No one and I mean NO one likes looking at a blank screen or sheet of paper. Especially when it needs to be filled with something of substance with your marketing.

Fortunately, I’m here today with a free shot of publicity espresso…

First, a confession. I’ve done online press releases since 2004. I ALWAYS advocate creating story-driven
press releases. And YES, sometimes even I need inspiration for my press release topics.

But what I refuse to do is THIS: to backslide and do an announcement-style release. So why put extra pressure on myself and those that follow my methods with such an approach?

Results, pure and simple.

Investing a little extra time in developing a solid message ALWAYS pays dividends. What kind of dividends? Your story could go viral? It’s more interesting so it’s more likely to capture the attention of prospects and media alike. So far so good, right? But how do we adhere to the “little extra time” approach and not get into a major time suck?

I’d like to present…

PR Traffic Publicity Starters

Here are some helpful tips to get you unstuck if you’re searching or even struggling with ideas for your marketing and especially your publicity.

1. Review a swipe file
I have swipe files on stories, headlines, interesting ideas, anything that I can use to springboard a message. Not a swipe file does NOT mean you steal someone’s idea. It’s just to get your creative juices flowing so the ideas start percolating.

2. Review current events
What’s happening in popular culture? Politics? World events? Holidays? Can you tie your message to something that’s making news NOW? It’s always helpful to sign up to Google Alerts for your topics of interest.

You can also visit these sites to see a) what’s bubbled up to the top news wise; b) how that news filters it across a variety of media vehicles and web sites and c) simply what is creating some buzz and has people talking…

PopURLs is a mashup of all sorts of news, media, and social media sites.

Alltop is like a search engine for top rated blogs. And it’s divided into sections. There is even an entire one on bacon!

3. What’s trending?
Look to Twitter to see what people are talking about. Here is a site that will you show you real time trends, even broken down by each country:
http://whatthetrend.com/

4. Review your news reader
I have hundreds of news feeds, mostly from marketing sites. I browse those aiming to get a pulse of what’s
happening. There are all sorts of news readers. If you want to keep it simple, like me, Google Reader works just fine.

5. What’s on the calendar?
Every day, every week and every month has something you can springboard off of. For example, April 2012 is a month that is known for all sorts of things. Here’s just a sample:

• Couple Appreciation Month

• Pets are wonderful month

• Financial Literacy Month

• National Garden Month

And as I write this, we have just entered “National Guitar Week.” Oh, and the 4th week of April is “National Scoop the Poop Week.” Considering April is a pet-centric month, that shouldn’t be much of a surprise.

To sum up, there is a WHOLE world out there…but its right HERE at your fingertips.
So start typing, clicking and writing!

Which of the 5 tips would YOU use the most? Share your feedback in the comments below.

April Publicity Starters: 5 Surefire Tips To Never Be At A Loss For An Idea is a post from: 30 Minute PR

Next time you’re in the movie theater ask yourself,” did seeing a movie trailer first make me more likely to see that movie?”

For me, the answer is most often YES! And so in following the movie industry’s lead…I’ve prepared a special sneak peek into my just launched PR Traffic Templates: Marketer’s Toolkit.

So far the feedback has been amazing…launch sales will likely eclipse my last template product.  Of, course, having a launch price not much more than a couple of movie tickets definitely helps…

As does this: the Marketer’s Toolkit fills a void. A big one. Finally, now there are optimized press release templates for real marketing needs—and challenges.

Your sneak peek inside reveals even more…

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Action takers have been snapping up the PR Traffic Templates: Marketer’s Toolkit the last 48 hours. And for good reason. You’ll only have until March 1^st to grab the introductory price and launch bonuses. See for yourself here.

PR Traffic Templates: Marketer’s Toolkit Sneak Peek is a post from: 30 Minute PR

My hopes were on high when I heard about this list of top online press releases. After all, Businesswire is actually owned by Warren Buffet. And it’s one of the top newswires around. It’s often the PR site of choice for big companies, especially the Fortune 500 crowd.

In fact, a recent search of online press releases in Google News for the phrase “Businesswire” returned 18,300 listings. That alone has “PR Heavyweight” written all over it.

