Archive for March, 2021

Press releases have thrived in the digital age because they are still a powerful marketing tool. Also known as a news release, they help any business get the word out about an event, promotion and your side of a story in case crisis management is needed. Knowing how to write a press release will manage the perception of your business.

What is a press release? 

A news release is a short document that spreads the word about something important to you. Sharing it with the press and other media outlets is essential. You need an account to eReleases.com or another paid site. 

You also have the option of pitching to journalists and editors once you know to write a press release. A pitch is just a cover letter summarizing the content and explaining why your press release is newsworthy. There is zero guarantee that it will be accepted and/or published. 

Reasons to send a press release

1. Media outlets have extensive reach to bring attention and awareness to your listings. 
2. Relationships can be built with journalists and media outlets. 
3. SEO-friendly releases are essential to ranking given the possibility of so many backlinks. 
4. Your image is everything; press releases allow you to control how your business is viewed. 

What is newsworthy content? 

Anything you want to publish should be: 

• impactful 
• urgent
• recognizable

Two out of the three factors will make your piece newsworthy. 

Here are a few ways to stand out: 

Do research 

Ask what people are searching for and use an SEO keyword tool like SEMrush to understand the data needed to be picked up. 

Give an exclusive

Pair a scoop with data for journalists to be willing to work with you.

Newsjack 

Take a piece of existing news and insert yourself to increase your relevancy. If everyone you know is moving to Texas from California, weave yourself into that news narrative to gain traction. 

Get into their feelings

What does your targeted market really care about? Don’t judge. Craft your press release to make it something that gets a response. 

Press release format 

1. headline
2. lede
3. body paragraphs 
4. quotes
5. boilerplate
6. contact details

Headline

• Action verbs
• Active voice
• Summarize everything 

If you’re still struggling with your headline when learning how to write a press release, you could always try a headline analyzer to give you an idea of where you stand.

Q Link Wireless Stands United with You

The Q Link Wireless Friday Deal Is Here–Score This Stellar Deal While Supplies Last

Q Link Wireless Helps Those Who Are Unemployed

Sign Up for Q Link Wireless If You Already Participate in Medicaid

Q Link Wireless’s Newly Expanded 5G Network Is Now Serving Mississippi Residents

Lede

You may have heard the expression, “Don’t Bury the Lede” a few times in your life. This is essentially the hook of your press release. In 35 to 45 words, you must condense the whole point of your press release. 

It answers the 

• who 
• what
• why
• where 
• when

your readers will want to know. 

Body paragraphs 

Once your lede has been solidified, develop your body paragraphs. This must include all the details of your story. Pick your keywords and weave them throughout the body paragraphs. Pack a punch early on with the most relevant details first. 

Quotes

Include at least two quotes in your body paragraphs. Quotes also give your press release personality and, more importantly, personality. Each one must fit in the context of your press release. 

Boilerplate

The short paragraph that goes at the bottom of your press release is just your business’s mission statement, condensed facts and goals. Check out the one I wrote for when I worked at a telecom company: 

About Q Link Wireless

Q Link Wireless is a pioneer in the telecommunications industry. The company understands that wireless communication is a right and life essential to connect with loved ones, employers, schools and emergency services. Q Link Wireless is able to offer free and discounted wireless services because they are an approved provider of the federal Lifeline Assistance program. The Lifeline Assistance program was created in 1984 by the Federal Communications Commission (FCC) under Ronald Reagan and updated in 1996. It allows low-income individuals who cannot afford a mobile phone to obtain one at affordable rates, ensuring they have basic communication services that help them live safely and productively. The Lifeline Assistance program is funded by collective fees that make up the Universal Service Fund (USF). These USF fees are collected by all wireless service providers. Created in 1997 by the FCC, the USF meets universal service goals to monetarily contribute towards the safeguarding and advancement of accessible and reasonable communication services.

