Randall Blaum's Marketing Blog

You Can See Randall Speak Live from Toronto on the Internet!!!

Hi Marketers,

Do I have Exciting News!

The Raymond Aaron Group will be broadcasting the entire Maximum Mind---Mega Wealth event being held this weekend LIVE on the internet...

As you know I will be speaking at the event along with many other very accomplished speakers and I urge you to tune-in to the webcast if you can't be at the event in person. (It's the next best thing)

Now there is a nominal charge of 9.95 to view the webcast but Raymond tells me this is just to cover off the costs of putting the ENTIRE event up on the web...and when you consider what your getting---three days of solid instruction about creating and developing a mindset that will virtually guarantee your success in whatever it is you send your mind to accomplishing---the decision to tune-in is really a no-brainer...

Get all the details here:

http://www.1shoppingcart.com/app/?af=933787

And watch...  The entire event...if you can...  Or check-in from time-to-time throughout the weekend...

I am leaving in a few minutes to fly to Toronto so sign up now and you can see me tomorrow at 10:30am EST.  Get all the details here:  http://www.1shoppingcart.com/app/?af=933787

I am yours in success,

Randall

How Internet Press Releases Make You Money

This is a story of a startup company with just a small budget and how they created huge success for themselves on less than $100.

There are many, many people who will tell you that internet press releases are, "Stupid, a waste of time, useless, nobody reads them, and you're crazy for wasting your money."  Does that about cover it?  And you know what, in many cases, these expert naysayers are right.  WHAT?? Randall, did you just lose your mind?  You actually agree with the naysayers?  OMG!

Don't panic, calm down... I said they are right in many cases because too many people simply throw a press release on the net and hope that it creates some traction.  They almost never do unless you know how to write the release in such a way that it gets the exact exposure you want.

For a lot of people they think (and hope) that a free press release will cause an avalanche of business, hits, page views, and money to come their way.  Nope - not gonna happen... At least not all at once.  It all depends on what you want the outcome to be from your efforts.  In my experience there are two things that make the internet work for you; time and money.  In general, the more money you throw at the internet (in a well coordinated effort) the less time it takes to achieve your goals.  Conversely, if you do not have that much money, it will take a bit longer to achieve your goals, but achieve them you will. 

Having said that, you can also be the next “flavor of the week:” in the viral world, which can be great, but only if you have something for the viewer to do after they see the video of your cat driving a Greyhound bus and singing God Bless America at the same time.  Just to have something viral is fun and attention getting, but if you are in business attention without sales = bankruptcy.

So to the point…  When you send out a press release or media advisory you need to have your goal in mind.  To do this here are THREE easy steps to follow:

Note:  For this blog I am talking exclusively about internet press releases because the real world press release strategies are similar, but also very different in many ways.

1.     Determine BEFORE you send the release out; who the target audience is, what do you want them to do when they read it, and how do you plan on tracking the success of the release.

2.    On the internet the headline is even more important than in the real world, because so many systems on the internet search the headline and make the decision to send it on, use it, or discard it.  That means that your headline has to have the right key words, the right language, and the right flow so it is picked up by as many outlets as possible.

Now that you have determined what your goal is, who your audience is, and what you want them do AND you have really thought about the headline you need to…

3.    Write the best story you can in the release.  Far too many internet releases are simple pitch pieces that have lots of facts, but are cold and unemotional.  The better story you tell to the reader, the more it gets passed around to others.  Add information for people to not only read, but that they can understand and finally they think you are the solution to the problem they are having.  This sounds easy, but it’s not.  In Hollywood, where I have spent over 30 years of my life, there are very few truly great stories.  Think about it. 

You may have seen some good movies that were even worth the $10 you spent on them, but when was the last time you came out of the theatre and were moved, really moved by what you saw?  For most of you, I will be willing to bet it’s been a while.  Make your press release a great story that involves the reader and you will see better results.

How do I know this? Okay, it’s a fair question.  I have used this same system when I did a five-part television series on Madonna that was broadcast on multiple networks.  I have use this same strategy when I created a sales program for a national brand, and I have just seen this system work for a startup company I am consulting with that has saved over $3miilion dollars and in now going for its IPO.  The best story wins and wins big.   

Starting using the narrative as well as the factual in your internet press releases and you, too, can see the results you want, which is more exposure and more money in the bank.

I am yours in success,

Randall

KickBrix Energy Chews get Rave Reviews from Major Website

Hi Marketing Moguls!

This just came out today from a major energy review website: www.EnergyDrinkRatings.com.  Here is the link to the review, but it is featured below in its entirety.

Randall

KickBrix Energy Chews - Citrus & Berry Blast

Cost: $0.50 / for one chew
Cost Per Ounce:NA
Active Ingredients:Caffeine, Taurine, Panax Ginseng
Taste Rating:8.7
Kick Rating:8.8
Final Judgment Rating:8.7

KickBrix Energy Chews - Citrus & Berry Blast:
So I have been focusing on Energy Drinks and the ever competitive and growing energy shots segments and I have been neglecting other energy products. So for today's review I will be focusing on KickBrix Energy Chews. These chews come in two flavors berry & citrus and have a suggested retail price of $3.99 for a pack of 5 chews or about $0.80/chew. You can pick them up cheaper (as little as $0.45/chew) by buying them in bulk online. It also looks like their website is currently offering a free sample. Alright, enough fluff, let's see if these Kick Brix Energy chews can compete with conventional energy drinks and shots.

KickBrix Energy Chews - Citrus & Berry Blast: Taste
As I mentioned above, they come in two flavors - Berry Blast and Citrus. It doesn't matter if you prefer one over the other as both flavors come in the same pack. The flavor of these chews is actually not that bad and is comparable to a similar flavored Starburst, with one exception, there is a little more of a bite. This bite can be attributed to the chews packed with a plethora of energy ingredients. Of the energy chews and even energy gums that I have tried, Kick Brix definitely stands out as the best tasting to date. Taste Rating - 8.7

KickBrix Energy Chews - Citrus & Berry Blast: Kick
The taste is pretty good but is the kick in "KickBrix" worth it? Well their taglines suggest that the kick will be comparable if not better than your typical energy drink. Some examples of taglines: "A monster kick without the bull" and "more punch less price." To tell you the truth I would have to agree. For $0.50, the price of one chew, you get 150 milligrams of energy blend which consists of 90 milligrams of caffeine couple with taurine and panax ginseng. Not too shabby for $0.50. I ate two chews and had enough energy to last for a couple hours... Oh and the chews are sugar free, so no energy crash either. Kick Rating - 8.8 (based on 2 chews)

KickBrix Energy Chews - Citrus & Berry Blast: Final Judgment
For 1/4 the price of your typical energy beverage you can get a pretty similar kick without the calories. If Kick Brix can pick up shelf and or counter space in the over crowded energy segment, then I think we might have a winner on our hands. I know I enjoyed it, but don't take my word for it, go to their site and try out a free sample. If you disagree with me, feel free to flame me in the comments section below. Final Judgment - 8.7

5 Easy Steps to Great Media Relations and Sales

Most of our clients ask some form of the question, "How do I get the media to give me coverage and tell my story?"  Here are the three steps that we use and my clients who use this 5-point strategy do very well.

Step #1  You must start with a clear goal in mind. 
If you don't establish what you want to outcome to be BEFORE you begin, you are sowing your own seeds of destruction.  Ask yourself, do you want more exposure, position yourself as the expert in your industry, launch a product, or get new customers attracted to an existing product?  What is your "there?" 

A good media relations program (and one that gets you results) is a long-term program that needs tending like a garden.  Yes, you can get immediate coverage once or twice, wouldn't you rather have the media come to you all the time?  When you are setting your media objectives make sure they're achievable and realistic.

Step #2  What is your story? 
Take this quick test, right now.  In 30 seconds tell me what your story is.  I'm a reporter and I've just asked you the "What do you do" question.  Go.

Were you able to say your USP (Unique Selling Proposition) in 30 seconds?  Did it sound like it was "news" or more of a marketing pitch.  If it sounds more like a marketing pitch most time the issue is that you are not stating the benefits and only covering the features.  When you create news you must make your story benefits driven.  The media is not your marketing department they are looking for a good story to tell their readers, listeners, or viewers.

Step #3 Who will want to tell your story? 
So now you have your story, who's the best outlet to cover it; radio, TV, print, the Internet?  Here's a simple  key to success:  Start locally.  Don't worry about getting on Oprah, because most of her "real person" stories come from local markets anyway.  Your best bet for finding coverage in your local market is to do a bit of research.  If you sell auto parts, read the local papers and find out which reporters cover the auto industry.  See how they write, where their passions are and then make the connection. The same thing goes for all media outlets.  Go to their web sites and get to know the reporter's and editor's styles, likes and dislikes.  That way when you connect with them, you will know a bit more about them and can speak much differently than all the loser waiting at the media's front door begging to get in.

MEGA TIP:  If you remember that the media has two major goals in mind when you pitch your idea you will have a much greater chance at success.  Here are the two goals: 1) They want to increase subscriptions, ratings, or advertising.  The only way they can do this is if the stories they report are salient and interesting.  2)  They all want to keep their job and they can do this by making the stories they report salient and interesting.  Do you see a trend here?

Step #4  You must build the relationships. 
Every member of the media I know is overworked, underpaid, and always on (or past) deadline.  With this little sliver of knowledge you can wind your way into the media's hearts by not wasting their time.  I know, you now thinking, "Randall, what's the secret to all this? How can I get coverage and build these relationships?  They won't even talk to me?"  All good questions...

The fact is that you and your press release, media alert or pitch letter are up against thousands of others of the same ilk every day.  And here's the bad news... Less than 2% of press releases ever get read.  Don't despair, because here's a strategy to help you always be in the 2% that does get read.

You need to often send more than just a release or alert.   You can also include a "tips" page for journalist to use for their research.  You can include a "questions" page for help on what types of questions you could be asked and how they are salient to the story.  In other words do some of the reporter's work for them.  The more you do to help, the better your chance of getting coverage.  It's called WIIFM (What's in it for Me) and in this case the "Me" is the reporter or editor.

Step #5 Following up on your coverage.
This is the step that most so-called media gurus leave out.  They seem to think that once you get the coverage you're done.  Wrong.  You worked hard to get your media coverage and now you're going to just feel good about it?  BS.  Do something with it and make some money!  Here are a few ideas that you can use to re-deploy any coverage you receive:

1)  Send and email to your database with a copy of the interview or coverage.  This let's your customers know that you are the expert (only experts get interviewed, right) and gives you another opportunity to have a logical touch-point with your customers.

2)  Send out another press release to different media on a similar topic and insert information that you are the expert and other media outlets are interviewing you because of your expertise. 

3)  Put the interview or other coverage on your website in the "Press Room" or other media area.  This is also a good place for you to place all of your press releases, too so that everyone may see what you're doing, how good you are, and why they should spend money with you.

If you use these 5 Critical Steps you can get all the media coverage you want, build your expert credibility, and increase your revenues.  Good hunting and make to let me know of your success stories.  I'd love to feature them in an upcoming blog.

I am yours in success,

Randall

Randall Blaum is Speaking in Toronto and You are Invited!

Hi Marketing Moguls!

I'm inviting you to join me in Toronto on February 27, 28 and March 1 at a very special event I'll be speaking at called "Maximum Mind--Mega Wealth".

Now this event is being put on by a good friend of mine, Raymond Aaron and it will be focusing on mastering what Raymond likes to call "Your Inner Game"...the mindset that you need to build FIRST to create the kind of personal, financial and spiritual success in your life that you want...

You see, according to Raymond, so many folks jump from one thing to another trying to "make it" without determining what their true passion really is...and as a result success--for them--becomes an endless chase...Yet, (as Raymond says) if you get the "mind stuff" right...like determining what you love to do, replacing old self-limiting beliefs with empowering ones and increasing your capacity to learn and communicate with others...your path to a life of abundance and joy becomes quite clear...and a whole lot easier...

So if the words above make sense to you...if they resonate and feel right...make plans to join me...

You can register and get all the details here:
http://www.1shoppingcart.com/app/?af=933787

I am yours in success,

Randall

PS

Did I mention you can come for f.r.e.e.? Click the link below!

http://www.1shoppingcart.com/app/?af=933787

Five Key Aspects of Marketing

I have been asked to run a quick overview on marketing because many people seem to be confused on what marketing is and what it isn't,  While many people have different definitions here are  5 Key aspects of marketing that I find to have the most value. In later blogs I shall cover additional Key aspects.

Companies of all sizes depend on marketing strategies to help build brand awareness and name recognition in the target marketplace in which they sell.  Marketing is the means through which companies create programs that align customer preferences and competitor awareness with organizational manufacturing and service standards.  The strategies include, but are not limited to, advertising/PR, product development, pricing strategies, target market development, and competitive analysis. 

Once you’ve achieved a clear message that is delivered concisely and consistently, and drives customers to engage in purchasing the product/service your company offers, you’ve mastered effective marketing.

Advertising/PR:  Advertising and PR are the communication vehicles of the company or organization, and are the means through which your message is told.  Advertising drives a customer’s perceptions about your organization, its products and services, its employees, and its practices.  Effective advertising and PR campaigns can be a powerful tool in driving ongoing market share, as the more prospects know about you; the more likely they are to listen when salespeople call. 

Product Development:  Product Development is defined loosely as the research and analysis necessary to ensure your product will sell successfully.  Questions to ask yourself in developing new products or services include:  Is there a perceived need?  Is the market already saturated with like products?  Cost vs. Return on Investment?  Appropriate staff involvement?  “Go to market” strategy?  Product beta testing?  Product launch?  Post-launch strategy?

Pricing Strategies:  These strategies determine whether or not your products or services are priced competitively. To understand how to price your products/services, it is important to understand the perceived value that products/services provide to the end buyer.  For new products, it is important to understand your market position and competitive products to set a price that will capture the attention of potential customers. 

Target Market Development:  The key to effective target market development is understanding of your actual target market and developing key marketing strategies that will drive results.  Identifying Competitors, developing in-demand products/services, developing a strong marketing campaign and strategy that effectively supports your sales team, understanding your industry through extensive research, and tapping into market resources are all keys to understanding your target market.

Competitive Analysis:  There are several things to consider when sizing up the competition and determining your current offering in the marketplace:  price, product, placement, presence, customer base, and focus.  Studying your competition is healthy.  Knowing where you stand vs. them in the marketplace gives you an advantage in both marketing and sales efforts.  However, it is important to remember that too much study and not enough action can result in lost marketing and sales efforts. 

In understanding the basics of marketing, it is important to remember that a company will only be known in a specific marketplace if a strong marketing program is in place, promoting the company’s products and services.  It is critical to your company’s revenue stream that your marketing efforts remain concise and consistent so as to drive the same message throughout the company and marketplace.

I am yours in success,

Randall

How to Tell if You are Getting Great Service from an Ad Rep or Account Executive

No matter what type of advertising you buy, print, outdoor, TV, radio, or (if you buy big enough) internet you will usually have an account executive to help you for each media outlet you choose to use. If you use an ad agency, they will have the appropriate contacts with the various account reps, but then you have to keep on top of the agency. Even if you use an agency to place all of your media, you will still have at least one account executive at the agency handling your account, so this is important to you, too.

It is important to remember that no matter how big or small your business is, you should expect and receive great customer service from every account executive you have. If you do not, ask for a new rep, it's that simple because in rare instances you might discover, like I did, that things don’t always turn out the way you’d like with the rep that is assigned to you. That’s why we, as customers need to do something about it when it doesn't go the way we want it to.

The following checklist will help expedite your learning journey when it comes to getting a great rep and building a great business relationship with them.. Use it well. Use it often.

The Top 10 Things To Look For In A Good Account Executive:

1.    Do they really listen to you and take the time to understand what you want?
2.    Do they take a personal interest in the success of your company?
3.    Do they fight battles for you with their managers?
4.    Do they protect you from any legal harm?
5.    Do they keep in contact with you about your account and trends affecting your business?
6.    Do they return your calls, or emails in a timely fashion?
7.    Do they pay close attention to your account?
8.    Do they tell you way to spend you media dollars more effectively?
9.    Do they have a great attitude and treat you with dignity and respect?
10.  Do they tell you immediately when something is wrong, or do you have to find out for yourself, after it’s too late?

Account Executive Score Card:
How many yes’s should your AE’s get? All of them, of course! In case they don’t score 100%, use the following scoring key to evaluate the level of service you’re receiving.

9 - 10    Flawless – a keeper
7 - 8     Great job, some service tweaking is needed
5 - 6     Average – improved service an urgent must
3 – 4     Below average – definitely service problems
1 – 2     Why are you still putting up with lousy service?

Sometimes, you might get stuck between a rock and a hard place and you may have a bad rep and there may be nothing you can do about it in the short term. If you find yourself in this situation, do what you can to make a bad situation better, but keep a record of the problems, talk to the owner or manager of the media outlet or agency and always be on the lookout for a way out of the bad situation and into the good.            

It's your money and most importantly, it's your business.  Take charge and make sure the systems work for you, not against you.  By working with good Account Execs, I have received millions of dollars in free ad space and air time, have received priority placement at no additional cost, and have had my butt saved when we missed something, but the Account Exec did not and they, because they cared about our business, took action and helped us.  A great ad rep or AE is worth their weight in gold.

As a side note, and I can hear some of you in the back of my mind already, you do not have to be rich to advertise effectively and it does not matter if you have a bricks and mortar store or sell only on the internet, or both.  For as little as $500 a month you can be on radio or cable TV getting good placement and driving people to your business.  It works. In one case we spent $2500 on cable TV and radio and created $40,000 in revenue in less than 48 hours.  Advertising works if you use the right words, in the right way, and tell those words to the right people.

Be well and I am yours in success,
Randall

Advertising, Marketing, and Sales Strategies that Work - Part Four

Over the past few weeks people have continued to ask about my marketing and advertising strategies.  I have written about several and here are few more that I use virtually every day.  The first few are more media based, while the last couple are more about extending your product line and delivering what the consumers want.

Strategy #18 Deadlines:  Do you know the media’s deadlines?  If you don’t you may have the cure for cancer, but missing the deadline ensures that you won’t receive any coverage during that particular news cycle.  Here’s the inside scoop on deadlines:  Magazines can have up to a six-month lead time lead time for editorial coverage and newspapers have anywhere from 24 hours to three or four days advance deadlines.  While timing for newspapers is important it’s not as critical as magazines, but for both types of media you must plan in advance to achieve success.

When it comes to newspapers for example, in many markets most of the Sunday newspaper is printed as early as the Thursday or even Wednesday.  If you want to be a guest on a television talk show, or AM program, these entertainment shows tend to be booked at least two weeks out and most are booked at least a month in advance, so plan for that time lag.  News programs on the other hand can be lightning fast and respond within an hours if the story is big enough, so be ready to go at a moment's notice.  The same timing goes for radio except that radio news can happen literally “on the spot” and live.  You can simply call in with the news and they can go live that exact moment.

Strategy #19  Let ‘em (the media) know who you are.  Do they know you exist?  It’s your fault if you  you don’t get coverage!  You have to get “above the radar” no matter what media outlet with whom you are working with.  They can’t call you if they don’t know that you are the local expert and they don’t have your phone number.

Strategy #20  Deploy standard service enhancements; these are things that are an extension of basic services already provided by you and your company.  In other words, make what you make better by learning what your customers want and have a plan to provide it to them.

Strategy #21 Deliver entertainment services.  The majority of consumers enjoy entertainment both in the offline and online worlds; they want news, weather, stock quotes, jokes, horoscopes, music, videos etc.  Deliver these to your customers and they will come back for more.

Strategy #22 Deliver Productivity services.  These are tools to help your customers manage their time and get the most from being online, or while in your store. These can be the most appealing when it comes to increasing your perceived value.

LinkedIn Recommendations - Use Them and Use Them Now

As I'm sitting here is my suite high above the Las Vegas strip, I got to thinking how many people in this town alone talk to each other about what they are doing and how many, many people seem to make most of their income from referrals and recommendations.  That got me to thinking how people use testimonials or referrals anywhere, which lead me to LinkedIn.

LinkedIn is a social networking site for business professionals that has over time, been a great marketing tool for me, but more than that, it has connected me to many people and opportunities I would not have otherwise had access to.  When I asked a couple of my new JV partners and connections in LinkedIn what lead them to contacting me, they had a laundry list of reasons, but one of them was the recommendations others had given about me, my company, and our service. Here are a few of those recommendations so you can see how others have viewed their relationship with MEI and me.

“Whenever I get the opportunity, I like to include Randall Blaum publicity genius in the mix. His system of securing publicity uses his decades of insider experience to boost any campaign. When it's time to get attention in the media, Randall is the guy to see.” Warren Whitlock, Book Marketing Expert, ZeroCostPromotions.com

Request a new or revised recommendation from Warren Whitlock

“Randall is one of the most creative people on the planet. As he interview us about our products and market it was only minutes before we had at least five innovative, creative, and profitable strategies to move our multi million dollar company forward into new territory. The return on our investment - several thousand percent!”  - Glenn Head

“Randall's insights into getting publicity are a "must" for anyone seeking to improve their image and credibility.” Dan Janal, Your Fearless PR LEADER, PR LEADS

“Randall has the uncanny ability to see thru the clutter. We've worked together on multiple projects as both vendor and client. His ability to see thru the hype and identify the real opportunity is what makes him a gem when it comes to business turn around and marketing.”
Keith Pape, Sr Partner/Vice President, FrontGate Creative

“Working with Randall has been the fastest track I've found to helping my business reach heights I didn't even think were possible prior to meeting him. He has helped me achieve the freedoms I long for and to help my business reach heights I thought were unreachable.

As a person filled with skepticism and cynicism, I expected some canned, out of the box consulting advice, but INSTEAD have received very custom tailored consulting advice that puts theory and guesswork in the backseat and focuses on real steps that I can implement TODAY to increase business, increase profit margins, and at the same time stay sane as a human being.

Randall's clairvoyance, experience, and vast knowledge have helped me create the ground work that is an absolute must for success in today's business landscape. In hindsight, after multiple consultation sessions, I can assess that the true magic that Randall brings is in facilitating a paradigm shift in my thinking and outlook that I could never achieve on my own.” January 12, 2009

David Ciesnik, President WebGravity

“What could I possibly say about Randall that hasn't been voiced already... Randall is confident, professional, personable and simply gets the job done. I know Randall has worked with some of the most successful personalities and corporations but perhaps I was most impressed at his compassion to the Nepali people and Sherpas on our journey together to Everest base camp during the filming of "Back from the Edge". Even under demanding conditions Randall was able to juggle the logistics of Directing a film in such a place all with a smile. I would be honored again to work alongside Randall Blaum.”
John Griber, Twelve Point Media, LL

“I'm very thankful to have Randall as a coach and mentor. He has the focused creative energy to take on any project with creativity, in order to increase bottom line results. I'm looking forward to experiencing Marketing Experts International first hand in the future, again!” - Lee Hale

I do not share these testimonials with you to boast or show off.  I share them with you to show you how you can harness the power of the third party testimonial to help you promote and market your business.  If you are on any social networking site that allows for recommendations, get them. The more people you have singing your praises, the more business opportunities come your way.

Time for me to head off to the spa for a day of relaxation.  You relax today, too and...

I am yours in success,
Randall

Quick Start Guide to Writing A Press Release That Works

There are as many ways to write a press release as there are people who write them.  No matter what your style is, no matter what promoting, there are a few key things you need to do before you write a press release so that it gets noticed and you get coverage.

First, you must decide what product or service you want to get publicity for and how you do that is this easy 2-step process:

1.  Find out what your customers want and how your product or service fills that need

To do this you need to think about everything that you and/or your products and services can do for the customers.  Ask yourself such questions as:

Can I solve a problem the consumer has?
Can I make life better for the consumer?
Can I fill a want or need the consumer has?
What do my current customers like best about what I offer?

When you have listed your answers to these questions, focus in on the one service or product you have that best matches up with the most positive or “yes” answers from the questions above.

Remember!  If you don’t absolutely believe in your product or service you simply won’t get as much free publicity.  Your belief in your products comes through in the press releases you send and in the interviews you do.  Believability is crucial to your success.

2.  Do you have a service or product that can make someone’s life better?

Does your product save someone time or money?
Can your product help to eliminate the headaches of daily life?
Do you have information that makes it easier for some to do their job?

Now that you have done this short exercise, it's time to write your press release:

Writing a Press Release that Works

1.  Make sure you have a killer headline and all of the important information is placed in the first paragraph of the release.  Headlines are the single most important part of any press release.  If your headline doesn’t grab the reader’s attention, they won’t read on and you will have lost your chance for free publicity.  Five times as many people read headlines as read the rest of the press release, so this is of critical importance.

2.  Double check all spelling and grammar.  Nothing says you're a “hack” like a press release that is poorly worded or one that contains spelling, grammar and sentence structure errors.  Always use your computer’s spell checker and if possible, have someone you know and trust read your release before you send it out.  This way any small mistakes have a better chance of being found and corrected before you send the release to the media.

Types of Headlines for Your Press Release
There are 7 different types of headlines that you can use to write a killer press release. They are:

1.  The headline offering a benefit
This headline is what it says it is, a headline that offers the consumer a benefit for using you or your product.  Its effectiveness depends on how well you’ve asked the market what they want and know what the hot buttons are when it comes to the topic.

Having a benefit driven headline is one of the best ways to get attention because you are offering a benefit that people cannot get somewhere else.  Here’s a sample of a benefit driven headline:

“New Computer System Speeds Transactions and Save Millions”  What are the implied and real benefits of this headline? 

• There is something new
• That something is fast, so it saves time
• That something saves money

2.  The headline with a personal touch
This headline can be a combination of many types of headline, but may also contains a person’s name.  For instance:

“Jana Jones Teaches 8th Grade Children to Skydive”  What are the sales points in this headline?

• Someone has done something interesting
• 8th Grade students did something unusual
• They all went skydiving!

This is a type of story that should, on a local level, attract TV news crews to the event as it really is news.

3.  The testimonial headline
When you combine a testimonial headline with any of the other type of headline, you present a powerful case that gets attention.  The testimonial headline is what it says; it offers a customer, or associate’s testimonial as the headline.

“Editor of LA Times Says That Mirror Group Offers Best Project Management in LA”  What are the benefits of this headline?

• Big, recognized organization lauds a local firm
• Something new is happening
• Someone has been recognized for outstanding work

4.  Discount prices headline
A discount or sale can make a very effective headline, but only if the sale is something unusual, or special.  This headline is very straight forward and speaks directly to the reporters and consumers.

“Joe Barns Chevrolet’s Buy One Car Get One Car Free This Friday Only”

This is an actual headline used in Oregon. The name of the dealer has been changed by request.  Talk about a great headline!  How many benefits can you find in this headline?  What can you do to attract attention to you and your business?

5.  Pure news headline
If you have a product or service that is pure news (usually something new, or something you can’t get anywhere else) this is a phenomenal way to get free publicity.

“Turkey in Two Hours... GE Trivection Technology Is All About Great Food, Fast

A word of warning about the news headline press release.  Never focus the news on the product itself.  Focus on the benefits of the product.

6.  How to do it headline
Since the beginning of time we’ve tried to know “how to” do just about everything.   How to build, how to make life easier, how to get rich, etc…  So the “how to” headline can be a fantastic attention grabber if you are offering people a way to learn how to do something.  Here’s an example of a headline that was used and resulted in over $50,000 in free publicity.

