Get the good word out about your business! When it comes to attracting customers, the only differencebetween your company and Sprint, Apple, or Burger Kingis great promotions. But what if you don't have millions forsophisticated PR and advertising campaigns? No problem.A self-made multimillionaire and business expert, Brad Sugarshelps you create compelling press releases, sizzling ads,irresistible in-store promotions, and other promotional toolsthat get customers flocking to you. Discover how to: Identify and reach your target market - Use the media to your advantage - Attract influential special interest groups - Design eye-catching materials that helpyou stand out and get noticed Get real results right now when you discover all that Instant Success has to offer! Instant Advertising * Instant Cashflow * Instant Leads * Instant Profit * Instant Referrals * Instant Repeat Business * Instant Sales * Instant Systems * Instant Team Building * The Business Coach * The Real Estate Coach * Successful Franchising * Billionaire in Training Bradley J. Sugars is a world-renowned entrepreneur, author, and business coach who has helped nearly a million clients around the world find business success. Brad is the founder of Action International , a global network of business coaches with nearly 1000 offices worldwide. Brad and the Action International team have refined over 500 business strategies and systems that are used by Action business coaches on six continents. Get the good word out about your business! When it comes to attracting customers, the only differencebetween your company and Sprint, Apple, or Burger Kingis great promotions. But what if you don't have millions forsophisticated PR and advertising campaigns? No problem.A self-made multimillionaire and business expert, Brad Sugarshelps you create compelling press releases, sizzling ads,irresistible in-store promotions, and other promotional toolsthat get customers flocking to you. Discover how to: Identify and reach your target market - Use the media to your advantage - Attract influential special interest groups - Design eye-catching materials that helpyou stand out and get noticed Get real results right now when you discover all that Instant Success has to offer! Instant Advertising * Instant Cashflow * Instant Leads * Instant Profit * Instant Referrals * Instant Repeat Business * Instant Sales * Instant Systems * Instant Team Building * The Business Coach * The Real Estate Coach * Successful Franchising * Billionaire in Training McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide Bradley J. Sugars is a world-renowned entrepreneur, author, and businesscoach who has helped nearly a million clients around the world findbusiness success. Brad is the founder of Action International , a globalnetwork of business coaches with nearly 1000 offices worldwide. Brad andthe Action International team have refined over 500 business strategiesand systems that are used by Action business coaches on six continents. INSTANT PROMOTIONS By BRADLEY J. SUGARS The McGraw-Hill Companies, Inc. Copyright © 2006 Bradley J. Sugars All rights reserved. ISBN: 978-0-07-146665-3 Contents IntroductionHow to Use This BookCharlie Learns the Power of PromotionPART 1—Press ReleasesPART 2—Direct MailPART 3—BrochuresPART 4—FlyersPART 5—Business Cards and LetterheadsPART 6—Writing "Killer" HeadlinesPART 7—Creating Powerful OffersGetting into ActionAbout the AuthorRecommended Reading ListThe 18 Most Asked Questions about Working with an Action International Business CoachAction Contact Details Excerpt CHAPTER 1 Part 1Press Releases Charlie, the first thing we'll look at today is a marketing tool called a pressrelease. Some call it a media release or a news release. It's the same thing.Got that?" "Yeah, man. No worries. But isn't that something those fancy PR-types need todo?" "Not really, Charlie. Once you know how, it's very easy. Not only that, they canbe a really effective way of getting expensive publicity for your business, forfree." "Yes, I realize how powerful they can be. That's why I always assumed they needto be produced by expensive PR firms. And I never really had the money to payfor that." "There are lots of businesses that have the same idea, Charlie. And that's whywhen you begin producing your own, you'll gain an important advantage over youropposition. So, let's get started, shall we?" What Is a Successful Press Release? Simply speaking, any press release that first gets published, and second leadsto increased store traffic and sales, is successful. But press releases aren'tjust used to increase business. They play a very important role in helping tochange perceptions or counter negative publicity a business may have suffered. Used properly, press releases are incredibly powerful promotional tools, andevery business should make use