Pam Lontos of PR/PR on Creating Articles for Publicity

Pam Lontos Column: Writing That Sells!

Q&A on Creating Articles for Publicity

Q. Will writing articles help bring in new clients or sell more products?

Yes, articles are a great way to get information to consumers about a product, book, service or company. However, you have to write the "right"kind of articles - those that are not self-promotional but instead focus on how-to tips for the readers. These will help you establish more credibility and reach a targeted audience. Articles help because you can target magazines from your existing customer base, and also reach new markets with different magazines.

Q. What is the best way to decide what to write about? Do you have any tips on great article ideas? What is a bad article?

The best way to write is to write about what you know. If you are an expert on etiquette, write advice about that. If your focus is on regional cooking,write articles on that. If you know the best way to climb the corporate ladder, then by all means, share your advice. The only bad articles are the ones that provide no "real" content or fail to provide the readers with interesting, how-to tips. Bad articles are self-promotional; after all, no one wants to hear about how great you are or how great your product is.Readers DO want to know how you can help solve their problems or how your product can resolve their issues.

Q. What market would be best for your article? How do you decide who to target?

Well, it depends on what you are trying to promote and who would be interested in your product or service. If you are an etiquette expert who helps executives or business professionals polish their manners, you should target business publications. If you are an etiquette expert with a program for teaching children, you probably want to reach mothers with children. For that, you would target your article towards women's and parenting magazines.

Q. Which editors should you target within those markets and how do you get in touch with them?

Read up on the magazines in your target market. If you want women's magazines, stop by the library or newsstand and pick up some of the top publications. Get familiar with their writing style and how frequently they publish articles. There is usually a masthead in each magazine that features the editors' information. Of course, you can also find this information online, as most magazines have their own websites. You may want to see what stories they plan to work on, too, so try to find their editorial calendar.

Q. Is it smart to pitch your idea in a query letter? Or should you write the full article and send it in?

It depends on how much time you have! There are many books out there that talk about what to include in a query letter. Having some solid idea or a written outline may help you get your article into the publication you desire. Not everyone has the time to write a complete article without knowing if or when the publication will use it.

Q. I don't feel like my writing is as strong as it could be. Would I be better off hiring a professional writer?

If you're a great writer and you know how to write in a "magazine style"then you should write the article. If you don't have the time, energy or knowledge to write like a professional, consider hiring a ghostwriter. This ghostwriter can be used to help you write or edit the articles. Some ghostwriters charge by the hour; others charge per word. Ask your friends and colleagues for references, if they have any, or check out the Internet for ghostwriters.

Q. What are some tips for writing great articles?

Know your audience when you write, and provide them with helpful tips and insightful information. Many topics have been written about, but think of how you can update that topic or add a unique perspective. Provide your readers with something that they can take away, whether it is knowledge about their industry, tips on how to do something better or insights on a unique product or book. Articles with more 'meat' and how-to tips are the ones that will bring you more business.

Pam Lontos is the president of PR/PR, a public relations firm that specializes in professional speakers, authors and experts. An author,speaker and former VP of Disney's Shamrock Broadcasting, Pam knows the ropes of getting you good publicity and how to use it to boost your bookings or book sales. Call for a free consultation: 407-299-6128 or visit:www.prpr.net.

Reprinted from 'PR/PR Pulse,' a free e-zine featuring tips and techniques for gaining publicity. To receive this e-zine, please send an email tonewsletter@prpr.net with 'Add Me' in the subject line.

Eyes Lips Face to Your Wallet's Rescue

I have been enjoying the spoils of social networking in the form of great information! After an evening of tweeting (that's talking in twitter verse)I was guided to a cosmetics site called http://www.eyeslipsface.com/ and astonished to find really great prices for makeup.

After ordering some to try out (and some for friends) I am back to share my thoughts and some discounts for you. My personal results are what matters most to me so I’ll share those with you now.

Periodically I’ll be back to share some of the results of other testers.

Therapeudic Conditioning Balm (in Vanilla Crème)- This is my new favorite! At about a buck (before any discount) I’m impressed. It compares to other brands at way more moola. I found it felt so nice on my lips that I made it part of my bedtime routine too. I have really sensitive, dry skin. Shea butter pampers my lips and makes them feel soft and silky. If I had found just one item that did what it claimed and delivered a whammo savings to my wallet, this item would have been worth the search!

But read on, because the fun is just beginning.

