Dealing with a Reporter

By Michael J. London

When you email a reporter, there are a few ways to make certain that your email will never be opened.

  • No matter the urgency, don’t use all capital letters in that subject line.  That’s just about a guarantee that the email will end up set aside as spam.  Even if the message that’s all upper case somehow slips into the proper mailbox, use of all capital letters screams unprofessional.
  • The subject line must be short.  Very short.  If you have used 10 words in the subject line, it’s too long — the concluding words are likely to be missing from the recipient’s list of incoming email.  And, the subject line must be an accurate portrayal of the true content of the email text.  Nothing is more aggravating to a reporter than opening what at first looks like it will be an interesting story pitch to find out that the entire email should have gone culled as spam.
  • It is fine to be clever in the subject line – but not misleading.
  • As well, it is a good idea to meet your target reporters well before you are trying to “sell” a story or handle a crisis.
  • Create a fact sheet about your company or organization and send it with a note to introduce yourself and your company, suggesting that you can be a source for future stories about your industry or area of expertise.

Every company should have a crisis communications plan.  Small or large, every business at some point will face the unexpected.  It may be a positive development or it may be negative.  Either way, there should be a communications plan in place for all to follow – to make certain that everyone in the company is singing the same “tune.”

  • Who will speak for the company?
  • Who is the back-up person?
  • Who has to approve statements and news releases?
  • A media list should be quickly accessible – with email addresses, office phone numbers and cell phone numbers.

Some advance media training may very well be in order for the spokesperson.  For example, it is important for the spokesperson to understand that “no comment” is nearly always exactly the wrong comment, regardless of the issue.  It implies you have something to hide.  It suggests that there may very well be some truth to a rumor, to the accusation, the lawsuit or other issue the news media is inquiring about.

Explaining why you can’t comment is critical.  For example, it is certainly acceptable to say, “unfortunately, because of pending litigation, we are unable to discuss the matter although we are confident that our company is going down the right path.”

Does that make sense to you?

Take the guesswork out of your next news article

Schedule your free 20 minute consultation about your #1 marketing challenge — or need for public relation services — today.

To get started simply give us a call at 203.459.1032.

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After all, it’s your business…

Professional copywriting helps you reel in more customers

If you are like most business owners you think you can write website copy, email promotions and press releases.

In fact, you may think that “since I learned how to write in elementary school and I was pretty decent at it” you figure that writing promotional material is fairly easy and straightforward to do.

And so you end up chaining yourself to your computer and attempt to tackle the task at hand.

The problem is that although you learned how to write a complete sentence, a coherent paragraph and even a term paper, these skills may not serve you when it comes to promoting your business.

Why not?

Because…

Copywriters do not follow the rules

When taking on a professional copywriting assignment, copywriters try to forget everything they were taught about English grammar and syntax and write in a conversational style.

This could mean…

  • using phrases rather than sentences
  • starting a sentence with and or because
  • using lots of punctuation like em dashes and ellipses
  • keeping sentences and paragraphs short
  • lots of bullets

And this goes on.

This probably defies everything you were taught in English classes.

Where are your customers?

If you are successful in putting your other work aside and actually tackling and completing a copywriting project to your satisfaction and getting it out the door, you will likely want to dance a jig.

But in the aftermath of this personal triumph…

  1. the phone may not ring
  2. leads and orders may not roll in
  3. and you may be left wondering why that gargantuan effort did not lead to the results you envisioned…

Bad writing could be sending your customers elsewhere. You may be too close to your business to write with clarity. Perhaps you go on and on without getting to the point.

Or you forget to motivate your prospects to take action.

These are just a few of the common pitfalls you could fall into.

Professional copywriting nets you more results

Most writing today is pointless, rambling and filled with jargon.

To attract today’s busy consumers you must grab their attention instantly – within a few seconds. Address their strongest desires or pain points. Tell them what’s in it for them. And make an irresistible offer they can’t refuse.

So if you want to get your phone ringing and fill your inbox with leads and orders, consider professional copywriting as an investment in your business that will pay off in bottom line results.

Does that make sense to you?

Take the guesswork out of your next marketing campaign

Schedule your free 20 minute consultation about your #1 marketing challenge — or need for copywriting services — today.

To get started simply give us a call at 203 371-0654. 

Or if you prefer…

click the link and schedule your free
integrated marketing solutions
consultation >>>

When it comes to copywriting services we got you covered — from concept to completion. So why not give us a call, or click the link above today?

After all, it’s your business…

Four Tips for Writing Marketing Headlines Like a Pro

Here’s a question I get all the time from new clients “why are headlines so important?

To answer this question we’re going to focus on the simple fact that today, more than ever, we are bombarded by marketing messages 24/7/365.

In fact, according to the former president of the marketing firm Yankelovich, Jay Walker-Smith correctly commented that marketing today is a “non-stop blitz of advertising messages.”

That means your headlines have to work overtime to stand out in the sea of marketing gobbledygook.

In order to cut through the noise your headline
has to STOP people in their tracks

Four tips for effective headlines

Every piece of marketing is made up of smaller components, including:

  • headline
  • body copy
  • call to action

As you can see it all BEGINS with your headline.

The JOB of your headline is twofold: stop people to get them to NOTICE your marketing, and secondly to invite them (entice them, peak their curiosity) to read more.

After all, if they don’t read your main marketing message you have zero chance of making a sale (or generating a lead, etc.)

With this in mind, let’s look at four tips for writing effective headlines

  1. hooks your prospect
  2. meaning should be CLEAR and CONCISE
  3. focus on benefit for THEM
  4. pulls them into the copy

An effective headline hooks the prospect, so she is receptive to reading or seeing or hearing the rest of your sales story. In other words, you are not selling your product or service in the headline. It’s much too small for that big job. The goal, once you’ve gotten your prospect to notice, is to get them to read more.

So… first and foremost, your headline must capture the attention of your prospect.

If you don’t grab your prospect’s attention with the headline, there is absolutely no chance she will read further.

That means no sale for sure.

Next up, clarity is key – the meaning of the headline should be crystal clear, and the benefits to the prospect immediately apparent.

The message must telegraph to your prospect that there is something in it for him.

The headline should resonate with your prospect so that he thinks, “this speaks to me personally!” You can accomplish this by stepping into the prospect’s shoes and addressing his biggest concerns.

Lastly, your headline should pull the prospect into the copy, reeling her in with each word.

Here are a few examples of effective headlines that work:

  • The Truth About Costco Merchant Services
  • Does Your Home Need Professional Flea Extermination
  • How to Choose a Connecticut Cosmetic Dentist

Do you begin to see what’s at work here?

Take the guesswork out of your next marketing campaign

Schedule your free 20 minute consultation on your #1 marketing challenge, or get a second opinion about a marketing campaign you’re about to launch.

To get started today simply give PromoWriting a call at 203 371-0654. 

Or if you prefer…

click the link and request your free
integrated marketing solutions
consultation >>>

As an advertising copywriter Shira Linden can take your campaign from concept to completion.

Either way the choice is yours…

Using the News Media Outlets

Research has shown that an article in a newspaper has a great deal more credibility than an advertisement. So why not use the  news media to promote your product or service?

An effective media relations program does not have to be expensive. It does have to be targeted. You can’t expect The New York Times, for example, to care about a local church group fundraiser. However, you can expect the small hometown weekly paper to care and perhaps even include a photo with a news story.

Targeting an individual reporter or editor is just as important as selecting the correct newspaper, Internet site or broadcast station. It may seem obvious, but it is remarkable how often, say, an education reporter gets called with a “news tip” about something totally unrelated to education.

  • When you know who you want to reach
  • you have selected the best news media outlet to reach your audience,
  • and you have identified the proper reporter or editor,
  • the next step is to prepare your “pitch.”

Keep it brief.

Can you fit your key point on about the same amount of space as an automobile bumper sticker?

Reporters and editors hear dozens of story ideas daily. They don’t have time to hear or read long-winded explanations of why they should care about your story idea.

  • You must have something to pique the interest of the reporter with just a sentence or two – in writing or verbally.
  • If there is some interest, follow up with a one page fact sheet – not with tiny type squeezed together, filling the page.
  • It should be a single page with four to six simple bullet points – and phone numbers for the reporter to use for follow-up.
  • By the way, it is important to provide phone numbers good during non-business hours.

Everyone has a story. So does every business.

What is yours?

I am sure there will be a news media outlet that will be interested.

So why not get started now…

Finding the Best PR Firms

To get started, you can click on the link below and request more information on how to get the best PR Firms to work for you.


Click the link and get more information from qualified PR firms today >>

 

Or you can follow the link for our directory of PR firms that can help you get set up for your State or Metro area.

Either way the choice is yours…

How to Promote Your Business on Facebook?

4801356_50There are many effective ways to promote your business on Facebook.

These days finding ways to promote our businesses is vital to success.  Finding tools that can assist us are key.

Facebook is one tool that can provide a vehicle for getting your message out there.  Take advantage of the low cost ways that Facebook can offer.

Here are a few ways to promote your business on Facebook:

  1. Create a Facebook Page for your business
  2. Add a Facebook Likebox to your website
  3. Start a Facebook Group for a specific product or service
  4. Facebook Apps
  5. Create a Facebook Ad
  6. Use Facebook Analytics
  7. Add a link to your email signature for liking your Facebook page
  8. Include your Facebook URL in all printed materials, such as brochures, business cards & promotional pieces.
  9. Add a link to your Facebook page from LinkedIn.

So why not get started now…

Finding the Best Social Media Experts

To get started, you can click on the link below and request more information on how to get the best social media experts to work for you.


Click the link and get more information from qualified social media experts today >>

Or you can follow the link for our directory of social media experts that can help you get set up for your State or Metro area.

Either way the choice is yours..