I was discussing a new ad national ad campaign by a major advertiser and we were all well aware of the creative concept, but could not remember the company. Lesson: don’t get too clever – it’s best to blend in your brand identity with your creative.
Digital advertisers sometimes suffer from ad paralysis. Unlike billboards or even print ads, you don’t need to stick with the same ad all month, or even all week. You can change your ad as frequently as you like, but test each concept to see which pulls best.
Media usually writes about the news. For best PR results, write your media release to tie in with current newsy themes and relate them to your company or product.
A press release should be written concisely for the purpose of sketching out a story idea to a writer or editor. Many companies write releases as the story itself, agonizing over language and details when, most of the time, the writer is going to ignore the release and write the story from scratch.
In press releases, don’t just tell facts communicate the news story. For example, instead of “Company x introduces a new valve”, write “New valve threatens to disrupt the entire plumbing industry.” Note the difference.
Don’t just stop with writing a press release, repurpose the same information as a LinkedIn Group article, company blog post, one sheet, email to customers and more
The psychological theory of reciprocity suggests a powerful urge to reciprocate when someone receives something. Online, provide content or a white paper, for example, and help people become grateful and more likely to give you something…an order.
A press release is not a story to be published. It is a pitch to a writer or editor to motivate them to write the story. Write it to give them the idea about writing the story and keep it brief. It’s not the story.
Low tech idea – the power of the handwritten thank you note. Nothing enhances your personal brand and top of mind awareness like the handwritten note. Virtually no one does it which is why it stands out and makes you stand out.
Health Care Protection Tips and Ideas for Employers and Individuals
. . . . . . . . . . . . . . . . . . . . . Cogitations, Ruminations & Recommendations . . . . . . . . . . . . . . . . . . . . . From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
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