How to Run a Successful News Release Program

Written by
Claire Cunningham



Continued from page 1

3) DETERMINE NEWSWORTHY TOPICS. This is a tricky but critical step. You’ll need to think like a member of your target audience. What’s going to interest him or her? Usually it’s new stuff -- products, services, applications, literature, software. If you don’t have these to write about, your news releases might not get pastrepparttar editors’ trash can.

4) INCLUDE A PHOTO. Publications can be hungry for visuals so send one with your release – a photo, illustration, chart or graph. In most cases a 3” x 5” glossy B&W print and a color slide will work. Be sure to send good quality visuals sincerepparttar 135721 quality will reflect on you.

5) SET A SCHEDULE – AND STICK TO IT. Sending releases regularly lets editors know you’re reliable. If you have six topics forrepparttar 135722 year, send out a release every other month. Twelve topics – one a month. General rule for monthly publications is one release per editor per month.

6) MEASURE RESULTS AND LEARN. It takes about three months before your releases will show up in monthly publications. Less time for pubs that come out more often.

Track what runs, where it runs, how much space you get and inquiries generated. You can use this information to measure results and improve your program.

Copyright 2004 Clairvoyant Communications, Inc.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years’ experience developing and implementing successful marketing and communications programs. Sign up for Claire’s monthly newsletter, Communiqué, at http://www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 (Fax: 763-479-2809, e-mail: claire@claircomm.com)


Website not selling? Twelve questions you should ask yourself

Written by David Bell


Continued from page 1

8)Do you take a credit cards?

I shouldn't really have to ask this now should I? It's a plain fact that you are going to lose a huge amount of customers if you don't accept them.

9)Are you absolutely sure there's a market for it?

Does anyone else sell anything similar -if so, there should be a market for it. If it's a highly unique product, did you do a survey or market research to see if anyone wanted to buy it? If not, canvass opinion from forums and newsgroups.

10)Is your website easy onrepparttar eye?

Strong colors can make text difficult to read -it doesn't matter how good your offer is, if someone gets a headache looking atrepparttar 135626 screen there going to give up.

11)Do you offer a guarantee?

Most people are wary of getting "scammed" online, so remove those doubts - offer a guarantee. Make it as unconditional as you can.

12)Can you compete with your competitors?

Do you have any big competitors who are just corneringrepparttar 135627 market and "blowing you away"? Are customers just visiting your site to "comparison shop" and returning to your competitor to buy. If this is a possibility, try to devise a unique selling point (USP) which differentiates your product from others - perhaps you can compete on quality, benefits, or price. Emphasiserepparttar 135628 differences and advantages of your product. Research your market and familiarize yourself with what else is on offer. Then carve out a niche for your product.

Once you can honestly answer "yes" to allrepparttar 135629 above questions, it's just a matter of constant fine-tuning until you get a decent level of sales. You're never going to sell to everyone who visits your site, but you can do lots to increaserepparttar 135630 odds in your favor. I hope this helps in your future marketing decisions.

David Bell is Manager, Online Marketing, at http://www.wspromotion.com/ , a leading Search Engine Optimization services firm and Advertising Agency.


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