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How do you measure the value of a press release?

Dan JanalWhen people ask “What can I expect from a press release?” I show them many ways a press release can help them get publicity, prospects, sales, or build their credibility.
 
These questions might help you focus on what’s important – and ROI measurement that you hadn’t considered.
 
·      Did your press release help you build your brand?
·      Did your press release lead to more visitors to your website?
·      Did your press release create buzz for your product?
·      Did your press release help you close a deal?
·      Did your press release shorten the sales cycle?
·      Did your press release remind prospects about your services?
·      Did your press release inform new prospects about your business?
·      Did your press release help your sales staff get motivated?
·      Did your press release lead to additional media opportunities?
·      Did your press release help establish you as a thought leader?
·      Did your press release help your site improve its ranking on Google? As you can see, there are many different ways to benefit from a press release. Some are monetary. Some are ego. Some are branding.
 
I can help you get the publicity to build the visibility and credibility that can build client relationships and make sales more easily.
 
Check us out at http://www.PressReleaseSender.com 
 
You want to make sure you are getting a return on your investment. But are you asking the right questions?
 

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Publicity Consultant Dan Janal Shares Press Release Secrets on Publishing Profits Podcast Show

pub profits podcast logoI’m a guest on today’s Publishing Profits Podcast Show. Here’s what they wrote to promote it:

Dan Janal shares brilliant insights into how press releases work, how to use them for maximum effect, and some new and exciting ways to get publicity and exposure for yourself and your book. If you’re interested in media exposure and publicity, grab your pen, start listening and take notes!

To view in your browser or download: http://tinyurl.com/n6xobsw
 
To view in iTunes: http://tinyurl.com/mjlfhs2

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Press Releases with Pictures Are Worth 1,000 Words

Dan Janal

Dan Janal     Publicity Strategist

Everyone knows a picture is worth 1,000 words. But many people don’t include pictures with press releases. That’s a shame because every report I’ve read recently shows that reporters – and readers – view press releases with pictures more often than press releases without pictures.

Here are several reasons to include pictures with your press releases.

1.     Editors need a visual element on their web pages. They must use art to make their web pages or print pages look more appealing. A mass of black and white type is boring. They need a picture to spice up the page! If your press release has a picture, it might get printed just because it has a picture and the competitor’s press release didn’t have a picture.
2.     Pictures make a story come alive. Even a typical mug shot or a company logo will stand out from a sea of press releases that are all black and white type. Remember the saying, “In the land of the blind, the one-eyed man is king.”
3.     Google indexes pictures, so you might get more visibility and traffic when someone searches for your keyword. You could stand out because you have a picture and no one else does.

You should have pictures available your website so the media can download and print them.

Now you can add up to two pictures to press releases that are distributed to the media via PR Newswire. That means you can include your company logo, your book cover or add your smiling face to grab attention from reporters and prospects.

Prices are affordable. The first picture is only $15. Add a second picture for $10 more.

To order, go to http://www.PressReleaseSender.com or call 952-380-9844

You can’t not look at a picture! Once it enters your field of vision, you’ve seen it. Everyone looks at pictures.

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Publicity expert Dan Janal appears on “The Real Deal with Jason Silverman”

My interview on “The Real Deal with Jason Silverman” is now live!  I shared lots of great advice on how to get publicity.  You can find the interview on Jason’s website Jreal deal.

The name of this show is:
How to Write and Use an Effective Press Release with PR Expert and Internet Marketing SuperStar Dan Janal

You can listen via Itunes and subscribe to Jason’s podcast here.

I’m available for selected teleseminars, webinars and personal appearances and speeches. Email me if you’d like to discuss this.

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How to get your press release noticed: Write for the small screen

A prospect asked me to look at his blog and see if his post would make for a good press release.

I turned on my iPhone, went to his mobile site and quickly found the post. It was well written, but it seemed to take forever to get to the point – and I told him so. I agreed to rewrite it so the key points would be higher.

When I sat down to do the work, I copied the post into Word and was shocked at what I saw.

1.     He made his point quickly.
2.     The post was only 364 words.
3.     It looked and read fine.
What was the difference?

The first read was on a small iPhone. The second read was on a regular laptop with a 12-inch screen.

Perceptions shape reality.

For an iPhone, the post was long. I scrolled and scrolled to read it all. But on a normal screen, it was fine. No scrolling.

