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For instance, a few years ago a client of mine released a new video on home and family life of Amish. I watched video and took notes on kinds of magazines that would be interested in different aspects of material, then fashioned a headline for each angle. The reference to "happiest" in three of headlines refers to a scientific study mentioned in video narration.
1. Travel - New video, "Amish Values & Virtues...Plain & Simple," reveals everyday life of America's happiest, most picturesque community
2. Country - New video, "Amish Values & Virtues...Plain & Simple," reveals beliefs underlying America's happiest rural lifestyle
3. Parenting - New video, "Amish Values & Virtues...Plain & Simple," reveals child-rearing practices underlying America's happiest lifestyle
4. Christian - New video, "Amish Values & Virtues...Plain & Simple," shows Christian values shaping a way of life.
About half of release text stayed unchanged from version to version, and rest elaborated on travel, country, parenting or Christian content. Thanks to niching, this video took off faster than any of my clients' previous releases.
Marcia Yudkin is the author of the classic guide to comprehensive PR, "6 Steps to Free Publicity," now for sale in an updated edition at Amazon.com and in bookstores everywhere. She also spills the secrets on advanced tactics for today's publicity seekers in "Powerful, Painless Online Publicity," available from www.yudkin.com/powerpr.htm .