Can't Get Right - Maybe It's Just a Word

Written by Raymond Johnston Jr

One ofrepparttar people I worked with in advertising, had an expression "Can't Get Right". Whatrepparttar 101056 heck does it mean? Well, when he could not seem to get ad copy.... right, he would walk in and say, this ad "Can't Get Right".

This was his way of telling me that he had come to wits end trying to get this particular ad to his level of perfection. Actually, he would tell you that it was my level of perfection that was not met. :o)

What does one do when they reach a point of knowing that something is just not quite right with an ad?

I know I spentrepparttar 101057 time researching and going through allrepparttar 101058 steps necessary to write a successful ad. But something is just not quite right.

Ad writing is a very sensitive operation.

Amazingly, sometimesrepparttar 101059 addition of one word can totally changerepparttar 101060 effectiveness of an ad. Inrepparttar 101061 same light, removing a single word can sometimes be just as effective.

I am going to give you a couple of examples.

A while back I ran an advertisement for Solo Ads in Money For Hire.

The first time I ranrepparttar 101062 ad with this headline.

Solo Ad to 3000 Opt-In Subscribers

The ad did pretty well but I decided to try adding a word to see what kind of results it would bring. Here isrepparttar 101063 revised ad.


Written by Bill Stoller, Publisher,


by Bill Stoller Founder,

A musician spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels. He gets a contract and becomes rich, famous and adored.

The lesson: demo tapes arerepparttar secret of becoming a famous musician.

Wait, you say,repparttar 101055 demo tape was just a tool, just his way of conveying his talent. It's his ability as a musician that got himrepparttar 101056 contract and made him famous.

You're right, of course. He could have become just as famous if a record executive saw him in person, or heard about him from a friend, or as a result of a variety of other events.

Which brings us torepparttar 101057 press release.

Somehow,repparttar 101058 press release has taken on a magical reputation asrepparttar 101059 alpha and omega of publicity. Wanna become rich? Send out a press release. Wanna become famous? Press release. Wanna get onrepparttar 101060 cover of Newsweek? Press release.

Publicity "gurus" are springing up all overrepparttar 101061 Internet toutingrepparttar 101062 press release asrepparttar 101063 answer to all marketing ills. Just knock out a release, mass e-mail it to journalists, sit back and wait for Oprah to call.

It's a cruel joke.

Here'srepparttar 101064 reality:repparttar 101065 press release is no more important to your potential of scoring free publicity thanrepparttar 101066 demo tape was to our musician friend. If he had no talent, if his songs sounded like garbage,repparttar 101067 best recorded demo tape inrepparttar 101068 world wouldn't get him signed. Ditto forrepparttar 101069 publicity seeker. If you don't have a story to tell, your press release is utterly worthless.

I'm not knockingrepparttar 101070 press release -- it's an important tool. But it's just that: a tool. It's notrepparttar 101071 first thing you need to think about when it comes time to seek publicity. In fact, it's one ofrepparttar 101072 last. And it's not even absolutely necessary (I've gotten plenty of publicity with just a pitch letter, a quick e- mail or a phone call).

If you worship atrepparttar 101073 shrine ofrepparttar 101074 press release, it's time to rearrange your priorities. Here, then, arerepparttar 101075 things that are MORE important than a press release in generating publicity:

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