The spokesperson for a company that manufactures high-end juicers was asked to do a guest spot on a national radio show.
The producer had called the company - and invited their spokesperson, a juicing expert - to be on the show as a result of a one-page press release the juice machine maker had sent the radio station.
Now, most marketers in this position would plug their expensive juicer at every opportunity....
... and then hope listeners would flock to a local department or appliance store in the hopes of buying one of the machines.
But this juicing guy was smarter.
Instead of talking about the juicer during his 20 minutes as a guest on the radio show, he talked about a free booklet his company was giving away.
He said that anyone listening to the radio show could call that day and request a free copy of the booklet ... which contained 20 delicious, nutritious recipes for cool, refreshing drinks you can make with the juicer.
But what he didn't mention was that, in addition to the recipes, the booklet contained two additional sections.
One section detailed the health benefits of juicing with fresh fruits and vegetables.
The other talked about the features and benefits of the company's machine, and told how to order it by calling an 800 number, online, or through the mail.
During and for several minutes after the 20-minute guest spot featuring this juicing expert, 50,000 listeners called in to request the free booklet.
Of those receiving the booklet, 10 percent ... 5,000 callers ... ordered juicing machines at around $300 a pop.
Total gross sales generated by that 20-minute radio appearance: a staggering $1.5 million.
Make your marketing 2X as effective - at 1/2 the cost!
"Direct response public relations," or "DR PR" is an idea I first introduced in the early 1990s.
DR PR combines the low cost of public relations with the high-response and ROI of direct response marketing.
The result is an amazingly effective tool for generating leads and sales ... at a tiny fraction of the cost of paid advertising or direct mail!
For instance, say you open a lawn and garden center in your town.
A traditional press release might have the headline, "ABC Lawn and Garden Center has Grand Opening in Rivertown This Week."
Your local paper might run a short blurb about the grand opening. Or they might not. It's not exactly hot news or an interesting story.
But in direct response public relations, we'd first create an offer for the store's potential customers.
For example: a one-sheet with instructions and a schedule for lawn care - e.g., when to put down grass seed, add fertilizer, put down lime, etc.
We'd then send out a press release with the headline, "ABC Lawn and Garden Offers Free 'Consumer Lawn Care Guide' at Grand Opening."
The press release would explain that the free lawn care guide is available at the store for customers who come in during grand opening week.
Editors at local newspapers would jump on it, because they are always looking for valuable information for their readers.
Instead of just casually reading the article about the grand opening in the paper, local residents will flock to the store in droves to get their free lawn care guide.
After all, suburban homeowners want a green lawn. And everyone loves free offers.
The bottom line: not only does DR PR get more exposure for your business than regular PR.
But it can also generate results - store traffic, clicks to your Web site, inquiries, orders - many times greater than ordinary PR.
Getting tons of free PR for your product, service, or business - once difficult, now easy!
In my new e-book,Direct Response Public Relations, I reveal how you can get national newspapers ... major magazines ... blogs ... e-newsletters ... TV ... radio ... and many other media outlets - to "broadcast" your direct response offers to their thousands of listeners and readers.
In DR PR, you'll discover:
- Why conventional press releases don't work ... and what you should use instead in your PR program. Page 24.
- How to find the publications you should send your press release to - and the names of the editors who should get them. Page 51.
- 5 essential steps to conducting a successful direct response public relations campaign. Ignore them at your peril. Page 1.
- Where to get ready-made content for free information offers. You already have permission to use it. And it won't cost you a penny. Page 19.
- How to gain massive media exposure - and generates thousands of phone inquiries - by creating a "telephone hotline" in your field or industry. Page 39.
- Do you need to include photographs with your press releases? The answer may surprise you. Page 53.
- The 5 types of direct response press releases that generate the most media coverage and reader response - and how to use each. Page 28.
- The "bait piece" strategy for generating inquiries has been used in direct mail with great success for decades. And it can work even better in PR. Page 12.
- 16 ways to improve your press releases - and get editors eager to publish them. Page 48.