Plumping Lip Glaze (Oasis, and Fire Coral)- Whoopeee! Previously, I’d purchased my lip plumping products from a big time cosmetics store. You know the one. They have a location in Times Square with a ginormous array of beauty products for us to lust after. I’ve been (noticed past tense)the better part of a twenty dollar bill on my lip plumper of choice. NO more, I tell you! This stuff rocks! The clear base goes on easy and tingly with a hint of shimmer. Then the color glaze glides over the top. My lips still felt moist and they looked great. I had clients in the salon commenting on my lip color. The tingly sensation wasn’t too much and felt refreshing. I would continue to buy this item over and over again. And at the great price, I can try many colors instead of having to choose one measly tube. More for me.

Moving on… remember that e.l.f. has generously agreed to give a 50% discount (up to $7.50) on orders if you use the code BeautyWriter at checkout. No, I don’t get paid for this. In the interest of full disclosure I would let you know if I did. So, go to http://www.eyeslipsface.com/ for your discount.

Shear Foundation SPF15 (Tone 2)- The shear moisturizing foundation felt great on my skin. Virtually weightless and featherlight to blend. It has a light scent of oranges that is refreshing. Not as much coverage as I like, but an awesome choice for around town, working out, or for teens new to experimenting with makeup. The color was perfect. It did quench my thirsty skin.

Eye Primer & Liner Sealer (clear)- How cool is this. The liner sealer makes indestructible eye liners from your favorite shadow! And the shadow base keep shadow in place all day without budging. It adds a step to the routine, but I’m thinking this will be a step that is worthwhile when there is no time in the day for touch ups. I probably wouldn’t use it every day, but it’s a must for when I have speaking engagements. The shadow base is simple. Twist the stick up and apply, then smooth with your fingertip. Done.

That’s it for now. I still can’t believe that this stuff will be available in places like Target. What will I tell the gal at the makeup counter when I scale back? I’ll probably lean in and whisper, “check out my blog.” She knows I’ll be back to at least try every newfangled thing that comes along…at least once.

e.l.f. has generously agreed to give a 50% discount (up to $7.50) on orders if you use the code BeautyWriter at checkout. No, I don’t get paid for this. In the interest of full disclosure I would let you know if I did. So, go to http://www.eyeslipsface.com/ for your discount.

Note

I occasionally do product reviews. If you would like to be considered, you may send a sample to: Erin Snyder Dixon, PO Box 1189, Newport News, VA 23601. We do not receive any funding for reviews. If you would like to pass along a discount code, we will consider including it in the review. We don not guarantee that we will review a product or the time-frame in which we decide to do so. It is helpful if background info is included that can be included in the review. We review products (products, books, CDs, tools, etc.) that are related to health and beauty, or the written word.

Scrubz Natural Skin Care Products

We just finished testing out the Wild Cherry Almond scent Scrubz.

http://www.scrubzbodyscrub.com/

As featured in http://www.newsdaywellness.com/ and http://www.outblush.com/ , Roberta Perry and Michelle Stark has a winner on her hands. She and her sister have worked from home and over the net to bring sugar to the front of consumer's minds--as a beauty aid.

The literature lists the Wild Cherry Almond scent as "a delightful combination of tangy cherry, sweet almond and a hint of other essential oils. Truly a delicious aroma."

"No preservatives, no color additives, and no alcohol."

We agree. We tried it as the literature instructed: as a body scrub/cleanser, a facial scrub, a shaving oil, and a moisturizer. It took the remnants of pain from my fingertips while leaving them soft. That was a bonus. As a shaving oil, it seemed a bit heavier than I am used to but rinsing the razor as they instruct had it working great. It did produce a nice, close shave and seemed to keep me from cutting myself. I would save shaving with it for the shower where there is plenty of running water. Everyone commented on how nice it smelled. I have to admit it produces a really close shave--even with a cheap razor.

As a cleanser it was fabulous. We used it all over our bodies and it felt great. It takes some getting used to compared to other scrubs. The fine texture is looser and I made a mess at first. I think I was using too much product. Most of the scrubs I've used hold together in a type of glob and can be scooped into your hand easily. This is more like pixie dust, in that it is finer and looser. I found that by making sure my hands were good and wet, it stayed in place. Turns out the consistency is also a super saver when it comes to your wallet. Taught me a new trick!

The Scrubz rinses nicely as promised. They also promise that it can help prevent in-grown hairs and razor bumps as well.

If you are looking for a moisturizer, the spray Oilz feels more luxurious than the Scrubz (used by itself after a shower). I particularly liked using the Scrubz followed by the Oilz. Together, they produce exceptional moisturization.

I do a lot of pedicures (professionally) and tried the Oilz as part of the massage and the clients really liked it. I found spraying it into my hands first, reduced any over-spray or mess.

I would give them a thumbs-up of approval. Own a salon? Retail outlet? They also have wholesale pricing.

Note

I occasionally do product reviews. If you would like to be considered, you may send a sample to: Erin Snyder Dixon, PO Box 1189, Newport News, VA 23601. We do not receive any funding for reviews. If you would like to pass along a discount code, we will consider including it in the review. We don not guarantee that we will review a product or the time-frame in which we decide to do so. It is helpful if background info is included that can be included in the review. We review products (products, books, CDs, tools, etc.) that are related to health and beauty, or the written word.

Product Information Article Marketing Can Drive Sales

Article marketing can be your chance to distinguish yourself from all of the other outlets for the same product or service on the web (or on your street) today. Do not worry that more than one site is selling the same product. How many places do you know of that do oil changes, cut hair, or provide food service? Plenty, I am sure. There is room for everyone. The secret is to do it a bit differently than everyone else.

Writing articles about the products or services you represent as a sales outlet gives you the chance to create a certain amount of trust with your prospect. A well-written piece that is informative provides information about your professionalism and the product you are representing. If you sell nail polish than helping educate your clients about nail polish is key to selling more of it. You want to WOW the buyer with free information. You want them to remember your name when they come back to buy that bottle of nail polish. You want them to tell their friends about the great article about nail polish they found…and forward it.

If you do not respect your reader, they will know. If you give them an article that has poor grammar, spelling mistakes, and no valuable information about the product or service, you have lost any chance at getting the reader to finish either reading your article, or clicking through for more information. They will see it as the emptiness that it is. Backup what you say with facts.

* Honest (unbiased are better) product reviews on the products you represent are always welcome. A good way to do this is with open comment sections for buyers to comment on products and services.

* Videos showing how the product works are priceless, especially if they are of a real user and not a commercially made advertisement. Many people get videos from customers who are eager to share an opinion about a product or service.

* The consumer wants to be ensured that their unique problems and concerns are going to be solved so expanding upon the benefits of the product that are not listed on the product sales page or in commercials helps create credibility. Consumer endorsements carry great credibility and are more believable than advertising.

The articles you write are your chance to give free information and educate the consumer without selling. If you see a need fill it. By offering information at no charge, you set yourself up as an expert without selling a thing. Experts are googled and tracked on the web. When someone is ready to buy, to whom do you think he/she will return? You, of course. You are the one that sold them the real story in the beginning. You are the one that asked for nothing. You are the one that is familiar to them, and they will return to you to buy—when they are ready.

You do this by first attracting their interest with the title, building on that interest with the first paragraph, create a desire in them for more information with the body text then give them a call to action at the end where they can have the desire for more information satisfied. They may not have even known they had a need for the product or service. They may not have had any idea that their unique problem could be solved. Now they do. In addition, they know where to find the solution.

There may be many other outlets for the product you represent and not all of them do article marketing. Some may dabble at it but are not willing to put themselves, their personality and their personal integrity into their business. Think of it like a bricks-and-mortar store. Many stores may sell the moisturizing lotion brand X. Not all of the retailers will advertise the product X. Not all of the retailers will merchandise the products so they are appealing to the consumer. Product X could be the best thing “since sliced bread” but if no one knows about it---well, it doesn’t matter, does it?

Take the time to know and understand your product before you write your first marketing article and you will be separating yourself from the herd. What are the features and benefits? What’s in it for the consumer? Be honest and find an appropriate marketing approach that differs from others and you’ll be exploiting a niche within that market. Aim to meet a need within the market segment. Show people how to use the product and back up the claims with a guarantee.

The bottom line is always respect the reader, represent yourself accurately and be an engaging writer if you want to win the marketing war with others in your niche. Keep in mind that online marketing is no different from the bricks-and-mortar trade. It’s all about location, placement, and trust. Premium real estate gets the attention. Premium placement in stores is seen first. People buy from those they trust. Period.

Note

I occasionally do product reviews. If you would like to be considered, you may send a sample to: Erin Snyder Dixon, PO Box 1189, Newport News, VA 23601. We do not receive any funding for reviews. If you would like to pass along a discount code, we will consider including it in the review. We don not guarantee that we will review a product or the time-frame in which we decide to do so. It is helpful if background info is included that can be included in the review. We review products (products, books, CDs, tools, etc.) that are related to health and beauty, or the written word.