[Case Study] Getting Featured on Websites with Over 250,000 Viewers

Getting your business featured on a website with over a quarter of a million daily visits can be pretty exciting.

It still makes me smile, and I’ve been doing this for years!

But the trick to this kind of publicity is actually surprisingly simple. Today, I’m going to tell you how we managed this feat just last week.

1. Use a clean, straightforward press release.

Making an explosive press release may seem like a good idea, but editors don’t have time to read between the lines and dig deep for the story.

So when our client sent us his book, we kept it simple. A short, well worded press release was all it took to convey the message.

And it worked.

2. Take the time to email people personally.

Sending out your press release to every possible email address might seem like a good idea, but personalized communication still works best.

After all, no writer on Earth is going to get angry when you compliment them for the great article they wrote last week–so if that article is related to your press release, mention it!

Simply affirming their good work can be all it takes to build a lasting relationship that develops new stories for you and your business.

Just make sure you’re being honest and personal. Saying “your article last week was great,” isn’t going to fool anyone.

3. Mass distribution is ineffective (on its own).

I hate mass distribution for press releases–or at least how people use them.

You can’t simply post a press release on a few hundred websites and expect people to care.

But by using mass distribution in addition to your personalized messages, you can add credence to your press release.

It also boosts your SEO efforts, which is huge in the internet age.

4. Don’t be afraid to follow up.

Sending a followup email can seem bothersome, but there are ways to do this without becoming a nuisance.

Just make sure that when you follow up, you don’t repeat yourself.

Instead, here’s what you should do:

  • Offer a new angle for the story.
  • Create more value by offering something new.

By suggesting new spins on the story, you make the writer’s job easier–and who doesn’t love that?

Plus, you can create more value by offering a discount on your product or sending a free sample to the publication you’re targeting.

These 4 simple steps have got our clients on some pretty popular websites, and they can work for you, too!

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The Real Purpose of a Press Release [Hint: It Has Nothing to Do with Your Company]

When people write a press release, they usually make one subtle mistake–a mistake that ruins their chances of success before they ever send the press release out.

They think the purpose of the press release is to spread the word about a business.

Of course, that’s the ultimate goal: to get coverage. But the real purpose, at least for the editor who reads it, has nothing to do with your company.

The real purpose is to make life easier for the editors and writers you contact.

Editors look at hundreds of press releases every single day.

Just let that sink in for a minute. Imagine reading 200 press release headlines every day. It takes hours and hours to go through all of them, and the most an editor can hope for is that a few of them make for an interesting story.

If it’s not instantly clear how the writers could drum up a story with your press release, the editor will most likely pass on it.

But if you can create a press release that presents a clear, interesting story right off the bat, then you make life easier for the editor.

And that’s how you get coverage for your business.