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Part II: Two of the least expensive marketing methods really work!

by June Van Klaveren

Last month, I talked about writing letters as a marketing strategy. This month, I focus on press releases.

The second important sheet of paper is the lowly press release. A press release is a one-page, double spaced document about you, your firm, its products or services, with a compelling headline and a story written with the important facts at the beginning).

Crafting a press release and distributing it to the publications that your customers and prospects read is one of the most effective strategies you can put in place. Your marketing message's credibility increases when it appears in an "objective" format in a publication.

You can create your own press release or hire a professional to shoulder that responsibility. If you do it yourself, consider these tips.

1. Include a summary statement above the headline - so the editor can see at a glance the topic of the release.
2. Always use a headline, putting the most important fact in it.
3. Next, talk about three benefits of using your product or service or attending your event.
4. If you're writing about an event, present next the basic who, what, when, where facts.
5. Use quotes from "officials" about the value of the event, product or service.
6. Use a closing statement that describes your company and what you do.
7. Send your press release to an individual at the publication, usually the editor.

If you would like to see a sample press release, email your request to june@www.compelcom.com or fax it to 636-394-6979.

So there you have it - the two least expensive, easiest to create and most valuable marketing tools - letters and press releases.

June Van Klaveren, owner of Compelling Communications, helps her clients attract and keep customers. To contact her, call 800-779-0067 or email

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