Update: It was starting to get real hot about 9am on Monday. I was on foot and saw a stranded motorist blocking the left lane five feet from the crosswalk. I asked if he needed assistance and yes, he wanted me to steer traffic away as he rolled his car back to a safer location. Job done.

Now am I applying for sainthood?

Not at all. But it made me feel good to help out. It's just sad nowadays that people think you'll want something in return for trying to be nice to them.

Feature Article: Three Keys to a Compelling Press Release

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The Trouble with Lawsuits...

I met with a business owner who was incorporating his business. I suggested there were strategies he could employ that would add layers of protection for his corporation. As you know, there are lots of shady characters out there and even shadier ambulance chasers who have nothing better to do than file a frivolous lawsuit.

He wasn't interested...

He was aware of shady characters and already has a plan mapped out for his constituents. What was more important to him was his company's character, integrity and reputation remain intact and held in the highest regard. And if his company operated by these high principles, then a regular lawsuit has no standing and a frivolous lawsuit should be judged at face value.

I was taken aback...

You don't hear this kind of talk in any business setting. Most companies do their due diligence to protect their assets. There may only be a handful of successful businesses that are run so well, they don't invite trouble.

This is a totally refreshing view. Today's business climate doesn't necessarily hold true to this view. Maybe he's starting a new trend... a case of the pendulum swinging back to high values, ethics and conduct.

Three Keys to a Compelling Press Release

Dear Associate,

Let's say your company doesn't have the marketing budget for a full-page newspaper ad, half-hour infomercial, radio spots, mobile billboard or even a direct mail campaign. And for your company to thrive, it must have a steady stream of new customers.

What on earth will you do?

One of the most powerful tools in your marketing arsenal is the little one-page press release. Just because it's one page—don't discount its leveraging power. This one page, in the right hands can drive lots of traffic to your physical or online store.

When picked up by newspapers, blogs, the evening news, membership websites or online media, it's been known to launch entire businesses. When done right, press releases can bring in an obscene amount of cash flow instantly. Not a bad problem to have.

So what information can you put in your press release?

First of all, it's not about selling your product or service. That's what you'll eventually want to do, but not at first. You have to do a little romancing to get your foot in the door.

Media people are constantly on the lookout for stories that serve the most amounts of people. They are looking for newsworthy information. Not a sales pitch.

Media outlets are not your marketing firm. But they will run your story if you can provide them with a compelling press release. One that delivers valuable, important information for their readers.

Let's look at three keys that compel editors to your press release:

1) Give the facts.

Maybe it's a major announcement about your company. Perhaps it's the launching of a new business. How about a merger, coming out with a new product line, or the fact that a celebrity is on board endorsing your product?

Whatever the case may be, make sure to create enough buzz that would cause the media to feel they will miss out on something had they not covered your story or event.

2) Keep it short, buddy.

Tell your story, but tell just enough to tantalize their appetites. A few paragraphs of facts would quickly suffice. If you try to sell them that you have the best deal on product xyz, forget about it. The media may ostracize you.

3) Frequency wins in the long-run.

Stability is a big plus for effective press campaigns. It might be psychological, but if an editor keeps seeing your compelling press releases at least once a month, it creates curiosity and interest that may one day lead to a story, article or interview. And that's very good for you.

Don't dismiss this little one-pager in your marketing plan. Create a compelling piece and you could see sales or lead generation explode overnight. Again, not a bad problem to have.

Warm regards,