.

Here’s how it all works…

1)   Your “super” affiliate has an affiliate link for the SECOND product (even though it’s free) which places a “cookie” on the visitor’s computer.

2)   The visitor arrives at your SECOND product site and is required to register their name and email address in order to get the free product.

3)   The visitor is taken to a download page for the SECOND product and they can collect it for free.

So, how do you make money?

  • On the download page for the SECOND product, you make a one-time offer for your MAIN product.
  • You can also mention the MAIN product INSIDE the SECOND product.
  • You can also send out follow-up emails (remember, the visitor registered prior to downloading) to promote the MAIN product.

For any sales generated for your MAIN product, the affiliate will be credited and awarded a commission.  You both earn profit by GIVING AWAY your SECOND product.

Additionally, you’ve built a list that you can personally use to promote additional offers (both yours and others that you promote as an affiliate) for months to come.

Outsourcing With Susan Hill

Susan Hill

Susan Hill

I have just completed an interview with Susan Hill who is the queen of outsourcing.   Susan has built many successful Internet based businesses without any technical knowledge.  So I wanted to interview her and find out exactly how she did that.

Below is the interview for your listening pleasure and here are some things you’ll learn when you listen to it:

  • How to get the knowledge to outsource correctly.
  • What to say in a job description to get the persons best work first time.
  • What you should outsource.
  • How to hire a great copywriter for peanuts.
  • How to get the best results from outsourcing.
  • The websites Susan uses for outsourcing.
  • The best country to find programmers.
  • How to pick the best outsources.

Here is Susan’s website on outsourcing:


How To Create An Offer

A lot of people struggle creating an offer for what they’re selling but it doesn’t need to be complicated at all.  Look, your offer is simply stating what people will get along with some other elements like bonuses, guarantee etc., etc.   When completed your offer must…

  • Be incredibly irresistible
  • Be as risk free as possible
  • Have a powerful guarantee
  • Have a high perceived value
  • Give your prospect at least one benefit they really want
  • Have a time limit or limited quantity or both (sometimes you can’t do this however)

I often see people use a limited quantity on the Internet, and sadly most people doing this lie about it.  For example, the other day I saw a very popular product being promoted as though they will sell only 500 copies ever.  Then on the affiliate page it has contests for getting 250 sales per month.  Doesn’t really stack up if they are going to pull it down after they sell 500 copies in total.

Don’t do that because you may just get in trouble with the law if you’re caught.  Plus, you’ll want to sleep easy knowing you’ve been ethical.

But what you can do is a real limited quantity.  For example, a coaching program can have a limited quantity because it’s offering personal support.  You only have so much time in the day so the offer has to be limited.

That’s real!

You need to be creative when thinking up this stuff, but almost every product can have some limited aspect to it if you think hard enough.

OK, so that’s an overview of how you structure an offer.  I want you to write out an offer statement right now putting in place what I’ve just taught you about an offer.  Nothing complicated or hard.  Just tell people a big benefit they’ll get from your product or service and add some of the other elements mentioned above i.e. guarantee, bonuses, time limit or quantity etc.

Stop Losing Money With Your Website.

It’s a fact….testing and tracking your website will increase profits BUT it’s so time consuming, boring and tedious…isn’t it?

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Two Ways To Create A Unique Product

One of the easiest ways to create a product that is unique is to aim it at a specific demographic group and here’s a couple of simple ways to do this…

1. By Experience or Skill Level.

Focus your product based on the experience level of others.  In other words, your product is specifically for “beginners” or specifically for “advanced users”.  Your product is specifically for those who’ve achieved or not achieved a certain level of advancement.  Let me give you a few examples to help explain…

Example 1:  If you’re creating a product about “karate”, it can be specifically targeted for “3rd degree black belts”, for example.  That’s what makes you different … while others might offer resources for ALL students of karate, yours is exclusively for those who’ve reached a certain level of experience.

Example 2:  If you’re creating a product about “golf”, you could focus it specifically on those with a handicap less than 5, which is the level of skill that I’m at.  I’d be much more likely to buy something related to my skill level than a product for beginners.

Example 3:  If you’re creating a product about “parenting”, then you might position it specifically for “first-time” parents.  Or parenting boys or parenting girls, or a specific age group etc. Again, that makes you different.

So, that’s one way of distinguishing yourself by targeting specific demographic groups based on “experience and skill levels”.

