I know, I know, you don’t have much money
for advertising. But… surely you are interested in it
if it’s free?
Don’t underestimate the value of press
releases for your business. In fact, you should set a goal of
issuing one by-monthly, no less than four times a year. It’s
easy and costs almost nothing.
Look for things to announce: new products,
employee promotions, a new service you’re offering, a
business contribution or awards your business has won. You must
make sure your release is focused on the reader, consumer or
customer, promoting products that will benefit them. If the
release focuses on promoting your business, it won’t get
You can write your own press releases. I always
did and as a result have been written up in many newspapers
and trade journals, including Inc. Magazine twice!
Writing my own press releases has been a huge
boon to my business. I recently issued a press release about
my free, monthly, auto-recycling E-newsletter and got over 100
registrants in just a few days. And it can be a boon for you
For mailings, use Microsoft Word. Go to the
Labels section (under Tools) where you can create and save a
template of the addresses of your chosen media. Don’t
forget to include your banker to receive the press releases.
Include other media of interest as you discover magazines that
might be appropriate to your industry, trade journals and even
newsletters that may relate to your business, such as one put
out by your association. My media list grew to well over 400
in just a few years. When a press release is ready, I print
out the mailing list on labels, and they go in the mail in no
time. The technology and services are available to make this
important task easy. You can also release through a wire service
(I use PR Newswire) to area media, newswires and the web for
about a hundred dollars.
The key to placing press releases successfully
is to make them about the benefits to consumers or customers
who subscribe to your target publication. It won’t be
published if it simply promotes your business.
Next month: More good stuff from Chapter 5
of “Salvaging Millions”.
Remember, only you can make BUSINESS GREAT!
Ron Sturgeon is past owner of AAA Small Car
World. In 1999, he sold his six Texas locations, with 140 employees,
to Greenleaf. In 2001, he founded North Texas Insurance Auction,
which he sold to Copart in 2002. In 2002, his book “Salvaging
Millions” was published to help small business owners
achieve significant success, and was recently reprinted. In
June 2003, he joined the new ownership and management team of
GreenLeaf. He also manages his real estate holdings and investments.
You can learn more about him at www.autosalvageconsultant.com.
He can be reached at 5940 Eden, Haltom City, TX 76117, (best)
firstname.lastname@example.org or 817-834-3625 ext 6#.