Media contact details

Do not put your private cell phone number on a press release unless you want strangers calling you late on Saturday night. Give your email address and hope for the best. 

Final press release tips 

Know your goals

Think like your target market

Pivot your pitch 

Post on Tuesdays between 9 a.m. and noon. 

Get maximum media exposure with Siren Publications. You can purchase my press release template or call me at 786-208-0451 to discuss your needs. 

Newsletters are a stellar way to stay in touch with clients. You can share ideas, listings/promotions and anything that appeals to your target audience. The only challenge is standing out in a crowded inbox. 

Provide worthy content 

By now, you should be aware of what your niche wants to read about. If not, visit the same sites they do and conduct a keyword analysis. You can also pay attention to what they post on social media for insights. 

Be consistent 

You may be so eager to send your first newsletter that you pack it with your best articles/listings, ideas and promotions. Don’t do this. Think of your newsletter as a marathon, not a sprint. 

When you send your newsletter the next month, it may lack the pizzazz of the first one. Slow down and come up with themes for every month, also known as an editorial calendar. This will make each month easier for you to writer for. 

For Better Homes and Gardens® Real Estate, each month a newsletter was sent that centered on what was going on for the month and season. Summer month newsletters talked about outdoor dining, great recipes and design ideas. A Pinterest board was also generated to promote these ideas. 

The company understood that talking about decorating your Christmas tree in July was not going to get traction. Subscribers looked to the newsletter to get ideas for their immediate concerns. Do the same for your clients. 

Subscribers should know by the first newsletter what to expect from you. Decide on the goals and direction before writing one word of copy. Speak to their needs, not what you want them to read. 

By speaking to their needs, you will establish yourself as an authority to them. Everyone wants someone in their life who has all the answers and ideas. 

Subject line

Grab the attention of your subscribers with every detail. Make the subject line exciting and urgent. Give them a reason to open it such as a promotion or giveaway.  You don’t have to do an extravagant giveaway each month. 

A nice bottle of wine, a fun experience, such as a trip to the zoo or a consultation with a designer, is enough to pique their interest. Better Homes and Gardens®Real Estate always had some token giveaway to increase their open rates. 

Figure out what you can afford and announce the winner in the next newsletter. 

Newsletter subject line examples include: 

1. Create Your Best Home Yet with These Inspirations + Giveaway Inside
2. Make Staying in the New Going Out with These Inspirations + Giveaway Inside
3. Staying In Just Got More Stylish with These Inspirations + Giveaway Inside
4. Home Is Where the Heart Is with These Inspirations + Giveaway Inside
5. Celebrate Life and Home with These Inspirations + Giveaway Inside
6. Make Your Home a Sanctuary of Style + Giveaway Inside

Content 

Write for your audience. Subscribers are not the expert you are establishing yourself to be. Own it. Don’t use complicated language, acronyms and abbreviations. 

By talking over your subscribers’ heads, you will lose many. Write at a sixth-grade reading level and throw in some graphics. 

Content should be snappy. Better Homes and Gardens®Real Estate presented around three to four articles every month and a new listing. This formula worked for them because it was what their subscribers were interested in and stay within the confines of their attention level. 

The BHGRE newsletter had links to their articles and the copy came from trying to get subscribers to open that link. 

Design: https://www.bhgre.com/bhgrelife/design-functional-attractive-home-office/

The Business of You: Create the perfect in-home working environment

Entertaining: https://www.bhgre.com/bhgrelife/a-few-ideas-for-an-entertaining-family-game-night/

Make Everyone a Winner: Family game night just got better with these activities and ideas

Outdoor: https://www.bhgre.com/bhgrelife/how-to-reorganize-and-decorate-an-outdoor-storage-shed/

Create a Backyard Wonderland: Reorganize and decorate an outdoor shed with these tips

                        Home prep/cleaning: https://www.bhgre.com/bhgrelife/housecleaning-essentials-10-     spots-not-to-miss/

Cross promote with Cleaning Ideas (Pinterest): https://www.pinterest.com/bhgrealestate/cleaning-ideas/

Pass the White Glove Test: 10 spots you always miss during a deep clean

CTA 

Everything must end with a call to action. Decide if you just want them to just click the links, schedule a call or buy a product/service. 

Frequency 

You may be wondering how often to send a newsletter. That depends on how well you are connecting with your audience. If you have a lot to say and people are eager for the next one, do once a week. 

If you want some space around your newsletters, once a month is fine once you learn how to write a newsletter. Some companies only do seasonal newsletters. They can get away with it if their content truly hits the mark. 

How can you hit the mark? Follow your metrics. Check out what actually gets opened and go from there. MailChimp has particularly good analytics. 

Just remember if people can’t immediately place your company’s name when it hits their inbox, you need to step your newsletter game up. Don’t be at the bottom of anyone’s reading list. 

If you want to be heard, listen. Get feedback and ask questions. 

Learn how to write a newsletter to take your business to the next level or simply maintain one with Siren Publicationsis easy. With 13 years of newsletter experience, you can get the results your business deserves. You can also purchase the newsletter template https://amzn.to/3c1LfI4 . Call 786-208-0451 to get started today. 

Copy is content, but content is not copy. Once you decide to generate your own copy and content, you may be overwhelmed by all the different terms professional writers use. You don’t need to know them all to write compelling, effective copy, but it is a good idea. 

Copy is short-form writing; content is long-form. Copy seeks action while content drives the reader toward comprehension. To remember the difference, just count the letters in each word. Copy is four; content is seven. 

Copywriting

Advertising and marketing writers generally prefer copy over content. Copy is short, sweet and to the point. If a CTA needs to be used, chances are copy is being generated. Copy harnesses the power of persuasion and brand awareness in digital and print mediums with the least number of words possible.

With attention spans being shorter these days for a multitude of reasons, copy is the most useful for warm leads and those who are in the advanced stages of your sales funnel. 

Effective copy is whittled down and focuses on actions. In general, copy is between three and ten words per section. Think headlines, kickers and CTAs. Emails might be a bit longer but are generally shorter than five or six lines. 

This type of marketing writing focuses on persuasion. Most of the time, copy is standalone. There is no context because the focus is on getting the reader to act within the next few seconds. Actions could be to buy something, like a post, follow an account, or subscribe. 

Optimized copy is need for:

• social media posts
• YouTube video descriptions
• sales funnels 
• UX/CX

Content writing

Copy uses words to get your niche to act; content uses words to inform and engage your audience. The reader goes on a longer journey when they read your content. This type of writing informs and does not necessarily include a pronounced CTA. Content needs to be valuable and shareable to be effective. 

You want clients and colleagues to take time out of their day to read something you have generated and to perceive it as valuable. Review which of your blog posts or social media have gained the most traction and expand upon them. 

With content, captivate and build trust through data, anecdotes and reasoning. Start where your readers are and take them on your journey. Because content is so long, break up text with visuals. Aim for no more than four sentences per paragraph. 

Optimized content is needed for: 

• video scripts
• email newsletters
• keynote speeches
• white papers
• web page copy
• landing pages

When to use copy and content

When writing, focus on the intent of each word and how it serves your overall purpose. A landing page sells products and promotes conversion. There is distinct action desired, and each word drives toward a CTA. An optimized blog post may educate readers via content on the difference between a Tudor and a Cape Cod home and then encourage them to subscribe for more. Content can perform well in shades of gray. Explore both sides of an argument and go into great detail when needed. 

Copy can be on the black and white side. You do not need SAT words or flowery language when getting a lead to act. Don’t focus on having a certain style in your copy; focus on building relationships and trust in the least number of words possible. Some companies even prefer only a hard sell that demands urgency.

How to write effective copy

Copy should never draw attention to the words being used to promote a product or service. 

Everything in copy needs to be clear and each word must serve a purpose. Cut all helping words such as may, help or should to whittle down your copy. Grammar and usage must be on point since any mistake will be obvious when attention is tight. Use common spellings and words/terms to prevent leads from tripping over your language.  

Copy headlines must be memorable, urgent and specific. Ensure that everything is about the reader’s need. You can use the word ‘you’ effectively in most copy as long as it is sparing. 

Once your words are shortened and focused on action, read your copy out loud to a friend or into a recording app. The trend now is to make every piece of copy and content conversational. This helps the web crawlers perceive your work as valuable. 

How to write effective content 

Content is easier to optimize than copy. You never want to stuff keywords into copy, and content allows web crawlers to perceive your work as being worthy of a higher ranking, increasing traffic and brand trust. 

Engage with your headline. Google rewards writers/companies that use search intent in their headlines. Think ‘How to Write Effective Content’. Hook readers with an interesting fact or anecdote. Include statistics, data and metrics to build trust. 

Focus on your main point and bolster it with supporting points. Use as much evidence as possible within short paragraphs. Break up points with pleasing visuals. 

Just as with copy, content needs to be well-edited. Pick one style and use it throughout. AP style is a favorite for many writers. 

Copy and content can be a challenge if you are focused on building connections with your buyers and sellers. Allow me to take care of all your copy and content needs. Call 786-208-0451 to get started today.

Well-crafted content is your 24/7 paid or unpaid sales force. Starting and maintaining a business can be expensive without an organic strategy. Organic marketing leverages existing resources you may not have yet considered. Besides being cost-effective, organic marketing focuses on engagement, which allows you to nurture potentially loyal and fruitful connections for free. 

 The trick to organic marketing is to provide value with every post. Your niche is humans who want content relevant to them and their lifestyles. You may find yourself chasing likes and views even though they do not increase your profit. It is always better to have high-converting traffic rather than vanity metrics. 

Quality traffic + natural links + SEO = successful content

Best organic marketing strategies

Content is a major component of organic marketing. Part of organic content marketing is implementing the best SEO practices possible to build natural links, i.e., other websites linking to yours. Accomplish this by writing for client interest first and web crawlers second. Also, research the sites your customers visit and pitch articles to them. 

Effective marketing is just being helpful and valuable. 

 Research 

1. Who your niche is
2. What keeps them up at night
3. Where they typically look for solutions 
4. How your content can be unique and compelling
5. Where you can distribute your content 

Newsletters

Stay top of mind for your audience with a weekly or monthly newsletter. Clients will value your newsletter if you choose topics that are timely, easy to consume and conversational. Test the best times to send out newsletters by constantly reviewing your MailChimp or similar platform data. 

Always link back to your website. And make sure your copy is right for your audience. Use the words they do and use humor sparingly. 

Topics should be: 

1. timely
2. easy to consume
3. conversational 

Hyperlocal connections

Focus on complementary fields to your real estate service to provide additional resources and gain new audience members. Think housecleaners, staging companies and interior designers. Host giveaways together and be featured on each other’s feeds to build community trust. This also makes coveted referrals easier to make and receive. 

 Referrals

Word of mouth is the greatest form of marketing. Reach out to clients for reviews and referrals with a ‘Do you know anyone who could benefit from our/my services?’ Once you get a referral, sent a handwritten thank you note. 

Reviews are a challenge to get in any industry. Your best bet is to ask right away when a client pays a compliment. Scan emails and comments for kind words. Keep asking for reviews, as they are essentially a numbers game. 

Evergreen content

Your blog should be updated at least twice a week. Doing so allows the creation of evergreen content to raise your profile to customers, prospects and peers. Traffic, conversions and visibility should increase as your content is established as valuable. 

Social media 

Figure out where your niche audience is and seek them on social platforms. Make meaningful comments on posts directed toward your target audience. Build a community around your feeds by interacting with followers and posting what interests them. 

Use Stories to post personal items, such as your dog or a recent trip. Your feed is the place for advice, hacks and insights. Captions now have more socially accepted space so you can essentially generate an optimized micro article on each post. 

Explore online forums and message boards for inspiration. Clients always love Q & A’s. Reddit is a great platform to share authentic stories and promote your services. Do an Ask Me Anything (AMA) or an Instagram Live. Ask your social media followers to join. 

Doing so will give insights into pain points and gains to extend your organic reach, improve your SEO ranking and increase conversions. 

Solving problems builds trust and results in conversions. 

Direct Marketing Strategy

You have to spend money to make money in business. Spending money on ads might seem intimidating at first. Decide which platforms your niche is on and optimize your marketing budget. Paid media can provide an increase in brand loyalty, engagement and conversions. 

Your content needs to be worthy of boosting due to its perceived value to your niche. To skyrocket sales, test as often as possible before putting money behind a post. 

Steps to kick start your direct marketing campaigns: 

1. Compile a database by sorting through your contacts. 
2. Choose which metrics you will use on specific platforms. 
3. Hire a copywriter specialized in your niche. 
4. Open a free Canva account to create compelling graphics. 
5. Perform A/B testing with a consistent goal in mind.  

Direct mail

Traditional marketing still works and is welcomed. According to the Direct Marketing Association, more than 60 percent of people say that direct mail has kept a product or service top of mind. Seventy percent say direct mail is more personal than digital content. Think physical mail and flyers. Include a small gift, info about a giveaway and service/product reminders. 

Direct mail has many benefits. Real estate agents understand that staying top of mind is everything in any type of market. This type of paid marketing can be: 

• customized
• tested
• measured 

You cannot achieve great results if the quality of your mailing list is lacking. Not every piece you send will convert. You may even send a few to the wrong address or not get the response you want in the first two or three rounds. Keep going. 

With direct mail, you want a potential client to schedule a call, hire you and let you guide their buying/selling journey, so include a distinct CTA with every piece of digital and physical mail. 

Cold calling 

There is an art to cold calling. Hire a person or team to call potential and existing clients. If you call someone during their commute or dinner, you risk a specific wrath only available during those times. While you risk a scolding, you may also be gifted with immediate feedback and results. 

The absolute worst that can happen is someone hangs up on you or tells you off. Just hang up and move on to the next number. A bad streak of calls does not mean you should give up. Every no leads to a yes if you stay consistent. 

 Social media 

Everyone is on social media. Paid social media displays advertisements or sponsored marketing messages to a specific sub-audience. 

Examples of paid social media advertising include:

• pay-per-click advertising
• branded content
• display ads 

Mark Zuckerberg’s Facebook monopoly means that if you choose, your ad can run on Facebook and Instagram at the same time.

Facebook 

Many real estate professionals gain traction with Facebook Targeted Ads. The process begins with bidding on a number of keywords targeting your niche. 

Harness the power of Facebook by performing extensive A/B testing. Be mindful that your experimentations might only work for this platform. 

Instagram

Boasting more than 200 million accounts, Instagram is a must. Almost 60 percent of Instagrammers discover new products and services on the site.  The algorithm for this platform is constantly changing, meaning posts may not show up in client feeds, but ads always will.  

Your Instagram budget is tied to the length of the ad’s run, i.e., your ad runs for as long as you pay for. Stand out with a stellar image or video designed for free on Canva. 

LinkedIn

LinkedIn is now a power player in paid social media with 630 million professionals on the platform. Besides forging professional connections, you can reach your niche easily and raise brand awareness. All you need to do for the site’s targeted ads is type in your chosen keywords and select your niche. Set your budget and keep an eye on your results. 

Let’s bring your business to a new level of success. Contact me at 786-208-0451 to discuss your goals and get started today.