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Publishing an occasional Advertisers Special!
Regular "Your Home Business Coach ezine" publishes on
Tuesday's & Thursday's
Lena Sanchez - Editor
Click Here To Email
Lena
928-636-9425
Saturday October 08, 2005
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Watch For A Natural Environmental Health Facts Sun., Wed, Friday
with Monday's Ask Lena Health Q &
A!
This Ezine is available by subscription only. Your
Home Business Coach does not make its list available to
third parties. All subscribe and unsubscribe information
can be found at the end of this issue. The
Mission of this Ezine is to help you grow in business and in health!
To read back
editions Click Here
============================
=> IN THIS ISSUE!
============================
<> Editors' Remarks
<>Motivational Thought!
<> Spotlight of the Day
<> Spotlighting a product/service/person
<> Business Tip
<> Advertising Links
<> Business Coach of the Day
<> Change Your Life Information
================
EDITORS' REMARKS
================
Greetings
and thank you for being a subscriber! I hope your weekend
will be a relaxing, profitable and health building time!
Did you or have you taken a day of rest this weekend so your brain
will be fresh and able to absorb the necessary information
to move you along, which should bring you health and
happiness...
Do what you must to succeed today. As long as it's honest,
fulfilling, doesn't cause anyone else pain or discomfort and
worthwhile!
Lena
Reminder:
Don't Pass On Misinformation. to others.
Get the real scoop first a
http://hoaxbusters.ciac.org/HBHoaxCategories.html
Does a website sound too weird to be true?
Find out if it is
Click
Here
======================
MOTIVATIONAL THOUGHT
======================
"Censorship, like
charity, should begin at home; but, unlike charity, it should
end there."
~ Clare Booth Luce (1903 - 1987)
====================
SPOTLIGHT OF THE DAY (top ad)
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BUSINESS TIP
==========================
You've
heard "them" say it, haven't you?
By "them" I mean the experts. The
teachers. Even some people from advertising & PR
agencies.
They'll tell you there's only one way to do a press
release "right."
Single page, double spaced, 12 point type.
Bull...
I've been working in radio and TV full time or part time
since 1972, and that means I've seen thousands of press
releases.
I never threw one away because it didn't fit the
"classic" or "standard" format you hear about so often.
A journalist -- especially a journalist working on
deadline -- doesn't care about that stuff...
There are, however, five things that *are* important,
and if your press release doesn't have them, it will
probably wind up in the trash in seconds.
In my Instant Press Release Toolkit program at
http://www.pressreleasetoolkit.com, I call them "The
Five Tests Every Press Release Must Pass."
1) The Instant Eyeball Test
The person reading the release takes a quick glance at
the overall appearance.
Does it have a catchy headline, or is the top of the
page crowded with unnecessary information or big
graphics (like PR agency/company logos)?
Is it readable? Does it look cramped, with block
paragraphs that suck up most of the white space? Will
the screener have to search through a lot of print on
the page to figure out what's newsworthy?
Is there any bold print emphasizing important points?
And maybe the biggest factor of all: can he/she figure
out in five seconds or less what this release is about,
and what action the writer would like the news operation
to take in response?
Flunking the Instant Eyeball Test doesn't mean the
release will immediately drop into the trash can. But
if your release is poorly formatted and visually
unappealing, it's definitely a strike against you.
2) The Headline Test
Even if you've just flunked the Instant Eyeball Test,
you'll probably still get a chance to redeem yourself by
offering a great headline.
In my opinion, this is the most important part of the
release.
Give the reader a catchy, attention-grabbing,
interest-provoking headline, and the battle is half won.
For a quick primer on headlines that motivate
journalists to "bite," see
http://www.publicity-pro.com/articles/headlines-publicity.htm
3) The Hot Button Test
The next question in the screener's mind relates to the
subject of the release. Actually, there are probably
several questions running through the screener's mind
simultaneously:
* Is it information people need to know, or would like
to know?
* How much of a potential audience is there for this
information?
In other words, how newsworthy is it?
There are certain universal themes, story lines, and
angles that make something newsworthy. I call them news
"Hot Buttons," and they're the subject of a Special
Report I've written, available free at
http://www.publicity-pro.com/hotbuttons.htm
4) The "Medium Matching" Test
The first question you should ask yourself is "Who's
going to be reading this, and what do they need to know
from me?"
Very few people take the time to tailor a release to the
medium they're pitching, but those who do tend to be
more successful.
The decision-maker looks for opportunities that are
characteristic of their medium.
TV news wants visuals of people doing something.
TV/radio talk or "magazine" shows look for engaging
guests to interview or topics to discuss at some length.
