Published Tuesday &
Thursday with an occasional Saturday Advertiser's
Special! editor@envirodocs.com
928-636-9425 Thursday September 9, 2004 ````````````````````````````````````````````````````
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The
Mission of
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============================
=> IN THIS ISSUE!
============================
<> Editors' Remarks
<>Motivational Thought!
<> Spotlight of the Day
<> Spotlighting a product/service/person
<> Business Tip
<> Business Coach of the Day
<> Change Your Life Information
REALLY STUPID MARKETING! Someone
subscribes to one or all of your auto
responder(s)with an email forwarding
from their auto responder and you
receive all this spam email from them?
My thorn in the side STUPID
MARKETING PERSON is using my Bible
Guides for just such a venture... I
suspect it is coming from this list and
I just want to let STUPID
MARKETING PERSON know that I wouldn't
read your ad for a billion dollars and I
suspect neither would anyone else that
you use that way! That is not smart
advertising, and who told you it was?
Off my soap box for today!
Do what you must to succeed today. As
long as it's honest, fulfilling, doesn't
cause anyone else pain or discomfort and
worthwhile!
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Find out if it is
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====================== MOTIVATIONAL
THOUGHT
======================
"Chances are good
that you would like to have more of the
things money will buy and all of the
things money won't buy.
Money is not the most important thing in
life, but it is reasonably close to
oxygen. Most of us like what money buys
- nice clothes, a nice house, a nice
car, nice trips, memberships at country
clubs and a host of other things. But we
love the things money won't buy.
It will buy a house, but not a home;
it will buy a companion, but not a
friend.
Money will buy a bed, but not a good
night's sleep, and a good time, but not
peace of mind.
Message: Build your life on integrity.
You can have more of the things money
will buy and all of the things money
won't buy. Take that approach to life
and I will see you at the top!"
~ Zig Ziglar
==================== SPOTLIGHT OF
THE DAY (top ad)
=====================
Fish Oil: #1
in Preventing Heart Attacks
Consuming the fatty acids in fish oil
keeps the arteries flexible and
therefore reduces the chance of heart
attack.
Fish oil contains omega-3 fatty acids
that help protect the cardiovascular
system among other serious illnesses.
The researchers, from the Baker
Medical Research Institute in
Australia, studied omega-3's ability to
prevent hardening of the arteries, which
can lead to high blood pressure and
heart attacks. For 7 weeks, one set of
their patients received a capsule
containing purified omega-3, while the
other set received a placebo. Those who
received the omega-3 showed a
significant decrease in arterial
softness, while those on the placebo
showed no change.
The lead author of the study concluded
that eating fish is probably the best
nutritional step to reduce the chance of
fatal heart attacks.
American Journal of Clinical Nutrition
August 2002;76:326-330
Read report click here
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========================== BUSINESS TIP
==========================
Gaining Free
Publicity Through Press Releases
By Kathleen Gage
One of the greatest ways to promote your
product or service is with publicity.
Many people have little, if any,
understanding of how to go about
securing publicity, never mind free
publicity. Fact is, people will pay more
attention to free publicity than they
often do to paid advertising.
A simple way to gain free publicity is
to write and distribute a well-written
and well-formatted press release. A
good press release is one of the most
effective, and yet, most underutilized,
of publicity tools. Simply put, a press
release is an announcement you send to
magazines, trade journals, newspapers,
and newsletters. Also to radio and
television. Often what you send to radio
and television are referred to as PSA's
(Public Service Announcements).
I have one client who hosted an event
and submitted one well-written and
well-distributed press releases to the
media. When the release made it in
print, they went from having a 50%
booking for their event through some
direct mail efforts to filling up the
entire room in less than 48 hours. This
was worth a substantial amount of money
to them.
Necessary steps
Prior to writing a press release,
determine the following:
ǿ Who
is your target market?
ǿ What
is your target media?
ǿ Who
is the contact person at the media
outlet?
ǿ What
is the timeframe for submission?
ǿ Do
you have an attention-grabbing headline?
ǿ Do
you know the who, what, when, where,
why, how?
ǿ Do
you have good quotes, research and
technical date if appropriate?
Develop a system for writing and
distribution of releases. Stay
organized. Know how to send the press
release to a specific media outlet and
person. Each has their own preference as
to how they want to receive it. It will
be to your benefit to find out. A quick
phone call will often provide you with
this key information.
Editors are inundated with information.
If you want their attention keep the
release short and to the point. During
busy times, like before a huge event in
a city, they will be in information
overload.
Don't use massive amounts of buzzwords
such as "its all-new,
interactive, interoperable,
cross-platform, new multimedia
solution." Avoid jargon. The general
public will have no idea what your
industry jargon means and editors rarely
will take time to find out.
