How to Generate a Flood of Inquires and Sales Leads From Your Press Release
Okay. You’re trying to get a little publicity for your business. You’re company has introduced a new product or web feature and you think it would make for good media overage. Or maybe you’re just starting out and hoping to gain a little publicity that let’s the world know you exist.
But what if you could do better than that? Instead of just letting people know you exist, how would you like your phone to be ringing off the hook…your e-mail box to be flooded with messages…or your website to be jammed with traffic?
You think I’m joking? Well guess what? I am not. I’m about to reveal a sure-fire, bomb-proof method of generating press releases that are guaranteed to get results.
But first, let’s discuss why so many press releases generate a response that is so pitiful, it’s not even worth mentioning.
Why Do So Many Press Releases Bomb?
Most press releases fail to produce a response because they do not ask for one. They simply announce a new product. Mention a company promotion. Or state the start-up of a new enterprise. And most of the world looks on and says, “Who cares?”
To most people, your press release is merely a matter of indifference. They may skim your story, but five seconds later they’ve forgotten all about you.
The problem is that these press releases have no offer. In fact, many marketers and PR firms believe that an offer is unimportant and irrelevant. But the truth is that the offer can make or break your campaign. Without a solid, hard-hitting offer, your press release is merely another story to your readers.
The Secret of Generating a High Level of Response from Your Press Release…
So how do you generate a high level of response from your press release? How do you get that phone ringing and that web traffic generated? The answer is so simple and so effective it may surprise you: offer your readers a piece of free, valuable information. This could be in the form of a free booklet, report, tip sheet, white paper, or book.
Free information, such as a report, is generally known as a “bait piece.” The purpose of the bait piece is to spark the reader’s interest and motivate them to request a copy of your free information. In so doing they must provide you with their name, address or e-mail address.
So while the reader is led to believe that they are getting a piece of valuable information for free, in reality they are giving you the information you need (namely names and contact info) to follow-up and convert them into a customer. Once the reader requests a copy of your bait piece, you can respond with a myriad of phone calls, e-mails and letters.
However, if you do not offer reader’s anything, they have no reason to contact you. And you have no way of knowing who read your story and who was interested. This means you cannot follow-up on people who might potentially be good clients.
It Never Seems to Wear Out!
Offering free information in your press release is so effective that is a mistake not to do so. And the amazing thing is that this technique works like a charm nearly every time. It never seems to wear out or loose its effectiveness.
So why is offering free information so effective? Below are 5 reasons.
1. People Are Always on the Lookout for Helpful Information.Whether you are appealing to business professionals or consumers, they are all hungry for information that will increase their health, wealth, position and happiness. Much of this information is available in the form of expensive books, seminars, DVDS, CD’s and newsletters. When people see they can get similar information for free, they jump at the chance.
2. People Love Getting Something for Nothing. Whenever you offer anything for free, expect a glut of a response. And if you are offering something of value for free, expect an even greater response. That’s just how human nature works. People who wouldn’t dream of spending $30 on a book or $200 on a seminar are more than happy to risk absolutely nothing to send for your free report or tip sheet.
3. It Attracts Attention. When people see an ad or press release with the word FREE sprawled across the page, they immediately stop and begin to read. They want to see what it is you are offering and whether or not they would be interested.
4. Editors are Extremely Willing and Even Eager to Print Your Offer. Editors work hard to present their readers with information that is practical, relevant and helpful. So when they come across your press release, offering readers something valuable for free, they see it as an opportunity to serve their subscribers.
At this point, let me interject a word of caution. Your offer and bait piece must not be promotional or “sales-oriented” in any way. Your tone must be helpful and friendly. Your information must appear neutral and unbiased. If your press release reads like a sales letter or sounds self-serving, editors will not print it. They don’t want to look like they are giving you a free advertisement.
5. It Involves No Sales Pressure. Requesting free information is basically risk-free for the reader. People who are only causally interested in your services or people who have a future instead of immediate need can still get in touch with without worrying about listening to a canned sales pitch.
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