No wonder visions of Online PR best practices were dancing in my head. At the minimum, I expected bookmark worthy content. And yet, when I read the article (twice mind you), I had an different reaction entirely.

Here is the Businesswire article on the Top 20 Press Release of 2011 so you can see for yourself. (You’ll notice my spirited response in the comments!)

Here is MY take on the top 20 press releases list…

No gobs of text to review.  Watch the short video below. FAIR WARNING: I’m not going to make some people happy with my perspective. For the rest of you, it’s time you learn which way the press release playing field is tilted. And more importantly, what what you can do about it.

Now that you’ve viewed the video or took a closer look at the top press release article, what’s YOUR take?

Please SHARE and comment: do you agree or disagree with me with on this?

Businesswire’s Top Press Releases of 2011? Really? is a post from: 30 Minute PR

I’m staring a new series here: Harty Nuggets! Every week, I’ll publish new insights and observations that caught my eye. Moved my heart. Stimulated my brain. And made my blood boil!

What am I observing exactly? That’s the fun of it! We’re talking TOTAL free-flow mode here. Rest assured, these are not off the cuff comments and opinions without some thinking behind them. Of course, you’ll be the final judge… and you can’t beat the cost, right?

Why am I doing this? Well, after 25+ years of marketing. And 50+ years of living, I’ve learned a few things along the way. (With the scars to prove it.) And by presenting these observations in list form, they’re easier for you to scan, consume, and benefit from!

In fact, these insights have yielded plenty of ROI and saved my bacon more than once. And if they can help save yours—all the better!

 My 9 Observations for the Week of January 8^th, 2012:

1. Tone setting first, goal setting second. I always feel better when I set the tone for the year first at a high level. Only then do I drill down to goals. Find out my 3-step process here.

2. Your network DOES equal your net worth. I spent years building up my network, and let it wither. No more. I’ve recently connecting with the following in my network:

• Business coach to Fortune 500 Companies (Like Wall-Mart and Firestone)
• A top Business Strategist that wants to include me in a global PR push
• One of the biggest SEO thought leaders on the web (First book published in 2002.)

TIP: Set aside time each week and reach out. BUT, don’t get attached to the outcome. Just connect and let things flow from there.

3. Masterminds are ALL POWERFUL. But there are some caveats. I am currently in three masterminds. One has over 90+ marketing and technology minds just an IM away on Skype. ALL in one place! (Because it’s a group.)
 
I’ve also had masterminds that failed. Make sure to set expectations. And find mastermind partners that share your values. But not necessarily your skill set.
 
4. Digital PR is NOT a magic cure. I talked with two colleagues today. One has had really good Online PR success. The other? Not so much. There are many reasons why. That’s why you follow a process. There’s a lot of valuable info about my Online PR methods right here on this site. Look around. Download something. Take action.
 
5. No matter what business you’re in, you’re in the expectations business.  Work with clients? Set the expectations before you do ANYTHING else. I recently had a situation that didn’t have client/agency roles clearly defined and we’re now in a bit of a conflict.
 
6. Story TRUMPS all. Was catching up with my friend and colleague David Bullock today. And we shared a similar lament. Too many businesses let tactics drive marketing and decision-making. Instead, focus on creating a compelling story first, then roll that out into which marketing vehicles are the best fit first.

Sure, I’m being Captain Obvious here. But then why do so few businesses get their story right? You don’t need to be a billion or million dollar brand to hatch the right story. You just need to think like one. It’s hard to argue with Apple, Nike, Virgin and all the others…
 
7. Have Webinars peaked yet? They no doubt will by the time I start doing them regularly. (LOL) Here’s the thing: if you’ve on a few marketers’ lists like me, you’re getting hammered with webinar announcements. Can you name 3 webinars you attended truly impacted your business in a positive way?
 
Yes, I get that webinars are cost-effective. And a great vehicle to sell. But SO many marketers do webinars and squander trust right from the get go. So even if they have good content, you might not stick around for it.

