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“I challenge any marketer out there to show me an example of where you plugged in $349 which would be the cost of a new customer distribution and got in excess of $10 million. It's not really possible but with PR, there's a leverage opportunity especially when you go over a newswire. If you have something that's really engaging and really newsworthy it can really go far and wide.” - Mickie Kennedy
In the latest episode of the Marketing Boost Solutions Podcast, we have a special guest, Mickie Kennedy, founder of eReleases, who helps small businesses, authors, and startups increase their visibility and credibility through tier-1 press release distribution. We had an engaging discussion about press releases, their effectiveness, and how they can be leveraged to boost your business.
The Truth About Syndication Services
We talk about the effectiveness of syndication services for press releases. It's important to note that using syndication services does not guarantee customer acquisition or publication in major publications. The main benefit of these services is creating an "as seen on" section with logos. However, most of the places where the press releases are syndicated are not major publications. This was a shared sentiment, as we have tested and tried syndication services and found that the news outlets where the press releases are published are often small and not on their main websites.
Crafting a Winning Press Release
The conversation also tackled the art of writing a winning press release. The headline is crucial in drawing journalists' attention. The lead paragraph should highlight the newsworthy aspect and include a compelling quote that can be used to build a story. It's also advisable to include a boilerplate about the company or person releasing the press release and a media contact for journalists to reach out for clarification or questions.
The Middle Package for Press Releases
We also discussed the middle package available for press releases. Priced at $349, this package includes distribution up to 500 words through PR Newswire and appropriate email distribution. Writing services are available for an additional $300, but we encourage individuals to try writing the press release themselves.
Press releases need to be strategic and engaging for journalists, rather than just a sales pitch. Including elements such as use case studies and client quotes can create a story arc that journalists can work with. Journalists are gatekeepers and will only cover press releases that entertain, delight, or educate their audience.
Leveraging Press Releases for Credibility and Authority
Finally, we discussed the importance of creating credibility and authority through press releases and articles. Even if an article is not read by the local community, it can still be used as a bragging point and add to your credibility. Media attention, even if it doesn't directly link to your website, can still boost your SEO.
In conclusion, press releases are a powerful tool for businesses when used strategically. They can help build credibility, increase visibility, and even boost sales. So, whether you're a seasoned entrepreneur or just starting out, consider incorporating press releases into your marketing strategy. Find out more about Mickie and eReleases below: