Cherry Communications/Be Heard Solutions
When selling services, especially online, it”s often difficult to “show” people what it is your business offers.
Products such as office supplies and bicycles can be packaged and painted to attract customers, but you can”t put a pretty bow around your head to sell your knowledge and expertise (although that might look nice). Instead you need to convince your target market that you know what you”re talking about.
And one of the best ways to do that is to write a press release that includes the how-to”s about what you do, or whats called in the PR business, a tips sheet press release.
Writing a tips sheet release to show off your expertise is no different than writing any sort of release. It must include information that is newsworthy to the editor or reporter who receives it.
How can you combine a newsworthy event or report with a tip sheet? It”s really quite easy once you find the proper slant.
For example: National Postcard Week is the first week in May, so I, as an expert in public relations for small businesses, wrote a release that shared tips on how to effectively use postcards as a marketing tool for small businesses.
A purchasing expert may want to create a tips sheet on how to get the best buys for companies. A web developer can do one about the most common ways to drive visitors to a website. The key is to make sure it has a good news hook.
No matter what your business event or what expertise you have to share, when including tips in a press release it is important to:
*Just give a small sample of what you know, no more than 5 or 6 short tips. After all, you make your living by selling your experience and expertise, so you don”t want to give too much away.
*Keep your tips general, but not so general that they insult the intelligences of both the editor/reporter and the release”s readers.
*Walk in the journalists shoes. If you can make him or her think, “Gee, I didn”t know that” then you have just convinced the journalist that there”s value in your press release. Something of value is always something that all reporters want to offer readers, listeners and viewers.
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