Webinar pet peeve: lots of joking around with the speakers in the beginning. My time is valuable. Don’t try and prove how clever you are. Get to the damn point!
 
8. Email marketing is tough. And getting tougher. Deliverability is down. Spam is up. Clickthrough rates are off. And clutter is everywhere. What’s a marketer to do? Here’s what THIS marketer is doing: I’m overhauling the operations side this month, and then the content side after that.

Take NOTHING for granted. And make email marketing part of your overall marketing strategy instead of being lazy and just sending out affiliate emails for a quick buck.

Email marketing pet peeve: FTC regulations state if you are an affiliate you need to identify yourself as such. How many marketers really do? From all the marketing emails I receive I’d say it’s less than 5%.  Can you really trust these marketers’ recommendations? Especially when they’re not transparent about their compensation (as the FTC requires) them to do as an affiliate?
 
9. What would my system do? No you don’t need a bracelet to remind you. First, do you even have systems? If not, check out the systems resources from my friend and colleague Beth Schneider at Process Prodigy.

Systems aren’t just for big companies or those with employees. I have an entire system that slots over 235 tasks I have into 8 buckets. Don’t you think that’s a lot easier to manage than a task list that goes on for pages? And even worse, makes you feel guilty you’re not getting enough of them done fast enough?

That’s it for last week’s observations. This week I’ll have a whole new batch. And I have no idea what they’ll be. Stay tuned!

Please comment: which observation do you connect with most?

9 NOT So Random Marketing And Business Observations is a post from: 30 Minute PR

Planning for 2012? Listing your resolutions? Find yourself repeating the same unproductive habits and behaviors from year to year? Answered yes to any of those questions? Then keep reading! Because this will forever change how you see, plan and live the coming year and the ones that follow…

Bold words? Yes. Can I back it up? Absolutely. And it’s not mine alone. It’s something I’ve evolved over the years and now it’s here for you now…

You see, I’ve always put a premium on personal evolution. In essence, uncovering new tools and tactics, methods and mindsets to make the most of our precious time on this earth. And to do so in accelerated fashion.

So today is a special treat for me…I can finally reveal this unique approach that I have yet to see documented or practiced anywhere else.  

 Ready to get started? Lets do it…

Follow These 3 Steps And Make Every Year Worth Living

Do you have to complete all 3 steps? No. Will you success increase by doing all three? He## Yes!

Step #1: Look back to 2011 and List Your Accomplishments

Do you beat yourself up with not getting more done? Me too. Here’s the rub. We don’t acknowledge what we DID COMPLETE. As soon as we get something done, it’s on to the next thing on our list.

So look back on what you did accomplish. I list my accomplishments in three categories:

• Personal accomplishments
• Professional accomplishments
• Spiritual accomplishments

If you have other or more detailed categories, that’s fine too.

When you do this exercise, you’ll be surprised at how much you really did. If you need a cheat sheet or thought starter to jog your memory, read this great article by Jack Canfield. He lists over 24 different questions to ask yourself.

Now that you’ve had a look back, let’s look ahead shall we?

Step #2: Brainstorm Goals Following The S.M.A.R.T Criteria

Years ago I learned about creating S.M.A.R.T. goals. And yes it’s an acronym that I will reveal in just a moment. Why smart goals? Because too many times with too many people their goals are fuzzy. Or too pie in the sky.

Here’s a good goal rule of thumb I learned from a business coach: if you reach all your goals, you’re not setting them high enough. If you reach less than 50% of your goals, you are overly ambitious. A good goal completion rate to shoot for is 75%.

Major takeaway alert: there’s more at stake than just goals to complete here! Simply put, it’s about the person you will become in the process in completing those goals. Because the habits and practices you follow in goal completion will serve you far after they’re done.

Your S.M.A.R.T. Goal Checklist

 Here is how this goal criteria is defined:

 S = Simple

 M = Measureable

 A = As If Now

 R = Realistic

 T = Timed

I know what you’re thinking…what does “As if Now” mean? When you list your goals, use words and language as if you’ve already accomplished the goal. For example, instead of saying “I Will generate $20K revenue per month in June 2012 rephrase that to say “Generating $20K revenue per month in June 2012.”

