TRASH PROOF NEWS RELEASES
Would You Rather Be Rich or Famous? This is Not a Trick
Question" by Mark Joyner
"Champagne wishes and caviar dreams..."
Most of us yearn for wealth and fame, and yet secretly believe
that those commodities are beyond our reach -- that they are
reserved for others, not us.
What if I told you that most of the rich and famous people in
the world became rich and famous simply because they knew how to
ethically influence the media? And what if I told you that if
you could learn their publicity secrets, wealth and fame are
yours for the asking?
The truth is, there is no method more powerful or less costly
for creating fame or fortune than publicity
Publicity starts with a news release. The news release is one of
the world's best marketing tools, but is also that wretched
thing that often shatters the hopes of all who dare to seek
publicity. But stick with me and I'll show you how to get the
upper hand that will put you far ahead of all others who have
tried and failed.
Most experienced business people have a story to tell about
their attempts at getting publicity -- and it always ends with
the same question: "Why do I even bother?"
The fact is that millions of dollars worth of publicity is
available to anyone who knows how to get it. The sobering fact
that 90% or more of the news releases received by editors end up
in the trash. Nothing annoys busy editors more than news
releases that are poorly written. More particularly, there are 3
mistakes -- and these are serious, fatal errors that most people
make with news releases.
1) Your news releases talk about you too much. They say me, me,
me -- or my product, my product, my product.
2) Your news releases are an advertisement. They sell, sell,
3) You're sending your news releases to the wrong media.
Okay, so you've made some or all of these mistakes at one time
or another. But don't worry, it's not just you. Most people fail
to focus on the needs of the editor. They don't create
information that is aimed at the editor's audience. So they fail
to get the editor's attention, and ultimately fail to get
How then can you make sure that your news release does not end
up as a statistic?
Your product can then ride on the strength of the news angle.
Use the soft sell approach so that your news release will not be
regarded as an advertisement.
Study the PR campaigns of those who have been extremely
successful at getting publicity. Study their news releases to
find elements that you can emulate for your purposes. Find out
the media targets they sent their releases to.
It is immensely easier, faster, and less expensive to learn,
model, and achieve success by following in the footsteps of
those who have been successful than it is to learn how to
succeed by trial and error. Don't buy into publicity theory. Go
with the hard facts -- those strategies that have been proven to