3-3-1 ADVERTISING

Advertising can be very expensive. It should be used very cautiously and only when you know that a good percentage of the readers of a particular publication have a potential need for your services. Small ads in local newspapers, association newsletters and yellow pages can be among the most effective. Do not rush into advertising.

There are other, often less expensive ways of telling people about your services. One very effective way of getting your message published is by sending a press release. This should be addressed to the editor at all the publications you want to target. Remember two things about a press release (see the sample at the end of this section). First, the message needs to be applicable to the target audience or the editor will never select it. Second, you have no control over what is actually written in the resulting article, so you have to keep your fingers crossed about what the publication will print about your story, if anything.

Remember, always have a contact person on a press release. The Journalists will frequently want to talk to somebody before they write their story, but don't try and overload them with new information. Answer their questions, help them with facts or pictures, and be very conscious of their deadline. SAMPLE PRESS RELEASE

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