Continued from page 1
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 .