You know why this is so important? Because the first approach is tentative. It may happen. It might not. Conversely, the second (and S.M.A.R.T way) is written as if it has actually happened. This approach is more empowering and serves notice to your unconscious mind that goal is indeed a reality.

The other characteristics of S.M.A.R.T goals are pretty obvious. By creating your goals following the S.M.A.R.T criteria you’re far more likely to have success. Try it and see for yourself. And let me know your results!

Step #3: Theme Your Year

This is my favorite! And it makes perfect sense. So often we get caught up with the micro, we forget the macro.

By having a simple theme you want the year to be about helps align ALL your activities towards one grand purpose.I’ll cover the theming process here at a high level. For more insights and details on this approach, reference this article on how to theme your year. 

Here’s how to theme your year for optimal results:

• The theme should be broad enough to cover ALL areas of your life, not just business (think business, personal and spiritual)

• Make the theme short and sweet: 1-2 words MAX

• The theme should be consistent with your values, mission and purpose

 Now how about some examples? Last year this was my theme…

 “2011: The Year of Abundance.” A look at this article will show you details for that theme.

And for the new year? “2012: The Year of Performance.” By performance, I refer to improving results by bettering my performance across all areas of my life.

I plan to manifest this theme in the follow ways:

• Optimize my web sites to perform better (more traffic, more sales)
• Perform better in my new role as a husband (I’ve been married for less than a year)
• Perform better physically: build my endurance in swimming laps
• Perform better spiritually: devote more time for meditation and attending church

See where I’m going with this? So have at it!

Please SHARE and comment: what’s your theme for 2012? And how will you manifest it?

3 Proven and Powerful Steps To A Better 2012 is a post from: 30 Minute PR

Each digest spotlights one strategy, method or web site. Digest #2 was Google+. This week it’s Facebook. Oh, and this issue contains a BONUS? It’s after the “Boos” section. Let’s get right to it! Here’s what found the spotlight…

NEWS

• Facebook advertisers can target by zip code:
  http://on.mash.to/rsF6y5

  Marc’s take:
  Way cool!  Say you need to build your events or speaking practice in your local area.  Now you can geo-target and a whole lot more.

  Like zeroing in on the prospects true passions…to start advertising on Facebook I found this program VERY helpful. Glad I didn’t let the ugly graphics stop me. The info was rock solid.

• Twitter gets more Facebook-y:
  http://selnd.com/p0YxvH

  Marc’s take:
  I like it. Makes Twitter more relevant. These changes give you more insights on who to follow, what’s trending and more.

VIEWS

• The Facebook dirty secret?
  http://bit.ly/obbVm1

  Marc’s take:
  Wow. Make that DOUBLE wow. I will never look at Facebook Fan or Brand pages the same way again. And not for the reason you think!

• Boring materials = marketing asset?
  http://on.mash.to/p3yMLQ

  Marc’s take:
  A novel idea. Turn boring product documentation into a marketing asset. I believe in making ALL material as consumable as possible. This article gave me a few ideas.

BOOS

• 10 words totally misused in press releases:
  http://bit.ly/pozwa7

  Marc’s take:
  Bottom line: the words made the list because those writing the releases are a) lazy or b) into corporate speak. Since I’m into neither, you’ll be glad to know my pre-written press release templates don’t contain any of those words either. They DO contain 17 pre-written headlines I’ve personally tested.

• PR flack ties lame pitch to London riots:
  http://bit.ly/oWCPCA

  Marc’s take:
  Springboarding off a current event is one of my favorite and most successful techniques. But use some common sense! Give a story a twist but don’t shamelessly plug your product via a tragedy. Yuck!

BONUS: TRUTHS

Not opinion. Not theory. Just the facts…in this case, one truth about social media.

• Social media sans measurement =LOSER
  http://bit.ly/pkCoWy

  Marc’s take:
  In today’s economic environment, social media MUST earn it’s worth. Sure, it may take longer to see the ultimate ROI. But you’re flying blind if you don’t track it. This article gives you a simple matrix to model. I like it. Even better, I’ll use it!

