A Press Release for $97!!??

[Angela V. Edwards]

I hear what you're saying, Andy...but this thread had some great results; mostly because someone DID post the thread that Willie started. Not only did Patrick Pretty make a sale today, but I got an A+ product that will really, really, REALLY help me with news releases; Patrick's Simple PDF News Release Strategy. It was a true win-win.

Originally Posted by Andyhenry

Angela - it's not necessary.

Lots of us have made a lot of money (for ourselves and others) using press releases.

The question is not whether they have value or not, but how long can you feed a forum troll for before people realise that the more you feed them, the more they wriggle.

We need to ignore this troll and get on with other things - having a discussion about a subject from this ridiculous perspective is a waste of everyones time.

[infopreneur]

Hahaha.... I opened this thread thinking, "Oh, someone found a writer who does a good job with press releases and only charges $97!"

Believe me, if you can write good press releases that deliver real results for $97 in half an hour, you've just created a job that pays you $200 an hour. You'll be booked solid.

Mike

[Rachel Goodchild]

I get paid $300-$450 on a regular basis to write press releases for clients world wide.
I haven't offered a press release service for IM people mainly because of people with your attitude. $97 is nothing if it sells your product, creates a buzz and is promoted over and over again. Many of my clients use my press release info as part of their branding- and the money is well worth it for that!

[Nightengale]

Rachel,

I agree with you!

I've kept my mouth shut on this topic, but I have to say it's nice to see you (and others like you) thinking this way.

I'm rather surprised (maybe I shouldn't be) and disgusted by the OP's attitude and expectations regarding the cost of getting press releases written and distributed. $300-$400 is outrageously cheap, not to mention $97. I think that IM in general and the WF in particular have spoiled us all. Your public image is critically important and PR firms get paid HUGE sums of money to create/revamp/maintain the public image of people and businesses every day. Just look at the current presidential election. The political consultants, ad execs and PR experts are getting paid HUGE sums of money. And while there can only be one winner, it's still money well spent. No presidential candidate would dream of running without people like that on his team.

While I do think it's possible to get more done for a lot less money than the monthly retainer big-name firms typically charge, I DON'T think expecting Rolls Royce results for scrap metal prices is realistic or intelligent. I have to wonder about someone who rants about how "expensive" a $97 press release. Are they really running a real business or a lemonade stand? Are they just pretending (to themselves) to run a business?

When it comes to advertising and publicity, I firmly believe that a savvy, boostrappin' entrepreneur can get Rolls Royce results for a Honda Civic price. (And make out like a bandit in the process.) I do NOT believe it's realistic or smart to expect Rolls Royce results for a scrap metal price. Whenever I find myself falling into the trap of getting too cheap, I have to re-focus and ask myself whether I'm running a real business -- or just pretending?

Michelle

[Rachel Goodchild]

It comes down to one main issue
We all write. We can all put words on a page- or type them onto a screen
Becasue we all can do it, alot of people think anyone can be a writer.
It's funny, I was talking to the head of Penguin the other day about how I still hesitate to call myself a writer. Because at what point are you a writer, when you compare yourself to others?
There are a whole bunch of people who call themselves a writer who are barely literate.
Thank god they aren't calling themsleves doctors...

[Angela V. Edwards]

Originally Posted by Rachel Goodchild

It comes down to one main issue
We all write. We can all put words on a page- or type them onto a screen
Becasue we all can do it, alot of people think anyone can be a writer.
It's funny, I was talking to the head of Penguin the other day about how I still hesitate to call myself a writer. Because at what point are you a writer, when you compare yourself to others?
There are a whole bunch of people who call themselves a writer who are barely literate.
Thank god they aren't calling themsleves doctors...

I agree, Rachel. I can write GREAT articles. I have never struggled with them...not ever. However, copywriting and press releases are something I'm a little shaky on. I'd never call myself a "writer" when it comes to those.