Newspapers and magazines look for depth.
5) The "Perspective" Test
"Perspective" answers the question "What is this news
release *really* all about?"
Sometimes it's obviously written from the perspective of
someone who wants to sell a product. They talk mainly
about that product or their company, and they offer
little or no "news value." (see the "Hot Button Test"
for more on the meaning of "news value")
Remember, a news release is supposed to be about
n-e-w-s. It reads like an announcement or a newspaper
article, not a promotional flyer or sales copy.
Sometimes a news release is written from the perspective
of someone who wants to pat themselves on the back.
It's the kind of self-glorification that you see in
annual reports.
These news releases come off as boastful and
self-serving, and usually offer little of interest to
journalists.
The best news releases are those written with the
media's audience in mind.
They say to the decision-maker, "Here's something you
can offer your viewers that will keep them from reaching
for the remote..." or
"Here's something you can give your listeners to keep
their fingers away from the pushbuttons on their
radio..." or
"Here's something that will compel your readers to look
at the page long enough to notice the deodorant ad to
the left of the column."
In other words, news organizations don't want you to
"touch that dial" and switch your attention elsewhere.
Give them information that keeps their audiences tuned
in, and you've got a winner.
News releases written from that perspective are the ones
that get attention -- and coverage.
To see a line-by-line critique of two
press releases I think are excellent, go to
http://www.publicity-pro.com/pressrelease1.htm
Both these release announce product rollouts, and both
pass the "5 Critical Tests" with an A+ grade.
***Award winning TV anchor George McKenzie offers a free
7-part email "Publicity Crash Course," which shows you
how to turn the mass media into your personal publicity
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===========================
BUSINESS COACH OF THE DAY
===========================
Why Failure
is Good for You
by L Jimmy Roos
How do you view failure? Do you see it as something negative
that you don't want to be associated with or do you see it
as something positive? Most people in the world don't like
failure.
Fear of failure is the main reason why more than 80% of
people in the world are not prepared to change their
circumstances. Why do people fear failure so much? The
reason for this is because people don't understand the
dynamics involved in success and failure.
Everything we do in life has either a right way of doing it
and a wrong way of doing it. When we do it the right way we
meet with success. Needless to say that when we do it the
wrong way we are unsuccessful. Understanding this is
important because it puts failure in its proper perspective
and removes the fear around it.
When someone who doesn't understand this dynamic meets with
temporary failure he gives up thinking that he is not good
enough or that he will never make it. But is this really
what it is? Does the fact that you didn't make it the first
time mean that you are not good enough? Does it mean that
you'll never make it? Not at all! All it means is YOU HAVE
NOT FOUND THE CORRECT METHOD YET!
So what do you do next? You go back and try and find out
where you went wrong.
Then you try again this time employing a different method.
When this doesn't work you go back and look at everything
you have done so far. Talk to successful people who have
made it in this area.
Think of what you might have left out and try again.
Whatever you do, don't give up.
Why do you need to do this? Because, "Every failure, every
adversity and every heartache, carries with it the seed of
an equivalent or a greater benefit", says author and mentor
to many great men, Napoleon Hill. Failure contains the seed
of victory and of success.
Failure teaches you what works and what doesn't. When you
study the reasons for your failure and learn from it, you'll
find the key to your success. The great inventor Thomas
Edison knew this truth better than anyone else. It took
Edison 8000 trials to perfect the Edison battery? Afterwards
he uttered this famous quote, "At least we know 8000 things
that don't work".
You should also be like that. Every successful person has
had to overcome temporary defeat at one time or another.
Know this! You haven't really failed until you ACCEPT
defeat. Do you envy those who got success easily? Don't!
Success earned in spite of earlier failure is so much
sweeter than if you would get it otherwise.
Those who earn success in this way know the road to success.
They are not afraid of losing what they have because they
have learned how to become successful. Those that easily got
success don't know the road.
They got there so quickly that they didn't bother to look
around. Let me use the following analogy to illustrate. Take
two guys traveling to the same destination, with this
difference. The one is going by airplane and the other by
car, but the one arriving by car had a few breakdowns along
the way.
If you take these two guys back to their original position
and ask them to find their way to their destination, who do
you think is going to remember the road better the next
time? Surely the guy who had a few breakdowns and spend some
time on the road, because he had the opportunity to look
around.
Let temporary defeat no longer be an obstacle. You have many
hidden talents, so start working towards realizing your
dreams. Don't be put off by the fear of failure. Failure is
an ally because it contains the seed of success.
*** Tired of listening to people who teach what they heard
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