Tag Archive: marketing

10 major reasons to write a press release

A well-written press release is a powerful tool for publicity and marketing. When you write a press release, you direct positive attention to you and you company, enhance your reputation and stay in people’s minds.

A press release is a good way to get publicity.

But what should you write a press release about? Use the following list for inspiration:

1) Awards, honors and other special achievements

You’ve recently won a professional award, or your company has received a special honor or recognition – for innovation, creativity, business growth or philanthropy. Maybe you’ve met or surpassed an important goal, recovered expertly from a major crisis, or successfully completed a notable project.

2) Products or services

Announce a new product or service, discussing it in greater depth than you could in an ad or a brief commercial. Highlight its features and benefits, drum up enthusiasm for it, and mention any impressive endorsements you’ve received.

3) Your website

A brand new or revamped business website is worth announcing. One press release I wrote focused on a business website that had become more customer-friendly. The press release described all the improved ways to search for products and find out more about them. It shared a link to the site and enticed people to visit and shop.

4) Research findings

Your company has conducted important research. Share your findings with the public. Mention if you’ve written them up in a white paper, trade journal or any other publication.

5) New business ventures or arrangements

Your company is merging with another company in some way. Or maybe you’re collaborating or partnering with other businesses on a temporary basis – for example, to offer a special, limited-time package deal for a group of products.

6) Noteworthy publications

Books, feature articles, industry reports, research papers – any publication that demonstrates your expertise, influence and creativity.

7) Special events and notable speeches

Whether you’re hosting, sponsoring or attending an event, write a press release highlighting its importance. Events include conferences, galas, community fairs, fundraisers and trade shows. A press release can also focus on a speech you’ve been invited to give (to great acclaim). Discuss the content of the speech, especially if the venue is prestigious or if the speech deals with a significant issue; maybe it inspires people, discusses a new trend that will change your field, or lays out a compelling big picture idea. A press release about a speech is one of many ways to cement your reputation as a thought leader.

8) New hires and recent promotions

Write about people who have assumed senior or leadership positions in your company. Discuss their achievements and what they aim to accomplish.

9) Charitable efforts

You’ve recently raised money for a worthy cause or participated in a volunteer effort, such as a cleanup after a major storm or a campaign to end hunger in your community.

10) Employment or internship information

Use your press release to advertise exciting new positions and other opportunities at your company. Emphasize the benefits people get from working with you and the qualities you’re looking for.

Don’t waste an opportunity to write a press release about your company. You deserve recognition for your accomplishments and publicity for your business. Contact me for assistance with writing a compelling press release.

– Hila

(Image credit: “Publicity” by pincfloit; licensed under Creative Commons 3.0.)

Four Ways to Make the Most of Small Business Saturday

Small Business Saturday is coming up in less than two weeks. Scheduled for November 28th, it’s part of the nation-wide shopping spree that extends from Black Friday on the 27th to Cyber Monday on the 30th.

Big party

The Boston Globe reports that in 2014, people spent an estimated $14.3 billion across the U.S. during Small Business Saturday. For many small business owners, the event is a chance to stand out, enjoy a spike in sales, and connect with new customers and the local community.

How can you make the most of Small Business Saturday?

(more…)

How good writers strengthen your authentic voice

authenticwriting

Recent articles on Internet marketing have emphasized authenticity: “being yourself,” communicating in an unforced way, connecting with people, and avoiding slick campaigns that show that you don’t know yourself or your customers. One article from Business 2 Community mentions the following:

Authenticity is Forbes’ number 1 trend that marketers should budget for in 2015… Authenticity is built on honesty (sincerity), quality (brand reputation), and history (your story through your voice).

(more…)

Real-Time Marketing Example: Tweeting Winter Storm Juno

As Winter Storm Juno tore into the Northeast and Mid-Atlantic states, many people kept track of it on Twitter. Hashtags like #juno2015 and #blizzardof2015 sprung up, allowing people to easily search for storm-related updates.

Businesses also took the opportunity to reach out to Twitter followers and a wider pool of potential customers through real-time marketing. The following are a few examples:

  • Self Magazine shared this tweet about slow-cooker recipes, which they addressed to people “holed up in the next few days.”
  • Petco tweeted this advice on keeping pets safe during the storm.
  • Ben & Jerry’s shared well-wishes and a cute image of their ice cream arranged in snowflake formation.

(more…)

The balancing act of web content writing

Recently, Entrepreneur.com came out with a list of “10 Tips for Writing Better Online Marketing Content.” The advice on the list is solid. It also suggests a balancing act that you undertake when writing content for the web (not only for marketing purposes, but more generally).

Stúlkur sýna æfingar á jafnvægisslá á Melavelli, 1911

  • Most readers are looking for specific information or wish to accomplish a specific task, so you need to make sure they can quickly find what they’re looking for on your site and give them the content they want… at the same time, you hope your content is also catchy enough to grab the attention of strays – people who are either idly browsing or didn’t start out specifically looking for what you can offer, but are intrigued enough to suddenly take a look.
  • Writing that’s informal and conversational tends to work best in most circumstances… at the same time, you need to make sure you look professional in all of your communications; no sloppiness, no thoughtless remarks. And in some situations, you’ll need writing that’s more formal; just keep in mind that ‘formal’ doesn’t have to mean ‘dull’ or ‘condescending.’
  • Overall, people do quite a bit of reading online… but at the same time, they generally want to read as little as possible when visiting any given site. There are, however, some exceptions; occasions when they would like to read in-depth, finding out more about a topic or a product. Will the content offered on your site accommodate both skimming and closer perusal?

Accommodating the needs of your readers while remaining true to your own voice and vision requires a deftness with words. It also calls for an ability to put yourself in the shoes of web users, particularly the people who are most likely to be your customers or loyal fans.

– Hila