Posts Tagged advertising

5 Mistakes To Avoid In Your Press Releases

Press Crafting and distributing an effective release is a good way to publicize your business, your upcoming events and your notable achievements. A press release is not something that can simply be thrown together, but must be thought through, written, and proofed carefully. Good press releases can get picked up by a number of news outlets, so you want to create something that is not only representative of your company but also something that will catch people's attention.

All too often, those who are creating press releases on their own without the assistance of a professional writer make the same mistakes that take away from the focus of the release, and may even fail to get notice from online news resources and blogs.

Here is a list of 5 common moves that often fail when creating and distributing press releases:

DON'T:

Fail To Make Your Release Newsworthy
A press release is designed to inform the press about something newsworthy going on with your company. Why else would readers and online news resources be interested? If you are designing press releases around the fact that you added a picture or a new blog post to your website, you are bound to go unnoticed and your release will fail to be circulated online. Create a buzz about something of interest – a new contract, a trip to a trade show, a guest speaker spot, a strategic business partnership.

Run Off At the Mouth
Your press release should be concise, well titled, and able to grab the attention of the people you are sending it to within the first few sentences. Include relevant information and don't send two pages worth of jabber that no one wants to or has time to read. Make your point and make it quick.

Email Blindly
If you are emailing your press release to individual media persons, make sure you are messaging the right person, otherwise the wrong contact in the media will likely consider your information as junk mail and therefore not even give it a second glance. Don't be lazy about your research. Find relevant people and relevant places to send your press release.

Attach Your Release
When you are sending out the press release, consider that not all people will have the same software you do. No matter how universal you think your writing software is, there will be some that do not use what you are using. Instead, copy and paste the information, including your contact information, in the body of the email. If individuals want more information, you can email it to them specifically after they have requested it. Also, consider that many individuals will not wish to open attachments for fear of computer viruses, and because some simply do not have time to open all the attachments they receive.  This rule also goes for any other information you'd like to use, such as brochures or videos. Again, if someone wants every bit of information you have on your company, they'll ask you for it directly.

Send Releases Every Day
While it can be good practice to keep your name in the news, it can also cause problems when you overload your email distribution lists with incessant, daily emails. Try and space them out – maybe once a month to keep interest, but also maintain a professional appearance to your company and its news. Keep your releases to a minimum and remember to only include relevant information.

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Erick Simpson
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What is Web 2.0 and What Can it Do For Your Business?

Thumbnail The “old” internet started about 15 years ago.  People would create a website that described their business services, address and contact information and put it online.  The information on those websites didn't change much, so visitors would go to the website two or three times – realize they already knew the information that was on it, and go someplace else.

The “new internet”, often referred to as Web 2.0, uses websites like living, breathing communities.  They're constantly changing and growing with new content, new people and new information.  People continue to visit these websites because they've always got something new to learn or experience.    Web 2.0 offers user-generated content on demand.  It gives people what they want instantly. 

This is the future of the internet and it's up to you to see how your business fits into it. 

What Can Web 2.0 Do For Your Business?

All businesses have a place in Web 2.0 – there is a targeted community for every industry and in every niche.    You can use Web 2.0 to accomplish the following:

  • Global Branding:  social media sites like Facebook, Twitter, LinkedIn, Youtube, as well as the interactive features of blogs and forums allow you to grow your brand.  You can establish your name, your expertise, and position yourself as an authority in a certain market and build credibility in your prospects' minds. 
  • Connect With Your Prospective Clients:  when you're delivering up to date information across the various Web 2.0 platforms, you're delivering value to your prospective clients first.  They begin to trust you and seek you out online when they have questions or need your services.
  • Mass Communication and Increased Exposure:  anyone can leverage the reach of Web 2.0 to create global marketing platforms without an advertising budget.  Web 2.0 has the tendency to create viral marketing – videos posted to Youtube can show up across thousands of other websites in a matter of hours.  Your messages are online and working for you 24 hours a day, 7 days a week, and all of your communications should be pointing back to your website and bringing targeted prospects to you.

It used to be that marketers were “king”, and could effectively convince people to buy their products or use their services.  Today, consumers are far more educated and aware of the techniques marketers use – and are therefore more resistant to these older methods of advertising.  Consumers are in control now, but a savvy business owner and marketer will realize that understanding what people are thinking and saying about your brand is useful to connecting with your prospects – and influencing sales.

Click here to learn more marketing and sales techniques to increase your profitability during difficult economic times in The Best I.T. Sales & Marketing BOOK EVER!

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Erick Simpson
MSP University
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Posted in: Marketing

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