Press Release Secrets

When I first started my mail order business in the late 1980’s, I didn’t have much money to spend on advertising. In reading books on mail order marketing, I stumbled onto the concept of getting free publicity. For the next few years, I grew my business from nothing to six-figures using mostly free and low-cost publicity methods.

One of the stories I stumbled onto during my research into publicity methods was the story of Harold Moe. Harold Moe was an airline pilot who wrote a book entitled “How to Make Your Paycheck Last”. Now Harold didn’t have a pile of money to advertise his book, but he’d heard about free publicity. So he decided to write and send out a press release announcing the release of his book.

It’s a story that’s legendary among most marketers. Harold Moe spent one first-class stamp to mail his press release to Family Circle Magazine. Family Circle, impressed with his book, included a small write-up about Harold’s book with the price and ordering information. In the next 60 days, Harold Moe sold about $3.5 MILLION DOLLARS worth of his small book. And it only cost him ONE FIRST-CLASS STAMP!

Many people have created virtual fortunes with free and low-cost marketing methods, including press releases and publicity. Joe Sabah sold 23,750 copies of his book, "How to Get the Job You Really Want and Get Employers to Call YOU” – by speaking on over 650 radio stations! Paul Hartunian got on The Tonight Show (with Johnny Carson) when he sent out a press release that told of him selling the Brooklyn Bridge. (He was actually selling scrap lumber from the Brooklyn Bridge in small 1” x 1” squares). Paul Hartunian has gone on to sell a wide variety of products and services through free publicity.

Press Release Secret:
Give The Media What They Want!
To get free publicity, you have to give the media what they want, NOT what you want. Yes, you want to promote your product and make a ton of money. However, the media already has a department that will help you do that: The Advertising Department. To get free publicity, your product or service must appeal to THE NEWS DEPARTMENT! Your product or service must have a story wrapped around it. Does it illustrate a current fad? Is it an incredible new invention? 

Is it weird, unique, crazy, or odd? Is it wrapped up in a human-interest story? Think like a journalist and do some research to find the STORY inside your product or service. What would the viewers of a certain TV or radio station (or the readers of a magazine, newspaper, or Internet site) really want to know about? If you can give the media a story that they can publish, you’re likely to get free publicity.

For example, Paul Hartunian sold a book on how to find the love of your life. Before every Valentine’s Day, he would send out press releases to TV networks and newspapers. Within hours of faxing out his press release, he’d have interviews lined up, each wanting to feature him and help him promote his product. The media needs stories. They’re in a constant search for something new. If you can give them hot, fresh information, wrapped around your product, it’s likely you can get thousands of dollars in free publicity.