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Getting Thru To Your Soul
MONTHLY E-MAIL
NEWSLETTER, FEBRUARY 2001
ATTACHMENT
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FREE ADVERTISING THAT WORKS
By Katherine Zimmerman
The following article is an excerpt from Katherine
Zimmerman's book "The Business of Hypnotherapy: Establishing and
Maintaining a Successful Practice." Katherine is a Certified Hypnotherapist, Reiki Master, and Workshop Facilitator. You can find more
information about her and her work at http://www.trancetime.com
The most valuable advertising that I have used over the years is free! Making
use of a press release will give you additional exposure at no cost. People
actually pay more attention to editorial copy than they do to a display
advertisement. For example, when a press release about my latest class is
printed, enrollment often doubles. The information below will help you to get
started. Excerpt from The Business of Hypnotherapy:
Preparing a Press Release
Do not feel that you must be an accomplished writer to write publicity. It is
up to the reporter or editor to revise your copy as is necessary for good
newspaper style; your task is to organize your information so that it is easy to
read and understand.
The press release that will most quickly and favorably catch an editor's eye
includes the following.
Type neatly with double or triple spacing on one side of a single page of
clean, letter-sized paper. I always print press releases on my letterhead.
Do not use all capital letters. It is often difficult to know how to
"translate" all caps later into a standard form when you may need
capitalization for proper nouns.
The lead paragraph clearly states the facts of the story. WHO are the
important people involved with the event; WHAT is going on; WHEN it takes place,
with specific reference to dates and times, including reservation dates if
appropriate; WHERE the event will happen, with a specific address (and sometimes
a reference point such as "one block south of US 50 and Sunrise
Boulevard;"
WHY the story is being written at this time may be added to another section.
For example, the guest speaker is in town to receive an achievement award. This
will give you a bit of a "news hook" for readers and editors.
If you are advertising a workshop, include the cost in your press material.
If there is a reservation deadline, put it at the top of the story, not the
bottom where it may be overlooked by a hurried editor.
In a news release that gladdens the heart of an editor, all the words will be
spelled correctly, but especially the names. A small check in pencil above a
name with an unusual spelling will tell the editor the spelling has been checked
out and is correct.
News writers usually will not take news releases over the phone. The danger
of misunderstanding the spelling of names or other information is just too
great. The other reason, of course, is that except in unusual circumstances,
reporters simply do not have time to take information that way.
Newspaper style used by many papers dictates that Mr., Mrs., or Ms. are not
used with a name. The subject is Sally Jones (not Mrs. Fred Jones) in the first
reference and Jones after that.
Do not assume that an editor knows what initials stand for. Spell out the
name of your organization or association, at least in the first reference. Put
your name and daytime phone number in the upper right-hand corner or run the
release on your letterhead. The editor may wish to call you for further details.
Make sure all times and places are correctly and completely stated.
Call your newspaper to find out the amount of advance notice needed to get
your information in print. If possible, learn the name of the calendar editor so
you can make personal contact. Remember, they may not print everything you send,
but everything they print is free!
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