By Sarah McInerney Many business owners think the only way to promote their services is to advertise. But advertising can be expensive and sometimes even a complete waste of money. There are more effective ways to promote your business using the press, so let's get started with three of them. Articles Whatever your business, whether it's an insurance company, a fashion outlet, a firm of accountants, a fishmonger or a hairdresser, there is something you know that other people want to know. You are an expert in your field - be proud! In every town in every county there are dozens of magazines, newspapers and newsletters being published every week or month. And they need you to help them fill their pages. How about a monthly hair care advice column from the local salon owner? Or a financial advice feature from the accountants firm? Or even a 'fish dish of the week' feature from the fishmonger? The world is your oyster (or bass or lobster!). You have probably already seen these features in your local press. But you probably wondered how they got there. Well it's easy - ask! If you're ready prepared with a small library of articles that are well-written, aimed at the right audience, and about the right length, then chances are you will be accepted. This type of business promotion is one of the most effective I know. You are not paying for advertising space, and you are seen as a trusted and respected community business, able to give advice. At the end of your article you will be allowed to include your contact details, but of course, your article must be factual and cannot contain any - not a stitch - of advertising jargon. If it does, the publication will just get their advertising sales person to give you a call! News items Let's talk about 'press releases'. Something important is happening in your business and you want to tell the press about it. You want them to run you a story and maybe even send a photographer down. Well, the news is, they are only going to do this if you have something really newsworthy to report. So you have? Well that's great. Now you have got to get that across to the News Editor and hope he agrees with you. Why should they run your story? Your press release has got a lot of work to do. It has to be concise; it should get your message across in the first two lines; it needs to convince the news editor it's a story worth running; and it must be well written and topped and tailed with a proper title and clear contact details. Give-aways If you give you usually expect to receive. And in the case of press give-aways, you will certainly receive sack loads of replies! Promoting products through give-aways works! This is how: you offer to give away one of your products or services to an agreed number of readers. For the larger national titles, you usually have to give away a certain amount in retail value. But for the local press you can usually negotiate. In return the publication will run a feature on your product, include a photo and your contact details, and provide readers with an address to send their postcards to if they'd like to be in with a chance of winning. Sometimes the publication will offer to handle the responses for you or you may wish to have them all sent to you. Tip: you want all of the responses, not just the winners. These are very valuable to you! So you have your winners, and now you are ready to send them their free products. But you're not just going to send them their freebie are you? No! You are going to take this opportunity to promote your sales even more! Send them your brochure and money-off or discount vouchers for their next purchase, and you'll have them hooked. Next, let's talk about the runners-up. They didn't win, but they didn't lose either, because you're going to send them a discount voucher! Clever? Just wait until you see the responses you get! A Clear Message If you are not sure about writing your own articles or press releases, or dealing with the press, then you can seek the services of a freelance copy writer or press relations specialist. These people offer expert assistance and some specialise in dealing with small to medium sized businesses. They will be fully knowledgeable about writing for specific types of media and industries and their material will be trusted and accepted by the press. They will also have a substantial bank of useful contacts that will offer a priceless advantage to you. Whatever you submit to the press must be well written, to the point, have a clear message, and be in the correct style for the publication and of the correct length. It is no good sending an article about hairdressing to a business magazine! The message I must make clear is, this type of marketing is highly beneficial for any business, so use it wisely, and if you are not 100% confident that you can provide quality writing to the press, then find an expert who can! Sarah McInerney (Sarah Mac) is an experienced copy writer with a passion for well written, compelling work. Sarah is happy to take on any writing project: she has already written for a range of markets: travel; legal; engineering; hair care; beauty & natural remedies. For details on how Sarah Mac can help your business grab an audience with fully researched, inspirational writing for print, web and press, visit http://www.wordsbysarahmac.co.uk Words by Sarah Mac: Let good writing speak volumes about your business. Article Source: http://EzineArticles.com/?expert=Sarah_McInerney http://EzineArticles.com/?Promote-your-Business-with-Good-Writing:-The-Press-Needs-You&id=367899 phentermine online no rx
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