Archive for June, 2010
Power Words for Press Releases
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Advertising copywriters know that using certain words in their pitch can help increase sales.
You can also use these same words in your press releases to make them more effective, with a couple of caveats, that I will explain below.
Here are those words, as determined by the psychology department at Yale, from least to most powerful:
10. New
9. Save
8. Safety
7. Proven
6. Love
5. Discover
4. Guarantee
3. Health
2. Results
1. You
Now here are the caveats:
Even though these words come from the world of adverting, do not turn your press release into an ad. If you do, journalists will reject it immediately. Your press release must read like a news article.
Second, although the word “You” is the most powerful of the bunch, press releases must be written in the 3rd person — she, he, they, even if the release is about yourself. But, you can use “You” in a headline and in quotes.
Weave these power words into your press release, but don’t hammer people over the head with them. If you use them well, you’ll have much more “powerful” results.
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The ART-ful Way to Get Free Publicity
Blog Post begins below the video screen.
NEW!!! GET YOU CAN BE FAMOUS! as an instant download.
Marketing Guru Joe Vitale of “The Secret” said, “Buy this book NOW.
Entrepreneur.com said, “This book is a must have for anyone with a media message begging to get out.”
Only $9
Radio Shows that Will Interview You
A great way to increase your chances of getting Free Publicity is to include “art” in your story pitch.
Art is the journalism term for anything graphic in in printed story (which now includes online media). Art can be a photo, a chart, a graph — any visual element than makes the story more appealing to the eyes.
The use of art is growing more important because there are so many news stories, articles, etc., that are competing for people’s attention. A striking or interesting visual element of the story can draw reader’s eyes and entice them to read on. It is often one of the elements editors use when deciding whether or not to go with a particular story pitch.
There is one caveat: do not include attachments with your email press release the first time you contact a media outlet. If a journalist does not know you, they will most likely delete your email without reading it. Instead, indicate that you have art to go with the story and ask if they would like to look at it.
If the art is a photo, try to make it more interesting than the standard head shot or handing-over-the-check shot. Boring. Use your imagination to come up with an idea that will make editors sit up and take notice.
So before you do your next story pitch, think of ways you can add art to it. Journalists will love you for it.
