When you write a press release, what is your ultimate goal? No doubt, getting information to as many publications and on as many Web sites as possible. The focus lies in moving outward… taking press release to as many *other* sources as possible. We buy lists of journalists, pay public relations companies to distribute release to thousands of targeted leads, use online press release distribution services, and create our own in-house list of reporters to touch base with. This is “standard” route that press release distribution takes.

However, we generally don’t think about how these releases can work for us in other ways. For instance, have you considered fact that adding your press releases to your own site can increase your visibility and boost your lead generation efforts?

How? Because press releases can open new avenues for search engine spiders and site visitors to find you.

Writing A Search-Engine-Friendly Release

Press releases have some unique characteristics that can contribute to an increase in search engine positioning for your site. They are similar in many ways to pages that use search engine copywriting techniques. For instance, they:

1. Have a narrow focus. 2. Include copy that deals with one specific topic. 3. Incorporate use of keyphrases. 4. Use keyword-rich headlines.

Press releases, by nature, incorporate each of elements used with good search engine copywriting. That makes them perfect addition to your site.

Since that time copywriters have access to some very fine books on how to build their businesses, most notably books by Bob Bly, Steve Slaunwhite, and Peter Bowerman. But even these books can’t help you when you’re confused about how to make a project move forward that’s “stuck,” or what to do with a client’s new hire who doesn’t seem to want to work with you.

These are problems one of my coaching clients had last week, and I was able to solve both of her problems with one document that I have refined throughout years and which has kept my direct response campaigns on target 100% of time.

This particular client reported back at our next session that everyone was thrilled with “her idea,” and new hire became warm and friendly, and offered lots of eye contact.

This is just one real world example of how personal coaching by a veteran copywriter can increase a copywriter’s business success. My clients come to me with all of challenges, issues, and problems I encountered on my own for so many years — challenges I’ve overcome hard way by making mistakes, spending too much money, and growing ever so slowly toward success.

Today I’m enjoying benefits of working with some of world’s most prestigious companies, of having many contacts in industry, and being able to choose projects I want to work on and reject those I don’t.

In recent years I’ve helped many copywriters, mostly those who became friends. But now I have gone one step further by offering my services on a professional basis. Today I am coaching a seasoned copywriter on best way to get more clients; for another, I’m getting her on track for earning more money; and for a third — a newcomer to copywriting — I’m helping him create powerful marketing materials.