PRESS - STEP-BY-STEP SECRETS TO STARTING AN E-COMMERCE STORE

39. Press
 
Appearing in the Press is a good way to start to build trust with your audience.
 
When writing a press release:

• Consider if the readership of the publication matches your target audience.
• Keep your press release simple. Keep it under 5 paragraphs.
• Check the submission requirements of each individual publication.
• Research the journalist or editor who would write about your specific type of product or service. Find their email address.
• Make your subject line descriptive and as specific as possible.
• Type your copy into the body of your email. Unless requested avoid attachments as emails carrying attachments are often deleted as they may carry viruses or are very large files.

 
Items to cover in a press release are:

• Basic description and information of your company and brand name, product or service. What is your product and what are the benefits of using it. Why is it unique. Where can people buy it. What is the price point.
• In the following 2 paragraphs describe the above in more detail and any launch dates.
• Include the low-resolution images of the products that you are suggesting at the bottom of your email along with the direct website links.
• Talk a bit about yourself, how you got started and where you see your business heading in the future.
• Include follow up information. Your contact details, website, phone number, email address and social media names.
• Aim your writing to the reader/audience you have in mind.
• Include easily searchable keywords.
• Make sure you have answered: WHO; WHAT; WHY; WHEN; WHERE and HOW.
• Proof read it before you send it.

 
Follow up:

• Call to let them know you have sent the email.
• Call again after 3 days to ask if they have any questions.
• Or a follow up email sent 10 days after the press release was sent.

 
Visuals:

• Check the format with the publication.
• They are often Hi-resolution photographs 300d.p.i and 2500px across. JPEG or PNG format.
• 100kb to 8Mb in size
• New formats are being included such as …

 

• Journalists are interested in a headshot; your creative workspace;
• you working on your product or service;
• Your ‘cut out’ product with a ghost on white background.
• And finally, your product in a setting. Lifestyle shots.

 
If you are featured send a thank-you note. Stay in touch by commenting on their social media.
 
When contacting the press

1. Use a PR agent – This can be expensive.
2. Press Release Distribution Service.  They work with media partners like Bloomberg and Yahoo. These services often limit you to a 400 - word limit with an extra charge for every extra word and images / video.

Some examples are:

1. Berkshire Hathaway’s Business Wire
2. PR Web
3. Marketwire
4. PR Newswire
5. B Wire
6. 1888PressRelease
7. Press Loft

 
Remember there are Different types of Press:

• National Titles
• Regional titles

 

• Long lead - often these have a 6-month planning time
• Short lead -
• national newspaper supplements
• Online
• Daily newspapers
• Weekly newspapers
• Free weekly magazine and newspaper Gift Guides