That’s it for this week’s digest.

Wait until you see Issue #4! We’ll look at QR codes, online video and Linkedin mistakes.

And here’s where I share what 99% of marketers never will: some links are to resources where I’m an affiliate. So when you click and decide to buy, I receive a commission. Always use your own best judgment before buying from anyone via the Internet or offline. I know I do.

Focus on Facebook: 30minutepr Digest #3 is a post from: 30 Minute PR

Are you on board with Google+? Have you built out your pages and expanded your circle? Or are you behind the curve on this new social media app? Either way, you’ve come to the right place!

Every week I review 200+ articles and  resources.  On topics that include publicity, social media and more. This edition turns the spotlight on Google+.

WARNING: you may find one of my “boos” risque. Think food. Think branding. And that’s all I’ll share for now.
(Get the full story later in the “Boos” section…)

On to THIS WEEK’s nuggets…

NEWS

• Google+ bigger than Twitter and Linkedin combined a year from now?
  YES, according to the latest Google+ trends.

  Marc’s take:
  Google got this one right. (Unlike Google Buzz!.) I’m still getting up to speed on Google+. I found these 10 Google+ video tips VERY helpful.  And here’s a cool Google+ SEO experiment especially to test your authority status.

• Joel Comm’s no-nonsense Google+ Guide:
  http://www.gplussecrets.com/

  Marc’s take:
  I’ve examined several introduction guides and products to Google+. Surprisingly, I found Joel Comm’s free Google+ Guide to be more valuable than several paid products.

  On page 20 of the guide, Joel quotes an SEO guru that was once in a local mastermind I attended here in Dallas. He regularly speaks at some of the top SEO conferences and hey, he’s in my Google+ circle. (If you’re curious, his name is Bill Hartzer.) I’ve always trusted Bill’s insights and so should you.

  VIEWS

• You’re really NOT that popular?
  In our zeal to explode our Twitter followers, Facebook likes (and Google+’s), this social media expert looks inside the numbers and doesn’t like what he sees.

  Marc’s take:
  The author is a voice I respect. His real conversion numbers for posts and tweets? Quite the eye-opener. Outside of sounding the alarm, he doesn’t suggest what to do next. So I will! Create, build and amplify a story that only YOU can own.  My “Instant Story Starters” and “Power Personas” rapidly boost your own story worthiness. They’re yours FREE as bonuses with this#1 best seller.

• BONUS resource: so often when we launch a new product or site, we don’t have a plan. So we scramble and often focus on the wrong things. Here’s an effective blueprint to launch your site the right way with the search engines, for the price of a few iced coffees.
• Are you an authenticity washer?
  You could very well be and not know it. No wonder the visual for this article is “Two Face”
  from Batman: http://bit.ly/nI3pIx

  Marc’s take:
  I agree that perception rarely mirrors reality. This article will cause you pause if integrity is one of your highest values.

  (As it is mine.)

  Again, the author is raising the cry without offering a solution. When it comes to authenticity, transparency is critical. As proof, I disclosure something later in this post that 95% of marketers fail to do.

BOOS

• Twitter CEO admits to editing trending topics:
  http://bit.ly/pQ87By

  Marc’s take:
  The official response was to remove stuff that was obscene but it does make you wonder if they’re editing anything else.

• Zagat’s 10 worst restaurant names:
  http://bit.ly/nm8fZU

  Marc’s take:
  PR’s not going to help you when the name of your restaurant is “Crappito’s” That name is G-rated. Others venture into PG and R-rated territory.

Google+ Tips: 30MinutePR Digest #2 is a post from: 30 Minute PR

Gosh, you’re probably thinking, “just what the world needs another newsletter I don’t have time for!” And I hear you. Because I have the exact same problem . I’m overwhelmed with all the PR, Publicity, Social Media and Internet Marketing that’s on MY reading list.

Fortunately, there’s a solution that serves us both. And well.

Because I ALWAYS have time for is actionable intelligence. And that’s exactly what I’ve delivered  in the past two weeks with The Digest’s first two issues. You see, helpful links are nice. Key insights are even better. So I’ll always give you my take as you’ll see below.

