Wedding Favors
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New Product? Give It Nine Lives
   
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Ditch That Pale Skin Right At Home
Changing seasons can leave use with pale skin. The good news is you can rid yourself of that pale winter skin right at home.
Getting rid of that dead layer of skin is usually .....
Changing seasons can leave use with pale skin. The good news is you can rid yourself of that pale winter skin right at home.
Getting rid of that dead layer of skin is usually .....
The closeness between the words "new" and "news" provides a
telling clue to how easy it can be to get media coverage for
something that's new. By definition, the media are in the
business of covering what's fresh, what's unprecedented and what
has just happened. Follow a few simple steps and publicity can
make your product launch a significant success.
Putting The YOU In Your E-zine
I get many e-zines in my inbox every week, and they all offer useful information. But there are some I enjoy more than others.
What do the ones I love have in common?
They feel .....
I get many e-zines in my inbox every week, and they all offer useful information. But there are some I enjoy more than others.
What do the ones I love have in common?
They feel .....
First, carefully and honestly define specific markets for your
product. Media that target those markets are those you should
concentrate on. Forget about the mass media unless even a
skeptic would have to agree that your product would matter to
practically everyone.
Second, identify the primary benefit your product will bring to
each target market. String that together with the identity of
the corresponding population in a press release headline, using
the formula "New [generic product description] brings [benefit]
to [target market]." For instance:
New Bridal Shower Game Ends Gift-Opening Tedium, Makes Shower a
Memorable Event for Hostess, Bride and Guests
Third, reword your headline for each target market. An editor's
paramount question when screening release headlines, whether in
a stack of faxes, in an email in-box or on the Web, is "Is it
relevant to my readers?" Naming the readers in the headline
answers that question without forcing the editor to think. For
example, while the headline above would go to brides' magazines,
the one below fits publications for wedding planners:
Honeymooning On The Waves
Cruising down the river was always deemed by couples the ultimate romantic date. You cant be much more together alone than when youre separated from the rest of the world by sheets and sheets of .....
New Bridal Shower Game a Sure-Fire Add-on for Party PlannersCruising down the river was always deemed by couples the ultimate romantic date. You cant be much more together alone than when youre separated from the rest of the world by sheets and sheets of .....
Fourth, complete the releases and distribute them to the
relevant media. The narrower a niche, the more you may want to
supplement established industry distribution circuits with
additional research and one-by-one mailing, emailing or faxing.
Fifth, get to work turning your Web site for the product into a
magnet for folks searching for something like what you've just
released. Brainstorm generic keywords by which people would
search for your item and include as many of them as possible on
the home page and throughout the site. Register your site or new
product page not only with major search engines but also with
specialized industry directories and submit your link at
industry portals. Include customer or expert testimonials for
greater credibility, and add links to media coverage when that
starts coming in.
Whenever possible, link the timing of your product release to a
holiday, the season, current events or a trade show to increase
its newsworthiness.
Most specialized magazines feature selected new products near
Using A Camcorder To Record Family Events Quickly And Easily
Let's start there (but not spend too much time on it because you are probably already checked out on their use):
On/Off - On some brands you actually .....
the front of each issue, often with a product photo. You needn'tLet's start there (but not spend too much time on it because you are probably already checked out on their use):
On/Off - On some brands you actually .....
send product samples or photos everywhere to get such coverage,
as editors will call for those if intrigued by the release. The
more lively and reader-friendly the writing in your release, the
more likely a busy editor is to choose your item from the
candidates received.
After half a year or so has passed, your product will no longer
count as "new." By upgrading the item in a relevant way,
however, you can consider it a new edition and start the cycle
over again.
About the author:
Marcia Yudkin is the author of the classic
guide to comprehensive PR, "6 Steps to Free Publicity," now for
sale in an updated edition at Amazon.com and in bookstores
everywhere. She also spills the secrets on advanced tactics for
today's publicity seekers in "Powerful, Painless Online
Publicity," available from www.yudkin.com/powerpr.htm .