Homework from John Kremer
Today John Kremer gave readers of his blog some homework. Handwriting a paragraph of text at least 10 times to sink into your brain how to infuse your marketing copy with strong words.
And while I do agree with his final point wholeheartedly...
I do want to offer one word of caution.
The text he loves so much (and rightly so) is from a catalog. A catalog is a piece of marketing material designed to sell directly to consumers. A news release however is designed to provide information to the media so that they can then present it to their audience.
The single biggest mistake we see with media releases is the copy is written like a brochure.
So, DO the homework John assigned. Just keep in mind that the juicy stories need to be in the tips you provide the media to print. Or in the questions you provide the media to ask. It cannot be "here's why to buy this book" within a press release or you will not get the coverage you are seeking.
And while I do agree with his final point wholeheartedly...
It's your choice: Do this homework exercise and sell more books,
or continue to write long boring news releases and sell no books.
or continue to write long boring news releases and sell no books.
I do want to offer one word of caution.
The text he loves so much (and rightly so) is from a catalog. A catalog is a piece of marketing material designed to sell directly to consumers. A news release however is designed to provide information to the media so that they can then present it to their audience.
The single biggest mistake we see with media releases is the copy is written like a brochure.
So, DO the homework John assigned. Just keep in mind that the juicy stories need to be in the tips you provide the media to print. Or in the questions you provide the media to ask. It cannot be "here's why to buy this book" within a press release or you will not get the coverage you are seeking.
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