[KarlWarren]

Originally Posted by Rachel Goodchild

There are a whole bunch of people who call themselves a writer who are barely literate.
Thank god they aren't calling themsleves doctors...

Raychell,

I only triez to maek dem monis on intinets... but yu saes I are baerly litter-traynd.

I are goin' 2 cry.

Dr. Warren.

[mream]

This is so lame. In the time I wasted reading this post, I could have learned to write a press release and distribute it... maybe make some money.

However, PR writing is not my forte, so I would have outsourced it. $97 not that bad.

[Money Grows Online]

I agree 100%. Who is kidding who?


Money Grows Online

[Jeremy Gatica]

Originally Posted by BIG Mike

This is fun - someone pass me the popcorn and a beer.

Here you go got plenty for everyone!

[Floyd Fisher]

Originally Posted by Sarah Harvey

Well let's look at it again- someone who has no experience in field may very well look for someone to do it for them. But it would be very stupid to assume every person has $97.00

People come from all walks of life and some countries are not first world countries like America or the UK you know.

If you assume all your clients are american how naive would that be? If I assumed every person I work with is well-off, have money to spend and is from the UK, how naive would that make me?

No...realistically people limit themselves to offering a service like that for $97.00

And to be honest...what market do you think this is? It's the internet marketing scene. If people complain about forking out $97.00 for a really damn good product that can make them money, how many would you expect will go for a service that costs $97.00?

Nope...people here have it all wrong.

If you can make money from a press release, sure, if not, why charge such a high amount?

I bet that person has only received a few requests for press releases, however if it was more reasonable, then they would have more work, granted, but it's same principles as where I work here in the UK. I work with hotels. The ones that do the worse in terms of reaching their goals are the most expensive hotels. It doesn't add up no matter how hard they try. The hotels that do the best, are the ones that have rack rates of 249 pounds for a single 2 bedroom apartment and 149 pounds for a one bedroom apartment, per night, but they look at their busiest times in the year. All the holiday times and the big events is when they charge the most. When they are quieter they lower their prices, to meet the needs of the people. It is clever. So should someone be when they deliver a service. Be flexible and you will always have work.

Have you priced press releases from a PR firm before? I suspect you would figure out real quick $97 is dirt cheap if you tried.

Go google it and bring us back the results of your research. That should give you the proper perspective.

[Michael D]

I really can't believe I just read through this entire thing. I guess its just like when you are driving by a car accident and everyone slows down to take a look.

Sarah, I am only going to say one thing to you - you may have studied journalism in school but you obviously missed the marketing class.

[Steve Taylor]

Originally Posted by Michael D

I really can't believe I just read through this entire thing. I guess its just like when you are driving by a car accident and everyone slows down to take a look.

Sarah, I am only going to say one thing to you - you may have studied journalism in school but you obviously missed the marketing class.

Not only the marketing class but people skills as well.

-Steve

[CSwrite]

Originally Posted by Angela V. Edwards

I hear what you're saying, Andy...but this thread had some great results; mostly because someone DID post the thread that Willie started.

Agreed, Angela. And despite the original intent of the OP and the bizarre turn it took along the way, the case for more expensive press releases was proven time and time again.

It certainly inspired me to run a WSO, so I can't fault the OP for that.

Cary

[DougBarger]

Interesting I just happened to catch this thread today.

I also just happened to have published a couple of press releases before I caught it.

Already receiving some good exposure and people taking the action intended.

Press releases work well with launches because even though we are used to launches all the time, we must remember the mainstream media will push it along provided there's truly a newsworthy hook.

It was published under a business name and not my name regarding Justin Michie's launch.

[Eric Engel]

I keep coming back and looking at this thread in disbelief. I can't imagine writing a press release for only $97. Not if I've got any experience at all. I mean, not everyone is going to charge the big bucks, but if you're still charging less than $100 for a press release, and you've been doing this for more than 3 months, you might consider another industry...you're just not catching on.

[Neil Morgan]

I've never really got into the press release thing, but I decided that I would for my next major upgrade launch.

I know I would have avoided a $97 offering for being too cheap.

Cheers,

Neil

[ShayRockhold]

How do you define a "great" press release?

I have written one that got me 2 spots on the local news. Generated about 150 calls, and made me money.

I considered it a success since it cost me nothing and generated income.

Is a press release worth $97, $300, etc., if it generates a profit? Or is it only worth it if it generates a certain ROI (not just a profit, but 2 or 10+ times your money)?

I would be interested in hearing how everyone on this thread determines if a press release is worth whatever they paid for it.

[Noel2010]

This is a very long thread. How many press releases could have been written in the time it took to write all these posts?

[Eric Engel]

Originally Posted by Shay60654

How do you define a "great" press release?

It might depend on how you're selling it. For a very simple press release, with nothing else involved, I don't think there is any way to tell. I mean since the client comes up with the idea, and then decides how to distribute it, there isn't any real measuring stick.

But if you come up with the idea, write it, and then distribute it, the quality is really based on what the client wanted in the first place. If they wanted publicity, then you would measure on how many interviews/news spots they got. If they wanted actual dollars, that ROI is your measure.

[CSwrite]

Originally Posted by Shay60654

How do you define a "great" press release?

I have written one that got me 2 spots on the local news. Generated about 150 calls, and made me money.

I considered it a success since it cost me nothing and generated income.

To me, a great press release is one that generates buzz now, produces sales now, and then keeps working for you in perpetuity through back links, new customers discovering you, and by increasing search engine rankings.

HTH,
Cary

[Marc Harty]

I have followed the twists and turns of this thread and boy it's a good thing I don't get motion sickness easily! :-)

As some of you know, I have a press release course called PR Traffic. It grew out of doing press releases for clients way back in 2004. And I've learned a lot along the way. One of the most valuable assets to come out of that product, my clients and customers is an extensive knowledgebase--what works, what's on trend, what doesn't work, you get the idea.

Granted, I lean more to the corporate side since that's my background. And as many of the posters have commented, it's a free market: if someone wants to charge $97, let them.

I also agree it's ALL ABOUT CONTEXT.

A colleague of mine just submitted a press release. Just the distribution cost alone was $1600. (Of course, it was via businesswire and translated into multiple languages.) They didn't overpay because the need and the budget were there and that was the best way to reach their target audience.

My web marketing company does get approached for requests to online press releases and there is no way we can compete with $97. And yet, we present a compelling value proposition because of our knowledgebase and best practices.

With respect to the more transactional side of doing releases, I believe doing something is better than doing nothing. What does raise my ire is when people claim a $97 press release is as good as ones costing hundreds of dollars more.

I can tell anyone reading this post that just the distribution part of the process is time consuming enough. That's one reason I originally created my course, because many
people didn't know all the features of wire service providers like PR web.

In our tests, proven time and time again, you do get what you pay for. That's one reason I've encouraged people to pony up and invest $200 for a prweb release with anchor text links.

That doesn't mean you can't find success with lower price ranges as well as free wire service providers. I just think your odds are better when using wire service providers that have proven superior in the search engine listings. Not just the quick hit in the news search engines (which disappear after 30 days) but also with the regular search engine listings.

So to sum up...

• online press releases do work

• if you want to reach the media, not just get backlinks, using more established and credible wire service providers will increase your chances

• pricing for press releases will vary, and so will your mileage :-)

• press releases represent a wide spectrum: from the down and dirty for mere dollars to
several hundred or thousands depending on audience, scope and the market

One final thought: i love seeing so many warriors weigh in on press releases! It's great to know how you think and feel. That helps me as I continue to test and explore new avenues for press release marketing in the future.

