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ZipScanToss:
How to Save Your Press Releases from a Tragic Fate
Once upon a time, I was the copy editor for a community newspaper. Actually I was a pretty idealistic sort, totally focused on the good of the community - I really believed in the newspaper tagline: "We Put You First!"
But when I was faced with a 12-inch double stack of press releases on my desk every morning, my idealistic news-nose grew harder than any flinty press corps veteran's. My job was to reduce that stack to a small number of thrilling tidbits that would fit into that day's edition...and that meant being ruthless!
So I developed my signature ZipScanToss routine - in one motion, I'd slit the envelope, pull out the release, scan its contents, and toss it in the recycling bin. Five seconds, max, for each unknown release writer to make an impression...and from what I heard from other copy-editors, I was generous!
ZipScanToss...if you don't grab my attention in five seconds, sorry, friend - you're out!
That's what you're up against!
And today it's not just newspaper editors. Thanks to the Internet, your press release can go out to the world on Google, Yahoo, Lycos, and other online news services, where John and Jane Doe can read it...or glance and click away, in less than the time it takes to open a paper envelope!
So when I sit down to craft your press releases, I know what will keep editors and prospective clients reading. Take a look at the samples below...
Will your next press release survive the ruthless ZipScanToss routine - online or offline? Can it make the cut to become your first step in a client-winning promotional strategy? Contact me and be sure it does!
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