You’ll be astonished at the questions you have to answer. Many of these questions are put together by a whole team of people. You may see the same questions asked in different sections, and wonder why. You may see questions that you don’t think are relevant to the project. In some cases, RFP’s are not well written. In some cases, RFP’s are written in a way for the requestor to flush out details about you, and learn why they should do business with you.

Here’s my checklist of important things to weigh in on when answering the RFP, and how to tell your audience you are a high-quality candidate to receive funding or for using as a vendor.  The RFP is the “yellow brick road” to your benefits, and unique offerings.

•       Understand the requestor, and what’s important to them.

Tip: Always take the time to understand your requestor, and what they value. Read their website, and dig out any relevant information you can.  Ask your staff to tell you anything they know they consider valuable.

•      Some questions may look intimidating and too difficult.

Tip: Show how responsive you can be, and how flexible you are. Tell them about your successes.

•     Follow the RFP structure.

Tip: You want to follow the structure exactly.  Create an outline that follows it to the letter, and tailor your response carefully to what they are asking. Answer everything they ask you.

•     Don’t let the size of the RFP scare you.

Tip: After you create the outline, write down in your outline where the answers will come from, and list what each section will contain.

•     Highlight your staff and the roles they play in the RFP project.

Tip: There’s nothing as good as showing off your staff and management in your RFP, by presenting their strengths, and demonstrating how they produce results for you. Have their resumes draw attention to relevant experience needed for the RFP.

•     Keep your competition in mind when answering the questions.

Tip: You may not know who your competition is.  Try to think of things to add to the RFP that highlight your uniqueness, and what makes your organization the best one to consider.

•     Include your relevant successes.

Tip: Some RFP’s actually ask for testimonials.  If you don’t have specific ones, explain your success stories with “This is the way we did it for . . . “.  Explain the problem, your solution, and the benefit you brought to your client that fits the RFP.

•     Value your subject matter experts.

Tip: There is nothing more important than your SME’s.  Collect information from them, write using their input, and ask them to review your copy before submitting. You don’t want to miss one thing of importance.

•     Answer the RFP, showing that you bring value to the project.

Tip: Write about the benefits (not just the features) that your organization brings to the table. Give meaningful examples to show your approach is thoughtful, and that your abilities will be able to match and, better yet, exceed the RFP requirements.

 •   Your executive summary is critical.

Tip: Write your executive summary at the end of the writing project. It helps to consider all aspects of your RFP answers before writing it. You want it to highlight and describe what your company will accomplish for the project. Remember this section needs to be written in non-technical terms because it will be read by everyone, most of all by the decision makers.

•   Protect your ideas if they are confidential.

Tip: Some RFP’s contain information that is confidential. You may want to consider either asking your customer/funder to sign a confidentiality agreement. You can also describe your ideas at a high level, and that you will be happy to discuss the details in person.

•   Have your reviewers ready to wield a red pencil.

Tip:  Line up your reviewers to keep a sharp red pencil aimed at clarifying everything you write. You want a solid review process in place so that your project moves along quickly to a clear, and well-edited result for accuracy, grammar, and appropriate answers. Edit, edit, edit!

•   Make sure you have the right people to do the final assembly.

Tip: Every organization has 1 or more people that excel in tense and tricky situations.  Those are the people you want to help you assemble your final documents before the final review.  Treat them with the utmost kindness because their value is golden.

•   Remember that answering an RFP is not a guarantee.

Tip: Write a cover letter expressing you appreciation for being asked to bid. If you consider the RFP a way to convince your funder/client you are the best candidate, and also to build a lasting relationship, you will open the door to future opportunities.

Is your RFP map showing the gold in your organization? If so, your chances for success are enhanced tenfold.

What has been the single most effective step you have taken when answering an RFP?

Image of treasure map courtesy of: www.dreamachieversacademy.com/develop-your-business-treasure-map/

Image of pot of gold courtesy: www.dailyworth.com

Now it’s time to begin putting the pieces together for a winning proposal. It’s much easier to have a plan in place at the beginning, rather than scrambling at the end.  Here’s my checklist of suggestions before you begin to write your answers.

