An Excellent Guide to Business Advertising

Product publicity is the secret pathway to business success everyone wants. In simple terms, product publicity is a kind of advertising that costs you nothing, yet brings in the orders for you.

Regardless of what kind of business you are operating, you should want, and strive for, as much publicity for your business and your products or services, as possible, after all, its 'free advertising' that is essential to the growth of your business. However, your publicity efforts should be well thought out, and pre-planned for maximum results.

The first and basic form of obtaining publicity is through what is known as the press or news release. This is generally a one page story about your business, your product/service or an event happening related to your business that is about to, or has recently occurred. These publicity stories are generally 'shotgunned' to all the various media: local newspapers, radio and TV, and trade publications.

Problem number one is getting the people to whom you've sent these publicity stories, to use them, publish or broadcast them. And this leads us back to the 'right way' of writing them and sending them in.

In every case, send a short cover letter addressed to the person you want your material to be considered by... This means that you send your story to the city editor of the newspapers' the news directors of the radio & TV stations: and the managing editors of the various trade publications. It will do you no good whatsoever, to send your material to the advertising, circulation or business managers - describing how you're a long-time advertiser, subscriber or listener. The most important thing is that you make contact with the person who has the final say as to what is to be published or; broadcast, and at the bottom line - this person's use of - your material will somehow make him a "hero" to his or her readers, viewers or listeners.

The cover letter should be a short note. Go to a paper supplier - tell them you want a hundred or so sheets of good bond paper - 8 1/2" by 11" preferably in a pastel colour such as blue or ivory - and that you want this paper cut into quarters, giving you a grand total of 400 sheets of note paper 'From the desk of...' note sheets are too elaborate until the people you're contacting get to know you - first time around, and until they use your material, don't use these semi-formal note sheets...

On this note sheet, begin with the date across the top - skip a couple of spaces and then quickly tell the recipient of the note, the attached material is new and should be of real interest to his readers, viewers or listeners. Send the following note to the editors and news directors of the media in their areas:

'Here's something that's new, and for a change, truly helpful, to people trying to cope with inflation - the soaring costs of living - and those engaged in building extra income businesses of their own. It should be of real value - interest - to your readers. Please take a look - any questions, or if you need more info, give me a call at: (503) 666-5824...'

Then, of course, you skip about four spaces, type your name, your business name, and your address - sign your name above where you've typed it, and staple this note in the upper right hand corner of your news release. This note should be typed and double-spaced.