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PRACTICE GROWTH ON A BUDGET
By Dr. Paul Varnas | September 12, 2008
Part 1: Press Releases are Free Advertising
Because of tough economic times, many chiropractors are finding it necessary to cut expenses. You can cut your advertising and marketing expenses and still be able to effectively grow your practice. Don’t cut back on marketing, just cut back on how much you spend on it.
One of the real bargains in marketing your practice is a press release. You can’t beat the price because they are free. The more newsworthy the event, the more likely it is to get published, but you can write a press release for anything new in your practice. Hiring a new staff member, giving a lecture, or opening a new office is newsworthy.
Reporters will use press releases from people like you because it makes their job easier. If you can be creative and come up with something provocative, your chances of getting it published improve.
The format of a press release is simple, and you should always use the correct format (we will go over this in detail at the seminar). Here is a brief description of the format:
1. A press release should always begin with the following statement: “FOR IMMEDIATE RELEASE.”
2. The opening statement is followed by a compelling headline.
3. The subheadline should reinforce your headline statement and project the specific message.
4. You always want to specify the originating (author’s) location is all capital letters.
5. Write the body copy or story. It is important to use a conversational format—write like you would speak.
6. It is important to add media contact information, including name, e-mail address and phone number.
7. Always make reference to your website and phone number and use them in a way that incites action from the reader; that is, “go to my website and get this.”
8. Add summary information about the company or your practice.
9. Close with ###; that tells the machines that the news outlets use that the article has ended.
With a little bit of practice, you can become very skilled at writing press releases. In time you will become very good at thinking of newsworthy events like collaborating with a charity, seminars and events. You can check out www.practicewebinar.com and www.practiceseminars.com for information about upcoming marketing seminars and how to write an effective press release.
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