Step 1 – Beginning

You may be overwhelmed.  Don’t worry, it gets better as you go along.

• Read, and re-read the RFP.  Depending on the length and complexity, it takes a while for your brain to take in all the parts and pieces. Actually, I’d suggest having a few people read it, and discuss it together.
• Make sure you can find a reliable person at your requestor’s company who will answer all your questions with care, so that you completely understand each and every question, and section.  Find out if the questions have to be asked in writing, or if you can contact the “wizard” by phone. I call these people “wizards” because they are knowledgeable, helpful, and provide insight and experience. If not, you need to keep searching for the just the right person to help you. It makes a tremendous difference for your project.
• Create strict deadlines for each part of the RFP that needs to be answered, and who will assume responsibility for obtaining information for those parts. You’ll need SME’s, “numbers” people, writers, design staff, and, most importantly, input from your executives. As a general rule, I suggest having your management be a pivotal resource for you.  And for those deadlines, pad your time. It always takes longer than you think.
•  Decide if you an in-house project leader, or if you need to hire a consultant to assist you with some or all of the planning, research, writing, and completing the RFP.

Step 2– Gathering Information

• Create an Excel spreadsheet to list your information, and help you keep track.
• Collect all the reusable information that is part of your organization:

1. Company information
2. Biographies/resumes
3. SWOT Analysis
4. General financial information
5. Technical information, if needed.
6. Locate any previously written RFP’s to see if any parts are applicable.

Ensure all this information is up-to-date, and that everyone’s resume is current.

 Step 3 – Sharing Information

• Get everyone’s contact information on the team.  Emails, phones, and whatever it takes to reach people.  You have no idea when you will need which person.
• Hold scrum calls if your subject matter experts and leaders are in different locations. Ideally the daily scrums are held in the morning as they help set the context for the coming day’s work. One of my clients held early morning calls every day when the project was getting underway that lasted 20 minutes or so to set the list of work tasks, assign the right person, and keep details short and sweet. To learn more about scrum calls, see: http://www.mountaingoatsoftware.com/scrum/daily-scrum.
• Collect all questions that need clarification in the RFP.  There’s always something that is unclear, fuzzy, hard to understand, or seems irrelevant in them.  Don’t let them overwhelm you.  You can share these questions on scrum calls. Once you have your final list assembled, get in touch with your helpful contact at your requesting company to get the answers. Make sure you give this person enough time for her or him to give you a solid answer, and for you to put the right information in the RFP.
• Find the people in your organization who can understand your requester, as well as your competition for unusual insights, recommendations, and inside-track information.  Get them to share these, so you can write them down.  Ask them to review what you’ve written to ensure you’ve got them exactly right.  These are invaluable later in your process.

Step 4 – Considering the Production Logistics

Think about . . .

Paper, printers, copying (who will do it), preparing electronic copies, mail, hand delivering your final answer (if  needed), assembling the pieces, and consulting with Fed EX (if you will use them for delivery).

By the way, Fed EX can be tricky if you are mailing to a small town.  They don’t always deliver as fast as one might think (even if they say they do).  I speak from sad experience.

Step 5– Letting it all sink in

• You need some time to process all these steps, and let your brain float for a while. It’s hard to wait, and not do anything. However, you’ll find if you can just do your regular job for a short stretch (1-3 days), you’ll find it is easier to begin writing. And, you’ll have the confidence and energy to start with a giant sprint.
• Take a deep, breath, or maybe two!

Image of first steps courtesy of: www.rotaryresources.blogspot.com

Image of gathering information courtesy of: www.cartoonstock.com

Image of sharing information courtesy of: www.medio123.com

Government agencies, private industry, and non-profits issue RFP’s to companies all the time. More often than not, companies are torn between wanting the business, and groaning at the thought of taking the time to review, weigh the possibilities, and write an RFP. Many organizations feel answering is a waste of time, and that you’re doomed before you begin.
In some cases, it’s simply not worth your time and effort.  And in others, the RFP process can be beneficial to your company, as well the client/prospect who issued the RFP. So, how do you avoid the doom, and make the right decision about bidding on a RFP? Instead of scrambling to prepare an answer, think of the RFP process as an attractive method to get business that may bring you a big project with a sizable profit margin. Or, it may be an indicator that you need to consider other options.

