Home Business Tips

Promoting the Home Business with a Press Release

A press release is a great way to promote the new home business. It does not take a lot of sophisticated equipment. It does not need talents and scripts. And it does not entail expenses amounting to hundreds of dollars. The media will always welcome press releases especially if these are about business trends or unusual products.

Before creating a press release, the entrepreneur must know what characteristics of a press release are preferred by journalists. Here are some suggestions on making an attractive and effective press release.

1. Make the press release catch the attention of the editor so that it will be published. The editor of a newspaper receives several press releases in a day. To have a certain press release chosen, these must be present:
   • A magnified tension and suspense between the new home business and its competitors. The media navigates towards clashes and strife.
   • A headline and a first sentence that seizes the attention of the reader. “The Newest Soul-Stirring Café Opens Today” is certainly better than “Business Man X Opens a New Café”, unless the name of the businessman is already famous.
   • First paragraphs that contain vital information. The first paragraphs must immediately tell the reader what the press release is all about. There must be no confusion at all about the contents of a press release.
2. The press release should attract customers. The main goals of the press release are to promote the home business and to advertise the new products. To accomplish these goals, the entrepreneur must do the following:
   • Show that the business is unique from its competitors. The uniqueness of the home business gives what businessmen call the “competitive edge”.
   • Utilize active and exciting words. The imagination of the reader must be stirred. Thus, the press release should not be made of pale and anemic words.
   • Focus on the benefits that the reader will get if he patronizes the new home business or its products. In the interest of advertising, never point out possible disadvantages.
   • State in detail the advantages. Detailed descriptions will definitely convince a reader to become your client.
   • Do not sell. The press release is a promotion but it should not become a sales pitch. A sales pitch gets junked by the editor.
3. Keep in mind some writing technicalities. A press release must sound professionally made. Even though the entrepreneur does not have intensive writing experience, he can write a good press release if he remembers to do these things:
   • Include in the press release the contact information of the home business. This should include the name of the entrepreneur, the telephone number, the fax number, the email address, and the website’s URL.
   • Forget the technical words. Instead of using “calciferol”, write “vitamin D”. The press release is meant to send a message and not to impress the reader about the vocabulary of the writer.
   • Keep the press release within two pages. If it is more than two pages, the busy reader will ignore the press release.
   • Proofread the press release. A wrong spelling and a bad grammar can be disastrous for the home business.

Small/Home Business Tips, Marketing & Advertising 2006-05-09 Home Business Tips