So why are you only hearing about this now? Because my subscribers get the latest the earliest. You can subscribe here and even get an optimized , 70% pre-written press release template free.  Hope to see you on board!

Editor’s Note: The Digest below was originally published via email on July 31st.

Presenting The ULTIMATE PR Digest: Issue #1

EVEN BETTER: I’ll cover hot topics like social media, Google+ and more. Because it’s all publicity when you think about it.

Here’s what caught my eye THIS WEEK:

NEWS

• “Computer marries couple?”
  How to make getting married news? This did it. Hat tip to Michael Young for sharing this: http://bit.ly/qHLsZr

  Marc’s take:
  Fun publicity stunt. Great lead in copy…”My Big Fat Geek Wedding.” Could be leveraged in all sorts of ways.

   

• Evolution of the news story:
  The shift from “frozen in time”news to real time news and what social media tools reporters rely on to make it happen. http://bit.ly/oEpJh1

  Marc’s take:
  I especially like the importance of context and tracking a news story as it evolves.

VIEWS

• Social is Over?
  A major investor in Facebook thinks so: http://read.bi/nLvGnT

  Marc’s take:
  The author leveraged one of my most powerful publicity personas: the contrarian. While everyone sings the praises of social media, he says the contrary..

• What’s IN, What’s OUT and What’s Trending:
  In the article they call it Social PR Fashion Statements. Not sure about that moniker but the rest is good stuff: http://bit.ly/qa5IHS

  Marc’s take:
  I agree that announcement-style press releases are OUT. That’s why my”Instant Story Starters” is something I’ll never sell. They’re THAT valuable. The good news? You can claim them as a bonus when you purchase this best-selling program.

BOOS

• “The emails we HATE reading most”
  Ragan did a Facebook poll on 8 different types of emails (both business and personal.) Guess which email was the MOST dreaded? http://bit.ly/n52Ysk

  Marc’s take:
  I hate marketers emails that promote affiliate offers where they never disclose, as required by the FTC, that they are compensated if someone buys. Have one shred of integrity, please!

• “3 things to NEVER say to a journalist”
  Mickie Kennedy of ereleases.com shares where even experienced publicity pros trip over their tongues. Make sure this doesn’t happen to you. http://bit.ly/nxbKUf

  Marc’s take:
  There are many more. Like “what never to say to a journalist on Twitter.” I’ll compile THAT list…

That’s it for this premiere issue of the 30minPR Digest. What do you like? Want to see? Want me to investigate for you?

Introducing the 30minPR Digest: The Latest News, Views And Boos is a post from: 30 Minute PR

Editor’s note: this is the first in a series of best practices on building  highly effective swipe files. A swipe file typically contains someone else’s intellectual property you purchased. As such a swipe should be for your own use or for that of your marketing team.

Can you guess why I chose a vault image? Because my master swipe file is one of my most valuable resources. It’s my secret weapon. And one that always gives me instant leverage over the competition. Want to know why? Keep reading…

First, a question: do you have a swipe file? Do you even know what a swipe file is? And what’s the difference between a swipe file and a master swipe file? I’ll answer the second question first.

Before I tell you why a swipe file is so powerful, lets define it by what it is NOT. A swipe file is not a collection of marketing techniques giving you free reign to steal or plagiarize what someone else has already written or produced.

A swipe file is something you either a) buy or b) build on your own. A swipe file can be very narrow and specific. It can be digital or hard copy or both. Some example swipe files could include:

• Email subject lines
• Postcard mailings
• Video sales letters

“A swipe file is an easy-to-access resource of highly effective marketing techniques. These techniques are the “best of the best” and can be assembled, archived and retrieved via a variety of media and formats and methods, both online and offline.”

So what’s the difference between a swipe file and a master swipe file? Well, you’ll most likely have several individual swipe files as mentioned above. A master swipe file brings much needed organization, accountability and actionable results to how you manage and use your swipe files. I’ll talk more about master swipe files in parts II and III of “Anatomy of A Master Swipe File”

Chances are, you may have been assembling swipe files already and didn’t know it! But questions often arise, don’t they?

