Home
>
Public Relations
>
How to Get $1000 worth of Advertising for $60

How to Get $1000 worth of Advertising for $60

?2004 Jeffrey Dobkin

Sixty dollars doesn't go a long way in buying advertising space. But if you spend it creatively, you can get over ten times that value in newspaper or magazine lineage. And it's easy if you know how. Here's how.

You're familiar with press releases, right? A press release is a single page of information about your product or service that is sent to a magazine or a newspaper. If selected to be published, it's printed as a short story and appears as if the magazine or newspaper wrote it. There is no charge for having your press release published by a magazine or newspaper.

So stick around - find out how you can have your press release published (and your chances are pretty good) even if you can't write worth a hockey puck.

There are certain criteria for having your press release published, no matter who writes it. First, it can't sound like an ad for your product or service. Nope, no adjectives. If it sounds like an ad, it'll be tossed out. While most editors will make minor corrections so a press release will fit their editorial style, few to none will rewrite your release just to get it in. Editors get their choice of press releases every day, and the ones that catch their eye for publishing are the ones closest to their exact needs - requiring the least amount of editing and rewriting. Most editors know a good thing when they see it.

Second, your press release must conform to the standard layout style of press releases. This tells the editor that you know what you're doing in media relations and shows your everyday business practices follow suit. So when your release is published, editors will be comfortable with the knowledge their readers will get good literature and - if they order - a good product. They can assume their readers will deal with a professional company on a professional level. If your press release lands on their desk with lots of typos and misspellings, it'll land in the trash next.

Correct layout style means a big header stating "Press Release" at the top, followed by a contact name and phone number so editors can call for more information. Next it needs a kill date after which the press release shouldn't run. If there is no kill date, state "No kill date" so it doesn't look like you forgot it. Also, don't forget to include a 5" x 7" black-and-white photo for increased interest, better readership, and more credibility.

The headline of your release is centered and in bold. Write your headline with care; it's this line that will make or break your release. If it's a great headline, people will read it - and the rest of the release. If it's a poor headline, people will read it - and the other articles in the magazine. It's your choice. My recommendation? The Jeff Dobkin 100 to 1 rule: Write 100 headlines, then go back and pick your very best one.

The body of the release follows. Double space, allowing an editor to easily make corrections between the lines. Leave room around the margins, too. Make it look easy to read, even if it isn't. Use short, descriptive sentences without fluff or excess verbiage. Use a pyramid style of writing - the most important parts in the first paragraph or two - because editors know to cut from the bottom.

Terse, concise writing just like a reporter from a newspaper would write works best. Holy smokes! Did I just say "just like a reporter from a newspaper would write"? What an idea!

How's this: suppose you aren't a strong writer, or you're too busy with other activities to write your own release. What do you do? Call the local newspaper and ask to speak with a reporter. Now, I don't know about your area, but newspaper reporters here in Philadelphia don't usually make all the money they'd like. When you get a reporter on the phone, ask if they know of any reporters who'd like an additional easy writing assignment and would consider writing a press release - for pay. Chances are better than good that the same reporter you're speaking with will go for the chance at easy money. If not, they'll recommend an associate on staff.

Go over your product information with the reporter, and add enough of a benefit summary so they can write a quality release. Ask them to recommend several different angles and what they think their very best pitch would be. Then ask what their hourly rate is (usually about $20/ hour). Your release should take about two to three hours of writing time, if that - and should cost around $60.

Now for the best part. Your reporter can submit your release to the editor for you. Think about it. The paper's own reporter writes a press release - in the newspaper's exact style of writing - and then hands it to the editor with his own personal recommendation. Nice package.

So without writing a stitch, you get the release written then handed over to the editor on a silver platter by a trusted staff member. Your chances of getting it published are? you guessed it. When it's printed, you just received $1,000 worth of advertising for $60. As promised.

###

Jeffrey Dobkin, www.dobkin.com author of the incredible 400-page marketing book, How To Market A Product for Under $500 ($29.95), He is also a speaker, and a direct mail copywriter. To order books or speak with Mr. Dobkin personally call 610/642-1000. Fax 610/642-6832. Satisfaction Always Guaranteed.

green cleaning service Park Ridge ..

In The News:

Your home address is easily accessible on people finder sites, putting you at risk for stalking and identity theft, but data removal services can help protect your personal information.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

Robot combat evolves at Unitree's Iron Fist King event as G1 robots face off in China, featuring knockouts, precise strikes and agile machines that can perform side flips.

Take control of your digital privacy with actionable tips like Facebook privacy checkup, location tracking management and data removal services to protect your personal information.

Smart TVs and streaming devices manufactured in China are being compromised by BadBox 2.0 malware before users even power them on; infections have been detected in 222 countries.

The lightweight, 15-pound Tenniix tennis robot mimics pro playing styles like Nadal and Federer, using AI trained on 8,000 hours of professional tennis data.

Oak Ridge's uranium enrichment facility supports America's AI ambitions amid concerns that China's aggressive nuclear reactor construction could give it an edge in powering data centers.

Facebook scam ads now leverage AI and deepfakes to create convincing celebrity endorsements, targeting specific demographics with sophisticated schemes.

Apple unveils iOS 26, macOS 26 Tahoe and iPadOS 26 with translucent Liquid Glass design at WWDC 2025, featuring ChatGPT integration as competitors advance rapidly.

The Atom Touch prosthetic arm combines an AI neural interface with EMG sensors, allowing amputees to control individual fingers with precision at an affordable $25,000.

Aspen officials aim to have crews on the scene within five minutes — something they say would be nearly impossible without precise location data the AI technology gives.

Tech expert Kurt “CyberGuy" Knutsson says iPads are usually secure, but hackers can access them. Spot warning signs early to protect your data.

Tech expert Kurt Knutsson reveals how to easily move photos and videos off your iPhone or Android to securely protect your favorite moments.

The Social Security Administration is launching digital SSN access this summer. Tech expert Kurt “CyberGuy" Knutsson helps you learn how to use it and protect your identity.

Glide underwater with CudaJet and make the ocean your playground. Kurt “CyberGuy" Knutsson discusses the redesigned tech that might be your next big thrilling adventure.

Protect yourself from login alert scams with five security steps, including avoiding suspicious links, checking account activity and enabling two-factor authentication

Skip the usual Father's Day gifts with personalized ideas for tech enthusiasts, home brewers, pool owners, seniors, outdoor lovers and privacy-conscious dads.

DMV text scam alert: Fraudsters impersonating motor vehicle departments nationwide are sending threatening messages about unpaid tickets and tolls to steal your information.

Fox News' AI Newsletter brings you the latest on this rapidly evolving technology.

E-BAR, MIT's mobile robot, provides physical support for seniors with handlebars that follow from behind, helping prevent falls while maintaining dignity for aging adults.

AI is changing everything – now, we can even use it to generate video. I tried OpenAI's Sora and Google's Veo – here's how they measure up against each other.

Five simple phone setting tweaks that make your device work harder for you, from automatic text message deletion to scheduled focus modes.

Android users can save time with 10 simple automations, including automatic battery saver mode, location-based Wi-Fi settings and scheduled "Do Not Disturb" mode.

Personal information from 364,000 people was compromised in a LexisNexis data breach that went undetected for months, highlighting privacy risks.

The Phantom 3500 jet features a windowless design that reduces drag and structural weak points, burning 50% less fuel than conventional business jets.

How to Get $1000 worth of Advertising for $60

Public Relations