Press Release Writing: How to Sell This Lucrative Service to Clients

December 15, 2009

A lot of the issues I touch on in the Inkwell Editorial newsletter and on this site come directly from readers like you. I wanted to take a moment to thank you for that.

In this issue, I’m responding to a question sent in from a reader about a post I did on how to market your freelance writing business using free press releases a few weeks ago.  She wrote:

Question about Press Release Writing Sent in by Reader

First let me say, thank you for all of your insight and you desire to help aspiring freelancers.  I have been following you for a few years now, and you are one of the reasons I got into SEO in the first place.  I purchased a copy of your book about ” How to become a SEO writer.” However, I am not afraid to market.  I sent out a 100 postcards and I got 5 conversions (It was to schedule a free 45 minute Internet Marketing Consultation). 

Anyway, the reason why I am writing is because I would like to break into writing Press Releases . . .    But my main thing is my mindset.  I don’t feel comfortable Promoting a Press Release because the press releases I have written for myself have not got me media exposure.  Before, I start promoting my Press Release Services, I want to show proof that my press releases are worthy of getting media attention.  So, I guess my question is, “Should I just promote my press release services anyway?”  (emphasis added) Thank you so much.

press-release-writing-service

My Answer:

First let me say, I choose to answer questions that have a broad appeal. By broad appeal, I mean questions that have to deal with several issues that I think a lot of freelance writers deal with.

In this case, the freelancer is dealing with fear – on a couple of levels: (i) fear that she can’t “prove” herself; and (ii) fear that maybe she’s not writing the press releases right, which is why she hasn’t gotten any media coverage for herself.

I fired off a quick response to her, but I wanted to get more in-depth here. There are five points I want to make:

5 Things to Keep in Mind When Selling Press Release Writing

I. No Proof Required

You don’t have to prove that you haven’t gotten a certain result for yourself in order to provide that to clients. If that were the case, every SEO writer would have to be on the front page of Google before they could get any work.

What you do have to prove is that you can produce what the client wants. In this case, it’s a simple press release. A sample can provide that.

II. Coverage from a Press Release is Never Guaranteed – No Matter Who You Are

And just in case you’re wondering, no one can guarantee media coverage from a press release. No one! And, run from anyone who promises you that they can. The reason is this – the media doesn’t care about your product or service. As I wrote in the aforementioned post:

They care about serving their viewership — giving their viewers insight/information into solving a problem they have. If your product/service just happens to do that – then they’ll be interested [“might be interested” is what I should have written]. If it doesn’t – no matter how well crafted it is – they won’t be interested.

The media gets thousands of press releases every day. Sure, if Oprah sends one out, it’s gonna get noticed. But Joe Schmoe with a small BBQ restaurant who hires you to write one for him – well he’s probably not going to show up on the evening news in a business profile.

III. The SEO Factor of Press Releases

This writer can make clients aware of the value of press releases from an SEO standpoint. Just because clients don’t get direct media coverage from press releases does not mean that they are a waste of time and money.

Distributing press releases is great from an SEO standpoint because free press release sites like PRLog.com get a lot of search engine juice. They are indexed all the time, which means the content shows up high in search results. This means that clients still get a lot of value for their money – because they get found online via these sites.

IV. The Credibility Factor of Press Releases

And, press releases build credibility. Imagine sending out one a week. Even if your client didn’t get one piece of “official” media coverage from it, it’s content that will be live on the web forever. And if it’s keyworded right, the client still has a chance of getting found online by web surfers. In essence, press releases work 24/7/365 — unlike a news story that dies with the end of a news cast or the tossing out of a magazine.

V: You’re a Freelance Writer; Not a PR Firm

The final thing I want to say is, you are a freelance writer. You are NOT a PR firm. PR firms provide placement of press releases. This is why they cost a mint. PR firms may hire freelancers to write the actual release, then they’ll be responsible for getting it into the hands of the right media.

It takes PR professionals years to build their list of media contacts. And, they charge an arm and a leg to get you coverage via those contacts. The point I’m trying to get across here is that you’re not a PR firm; you’re a press release writer.

At New Media Words, we write and distribute press releases – to free press release directories. This way, when media professionals troll them looking for stories, quotes, people, companies they want to profile, your client’s is within reach. And, this is all any freelance writing firm can promise in my opinion. Otherwise, you’re a PR firm, not JUST a writing firm.

And, this is how you sell this service. You point out all the benefits a press release can provide – beyond direct media coverage. And, you point out exactly the type of press release service you provide – nothing more, nothing less.

Bottom Line on Marketing Your Press Release Writing Service

Learning how to market every service you offer is critical as a freelance writer. And this is as simple as making prospects aware of the benefits of the service; not your limitations in providing it.

Hope this helps you see clearer how to market this lucrative freelance writing service,

Yuwanda
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How & Why to Effectively Market Your Freelance Writing Business Using Free Press Releases
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One Response to “Press Release Writing: How to Sell This Lucrative Service to Clients”

  1. 5 and 6 Articles About Freelance Writing 2 – Resource Roundup Tuesday Says:
    December 22nd, 2009 at 2:16 pm

    [...] Press Release Writing: How to Sell This Lucrative Service to Clients – Some press release writing tips here too. [...]

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