3 Critical Questions In Building Any Swipe File

As you can imagine, a little planning goes a long way. So before you buy or build any swipe file, ask yourself the following questions. That way, you can to zero in on how this particular swipe file can most benefit you.

Question #1: Why? Think “Thin Slicing” for one…

The easiest answer is it makes the absolute best use of our most precious resource. No, no money. Time. We’re overwhelmed with information. So if we can make decisions faster, even with limited information or time, that’s a good thing, right?

Malcolm Gladwell, author of “The Tipping Point” and “Blink”, defined the technique of “thin slicing” this way…

“As human beings we are capable of making sense of situations based on the thinnest slice of experience. I have an entire chapter in “Blink” on how unbelievably powerful our thin-slicing skills are.”

The Wikipedia page on “Blink” describe thin slicing this way: “Spontaneous decisions are often as good as—or even better than—carefully planned and considered ones. Gladwell draws on examples from science, advertising, sales, medicine, and popular music to reinforce his ideas.”

Do you have time to review 10 DVDs to uncover the best practices about Facebook? Probably not. But if you can get a cheat sheet or a swipe file about do’s and don’ts, which would give you enough to take action. (And you can always review those DVDS later and make enhancements on what you’ve already produced!)

It’s all about getting from learning to doing as fast as possible.  As someone who creates information products, I always keep in the back of my mind making  all my products easy for people to consume. All so you can take action. Because it does no good if you learn something but don’t apply it.

Another reason why we use swipe files? Reinforcement. Sure, we may have consumed the most important elements of a press release headline, but it’s good to refresh ourselves when we’re in crunch time and on a deadline.

Question #2: How will it be used?

I’ve already mentioned that It’s mandatory we use swipe files ethically. We don’t pilfer. We produce anew. By that I mean that the right way to use a swipe file is to “train your brain.”

When I review my swipe file of headlines you know what my takeaways are? Here are a few:

• The right structure (like “how to…”)
• Make a HUGE promise
• Use facts not claims
• If possible, profile someone who overcame a real problem
• Get the audience to keep read what’s next!

In essence, I’m getting in an ultra productive mindset of creating powerful headlines. I’m not relying solely on my experience. I’m referencing other successful headlines and those swipe files, both bought and built that further distill the success traits of a winning headline.

Question #3: What format allows the easiest access?

The answer depends on a few variables. First, what type of content and media are you swiping? If it’s “teaser videos” than obviously the format will be in digital form.

However, if your headline swipe file contains writing elements, it’s often better to print it out. You know why? Scrolling! You lose time because you’re scrolling back and forth, looking at swipe contents.

For example, I have a swipe file on “bullet copy.” Bullets are often the most powerful components of any copy, whether it’s a salesletter, an article, blog post or special report.

But not all bullets are alike. There are different categories and approaches. Different styles and structures. For me, it’s far more effective to have printouts of the bullet text spread across my desk. That way I can scan quickly and highlight the specific bullet approach that makes the most sense at that time.

Coming Next in “Anatomy of A Swipe File”…

Can you believe I’m at 1000+ words already? So I’ll wrap things up here and give you a preview of what’s coming next.

Because the term “swipe file” is somewhat common, it’s critical we all be on the first page. So Part I was all about the what and the why of swipe files as well as how to use them ethically and with high integrity.

Now that we’ve got a foundation to build on, here’s what you’ll discover next:

• THE 5 most important swipe files to have no matter what your business
• Manual vs. automated swiping
• My secret checklist on what to look for in buying swipe files
• Time-saving tips on assembling online swipe files
• How to share your swipe files with your team–ethically
• The power of “hidden” swipe files
• The “swipe file on the fly” method of taking notes
• And more!

I want your feedback? What questions or tips do you have on swipe files? Share them now!

Anatomy Of A Master Swipe File: Part I is a post from: 30 Minute PR

Who sent those releases? Why did they fail? And why so darn many? All questions deserve (and will receive) answers. Let’s start with the most obvious: the origin of those press releases.