Give them the who/what/when/where/why as
articulately as you can. Make your
information is complete. Incomplete
information is far more likely to get
your press release in the trash bin than
anything else.
The 5 Ws of writing a press release or
PSA.
Who should attend? Who will be there?
What is taking place? What will come
from this event? Is it a fundraiser?
When is it happening?
Where will this occur?
Why would people be interested in the
information? Why would they attend the
event?
Sending press releases
Many journalists prefer that you send
press releases via e-mail. You will find
some die-hard snail mail folks, and a
few who like faxes. If you're about to
start working with a new journalist, and
you're not sure how they prefer to
receive their press information, ask.
Once they tell you how they prefer the
information, honor that request.
E-mail should be sent as a plain text
file: the simpler, the better. Do not
send a press release via email with an
attachment. Most media people will
automatically delete due to the concern
of a virus. Do not send your email out
via a mass email. Actually, if you use a
good contact management database, you
can send it by mass email and it appears
as if each is a personalized email.
Don't send a press release to your
entire press list, with the entire
recipient list visible.
When an editor calls for more
information, respond to their call as
quickly and professionally as possible.
There is not substitute for building
good relationships with the media. Don't
ever think you are too busy for them.
By making yourself available for the
media, they tend to make themselves
available for you. And what more could
you possibly ask for?
Kathleen Gage is a business advisor,
keynote speaker and trainer who helps
others gain marketing dominance and
visibility within their market. She is
the recipient of the 2004 Giant Step
Award for Business of the Year in the
State of Utah. Call 801.619.1514 or
email
Kathleen@turningpointpresents.com
. Get Gage's online newsletter called
Street Smarts Marketing and Promotions
by visiting
www.kathleengage.com
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=========================== BUSINESS COACH
OF THE DAY
===========================
We're all familiar with the cycle:
1. We want new, but resist change.
2. We want satisfaction, but
procrastinate.
3. We want control, but defer to
circumstance.
So, what's stopping *you*?
A belief?
"I'm an incurable procrastinator, I'll
probably be late to my own funeral."
Beliefs like this dictate your thoughts,
and your
thoughts turn into action -- or in this
case, *inaction*.
Consciously turn those thoughts into
something that can help you, not hinder
you.
A habit?
While it seems too simple to actually
have impact, success on any goal boils
down to a good habit. If you eat well
and exercise, you'll be successful with
a healthy lifestyle. If you don't
control your spending and put aside some
for emergencies, you'll conversely end
up with financial woes. Do you habits
help you or hurt you?
Easier not to do?
This is probably the most common
stopper. "Sure, I'd love to
have my own business, but?". Change is
not easy. No matter how small a change,
you will feel uncomfortable at some
points. We all know this, and sometimes
it's just easier to live with the
"familiar unhappiness" than to push
through the inevitable uncomfortable
feelings. Anticipate the feelings, and
be ready to push through the change
until it becomes a part of you.
Fear?
What if I'm not happier? What if I
fail? What if I make a
mistake? While the buzz words are "fear
of failure", often the
more concrete reason is fear of looking
silly or ignorant, or --
gasp! -- uncool. But without being able
to accept failure, and
possible even some ridicule while you
learn, you are dooming
yourself to the rut you are in. The
same way a toddler has to
fall over and over before he gets it
right, you too will have to
be willing to fall down, get up, and try
and again.
So what can you do about these stoppers?
1. Minimize its impact in your life:
Find, create, and set up
the emotional, mental, or physical
support you need.
2. Change it: Take a hard look at your
daily habits. Are they
contributing to what you want out of
life? You can practice
daily bad habits or daily good habits.
It's truly your choice.
3. Neutralize it: Turn the negative
message into a positive
choice. "Maybe I am a procrastinator,
but that's not something I'm born with
like blue eyes. I can still control my
brain, and make my choices on what I
want, not on what a procrastinator might
do."
Remember This: The *only* difference
between you and the people who are
getting what they want in their lives is
that they kept trying, kept learning,
kept asking and negotiating and
exploring -- kept moving forward, one
step at a time. Get Moving!
***Kathy Gates is a Professional Life
Coach in Scottsdale AZ. If you liked
this article, you'll love her "Beat the
Procrastination Blues" program. Get
more information at her website Real
Life Coach,
http://www.reallifecoach.com/ and
sign up for the newsletter.
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We have accepted all
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for the content and accuracy of
their advertisements. We do not give
any warranties and accept responsibility
for their accuracy and honesty. The editor and publisher
suggest that you exercise due
diligence!
