Headlines That Will Garner Free Publicity For Financial PlannersWritten by Ned Steele
Taking your ad and turning it into paragraph-style prose is not a press release – chances are it will only lead publisher to call and invite you to run it as a paid ad. A press release is for news or for information about a topic audience needs to know.
Any press release that reads too much like an ad will likely lead a media person to forward it to advertising department.
For example, here's a headline that sounds too much like an ad:
"Financial Planner Chet Thompson Saved Families $600,000 On Estate Taxes Last Year"
This headline is attention-getting, but for wrong reasons. It doesn't tell media person anything other than that Chet Thompson is a good financial planner. This isn't news. But that same headline can easily be rewritten to sound more "newsy":
Publicity Won't Thrive on Press Releases AloneWritten by Ned Steele
Press releases are a useful tool for announcing news and for keeping your name in mind of news media.
But you can't build a successful publicity campaign on press releases alone, for simple reason that very few press releases ever make it into paper.
You may think that your press release contains terrific, useful news, but you share that belief with other three hundred people that sent their press release to newspaper that day. If newspapers used every press release they got, paperboys would lose their jobs—the morning paper would have to be delivered by forklift.
Reporters are inundated by press releases. Some get 60 press releases a day—and on a good day they have time to write only two stories.