All 64,033 press releases were from politicians of the two major political parties here in the USA from 2005 to 2007. Do we need one more reason to confirm how our government has failed us? Well, apparently we’ve got 64,033 of them!

Now unless you subscribe to “Cave Monthly” or are trapped in a dungeon, you know Republicans and Democrats possess an ideological gulf the size of most oceans.

And while these public servants are at loggerheads on budgets, wars, healthcare and more, they are in virtual lockstep in one critical area.

How they use press releases. Or in this case, misuse them. More about that in a moment.

Harvard Professor’s Analysis of Political Press Releases = Not Pretty

First, some much needed context. The study was released at the height of anxiety over a possible USA government shutdown. And this news article and the thousands it spawned seized on one aspect as proof the government is not focused on the people’s business.

Here’s a quote from the article about Professor Gary King’s findings:

“A Harvard University professor has analyzed this tribe’s behavior, using computers to look for trends in members’ writings. And he’s learned something that might help explain why Congress is having such trouble working out a deal this week. He learned, to his amazement, that modern members of Congress spend about 27 percent of the time just taunting each other.”

Second, major kudos to Professor King on timing the release of his study. I bang the table constantly about one of the most powerful online press release methods available and Professor King executed it to perfection.

Can you guess what it is? Simple. Leverage a hot news topic as a springboard to YOUR story.

In this instance, the government shutdown and surging rancor between America’s two major political parties. That was the perfect springboard to introduce the study. And with it, the empirical proof on how frequently politicians taunt each other via their press release marketing.

And yet, from my perspective, that wasn’t the real story. I already knew that politicians taunt each other. This study just attached a number to it.

Buried later in the story was something far more interesting and useful for anyone doing press release marketing today.  Because the study revealed the exact categories and topics that were used most often by politicians of both parties.

3 Press Release Categories Tells Us About What Works (Or Rather, Doesn’t)

In addition to the taunting evidence, Professor King’s study discovered that most of the 64,033 releases fell into three distinct categories. Now after I list the categories, I’ll explain what this was such a major fail.

According to the article, “there are the three primary ways a legislator expresses him or herself” They are:

Category #1: Credit Claiming

This is where a politician takes credit for something that the local voters want. Most often it’s public works projects like a bridge, highway or even bringing new companies (that create jobs) to a specific geographic region.

Category #2: Position Taking

This is where a politician explains where they stand on an issue or multiple issues.

Category #3: Advertising

Granted this category is the most broad and may be a “catch-all” for random releases. It’s defined in the study as “ ‘Look at me! I’m a member of Congress!’ ” King said.

The Political Payoff: How This Fail Could Have Gone The Other Way

The three categories of releases shared one fatal flaw that led to their undoing. Ever hear about WIIFM? It’s a marketing 101 principle that these politicians violated repeatedly. It stands for “What’s In It For Me?”

All three categories of the releases look inward when a far more successful strategy would be looking outward. An outward-oriented release engages. An inward-oriented release is informational but magnifies the “so what” factor.

It’s clear politicians of both major parties are in a major rut with their press release marketing. They’re predictable. They’re self-centered. They’re bombastic. And for those reasons, all too easy to tune out no matter what the level (or volume) of the conversation.

The Takeaway: “Outward-Oriented” Press Releases Perform Better

It’s a shift of thinking from the traditional teaching of press release marketing. In essence, away from announcement-driven press releases and towards story-driven press releases. Announcement-type releases are still standard issue, especially for large, publicly traded companies. However, they’re only adding to the online clutter rather than giving potential audiences a reason to care. And more importantly, respond!

Do you think politicians will eventually get a clue? Perhaps I should share my PR Traffic Template System with them? It does have 21+ story starters and 8 outward-oriented press release templates. And if’s really true there’s a shortage of ideas in Washington; perhaps my materials can pick up the slack. At least as far as press release marketing is concerned.

Have you committed the same press release mistakes as the politicians did? Empowered to make your online press releases  more outward-oriented? Please share your thoughts and feedback with a comment now.

New Study of 64,033 Press Releases Reveals Major Fail is a post from: 30 Minute PR