Here’s the 2nd way…

2. By Distinction.

Focus on some “adjective” that describes a group of people.  Again, here are some classic examples:

Example 1:  If you’re creating a product about “fundraising”, then you could target it towards “church groups” or “school groups” or “civic groups” or any other distinctive group of people who are interested in raising funds.

Example 2:  If you’re creating a product about “selling on Ebay”, you could focus it on “baseball card collectors”, “antique dealers”, “wholesalers” or any other distinctive group of people who might sell items at the online auction giant’s website.

Example 3:  If you’re writing a product about “saving your marriage” you could focus it specifically on “wives” or “husbands” or “empty nesters” etc.

The idea is to find a distinctive group of people and target them with your product.  While most of your competition is catering to the masses, you’ve separated yourself by going after a slightly smaller demographic among the general audience.

So, that’s how you can position your product in order to make it more desirable to your potential customers and create an advantage over your competition.

To help you do this you need to answer these two questions:

1. What does my product offer that no one else does?

2. Who would my product be just perfect for?

Obviously the best option would be to position your product/service in both ways; by focusing on a specific benefit AND a specific group.

Sell More Products And Services From Your Website/s By Getting MYeMetrics To Do Your Website Testing And Tracking For You

It’s a fact….testing and tracking your website will increase profits BUT it’s so time consuming, boring and tedious…isn’t it?

Well, now you get your website testing and tracking done for you . Go here to watch a free video to learn how:

How To Choose A Good Domain Name For Your New Website

domain nameIf you’re selecting a primary domain name for your new website I don’t recommend you get anything less than a domain name with a .com extension. And if you can, you should pick a domain name that describes exactly what  problem your website is going to solve.

Unfortunately you’ll most probably find the domain name you want to use is taken.  So an easy way to get around this is to put your name in the domain name.  For example, if you want to get the domain name:

You would find it’s gone.  But the chances are very good that if you put your name in the domain name somewhere you’ll be able to get it.  So you would put something like:

Now you may think that a domain name like that is hard to read.  So whenever you publicize your domain name that has more than one word you would do it like this (capitalize the first letter of each word):

But here is a word of warning with domain names.  Do not get ones with hyphens in them.

Years ago I was on the radio talking about a product and my website had hyphens in it.  Because of this I did not get much response.  So do not get a domain name with a hyphen in it.

Finally, here’s my three tips for getting a domain name:

1. It must be a .com

2. It should be related to the problem you’re solving

3. Try to make it easy to remember

Ok, with all of that being said, here is the place I recommend you secure your new domain name now:

Sell More Products And Services From Your Website/s By Getting MYeMetrics To Do Your Website Testing And Tracking For You

It’s a fact….testing and tracking your website will increase profits BUT it’s so time consuming, boring and tedious…isn’t it?

Well, now you get your website testing and tracking done for you . Go here to watch a free video to learn how:

How To Find Your Product Uniqueness For Your Sales Letter

When you’re selling your products or services you need to focus on specific benefits that make your product or service special and unique.  To help you determine this here are 20 questions you can answer about your product or service to come up with the unique selling points that set it apart…

1. Is it the only product or service available on the topic?

2. Does your product or service have more ideas than any other product or service?

3. Have you broken things down into the easiest-to-follow steps?

4. Does it include something that’s missing from others?

5. Is it written in a more “user-friendly” language?

6. Does it include significantly helpful screenshots?

7. Do you reveal some little known fact or secret strategy?

8. Have you produced some staggering results?

9. Is it a completely different approach to the subject?

10. Does it contain the latest information or updated ideas?

11. Does it disclose something that’s “top secret” to most people?

12. Is it the most complete product available on the topic?

13. Does it explain things in greater detail?

14. Is it full of ways to apply existing information?

15. Does it have brainstorming exercises?

16. Does it include things like forms and worksheets?

17. Is it specifically for “advanced users”?

18. Does it expand upon an existing concept?

19. Does it offer an easier or faster way to accomplish a task?

20. Does it offer a different solution to a common problem?

I’ve just given you 20 different ways that your product or service can be “positioned” in a unique way.  Surely there is something among the 20 questions that I’ve just asked to which you can respond with an emphatic “yes”!

I need you to understand that, you’ve got something in your product that no one else has, and that’s what you need to determine.   But if you don’t have that then you need to come up with something and add it to your product or service.

