This morning I was thinking about blog topics for today when the boiling water in the kettle brought to mind a blog by Suzan St Maur about selling the ‘sizzle in your sausage’.
I thought of some of the press releases I receive as a journalist which often have the potential for a good story bubbling away, but never quite reach the boil.
It reminded me that when I receive a press release, I want to be excited by it. Yes, I want to understand it fast, I want it well written, I want accurate details, but above all I want to be excited enough to publish it.
In her blog, Suzan asks Do you know what you’re REALLY selling before you write about it?. Suzan’s blog comments on an article by Tsufit on ‘How To Attract New Clients in Just 30 Seconds’ which asks “If you don’t know what you’re selling, how can you sell it?”
As well as knowing what we’re selling – and Suzan’s blog covers this brilliantly – there is a danger when preparing PR material that the process takes the heat out of the story. This can happen where a press release is written, then circulated to a distribution list for comment and approval, passed by the corporate style police and perfected by committee to leave it stone cold.
But it’s not just big organisations that can freeze a story that is so hot it needs handling with oven gloves. Often we can be so engrossed in form and detail that we forget the story. It’s vital that we maintain the excitement in any story unless we want it to end up as a bedtime tale to send the reader to sleep.
That means expressing all the energy, enthusiasm and excitement of our business or product or service and the reason we love what we do. If we can get all this across, we can excite journalists and editors, and, in turn, their readers.
Thank you to Suzan and Tsufit for bringing me to the boil!
What is bubbling away in your business?
Such a good question! Do I know what I’m really selling? I believe so, but you have definitely prompted me to mull it over.
Hello Jeanine. Yes, it made me think too.
This is my second try at a comment. I am thinking that what I sell is outcome and transformation, and I better make sure what I write communicates that.
Sorry you had to enter your comment twice. Spam software is too keen sometimes.
I think it’s crucial to have an exciting “elevator pitch” for your business, product, or service. Pretend you are in an elevator and have 15 seconds to sell someone on what you do. Be clear and interesting or lose the sale!
Thanks, Wendy. Yes, it must be interesting.
Very cool and informative post Robert. You are so right. It’s all in the story telling to keep a person engaged. I really like the bubbling water pic…so eye catching. I am visiting from UBC and so glad to meet you.
Stop by sometime and visit.
Namaste with Unity “Love” Consciousness,
Wendy Baudín
Self-Love Sherpa and Wisdom Guide
http://www.wendybaudin.com
Hello Wendy. Many thanks. Glad you like the pic. Engaging our audience is crucial.
Glad you’ve taken this concept a step further forwards!
Thanks, Suze
Your great article reminded me that I do need to learn more about writing great press releases – would love to visit with you!
Thanks, Donna.