[marciayudkin]

Hi everyone,

I stopped in here because someone just placed an order for one of my press release-related products and said she'd read about it on the Warrior Forum. I'm the author of the book *Six Steps to Free Publicity,* which is coming out in its third edition in about two weeks. Check me out on Amazon.com.

When I saw the title of this thread, I assumed someone was expressing shock at how low $97 is for a press release. In the real world, $97 is dirt-cheap for a press release. And don't forget, the press release itself is not the goal. The goal is the publicity the release can bring when it's done creatively and professionally.

People who know what they're doing with press releases generally charge from $350 to $700 to write one. I charge only $395, but that's because I love to do them and I'm very fast. Often enough they get the client into the New York Times, Wall Street Journal, CNN, CNBC, etc. - or the local paper, if that's the client's goal.

And if you think it's easy to write a press release, consider this. I train people to write press releases, and only about 10% of those who try get it reasonably right on their first try. I had a Pulitzer Prize-winning reporter in my training course who has seen literally thousands of press releases come across her desk over the years. When she wrote her first release, she told me it was humbling how much harder it was than it looked to put it together.

My press release web site offers a free sample press release makeover at Press Release Help: Sample Press Release Makeover, which can give you a pretty good idea of some of the factors that separate a mediocre and ineffective release from an excellent one that gives you the best possible shot at media coverage.

Look and learn!

Marcia Yudkin, author of 6 Steps to Free Publicity and 10 other books

[Nick Brighton]

TIP: Don't post more than once to a thread like this. You've been suckered.

I find this person to be extremely condescending, patronizing, aggressive and naive it's beyond belief.

I won't even agitate why, but heck...the last trolling comment she made actually read like a psychopath.

Scary + Pointless.

[AndrewCavanagh]

Originally Posted by Shay60654

How do you define a "great" press release?

I have written one that got me 2 spots on the local news. Generated about 150 calls, and made me money.

I considered it a success since it cost me nothing and generated income.

Is a press release worth $97, $300, etc., if it generates a profit? Or is it only worth it if it generates a certain ROI (not just a profit, but 2 or 10+ times your money)?

I would be interested in hearing how everyone on this thread determines if a press release is worth whatever they paid for it.

If you're a business person hiring someone to do a press release for you common sense would tell you to focus on return on investment.

If the press release costs you $10,000 and it brings back $40,000 in profits then it's an absolute mind blowing bargain and you see if you can repeat that (risk another $10,000).

On the other hand if the press release costs you $100 and brings back $10 in sales it's probably worth finding another press release writer to test or another strategy.

The price is not especially important.

It's the return you get for the money you invest that you have to think about.

Kindest regards,
Andrew Cavanagh

[xlfutur1]

Brick and mortar businesses drop thousands of dollars per month on Yellow pages ads. So $97 is nothing if it helps them get tons of exposure and traffic to the website. The press release is not as important as what you do with it to get results. If one $97 press release gets you on Oprah, it was money well spent.

[ShayRockhold]

Originally Posted by AndrewCavanagh

If you're a business person hiring someone to do a press release for you common sense would tell you to focus on return on investment.

If the press release costs you $10,000 and it brings back $40,000 in profits then it's an absolute mind blowing bargain and you see if you can repeat that (risk another $10,000).

On the other hand if the press release costs you $100 and brings back $10 in sales it's probably worth finding another press release writer to test or another strategy.

The price is not especially important.

It's the return you get for the money you invest that you have to think about.

Kindest regards,
Andrew Cavanagh

Thanks, Andrew! I agree!

[tommygadget]

This thread is NOTHING like I thought it was going to be. I thought I was going to read a reasonable discussion about how $97 would bring in a ton of traffic and sales. OOPS! All this thread made me do is want someone to write a press release and distribute it for me to see if press releases would work for me. Anyone who is experienced with press releases and gets good results feel free to PM me. Thanks. Oh, and OP, don't bother PM'ing me. Your attitude sucks, quite frankly.

TomG.