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Business Growth Through Strategic Merger and Acquisition
Successful growing companies usually grow through a combination of organic growth and strategic acquisitions. For purposes of this article, a strategic acquisition is defined as an acquisition where the result of the combination is far greater than...
Can someone step into your job or role and function effectively?
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Internal Prisons: The Thief of Productivity in our Workforce
INTERNAL PRISONS: THE THEFT OF PRODUCTIVITY As a professional speaker, one of my biggest challenges is to grab the attention of my audience within the first few minutes of the presentation- grab them by the throat if you will. I do this by coming...
The Case Of The Spooky Tenant
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Get Free Publicity by Pushing the Media's "Hot Buttons"

Early in my TV career, a consultant from the Magid Company, the people who practically invented TV news research, told me something that helped me enormously through the years.

'There are no dull stories,' she said. 'Just dull approaches to interesting stories.'

It's true. And it's critical to remember if you want to get
free publicity from any working journalist in any medium.

All journalists want information that's 'newsworthy.' But just how do you 'make' a story newsworthy?

Here's an example.

One of my customers, James Wilson, recently sent me a draft
of a press release he'd written and asked me to critique it
for him.

He was hoping to generate some media interest in a
report he'd authored about writing copy for newspaper ads.

He said he wanted to strengthen the lead sentence in the
body of the copy, which read something like:

'Newspaper ads can be a powerful and productive part of
anyone's marketing campaign...'

That's definitely true, I pointed out...but it has ALWAYS
been true. An editor would be likely to ask, 'What's new
about that?'

Reporters, producers and editors are always looking for
'news value' in a press release. To get a positive
response, your release has to say 'I've got news
for you!'

So I suggested a slightly different approach.

Here's the revision I sent back to him:

(Headline) It all 'Ads' Up--Newspaper Classifieds Are Back

(Subheadline) Whether you're selling jewelry or jalopies,
classifieds are a potent promotional vehicle for small
business -- but only if they've got the 'write stuff.'

(Body) In the dash to board what looked like the 'new
economy' gravy train a few years ago, millions of business
owners switched advertising dollars away from


traditional
ads in newspapers.

'A lot of them now wish they hadn't,' according to business
expert James Wilson.

'While many internet advertising initiatives never delivered
on expectations,' Wilson adds, 'the old tried-and-true
newspaper ad still seems to provide a good return on
investment.'

'But,' he continues, 'You've got to make sure the ad is well
written. Advertising budgets have become so stretched, you
can't afford sloppy copy that doesn't get the results you
need.' (end of revised release)

Now the copy is hitting a news 'hot button.'

'Hot buttons' are certain universal themes, story lines,
hooks, tie-ins and angles that make something 'newsworthy.'

There are dozens of them. Controversy, record-breakers,
milestones, celebrities, human interest stories, scandal,
conspiracy, government malfeasance, etc.

I call the hot button in this particular case 'myth-
busting.'

Myth-busting occurs when evidence surfaces disputing
conventional wisdom or accepted patterns of thought.

What's the myth in this case?

The idea that the internet is going to make newspaper ads
obsolete.

The report James wrote 'busts' that myth.

Editors, reporters, and producers love to bust myths. It's
a big hot button.

So when you're composing a release, remember--you have to
find a way to connect your release to a hot button.

Without it...your press release will never 'make the news.'

Instead, it will become 'history.'


About the Author

During his 31 year broadcasting career, George's
TV Reports have appeared on ABC, NBC, CBS, ESPN
George offers a free 7-day mini course to
anyone who subscribes to his free weekly ezine,
Register at http://www.publicitygoldmine.com/ea

 

Finance - Leases-Leasing Ezine Articles
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ezinearticles.com
 
Finance: Leases Leasing Articles from EzineArticles.com
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ezinearticles.com
 
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Leases Leasing - Money & Finance Articles. Money & Finance | Accounting & Payroll | Bankruptcy | Business & Loans | Credit Tips | Currency-Trading ...
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Finance » Leases Leasing » Absolute Article Directory
Absolute Article Directory: Finance, Leases Leasing.
www.absolutearticle.com
 
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By David Springer | On January 29, 2006 | In Leases-Leasing | Rated. Short on cash, but need equipment? Consider leasing what you need. ...
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Leases Leasing
You are here: Article Directory arrow Article Directory arrow Finance arrow Leases Leasing ... Leases Leasing. Articles ...
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Long Term Car Rental Italy Auto Rentals Leases Leasing Rome Milan ...
Long Term Car Rental Italy Auto Rentals Leases Leasing Rome Milan Florence One Way Paris London Frankfurt Madrid Lisbon.
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europe car rental leases leasing one way rentals long term renault ...
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New Car Broker Australia. Private Fleet sales discounts on your new car purchase, no haggle, no hassle saving $1000s off all new and used cars for private ...
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Projector Leases, Leasing Companies for LCD, DLP, LCOS projectors
Projector leasing programs and services. Choose a company.
www.projectorcentral.com
 
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Category... leases-leasing. Results 1 - 3 of 3. Search took 0.01 seconds. Page 1 of 1. Buy or Lease: Which Automobile Transaction is Better? ...
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John Dellagnese & Associates: offices, officespace, lease, leases ...
It takes two companies to bring you the premier Corporate Property Development group in Northeast Ohio: the talents of John Dellagnese and Associates ...
www.dellagnese.com
 
John Dellagnese & Associates: offices, officespace, lease, leases ...
Welcome to our Tenant Login Page. * Forgot your password or haven't received one yet? Email us tinah@dellagnese.com or call 330-668-4000 and we will reply ...
www.dellagnese.com
 
The-Arts-Magazine.com - Leases-Leasing
Home arrow Article Links arrow Finance arrow Leases-Leasing. Main Menu ... Mosets Tree. Leases-Leasing. Listings. There are 0 listings in this category.
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OmegaMotors.com - Your Money - Leases - Leasing Overview
Blue Book retail & trade-in value reports on used vehicles. Kelley features prices on used cars, trucks, street and dirt bikes, ATVs, scooters, ...
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Sunday, 03 December 2006, Home arrow Article Resources arrow Finance arrow Leases-Leasing ... Mosets Tree. Leases-Leasing ...
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