This uniquness is the driving force for your product and sales letter.  It’s all inter-linked.

Sell More Products And Services From Your Website/s By Getting MYeMetrics To Do Your Website Testing And Tracking For You

It’s a fact….testing and tracking your website will increase profits BUT it’s so time consuming, boring and tedious…isn’t it?

Well, now you get your website testing and tracking done for you . Go here to watch a free video to learn how:

How Much To Price An Ebook

Price Ebook

How Much To Price An Ebook

When you go to price an eBook you have created the content is the most important factor in determining the price you can charge.

And you can pretty much answer “how much should I charge for my new ebook” by answering “how much is it worth?

Think about it:  how much would YOU pay for a product the only consists of 7 pages.  Well that depends, of course, on this individual product/service.  If it’s 7 pages of “how to park a car”, then chances are you wouldn’t pay much for that (if anything at all).  On the other hand, if the 7 pages contained a list of the next weeks winning lottery numbers then the information would be worth an awful lot! :-)

The point is this, how much you charge for your product/service is going to depend upon how good it is, how big it is and whether it can deliver the goods in terms of fixing a big problem.

Sell More Products And Services From Your Website/s By Getting MYeMetrics To Do Your Website Testing And Tracking For You

It’s a fact….testing and tracking your website will increase profits BUT it’s so time consuming, boring and tedious…isn’t it?

Well, now you get your website testing and tracking done for you . Go here to watch a free video to learn how:

Ebook Formatting Outline

ebook pdfHere is the general format you should use when creating an eBook:

1st. eBook Title page.

This typically will include the title of your product, any subtitle, your name as author and possibly your website address, contact information and any graphics you might want to include. 

2nd. Legal page.

This necessary page of your eBook would include copyright information, disclaimers, terms of usage and any extra special disclosures or instructions you might have. 

3rd. Author page.

In your eBook you should include a page about yourself for a couple of solid reasons. It allows your readers to identify with you, thus establishing a “trust” relationship plus it allows you to inform the reader of other resources you may offer such as your newsletter, web site, etc.

4th.  Special Offer page.

One of the biggest mistakes you can make in creating an eBook is NOT including a “special offer” page.   You should always make certain you devote a separate page – up front after your author page – to making some kind of special offer to the reader.  Three of my favorite ways to use this “special offer” page are…

- DISCOUNT on a related offer.

I would mention a product or service or additional product, directly related to the material in the product the reader is currently viewing.  Specifically, I would offer a one-time discount for this additional purchase since they had already made a purchase.

- DEAL for a related offer.

I would mention some free incentive that I’ll give them as an extra bonus should they purchase an additional featured product or service related to the content of the eBook they are viewing.  This broadens my possibilities in that I can not only mention an offer of my own, but can also promote an affiliate program if I want to do so.

- DEADLINE for a related offer.

I would mention a product or service that has a deadline or some kind of limit imposed upon it to create a sense of urgency for the reader to buy.  Again, this additional “special offer” would be related to information contained in the eBook the reader is currently viewing.  This time, the additional offer would be available “only for the first 25 who buy” or “only for 72 hours after your original purchase date” or some other similar restriction.

5th. Table of contents.

Your eBook should have distinct chapter sections, so it needs to have a table of contents.

6th.  Solution.

Next comes the content itself.  Your eBook content must walk the reader through getting a solution to their problem.  It shouldn’t only do this but it must appear as though it will.  Here’s the reason why I said “appear”.  Sadly, most people who buy an information product never use the information.  Almost all will look at it though, and they’ll have every intention in using it  -but sadly most won’t.  So your eBook needs to look good.  You can hire out this aspect to outsourcers.  You could go to a place like and post a job to flash up a document to be a PDF.  Or you can do it yourself if you know how.  After your featured information, there is one final element to the “contents” of your eBook…

7th. Backend page.

There should always be some kind of “backend” offer at the conclusion of your eBook.  This can be something as blatant as a full-blown advertisement for a high-ticket product or something as subtle as a brief listing of your other products or affiliate products available for purchase.  If you don’t have any just find some affiliate offers you can promote.

Sell More Products And Services From Your Website/s By Getting MYeMetrics To Do Your Website Testing And Tracking For You

It’s a fact….testing and tracking your website will increase profits BUT it’s so time consuming, boring and tedious…isn’t it?

Well, now you get your website testing and tracking done for you . Go here to watch a free video to learn how: