Tips from Editors Turned Copywriters: How to Get in the Business Section

press releases business publicity man reading paper
You’ll have a better shot at landing publicity in the business section with a strong press release written by copywriters and a strong angle.

 

SO YOU’VE GOT a big grand opening planned for your new business. You’ve even coaxed the mayor to be there for the ribbon-cutting ceremony by hiring the town’s best local caterer to whip up some of those tasty satay chicken skewers she likes so much. With all of the effort you’ve put into this shindig, your next step is to work with copywriters to get some coverage in your community newspaper’s business section.

By hiring a professional copywriter to handle your press release, you can be sure it’ll be written in a clear, engaging manner and that it contains an interesting angle.

Of course, you could attempt to craft the press release yourself, or you could phone a random reporter at the paper and wing it, but that doesn’t always go over so well.

Well, you might be able to bulldoze and/or sweet-talk your way into getting your message in print, but like most of us, time-pressed reporters are usually willing to meet people halfway. If it’s in the budget, hiring copywriters to create a well-constructed press release detailing the event, product or service you want highlighted is a sound investment. If it’s not in the budget or you’re more of a DIY kind of entrepreneur, increase your chances of getting publicity with something editors call ‘the hook.’

Here are three newsworthy situations and/or events that might get you some ink in the business section:

1. New business/grand opening – Many business editors, particularly in smaller communities, are happy to help out new businesses with an article introducing what they are about. At the very least, you could expect the 5Ws—who, what, when, where, why—about your fledgling company.

2. Unique product or service – If you’re the first company in your area to offer or utilize some cutting-edge technology in your manufacturing operation, you might be on to something. A professional copywriter can help you find an intriguing angle that will grab the attention of both business editors and readers.

3. Charity work– If your business actively supports a charity or non-profit organization, or raises significant amounts of money for one, it could earn you recognition in a newspaper.

How effective is the business section as a vehicle to promote your company? Think about how many people read your community paper. Think about how much a press release costs (compared to an add — advertising costs money, editorial content is free). Sounds like a lot of readers finding out about what you’re selling for not a lot of money.

The question then becomes: If you own a small business, do you have a story worthy of being put in print?

Learn about another way of promoting your company in our post: What is Brand Journalism? BC Copywriters Explain.

Looking for copywriters who can present your business story to the local media with a well-written press release? At Read Head Copywriting, our team of copywriters specialize in writing press releases as well as website content, blogs and more to boost your company’s brand awareness.

By Graeme Corbett, Read Head Copywriting

 -photo by Thong Vo, unsplash.com 

3 Myths About SEO Marketing

YOU KNOW WHAT it stands for. You know that if you want your website to stand out and do its job, you have to employ it. But you just don’t get it. SEO. SEO. SEO. The more you say it, the more alien it sounds. SEO marketing is one of the most misunderstood aspects of running a successful business, a distant planet, if you will, located somewhere in the Google universe, with a language, purpose and people all its own.

As with anything unknown, there are myths about SEO. As a small business owner, if you can break through some of these and start speaking SEO, you’ll be telling the shop cat, “Toto, I’ve a feeling we’re not in Kelowna anymore. We’re in the land of Google.” And that’s when your website climbs the search rank ladder. Site traffic soars. And leads becomes sales.

Here are the top three myths about SEO marketing:

1. All text and no action

Let your SEO do the heavy lifting to boost site traffic and search rankings, but make your SEO team even stronger with videos and images. Show people doing things.
Let your SEO do the heavy lifting to boost site traffic and search rankings, but make your SEO marketing team even stronger with videos and images. Show people doing things.

 

For a while there, SEO meant spraying target keywords (ie Kelowna pizza) all over the site. Today, many business owners know that that’s not only hard on the intelligent mind, it peeves Google and can backfire, quickly.

You see, Google sends an army of spiders out to our websites to see what they’re about, how good the content is, and if people are consuming it. But the spiders don’t just eat text. They eat photos with SEO captions, and YouTube videos, too. Give your site visitors more than just clear and convincing SEO copywriting, appeal to their senses with other mediums—photos and videos—and the spiders will reward you.

Multi-media content is also good for those humans, many of whom learn visually and rather like watching other humans doing things.

2. It’s all about quantity, quantity, quantity

Content factories make a lot of content, but not a lot of good content. SEO marketing gets results when the focus is on quality as well as quantity.
Content factories make a lot of content, but not a lot of good content. SEO marketing gets results when the focus is on quality as well as quantity.

 

Content factories are probably almost as common in India now as sweatshop clothing factories, and many in the western world are only too happy to buy. Because the goal is to pump out blog posts like an assembly line, right? No matter if the text barely qualifies as English?

WRONG.

Even if you’re using engaging and easy to read SEO marketing copy written by a native English speaker, or even, heck, a professional copywriter, the goal isn’t just to write a lot of stuff. It’s to write a lot of good stuff—stuff that’s relevant and interesting and original and relatable—regularly.

A point I often make to drive home this idea is this: There is no SEO without a story. Are you going to read and share the ingredients list on a Cheerios box, or a blog post about a drycleaner who hires people with disabilities?

3. You can just SEO your site and be done with it

SEO marketing store
Think of SEO marketing as another weekly maintenance item, like washing windows.

 

As an SEO copywriter that works with a lot of small business owners, I often hear this question: “Can’t you just SEO my site and forget about it?”

Nope. It doesn’t work that way.

Yes, the content on your static website pages can be optimized for search engines, and, save for a few updates, those pages can be left alone. But among the 200 factors Google uses to determine a site’s search rankings is the frequency high quality content is published. So, SEO is something you have to work at a little bit all the time, just like fingerprints on the door and keeping books.

Now that you understand SEO a little better, let’s talk about language that’s clear and convincing. Read our post Writing Website Content? A Kelowna Copywriter’s Top 3 Tips.

Are you looking for SEO marketing content that combines the science of SEO with the art of storytelling so you can impress Google and humans? The BC copywriters at Read Head Copywriting offer a range of copywriting services, including website content, press releases, profiles, articles, scripts and blogs.