Freelance Writer – Leslie J. Thompson

Recently, I have been writing a number of press releases for clients. This can be tricky business, because you need to engage the reader rather than simply announce an event, so that your news is deemed worthy of reporting by the media. My background in journalism serves me well, because I know what reporters are looking for and how to pique their interest. If you are rolling out a new product or service, here are three quick tips to generating media buzz with your press release:

1. Find the Hook – You only have to pick up a paper or watch the evening news to quickly see which topics are the hot stories for reporters. Everybody will be covering the same issue, whether it’s the economy, a political dispute, new technology, or a recent natural disaster. Your press release is more likely to be picked up if you can tie into these happenings and ride the wave of news coverage. Reporters have to pitch ideas to their producer or managing editor before getting the green light, and you can help them demonstrate the relevance of your story by linking it to other events that are getting coverage currently.
2. Look for Lulls – The best time to send out a press release is during a news lull. Since half of the news that gets reported each day has to do with happenings in the local, state and federal government, generally there is a lull in the news is when government offices are closed. Try to time your announcements to national holidays, like Memorial Day or Columbus Day, when reporters are eager to find filler for the long weekend. If you can tie your topic into the holiday somehow, even better. Either way, you are more likely to grab a reporter’s attention when you are not competing with current affairs on the political front.
3. Pick Up the Phone – Wire services, like PRWeb.com, are great resources for reaching thousands of local and national news outlets, but contacting a reporter directly is still the best way to get their attention. Find out who covers your beat in the local market; for example, if you are promoting a new tutoring service, research who covers education issues for your local paper or television news stations. Check out some of their latest work and give them a call. Briefly introduce yourself, tell them how much you enjoyed their recent story on ________, and then suggest another story they might be interested in (namely, yours). By demonstrating that you are familiar with their work and providing them with a solution – a lead on another story – you become an ally to the journalist, rather than a nameless person or company looking for media coverage on the wire.

As in any industry, making personal connections and nurturing those relationships will serve you well when you are generating buzz about your product or service. Don’t merely limit your PR efforts to the news media, but also get the word out to executives and industry insiders who might be able to help you land speaking engagements, or make a direct introduction to a reporter or producer. Also, make sure you have a plan to follow-up with targeted contacts when you do send out information, whether on the wire or via fax or email. Persistence pays off in PR, and picking up the phone could result in that coveted interview you’ve been seeking.

Need a press release for your business? Contact Dallas freelance writer Leslie J. Thompson at 214-704-6661.

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I like to eat – both for sustenance and for pleasure. As such, I have found it necessary to earn an income so I can purchase yummy food stuffs that keep me nourished and content. The type of work I do to earn said income, however, has changed significantly over the years.

When I first started out as a freelance writer, my focus was entirely on print—magazines, newsletters, brochures and the like. Occasionally, I would venture out into direct mail or press releases, but for the most part, my text appeared on glossy stock next to fancy pictures that made the words look extra special.

Then along came the Internet. By the end of the 1990s, I was writing mainly for the Web, with only occasional magazine assignments to keep me grounded. Since then, I have continued to hone my craft online, learning the ins and outs of SEO content and how to navigate WordPress. I still do plenty of newsletters and brochures, but I also frequently take on work ghostwriting blogs or crafting clever meta tags.

I never understood exactly what Twitter had to offer. What can you really say in 140 characters or less?

Although I enjoy writing for the Web, I have been reluctant to fully embrace one component of the online environment: social media. Sure, I have a Facebook account. I use it to keep abreast of viral YouTube videos and prayer chains and cute things my nieces are doing in Dayton, Ohio. I do not, however, use it to grow my business.

I also have a Twitter account, which I created last year when my husband created his and then promptly ignored. I never understood exactly what Twitter had to offer. What can you really say in 140 characters or less? Is the sole purpose of Twitter to keep bit.ly in business with shortened hyperlinks to longer articles?

