Small Business
Marketing News

In this issue:
A Note From Our Sponsor
Thought For The Day
"Do News Releases Work?" by Dr. Kevin Nunley
On-line Marketing Quick Tip
Off-line Marketing Quick Tip
A Note From Bizine.com

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Food For Thought:
"Decide to be happy, knowing it's an attitude, a habit gained from daily practice, and not a result or payoff."

Denis Waitley

How to Get Free Media Publicity for Your Business by Sending Press Releases On-line:
How to write them, who to send them to, and what media managers are looking for.
by Dr. Kevin Nunley
USE THE MEDIA--marketing help for biz.

"Do News Releases Work?"

Invariably, when I talk with business people on-line, someone asks that question. Many of us have sent out a press release only to be greeted with silent indifference from the media. But that doesn't have to be the case. The media needs, must have, craves, can't do without a steady stream of usable news. YOU are the person that can supply the news they need. And you can get free publicity for your business at the same time.

Even better, you can email your press release to the media. That makes it much cheaper to send a release to lots of media sources

The news release is the time honored method of putting information before the media. This is especially true for businesses and organizations. It takes the form of a page or two detailing your message, generally slanted a bit to favor your goals. In its most basic form, the news release has your name and contact number at the top, followed by some points that will interest the media outlet.

You Gotta' Be Newsworthy!

Make sure your story is something that the reporter will agree is important. Newspapers don't like it if you send in an ad for your business to be used as a news story. Their attitude is, "Hey, if you want to advertise, call the advertising department and buy an ad." You have to cloak your message in a story that is newsworthy, a story that readers will find helpful, interesting, stimulating, sad, or hopeful.

If your message seems too commercial for your local daily newspaper or TV newscast, try sending your release to a trade publication in your industry. A story that is of little interest to the general pubic will often be welcomed with open arms by a more specialized industry newsletter or e-zine.

The bottom line is this: think like the media, shape your message to fit their likes. Do that and your message has a good chance of being used. Above all, don't let up. While one media manager may not have the slightest interest in your idea, another will welcome you with open arms. The media needs piles of fresh stories everyday.

Where Do You Find the Addresses for the Media?

It used to be that you had to shuck out a few hundred bucks to buy a media guide on CD-ROM. Now that just about every media entity in the world is on-line, the process of getting accurate addresses is much easier and cheaper.

Gebbie, a well-known guide, has jumped ahead of the pack and put their addresses and links on a well organized web site (http://www.gebbieinc.com). I recently sent a press release via e-mail to over 1000 of the radio stations Gebbie has listed and got very good results.

Remember, bulk mailing your press release to media is not the same as spamming individuals. Media expects to get unsolicited promotional announcements. That's the business they're in.

There are also companies that will send your press release out for you, although I'm not so sure you'll get better results than the do-it-yourself method. Mostly, automated press release services make the job much faster. The top press release agency in the corporate world is PR Newswire (http://www.prnewswire.com or 800/832-5522).

PR News Target (http://www.newstarget.com) claims to have cultivated a relationship with thousands of editors covering a variety of industries. I would take that with a grain of salt. When I worked in media we often got calls or cards from PR firms asking if we wanted to get their stuff. We usually said yes because they would sometimes send free hats, shirts, and other trinkets. The press releases often went into the trash. It's much better if YOU cultivate your own relationship with editors.

Jennifer Howard of American Small Business Association does a fine job of sending to over 5,000 media outlets for $250 <asba@asba.net>.

Also check out Automated Press Releases (http://www.gapent.com/pr). For the nice price of $12.50 per hundred, they'll send your release to any of their 7,600 media sources in 37 countries. While you're at the Automated site, read through their "Pet Peeves of the Media" article.

Some PR firms will write your press release for you. The price usually runs around $200 for a one-pager. (Don't do it! I'll write it for you cheaper.)

Here's a simple example of what a standard press release looks like:

USE THE MEDIA 210 State Street Anytown, USA phone: XXX-XXX Contact: Kevin Nunley FOR IMMEDIATE RELEASE

DOGS WILL BE HAPPIER THANKS TO UTAH FIRM USE THE MEDIA.

Use the Media founder Kevin Nunley donates 20 cases of dog polish to the Midvale animal shelter.

Midvale, UT: Lost dogs will have a lot less to be worried about this Christmas as local consultant Kevin Nunley has provided for their well being with 20 cases of high grade Amco dog polish. Midvale animal shelter director, Monica Lewinksy, said, "These will give the dogs exactly what they need to get adopted by families this holiday season."

## ********************************************* Dr. Kevin Nunley works with businesses on marketing strategy, copywriting, and web site development. Ask for his FREE marketing report at <DrNunley@aol.com> or (801)253-4536. See all his articles on the Marketing Info Supersite at http://www.DrNunley.com Also check out his Internet Marketing and Media Publicity courses at http://www.SmallBusinessU.com

Click Here To Learn More About Press Releases!>

Quick Online Marketing Tip
by Terri Gray

List your business in the GOLDlinks Business Directory just go to: http://www.goldlinks.com/ Pick your category and list for free.

Tired of that counter on your webpage? Click on over to: http://www.icdirect.com/ Then just click on the direct hit button and get yourself a free account. A small graphic is all that will be displayed at the bottom of your site.

Off-line Quick Marketing Tip
Dr. Nunley's Biz-Tips
by Kevin Nunley

Avoid the One-Shot Marketing Gamble

It can be a real temptation! You could announce your new business through a long series of small newspaper ads, or go for the one big ad on TV News.

Go with the newspaper ad. Here's why:

I can't say it enough. The key to effective marketing is to find something you can afford--then use it over and over again.

Sometimes this means repeating your marketing faithfully for weeks or months. Only after your ad message has had plenty of time to sink in will the public begin to notice you and buy from your business.

"Which marketing tool should I use?" people often ask. I always reply: Use the one that reaches your prospects AND that you can AFFORD to use consistently month after month!

Keep in mind that before anyone will buy from you, they have to notice your marketing messages. Then they must become interested in your message. Finally they have to decide to take action.

Don't get impatient. This three-step process takes time.

Kevin supplies marketing advice and copywriting fast and at low cost. Reach him at (801)253-4536 or DrNunley@aol.com. See all his marketing articles at http://www.DrNunley.com Ask for his FREE marketing report.

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