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'A lot of them now wish they hadn't,' according to business expert James Wilson.
'While many internet advertising initiatives never delivered on expectations,' Wilson adds, 'the old tried-and-true newspaper ad still seems to provide a good return on investment.'
'But,' he continues, 'You've got to make sure ad is well written. Advertising budgets have become so stretched, you can't afford sloppy copy that doesn't get results you need.' (end of revised release)
Now copy is hitting a news 'hot button.'
'Hot buttons' are certain universal themes, story lines, hooks, tie-ins and angles that make something 'newsworthy.'
There are dozens of them. Controversy, record-breakers, milestones, celebrities, human interest stories, scandal, conspiracy, government malfeasance, etc.
I call hot button in this particular case 'myth- busting.'
Myth-busting occurs when evidence surfaces disputing conventional wisdom or accepted patterns of thought.
What's myth in this case?
The idea that internet is going to make newspaper ads obsolete.
The report James wrote 'busts' that myth.
Editors, reporters, and producers love to bust myths. It's a big hot button.
So when you're composing a release, remember--you have to find a way to connect your release to a hot button.
Without it...your press release will never 'make news.'
Instead, it will become 'history.'
During his 31 year broadcasting career, George's TV Reports have appeared on ABC, NBC, CBS, ESPN George offers a free 7-day mini course to anyone who subscribes to his free weekly ezine, Register at http://www.publicitygoldmine.com/ea