Then I heard the gospel according to Scott Stratten, and it all became clear.

Stratten is a social media expert and was the keynote speaker at PubCon Dallas earlier this year. He is funny, self-effacing and insightful. He has studied social media since Twitter first built its nest on the Web, and he understands the intricacies of marketing in a Web 2.0 world. In short, he gets it.

Now I get it. I get that Twitter is a way to connect with people in your own industry—colleagues, clients, and prospects—to share information and have a casual chat. I get that it’s like a cocktail party where you might overhear an interesting conversation, introduce yourself to one of the speakers, and strike up a new friendship. I get that it takes time to get to know people—just like in real life—but once you do, they might have need of your services, or recommend you to someone else, or give you an idea that can help you with your business.

Twitter is fun. It’s addictive. It’s frustrating. Using Twitter well requires patience and discipline. It can be a powerful tool to help you grow your company and engage with customers, but you have to commit. Most importantly, you have to be generous. You don’t want a complete stranger walking up to you at a party to tell you what they’re selling, so don’t do it to your tweet peeps. Find out what they need. Point them toward useful resources. Be a solution provider, and soon enough, your followers will come to you for solutions.

But don’t take my word for it—Scott’s the expert. Pick up his new book, Un-Marketing, at any major bookseller. Then let me know what you think. You’ll find me on Twitter @lesliejthompson.

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If you’ve ever seen any of the myriad home improvement shows on cable television, you’ve probably experienced a moment of inspiration when you thought about sprucing up your own pad. Watching the experts update a kitchen, living room or back patio in two days and for less than $2000 makes even the most tenacious couch potato want to head to Home Depot with plans for a quick weekend project.

Once you’ve actually done a DIY project, on the other hand, you may have second thoughts the next time inspiration strikes.

I’m a glutton for home renovation shows; Flip This House, Sell This House, Property Ladder, Trading Spaces–I find them fascinating. On the weekends, I’ll often hunker down to watch a mini-marathon of home makeovers, intoxicated by the interior designers and handymen working their magic with paint, furniture, and artfully placed throw pillows. For years I’ve been telling my husband how much I wanted to tackle a room–any room–in our house. Over Memorial Day Weekend, I finally did.

We recently updated our master bathroom with a new tub and a gorgeous travertine tile surround. After the renovation, the old wall color simply had to go. So, I took it upon myself to paint. Seemed simple enough; painting is always the “easy” part that the designers give to the homeowners on the home improvement programs. Grab a roller, make a “W” shape with your stroke, and you’re good to go.

Painting a room smaller than 80 square feet took me two whole days–twice as long as I anticipated. After taping the trim, cutting in with the brush, and hitting each wall with two coats, I was exhausted. Sure, the room looked great, but I questioned whether the results were worth the effort.

In hindsight, I realized that the reason home improvements look so easy for the experts on TV is because they are experts. They went to school or pursued an apprenticeship to study interior design or carpentry or architecture and have spent years plying their trade. They have a gifting and a passion for home improvement. Even though I was eager to try my hand at a relatively simple project and figured we’d save some money in the process, the learning curve was steep and the task laborious.

The same thinking applies to your company’s communications: Just because you can write them yourself doesn’t mean you should. Often, I find clients have tried to get by creating their own print collateral, press releases or website copy, only to find that the work takes longer than they anticipated and pulls them away from the things they do well–the things they get paid for.

When it comes to your marketing efforts, your time may be better spent managing other aspects of your business rather than wordsmithing a new brochure. Instead of tackling the project yourself (or delegating the task to someone in-house), consider calling on an expert to help you get things done faster and with exceptional quality. A qualified freelance writer with a degree in journalism, marketing communications or advertising and several years’ experience will know how to help you hone your message and reach your target audience effectively. In the process, you’ll be free to focus on exercising your own talents to increase your company’s bottom line.

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The Dangers of DIY Marketing

Need a quote on a project? Contact Dallas freelance writer Leslie J. Thompson via email.

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