Last week someone on the Self-Publishing discussion list at Yahoo Groups asked “what goes into a news release”.
It took me a while to wrap my mind around an approach that I was satisfied with since we have so many diverse creative people on the list. The response had to be useful to all.
In many ways, this is perhaps the most common question I receive from authors once they start promoting and marketing. I rephrased the question a little.
How do I get people to pay attention to me?
I reviewed the news releases that I’ve done for the past few years for authors and publishers seeking to identify the common characteristics of those communications that produced the stellar media responses and the book sales that went with them. I sought to take a fresh look at that set of key issues that appear in the marketing communications that produce the best success.
It was a fun exercise. So here’s what this exercise revealed about:
How to be Galvanizing
1. Be right and be first to tell people that you are right on.
2. Be wrong but keep trying to do it right and be the first to admit it, telling people what you did wrong and are doing about it.
3. Communicate clearly and help the people you can help the most. Put your audience first.
4. Demonstrate purpose. Do something noble and heroic and active, don’t just talk about it.
5. Be passionate and surprise people by doing something interesting, unusual, and real.
6. Make people laugh and smile at you, with you and at themselves.
7. Give people relief from a headache or the pain they are experiencing now.
8. Show people a half naked man or woman. Why? Because it works. Now make it relevant or meaningful to your ideas in some surprising and legitimate way.
9. Tell people about their innermost fears or insecurities.
10. Predict what is going to happen six weeks from now and why it is important.
11. Be spontaneously alive and exuberant about people and your ideas.
12. Show people courage and do something amazing and brave.
13. Be astonishingly honest and sincere. Achieve authentic.
14. Be irreverent and make people realize the folly of their beliefs..
15. Tell true dramatic and personal stories. Focus on achievement in the face or adversity. Help people see themselves in the story.
16. Shake people to their roots. Tear apart a sacred cow.
17. Scare people with a prediction. Identify and describe the common enemy or the crisis on the horizon.
18. Use a really good relevant photograph. Give people visual evidence so they know they are in good company.
19. Do your absolute best and create something truly remarkable and memorable.
20. Create a vivid metaphor that illustrates and relates to your audience at a deep personal level.
21. Create a visual picture that makes people realize what their future will be like.
22. Tell people exactly what they need to do to be healthy, involved, authentic, purposeful, connected to the future, inspired to find greater meaning and motivated to take immediate action to fulfill their destiny.
It’s my belief and experience that these triggers to getting attention and galvanizing people are useful and applicable to all the marketing communications you use to promote your books or products or services.
You must develop, test and prove that you have content that can do this yourself. You can also get help from experienced people to do this. You can hire publicists or marketing experts to assist you.
Then you can place these ideas into the headline and lead of your news releases. You use these ideas to flesh out the content of your problem solving tips articles, feature stories, and interview talking points.
You use these ideas to make what people read, hear, or see about you sticky. You want them to take it with them and show someone else what you have done.
Your goal is to make such an incredible impression — an indelible memory about you — that gets people so interested in you that they are motivated to buy *everything* you have available.
It’s applicable to situations where you are speaking to people whether it be one on one, or if you are talking to a group of people and you goal is to get people to buy your book or your services.
It’s also applicable whether you are publishing an article in a newspaper, doing an interview, or posting something to a web site or a blog or an article site.
I hope you find that even just one of these is something you can use and benefit from.
All you need is to find and use is one.
Once you have these ideas you can create the news releases and marketing communications you need to get better sales and better coverage with media.
A galvanizing message will tend to resonate with certain types of people and media. You may have to change your target to match the message. You may have to change your message to match your target.
If you find out that one galvanizing idea works for one group or type of people, you may have to find out whether it works as well if you present it to another type of demographic pool of people. A message that works with mature seniors, may or may not work well with fitness, health or women’s. A message that works well with techies may not work well with business or education. You may have to find out what works and this may take time and effort.
Depending on what you have to offer, a targeted media list and a targeted approach to media may be what works the best.
I would enjoy feedback and comments on this post. Please feel free to contact me if you have any ideas on how to make these better.
Paul J. Krupin - Direct Contact PR
Reach the Right Media in the Right Market with the Right Message
http://www.DirectContactPR.com Paul@DirectContactPR.com
800-457-8746 509-545-2707
http://blog.directcontactpr.com/
articles, book promotion, book publicity, ent, getting attention, improvem, interviews, marketing, media coverage, piublicity, salesShare This