- Should you follow up your press release with a phone call to the editor - and if so, what should you say? Page 55.
- The easiest - and most effective - direct response PR tactic ever devised. And a little-known technique for making it work like gangbusters. Page 29.
- Offering a free white paper, booklet, or report? How to choose a title that generates a huge volume of requests from prospects for your free information. Page 10.
- 5 tips for ensuring your press releases get published in more papers, magazines, and newsletters, more often. Page 47.
- Promote your business by offering a free invitation to a special event. Page 34.
- Tips for compiling your personal media database of editors you know are the most inclined to run the press releases you send them. Page 52.
- Publishing a new brochure or sales catalog? Here's a press release that can get industry publications to feature it prominently. Page 44.
- What offers work best in direct response PR - and which won't editors touch with a 10-foot pole? Page 4.
- How to write and format your direct response press releases so that editors will read and use them. Page 45.
- When the press calls: how to conduct an interview that results in a big story about you - preferably on page 1 or the front cover. Page 57.
- And so much more...
Praise for Bob Bly and Direct Response Public Relations
Direct Response Public Relations is a 59-page e-book available for immediate downloading as a PDF file.
That means no shipping or handling charges ... and no waiting. Order today, and put PR DR to work generating leads and sales for your business starting tomorrow!
Here's what people have said about earlier editions of DR PR...
"The wave of the future ... Bob Bly's book provides low-cost marketing with big-time results."
--James S. Porte, President, Jewelry Marketing Institute
"This guy really knows his stuff. An excellent and practical PR primer."
--R. John Slade, President, Knowledge Garden
"An invaluable marketing tool that all business owners or entrepreneurs should have ... even one of the many innovative PR techniques in this book will pay back its cost many times over."
--Fred Weiss, Chairman (retired), Studebaker-Worthington Leasing
"I found so many valuable ideas in the book, which I am putting to immediate practical and exciting use. This book is the key to Fort Knox."
--Dottie Walters, President, Walters International Speakers Bureau
Use it risk-free for 90 days
Very few PR agencies guarantee PR placements - and virtually no PR firms guarantee increased leads, orders, or sales.
But with Direct Response Public Relations, you get both: massive media exposure plus soaring sales.
In fact, I guarantee it -- or your money back!
If my Direct Response Public Relations program doesn't generate a tidal wave of new leads and sales for your business...
Or you are dissatisfied for any other reason ... or for no reason at all ... just let me know within 90 days.
I'll refund your $39 payment in full. No questions asked. And, you can still keep the e-book free.
That way, you risk nothing.
So, what are you waiting for?
In 90 days or sooner, you could be generating thousands of qualified inquiries ... and thousands of dollars in orders ... from direct response PR - at a tiny fraction of the cost of direct mail or paid advertising.
Or, you could be ignored by the media - and unknown to the thousands of potential customers who need what you are selling.
It's entirely up to you.
So, what are you waiting for?
To order Direct Response Public Relations on a 90-day risk-free trial basis, just click below now:
P.S. Quick-Response Bonus! OrderDirect Response Public Relations today and get a FREE 60-page Bonus Report, How to Do Your Own Public Relations (list price: $29).
In it, you will discover:
- 29 great story ideas for the next issue of your company newsletter or e-zine. See page 17.
- Promoting yourself, your company, or your product through public speaking? Here's how to make your talk more memorable, engaging, and persuasive. Page 26.
- How to use "DR PR" - direct response press releases - to generate new leads, prospects, and business opportunities. Page 14.
- 4-part formula for writing business letters that get you the results you want. Page 50.
- Want to position yourself as an expert by writing a book? 5 ways to write a book proposal editors say "yes" to. Page 29.
- Fool-proof formula for writing articles and getting them published, under your byline, in the trade publications your customers and prospects read. Page 14.
- Plus: a special library of sample press releases and query letters. Easy-to-follow templates guide you in writing your own PR materials. Starts on page 58.
- And: a mini-directory of PR distribution services that can help you get your press release into the hands of literally thousands of editors, writers, columnists, and producers ... within days ... for little or no cost.