Profitable Conservatory Marketing – Chapter 7

Welcome to chapter 7 of the RPS Software guide to profitable conservatory marketing.

Introduction – Marketing is a PROCESS

Often, people think of marketing as an event, such as placing an advert or exhibiting at a show. However, marketing is about relationships with other people. This lasts longer than a simple advert or single event and is all about regular communications.

The more often you communicate, the more your customer is likely to trust you and the more likely they are to buy from you when they are ready. There is much more about this throughout the chapters of the book, and in the individual sections which we are releasing now for people to download.

 

In this seventh chapter we concentrate on Press Releases.

Why write a press release?

The reason for writing a press release is to get noticed. Writing press releases are as important a part of what people refer to as the ‘marketing mix’ as any other marketing discipline or activity. They are a really important way of telling people about your company, what you are doing, what you believe in – they are a way of engaging customers without talking only about product.

When a press release is optimized for keyword phrases that get reviewed by major search engines, they can also help you with your website performance.

Before You Write a Word

Keep in mind that an editor isn’t interested in helping you make money or in driving visitors to your site. He’s looking for a story that will be interesting to his readers. An editor doesn’t care so  much about your great product range, super customer service and commitment to quality; these can be key ingredients in a story of course, but the main thing is, is it interesting?

Headline – Hook or Kiss of Death?

Often the editor reading your press release will decide whether to continue reading by the headline alone. If it’s published, the same will be true of the audience of the publication, so it’s vital that you get this bit right. Your headline needs to be interesting and compelling. You need to grab the reader’s attention and make them want to read more. Remember AIDA? It applies here just as much as anywhere else.

Sub Heading

In order to get a short and punchy headline you might need to give more detail to let the reader know what it’s going to be about. You can do this with a sub-heading.

Lead Paragraph

The lead paragraph includes all the detail letting the reader know what’s to follow.

Body

The body speaks for itself but should be informative and interesting not self-promoting and boring.

Call to Action

At the end, tell them a bit about who you are and what you do.

‘Battlefield Bespoke was founded in 1266 by Arthur Slugger (“The Mace-Maker with the Pacemaker”), to provide elderly Knights with a wide choice of comfortable hand-made battle armour and weaponry. Arthur is frequently found at national and international tournaments and gives a cracking interview. If you’d like to schedule an interview with him call on 0161-xxx-xxxx or e-mail Arthur@ChainMailOrder.com.’

Remember the Golden Rule!

It’s important to stress over and over, that you should never send press releases to the media which amount to no more than an advertisement. The editors see right through these and bin them. It’s not their job to advertise your product or website, that’s why they have an ad department. If it’s not news or interesting, it’s of no value to them.