“How Many People See Every Movie for the Rest of Their Lives, For Free!”  Benefit laden headline, you bet.

• Involves many people
• Everyone loves movies
• And now they get to see them for free

7.  The solution oriented headline
When you offer a solution, people listen.  This headline takes into account all of our frustrations at the things in our lives that just aren’t right.  All media outlets love to report solutions to their listeners, readers, or viewers because they too know that solutions make happy customers.  And they want their customers to be happy.

“New organic pesticide kills all spiders within 12 hours”

“Black Widow Spider Bites Can Kill Children
New all organic pesticide removes spider risk immediately”

Both of these headlines offer a solution (the removal of spiders). However, the second headline uses the tactic of playing on the fears of the public (being bitten by a black widow spider) and makes a more compelling headline.

POWER HEADLINE WORDS
Here is my top ten list of all time great words to use in a press release headline.  These have been time-tested and are proven to work.
1.   Breakthrough
2.   Announcing
3.   Discover
4.   Free
5.   How Would (or How Do)
6.   Shows
7.   Only
8.   New
9.   Lower (or Higher)
10. Update

Make Sure Your Contact Information is on Release
When you get ready to finalize your press release check and make sure that all of your contact information is listed at the bottom of the release so that reporters and editors can easily find it and call you back. 

The Press Release Golden Rule
As with all marketing, promotion, PR, and advertising strategies the golden rule for writing a killer press release headline is to  - TEST, TEST, and TEST some more.

You should write at least 5 different headlines for each press release so that you can see which one sounds better and delivers more of a punch.  Until you get the hang of writing great headlines I suggest that you run your five or ten headlines for each press release by your spouse, partner, co-worker, or friend.  See which one they like, which ones they don’t like and ask them why.

If you decide to hire an ad agency, or press release writer to write releases for you, make sure that you remember that it is your business and your reputation on the line, not theirs.  Never let someone convince you of what to send to the media.  Always approve every release that goes out, no matter who writes it and sends it.

In order to help you understand the difference between good and bad headlines, here is a short list to compare.  These are all actual headlines I pulled form press releases.

GOOD HEADLINES
“Children’s IQ Raised 10 Points by age 2”
This is good because very parent wants to know how to have a smarter child

“$4,000 in Cash Will be Given Away Tonight!”
This is good because everyone wants cash and you’re giving it away

“How to get the Perfect Putt, Every Time You Golf”
This works because there at least a million golfers that want to know “how to” have the perfect putt       every time they golf

“Vitamins and Great Sex – What You Need to Know, Now”
Vitamins and sex.  What more of a hook do you need?  Well, you might need it “right now.”  A great
headline…

“I Lost 56 Pounds in Just Six Weeks – A True Story”
This works because of the “A true story” hook.  We all love to know how someone accomplished
something faster than we thought possible.

“How to Legally Steal Customers”
This works because every business person on the planet want to know how to take business away from their competition

BAD HEADLINES
“Are You Ready to Make Millions?
This doesn’t tell you anything.  Make millions at what?

“Local Photographer Takes Graduation Pictures”
So what?  Why did he take them? What does it mean to a reporter?

“Customer Dies and We Have to Clear Merchandise”
You might say this is a good headline as it will get attention, but when there’s no whimsy to it and someone really did die and you have to sell-off goods, it’s just not news, it's weird.  It’ll get a laugh, but not much coverage and if it's not a joke headline to get attention, you might have some push back from the media.

A good headline compels the reader to read more and a bad headline doesn’t tell you much, if anything, so there’s no reason to read further.

The only reason a headline exists is to get the reader to read your first paragraph.  The headline is really the advertisement for the rest of your release.  Make it a good one.

There you have it, in one blog a simple way to understand what a press release is and how they can best work for you.  Get writing and if you are looking for some serious results, I only recommend one person, and I receive no compensation from him for this recommendation.  That person is Paul Krupin form Direct Contact PR (www.directcontactpr.com)  100% of the time Paul and his methods deliver success for me and my clients.  Look him up, but he is well worth the money.

I am yours in success,
Randall