How to Find a Sweet Spot before Bidding on RFP’s

We all know you cannot predict for sure whether or not you will win. You can, however, put together a plan for identifying whether or not you have a good chance to win.

Understand your current relationship with your client. If this is someone you already do business with, you know what kind of relationship it is. You know their needs, and preferences, as well as whom your competition might be. If you have a positive relationship, your chances to have an in-depth discussion about the RFP are pretty high. You’ll be able to talk to them if you need questions answered, and you’ll be able to discuss what are the real reasons are they need to issue the RFP, rather than just giving you the business.

Request face-to-face time to discuss the RFP.  A vital part of completing an RFP is having clarity about understanding the client’s real needs, and how you can create value for them.  You want to insure you will be able to give them the help they need. In other words, how can you work together for a win-win on all sides? Ask your client/prospect for an in-person meeting to discuss everything from the deadline, to the value of this project, to the business goals of the company.

Determine what you need to do to have the opportunity to work with this client.   Several questions that help you decide whether or not you want to go after this business include:

• What’s the size and scope of the project?
• Will the revenue you receive offset the efforts your organization has to expend to put together this proposal?
• Will this project help your business, and do you want to do more of this kind of business either with this client, or another one?
• Does your staff have the time and expertise to answer a complex, detailed RFP before the deadline date? Or, are they busy with other projects that will prevent them from helping you? In many cases RFP’s take a lot longer to complete that we all think.
• Do you have to hire someone to help you answer the RFP?
• Does your staff have the needed skills to manage this project successfully? If not, will you have to hire new people?
• How will this project impact other projects in your organization?  Will they suffer, or can they dovetail nicely with what you are already doing?

Take a careful look at the RFP to see what’s needed. The RFP often holds many of the answers you need before making your decision to pursue this opportunity or not.  Carefully reading it from front to back to see the list of requirements to see whether or not you are really interested.  How many questions are unclear, or need your staff  to answer for solid, worthwhile information?

Consider if your project concept adds value and increases ROI for you.

Let’s say you answer the RFP, and your get the project.  And, once you begin, you realize the work is not helping your business grow, and that it’s a dead end that turned out to be a real mess.  To avoid that, think about the pluses and minuses if you do the project.  Write them down like a SWOT Analysis, measuring your strengths, weaknesses, opportunities, and threats.  Most importantly, be sure to write down all the threats you can think of that might give you nightmares.

Finally, do you think this project is going to give your real ROI for your company?  Can you determine ahead of time what value there is for this work, and if you can do the work in the required time frame.  Before you begin, can you honestly say to yourself, “Yes, I can do this in the required time frame, using the skills and experience of my staff“.

Consider if your project adds value and increased ROI for your client.

You need to know from your client or prospect what they think it the best way you can demonstrate value to them.  And, the best way to do that is to understand what their real needs are, and decide if can give them the help that are seeking. And, what are some extra benefits that you can bring to the table to offer them?  Asking them how this project will contribute to their bottom line is the perfect way to learn whether or not you want to work with these people.

Once you say yes, enjoy the project!

If you go through your decision-making process, and get the project, be sure to celebrate. And, keep a sharp eye out for all the good this projects brings to your business.  You’ll be able to duplicate this process again and again.

Don’t be afraid to say no!

Once you have done your due diligence, you may decide it’s a bad idea to go after these projects. You can politely thank your client, tell them you don’t believe you will be able to successfully contribute to their success, and would like to be considered for future projects.

This frees you to move on to the next project that insures your success.

If you need help assessing RFP’s, or would like assistance answering them, I’d be pleased to speak to you. It’s a real coup to see a company get a project that ensures their growth.

Doomed photo image courtesy of : www.techinasia.com

Polar bear photo image courtesy of: www.theresilientearth.com

SWOT image courtesy of: www.investopedia.com

Business growth image courtesy of: www.blogueurz.blogspot.com

Talking to my stepdaughter reminded me that we could make life easier for ourselves when we take a step back from the blog writing, and look at it from an overall perspective. To find your way through the business blog sphere, and decide if there is enough value for you to pursue doing one, ponder these questions before beginning.

1.    What are/is your goal(s) for the blog?

Are you interested in attracting new clients, increasing traffic to your website, or making money with your blog  It may be a place to get new ideas brewing for your business, or start discussions with readers that will give you tips and suggestions for new products you want to sell.   There’s nothing like getting a conversation going to spark new ideas.

2.     How will you know when you reach your goals? In other words, how can you tell if you are making progress with your blog?

An easy way to measure goals is to have a Google analytics account. Your comments will also show you what posts are meaningful, which ones create a flurry of activity, and which ones you enjoy writing the most.  For example, I loved writing a post on using pictures for blogging and other writing, and wanted to learn more about using images when telling stories – business ones or otherwise.  I found this topic is valuable to me. I would not have known that until I wrote the post.

3.    Who is your audience, and who do you want to read your blogs?

“Know thy audience” is always my mantra.  What are their worries, cares, interests, and challenges?  If you are writing a blog about your products, you need smart ways to attract customers, and increase your profits. Always include information about what your prospects need to know before they decide to buy from you. For example, what are the features and benefits, and the availability of your products?

4.    Do you want a call to action on your blog posts?

You can always invite your readers to come to your website for more information.  Consider having your blog be the link to your website to buy your products, know more about your services, or learn more about what you do. See more about calls to action on my blog.

5.    What’s the best way to market your blog?

It’s difficult enough to write a blog post regularly for most of us. The second thing I find difficult is how to promote it.  Start your plan with these easy- to- do steps to attract readers.

•    Promote it on your website
•    Have email invitations in your newsletter to your blog, possibly with a special offer)
•    Post on other blog sites as a guest blogger
•    Promote your blog on Facebook and Twitter

6.    What kind of content do your customers consider worthy?

Take some time before beginning your blog to write down at least 20 ideas that your customers find interesting about you or your company.  If you are not sure where to begin, focus on what value you bring to your clients. Think of the questions your prospects ask you, and what discussions you have with your current customers.  What are the challenges you help them overcome? These are great fodder for blog content.  The next time you call your clients, ask them for some insight into information they would find valuable.

7.    How do you want to connect to your blog, website, Twitter, or Facebook?

One easy approach is to have your Facebook page link to your website. Use Twitterfeed at www.twitterfeed.com  and sign up for a free account. You’ll even be able to track and get real time stats on your twitter feeds.

8.    How do you want to use images, video, or podcasts?

One of my clients uses video all the time on their blogs. They like to demonstrate their new products for prospective customers.  A terrific tool for creating video is Animoto, which is available as a free tool or as a monthly subscription. You can choose photos or video clips from  Facebook,  or Flickr, Picasa, or use your own. You add your own words to tell your story. You can also add music to set a mood, or create your own special feeling.

What strategies have you used to start on your blog? How have you provided good quality information for your readers?

Photo 1, courtesy of: http://www.mymodernmet.com/profiles/blogs/illuminated-paper-blowing-in-the-wind
Photo 2, courtesy of : http://www.imoptimizer.com/tag/networking/
Photo 3, courtesy of: http://blogs.adobe.com/captivate/tag/video-screen-capture

Q. Why did you decide to start your business, and are you still in business for the same reasons?

Q. What do you want customers to think about your business?  Do you have an image in mind, a philosophy about how you serve your clients, and how you will help them satisfy their business needs?

Q. Do you have employees, and how do you want them to help you run your business? How do want them to serve your customers? What do you want to have as a definitive customer service philosophy?

Q. Do you want your mission statement to sound professional, quirky, funny, irreverent, add zest, or be emotional?

Q. What is your Unique Selling Proposition (your “USP”)? What makes your stand out against your competition?  For example, Ikea’s mission statement is: “Affordable solutions for better living”.  Ooh, that one is perfect for them.

Think about these questions, and let your brain percolate for your answers. Show your answers to your favorite relative, friends, and business colleagues. Let them shred, dissect, and make comments (even if you don’t want to hear their input . . . it’s so valuable).

Other People’s Ideas for Your Mission Statement

Nancy Lubin wrote a great post on mission statements, “How to Write a Mission Statement That Isn’t Dumb” at http://www.fastcompany.com/magazine/140/do-something-wordplay.html. She says write something that is about “the difference you want to make”.

Dan Heath put together a great video about creating stellar mission statements. He is a Senior Fellow at Duke University’s CASE center, and is a columnist for Fast Company magazine. He and his brother, Chip wrote a great book called Made to Stick. Watch his informative video; it’s terrific.

If you are looking for more guidance on writing a mission statement, check out the Wall Street Journal article ( http://online.wsj.com/article/SB117806378528388892.html) about 101 Mission Statements from Top Companies: Plus Guidelines for Writing Your Own Mission Statement by Jeffrey Abrahams.

Is it Time to Update your Mission Statement?

I think it’s time to review my own mission statement.  Right now it says:

“Our mission is to help our clients increase their profitability, strengthen their business goals, and clarify their offerings by writing in a voice that resonates with their clients. We offer expertise in explaining what you think and want to say about your business, whether it is in print or on the Internet.”

Have you had a chance to look at yours recently to see if it explains “why you do what you do?” As Nancy says, the statement needs to clearly explain “the difference you want to make.”

If you need help writing your mission statement, please contact us. We’d love to have a chance to help you shine.

Image 1, Courtesy of: http://www.savagechickens.com/2006/03/mission-statement.html

Image 2, Courtesy of:  http://technorati.com/lifestyle/article/flavor-vs-a-fatter-you/

Image 3, Courtesy of:  http://larrybroughton.net/2011/01/new-year-new-attitude/

I wanted to show you some ideas about communicating with images, rather than words. A friend recently sent me an email with some pictures that are just spectacular. Susan, thank you.   They are from a website called 66.ru, (www.66.ru/),which is an on-line portal from the city of Yekaterinburg in the Ural Region in Russia.  Thank you also to 66.ru.  The portal provides users with all kinds of information – services in their area, the latest developments in different spheres of life, news, business, information, and a tab labeled “Communication”, which contains many photographs.

I’d like to share some of the pictures from the Yekaterinburg Communication tab to show what life in their city.  What struck me about the pictures (aside from the fact they are just stunning), is how they aroused such strong emotional feelings.  It did not matter that their city was far from mine, in another part of the world.  What did matter was how powerful these images  are. I’d like to share the thoughts that came into mind when I was looking at these pictures.  I’m also including some business ideas for using these kinds of pictures. See the comments in parentheses for suggestions on how businesses could use their own images to promote themselves.

Image Ideas to Promote Your Business

Please take care of my cat. (This could be on a veterinarian web site, explaining how caring your practice is for clients.)

Love prevails no matter where, when, and how old you are. (This picture is a tender example for nursing homes, assisted living facilities, or gerontologists).

Friendship has no limits. You have to look for it in the right places. (You could use this type of picture promoting a zoo, nature park, or children’s nature camps).
 

When people create a family, there’s nothing more powerful.  (I love this picture for family physician practices).

Together, we can accomplish just about anything. (This picture is perfect for a Special Olympics or for the manufacturers who develop these prostheses).

Exultation, fear, excitement, and danger all rolled into one giant leap. (Perfect for a resort, or camp for teenagers!)

Total trust and commitment to one another, and the work at hand.     (This picture speaks volumes for a timber company, national park, or conservation group).

I’d do anything for my dog! (Can’t you see this picture on a pet product website?)

It’s all about the dogs. (This one speaks volumes about the dog breed here.  I’d like to see it on a dog breeder ‘s or dog trainer’s website or brochure).

And, no matter who we are . . . we still have a sense of humor, along with an eye for others!

(This one is a little more difficult.  How about using this picture on a website for a men’s retail clothing website, or for a custom men’s clothing tailor?)

To me, images evoke strong feelings.  We can put words to them, but it’s not always necessary. In many cases, words are superfluous. No matter where we are in the world, we share many common experiences.

How do you best like to use pictures to explain your business, demonstrate your products, or show off your staff? (By the way, for a great staff photo montage, have a look at my client, Spatial Network’s, website at http://spatialnetworks.com/about/. The montage expresses both the fun, and hard work ethos at this company).

Tell me what pictures works the best for you. I’d love to hear from you.

All photos from: http:www.66.ru/

Use a news release distribution service to send it out.

You’ll find loads of news release distribution services. Each one has their own methods, and offerings to make release distribution easier.  Here are some that you can use. Note: None of these are a recommendation. They are just a list for your convenience.
PR Newswire: www.prnewswire.com
Business Wire: www.businesswire.com
Emailwire:  www.emailwire.com
Sendtopress: www.send2Press.com

Advantages:
•    Listing the URL to your website in the release creates incoming links for your website, so the search engines find you.
•    Distribution services reach trade and industry websites.
•    Distribution services send releases to Yahoo, Google, and Bing.

Use local media with your own local spin.

Send it to your local newspapers or online media services in your area. If you know the specific reporter, or journalist, be sure to send it directly to them. If you can build a relationship with the editor, that’s a plus for you!
If you send the release by email, cut and paste the text inside the email.  Do not send it as an attachment or a PDF. For the subject line in your email, use the headline of your release.
Many newspapers and online media services have a special place on their website to add a news release yourself.

Advantage:
All media folks are hungry for news. If you can tie your story to any local interest, so much the better.  It’s a win for everyone.

Submit the release to industry outlets.

If there are magazines, newspapers, blogs, or website portals for your industry, see if you can submit press releases directly to them.  These outlets welcome personal relationships. Cultivate marketing people on their staffs.  They’ll be delighted.

You want to re-purpose your press release content.

If you have gone to all the trouble of writing and distributing a release, it’s wonderful if you can get extra mileage for your efforts.  Use these ideas to further your efforts.
• Add the release to your website or blog, using a news page. • Create a page on your website for all your press releases.  Place press releases in chronological order on your site with the most recent at the top. •  Keep traditional press release formatting, and use easy-to-read fonts. • And, place the text from each release on a separate HTML page for search engines to find you easily.

Advantage:
Your readers will have all the news about your activities, speaking engagements, new products and services, all accessible from the same page.

Create an online newsroom page on your website for a bigger publicity splash.

Items you can include on this newsroom page include:
•    Personal contact information
•    All your news/press releases
•    Contact information for your primary media contacts
•    Executive biographies (see my post on biographies at: http://www.qcommservices.com/blog/business-writing-tips/resume-business-bio-c-v-when/)
•    Photos of you
•    Photos of your products (or links to your product pages)
•    Videos
•    Your blog links

Advantage:
You’ll add links to other pages on your site, creating internal links. Search engine optimization is about links, whether they are internal or external.  You’ll be making big headway with Google with internal links.

For an example of a “ne plus ultra” on-line newsroom, have a look at Microsoft’s at: http://www.microsoft.com/presspass/default.mspx.

Send releases to key clients with a personal note.

If you have a press release that has any relevant information for your clients, print out your release, and attach a hand-written note to the release. Email is nice; snail mail is even better! Show your client the value-added service you can offer them.

Advantage:
News releases are a low-sell method for staying in touch with your clients to let them know what you are doing, and what’s the latest and greatest at your company.

Save them to send to prospects for future personal touches.

If you save your collection of news releases in a separate folder on your pc, or your network, you can easily print them out, put them in a handsome folder, and leave them with your prospects.  They’ll have a running history of your activities, events, products, and general news.

Re-write your news release in an easy-to-read paragraph for your email newsletter.

A nice way to re-purpose your press release is to summarize the contents, and put them in your company newsletter.  You can also have a link in your newsletter directly to the release.

Advantage:
Your newsletter readers can see what’s happening on your newsroom page, and instantly get a picture of what’s happening with you.

Use Social Media to Promote the Release.

Add a tweet or some comments in Facebook about your release.  Some people even add the whole release to their Facebook business page.

For some added insight, try out two of my favorite books about creating and distributing press releases.
6 Steps to Free Publicity, by Marcia Yudkin
The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, by David Meerman Scott.

Please comment on your success submitting releases online. I’d love to hear about your process.

Image courtesy of: http://googlenewssubmit.com/2011/11/effective-press-release-distribution-services-2/

Answers you need to have before writing

You want to ask yourself some of these questions to make sure your content is right before publishing.

o    Why will readers be interested in your product/service information and your story now?
o    What is the main point you wish to make in your release?
o    What is distinctive about your company and the products you sell?
o    What type of angle on your business will your audience perceive as useful information?
o    Why do wish to send the release now (what is your news hook)?
o     What  exactly do you want your press release to accomplish?

Once you have answers to these questions, you’ll want to include the main idea of your release in your first paragraph. Everyone reads so quickly these days they may only scan that first paragraph.  You want to get a reader’s attention quickly.

Tip: Be sure to Include the 5 w’s – who, what, when where, why in the first paragraph.)

General Information to Include

General information  appears at the top of your release. You want to include these items:

1.    For:  Name of Your Company, Address, City, State, Zip
2.    For Immediate Release  (just those 3 words)
3.    Headline of Your Release
4.    City, State, and Date Release is distributed
5.    Boilerplate information (standard information about your company)
6.    Contact us section at end of release (website, telephone number, email)

Tip: Keep your boilerplate information up to date.  You may have “new” news to add for each release.

The Value of SEO keywords

Search engines will give you added visibility when you use keywords. They find your content and bring it to people who are interested in your offerings: Here are some benefits:

•    Backlinks will be directed to your website
•    Alerts from Good Alerts will be sent to readers who are looking for your keywords
•    Google News and Yahoo News may pick up your release, based on your keywords
•    Readers from many locations will get to know about you and your work

Tip: Include seo keywords in your headline,  first paragraph, and in the body of the release.

Headline

Make it grab your reader’s attention with about 80 characters. If you need to have more words, add a second line as a sub-title.  You want the headline to be sharp, focused, and explain the meat of your release.

Tip:  Write the headline after you finish writing the release.

What Goes in the Body of the Press Release?

Add details to your story that support your claim, add interest, or reinforce what you are trying to say. Including quotes from the owner, key staff, your customers, or industry experts adds interest and pizzazz.  Provide some details around the information you are sharing. Press releases need to be newsworthy, concise and to the point.

PR Web (www.prweb.com) has these suggestions for the body content:

“Focus on the aspects of your announcement that truly set you apart from everyone else.
Pick an Angle: Make sure that your release has a good hook. Tying your information to current events, recent studies, trends and social issues brings relevance, urgency and importance to your message.

Don’t Be Afraid to Toot Your Own Horn: Online news or press release distribution is a successful way to create expert status. If your company has reached a milestone, celebrated an anniversary, hired a new president, experienced significant growth or received an award, tell the world what you did right.

Stick to the Facts: Tell the truth. Avoid fluff, embellishments, hype and exaggerations. If you feel that your press release seems sensational, there’s a good chance your readers will think so too. “

Use Pictures and Video

Adding pictures is always a plus. Images in a release are pleasing to the eye, and get immediate attention. For example, if you are welcoming a new member to you company, be sure to include their picture.
Video is a great way to get people engaged, and want to learn more.  According to online prnews (onlineprnews.com), video offers these benefits: they are great for seo; they’re an excellent way to demonstrate a product; they give you an opportunity to speak “live” to your audience; they add visual depth to your story; and, videos give your audience a glimpse of the “real you”.

Have a Call to Action

The call to action is at the end of your release, right before you have the boilerplate information about your company. What would you like your readers to do once you have announced your news?

•    Visit your website to sign up for a free report?
•    Visit your website for more information?
•    Attend an event?
•    Call you for more information?

Press Release End

Add your boilerplate information (standard information about your company).
And, be sure to include: Contact us section at end of release (website, telephone number, email)
Finish the release with 3 ### at the end, centered under the last line of the release.

Stay tuned for the next post on Press Releases – How to Distribute and Re-purpose Them!

Image, courtesy of : http://flowerk.tripod.com/July4th.html

Press Releases Having Been Around for Over 100 Years.

Wikipedia says “The first modern press releases were created by Ivy Lee. Lee’s agency was working with the Pennsylvania Railroad at the time of the 1906 Atlantic City train wreck. Ivy Lee and the company collaborated to issue the first press release directly to journalists, before other versions of the story, or suppositions, could be spread among them and reported. He used a press release, in addition to inviting journalists and photographers to the scene as a means of fostering open communication with the media. Public relations pioneer Edward Bernays later refined the creation and use of press releases.”

This means that companies have been creating news and tooting their horn for over 100 years with a release. Is it still a good idea to write and distribute press releases? (also known as news releases, media releases)

Yes, yes, yes, press releases are worthwhile. And, here’s why!

•    They build your name and reputation.
People see your name, and begin to consider you as an expert in your field.
•    They are a low-cost publicity technique that many people ignore.
Many competitors are focused on other ways to advertise, using social media, direct mail, email campaigns, radio, and  newspapers instead.  Why not choose an alternative that is inexpensive, and gives you the power of the Internet and search engine optimization to spread the word?
•    They reach journalists, your target market, reporters, or reviewers.
Your name goes out to hundreds of people at once, depending upon where you decide to distribute the release, giving you instant publicity, and instant prestige.
•    They build Internet links for you and your website.
Your website becomes an inbound marketing site for releases sent out by press release distributors, linking to you.

Stumped for ideas about releases? Try one of these.

Press Blast (www. pressblast.com/px_idea.php) has tons of suggestions: I’m listing just a few from their website. See their website for inspiration.

•    Staging an event to tie with a holiday or special occasion
•    Taking part in a controversy
•    Exhibiting at a trade show or exhibition
•    Speaking engagements you’ve done
•    New products or services you are offering
•    New publications you are offering
•    New uses for your products or services
•    New contracts that you’ve won, clients you’ve obtained, etc.
•    Your customers’ success stories

Decide how you want to slant your release.

Writing a release should have a specific point, a fresh approach to your business, and include reasons why your story is newsworthy. You can tie in holidays, a special time frame (for example, seasonal items like lawn care products, or snow tools). Do you offer graduation, wedding and anniversary products and services? These topics are an a natural for press releases. And, writing about industry trends  relating to your business in a news release demonstrates your expertise.

Put the news release together.

1. Include your city, state, and the date your release is filed.
2. Have a great headline.
3. Use subheads to add descriptive information to your story.
4. Tell the “who, what, when, where, and why” at the top of the release so that readers understand your story right away.
5. Spell out your message with descriptive language, and keep it short. (According to PRWeb, (www.prweb.com), an established press release service, releases should be about 300-800 words).
6. Use pictures and videos to add some spice.
7. Include all your contact information.

Now that I got your writing juices going, I’d love to hear about what your favorite topic for a press release is.

Stay tuned for more posts on press releases!

1.     Keep your eye out for conversations about your company.

If the comments are positive, send a direct message to the writer, and thank them.

If they are not positive, respond quickly, and contact the person directly, either with a tweet, or a personal message.

You can head off potentially negative press coverage problems as soon as possible.

2.    Contact a prospect with a tweet.

Try sending a tweet or direct message to a prospect.  It may work a lot better than a phone call or email.  Some people cannot resist answering a tweet.

3.     Offer special promotions for your business. Everyone loves a bargain or special deal.

 Offer one to your followers. It could be a discount for the day or week.  

Twitter has @earlybird for special offers.

American Express has a terrific new program on twitter:  “American Express cardholders can now tweet their way to savings from more than a dozen retailers thanks to a new partnership between the card brand and Twitter.”  See: American Express Offers Discounts Via Twitter Hashtags at: http://www.pcmag.com/article2/0,2817,2401265,00.asp.

4.     Follow your prospects.

You can learn a lot about your prospects by following them.

Once you get to know more about them, you can connect with them on twitter, or contact them directly by mail or phone. You’ll have a much better idea about pitching your services.

5.   Learn more about a company that interests you.

If you want to get the scoop on a company that interest you, use @ search. Example: @ ibm

6.    Follow great business people to learn more about their views on business.

Try following Bill Gates, Richard Branson, Mark Zuckerberg, and, Evan Williams, one of Twitter’s co-founders.