He also included a large piece of artwork in the middle of the post. That might have led me to think the post was longer than it actually was.

I think this point can’t be made too strongly: People’s attention spans on small, mobile devices will be less than on a larger screen. Therefore, you have to write for the screen you think your target audience will read.

In today’s world of short messages and shorter attention spans, I don’t think you can write short enough.

I’ll stop here before I lose you.

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How Do You Measure the Value of a Press Release?

Setting realistic goals and expectations should be one of the first things any service provider does with a client.

So, when people ask me how did their press release do? Or “What can I expect from a press release?” I show them numerous ways a press release can help them get publicity or prospects, or sales, or build their credibility. Each company has its own reasons for getting publicity. These questions might help you focus on what’s important – and ROI measurement that you hadn’t considered.

  • Did your press release create new, credibility for you?
  • Did your press release help you build your brand?
  • Did your press release lead to more visitors to your website?
  • Did your press release create buzz for your product?
  • Did your press release help you close a deal?
  • Did your press release shorten the sales cycle?
  • Did your press release remind prospects about your services?
  • Did your press release inform new prospects about your business?
  • Did your press release get people to talk about you?
  • Did your press release get your vendors more excited to promote your books and products?
  • Did your press release help your sales staff get motivated?
  • Did your press release lead to other business opportunities, like inbound sales leads?
  • Did your press release lead to additional media opportunities?
  • Did your press release establish you as a thought leader?
  • Did your press release get indexed on Google?
  • Did your press release help your site improve its ranking on Google?

As you can see, there are many different ways to benefit from a press release. Some are monetary. Some are ego. Some are branding. The real benefit comes when the outcome matches your original goal. When you get set on your goal (no lying or fooling yourself), then you can judge the results clearly.

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SEO Publicity Strategist Dan Janal Asks “Is Your Press Release Kosher?”

Dan Janal

Dan Janal

Google announced new requirements for press releases a few days ago. It’s taken a few days for the SEO community to wrap their arms around the newest rules and regulations. I wanted to boil it down so you know what to do and what not to do. I’ll spare you the arcane minutiae and webmastering tools you don’t need to know.

1.     Google doesn’t like when people try to stuff keywords into press releases. They didn’t like that for articles and now they are clamping down on press releases. That’s good for the people who search Google, which, ultimately, is good for you.
2.     Google doesn’t mind when you put “anchor text” (keywords and links to your site) but they want you to use the “nofollow” tag in the code so they don’t follow the link. In other words, the link has no value for SEO. This is important because links are good things. You can to take readers from the press release to a certain page on your website for more info, such as your speaking page, or your consulting page, or your product page. You can also use links to take people to your Amazon page. It’s all good. Just follow the new rules and you’ll be safe
This is actually good news, especially for my clients. Here’s why.

1.     It completely throws all the lower-tier, all-you-can-eat press release distribution services under the bus. They weren’t good to start with. Now they are totally worthless. Avoid them at all costs. They existed only to play games with Google. That game doesn’t exist anymore. Google took away their reason for existing.

2.     It gives greater value to honest, reputable press release distribution services that offer a great blend of branding, distribution and publication. In other words; pick a winner and ride that horse forever. Obviously, I want you to choose PR LEADS’ Guaranteed Press Release service at www.PressReleaseSender.com.

3.     Our press release distributor, PR Newswire, has been using the “nofollow” tag in all our press releases for years. That means all my clients’ press releases are in compliance with Google’s policies. If you used another service without the “nofollow” tag, I don’t know how Google will treat those older press releases. Ask them. It might not be pretty. You might have to revise all the press releases on your website for starters. And then you have to “disavow” (Google’s term) the links from press releases from other sites that printed your press release. That’s what happens when you go cheap. You pay a price later.

Which only goes to show, that if you work with a reputable company upfront, you are safe. If you want your press releases to be safe, work with us. We don’t cut corners and we don’t try to play fast and loose with the rules.

And, in case you are wondering, our clients are still getting great results by being published on more than 100 bona fide media websites and being listed on Google searches!

Isn’t it time you started doing press releases the right way? Call us at 952-380-9844 to get started. Or check us out at http://www.PressReleaseSender.com

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How Is a Press Release Like a Pizza?

Dan Janal

Dan Janal

While I was at my favorite pizza parlor, I noticed that to make a great pizza, you need three ingredients:
Great crust.
Great toppings.
Great sauce.

I realized the same is true with a great press release that gets results. You need:
Great content.
Great keywords.
Great distribution.

I’ve noticed that the press releases I write and edit for my clients contain all three ingredients. I’ve tested other services and other techniques over the past three years to know what works and what doesn’t. Last year, I wrote or edited nearly 500 press releases (woo hoo!) and I’ve seen what works and what doesn’t. Here’s what I learned.
Here’s my secret recipe.

1.     Great content. You need a news angle to get very good pick. You can get good pickup if you have news that people can use, like tips. You can get adequate pickup if you talk about yourself and have no benefits for readers – in other words, a vanity press release. You get rotten pickup if you talk about politics or sex.
2.     Great keywords. You need to find the right keywords that people are searching for. You need to put them in the right place in the headline, subhead and press release. If you do it wrong, you’re wasting your time.
3.     Great distribution sources. I can use any service I want to. And I want to use PR Newswire. They have the best pickup from major media and the best placement on Google. Other services claim to offer the same benefits – especially the free services and unlimited distribution services – but I’ve seen the results of hundreds of clients and I have to stick with PR Newswire. Fortunately, I buy in bulk and get a deep discount, which I pass along to my clients so they get great service for a fraction of the retail price.
So there you have it. Three simple steps to getting your press release printed on more than 100 media websites (not junky spam sites), indexed on Google in key positions where it can build your visibility and credibility. Skip any step at your peril.

If you’d like my help in turning your press release into a winner, call 952-380-9844 or go to www.PressReleaseSender.com.

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Free Publicity Tactics: Building Trust with Your Customers with Case Studies

Press Release
Strategy Expert
Dan Janal

Nearly every public relations campaign can be improved by using a case study.
A case study is a publicity tactic that shows how one or more of your clients have used your product or service and benefited from it.

Prospects love to be convinced by reading case studies because people love to read stories. A case study is simply a business story.

Like all stories, this free publicity strategy has a format you can easily follow.
1.     Client has a problem. Describe it as visually and emotionally as you can.

2.     Client tried various solutions but none worked. Describe in a little bit of detail. After all you can’t learn from something that didn’t work, so don’t dwell on it.

3.     Client heard about your product or service. Explain how, briefly, i.e. a friend told him about the product, or she read about it in a magazine.

4.     Client tried your service and got great results. Describe in lots of detail and with as many numbers as you can how the client benefited, i.e. web traffic increased by 20 percent, or sales increased by 10 percent.

5.     Show them what to do next. How can they contact you? Put in your phone number, website, email address and other contact points, including social media.

That’s it!

It couldn’t be any easier.

If you’d like to see samples, search Google for “case studies” in your industry. You are bound to find many examples to model.

Be sure to use current examples. Nothing looks worse than seeing old material. People will wonder if you’ve done anything noteworthy in a long time!
You can also send case studies to the media in your press releases. You can learn to do that at http://www.PressReleaseSender.com.

 

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Why You Should Convert Your Articles into Press Releases

Many people who want to get free publicity with press releases don’t do so because they think they don’t have anything to say. However, if you’ve been cranking out articles, you probably don’t realize you are sitting on a gold mine of content. That’s because you can rewrite your articles into press releases.

If this sounds like you, read on to discover one of the most underutilized publicity tactics for small businesses.

Hear are five reasons you should turn articles into press releases.
1.     People want to read what’s interesting. Your articles have tips, information and opinions that people would consider well-worth reading.
2.     Those press releases help build your brand and trust with existing customers.
3.     Those press releases help attract new prospects to your brand and website.
4.     Reporters could jump on the idea and interview you for a new article.
5.     Search engines could index that article so you are found by more prospects who search for that information.

Some people might be asking, “I thought press releases were all about what is new.” That is true – to a degree. Press releases are written to promote what is new at a company – such as new products, new promotions and new contracts.

But feature press releases and “soft stories” have been a hallmark of press release writing from nearly the beginning of public relations as an art, science, business and craft.

If you aren’t rewriting your articles into press releases, you are missing a valuable way to gain attention from the media, prospects and search engines.

If you’d like to have us help you convert your articles into press releases so you can get free publicity, email us at dan@prleads.com or call 952-380-1554.

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