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Its all in the subject

Good publicity writers think the only way to get an email read is to give the facts. A copywriter believes it is how creative you are that gets people to read an email. So who is right? Both.

email tips to marketingYou need to put on the creative thinking cap when writing powerful emails that can generate a publicity story, or get an article published. So what are the tricks to getting emails read? No silver bullet when it comes to the media. Just keep the creative in check. Don’t lie or twist (pr people like a publicity twist when possible) the truth. Give your recipient a reason to open the email, then provide them with the information you said you would. Otherwise, your name, company, can be put into the "do not read" list.

There is a top 10 list of ways to make your emails read, and this can apply to B2B, consumers and even the media. Just keep your mind open to the audience your are addressing to.

A good report titled “Ten E-mail starters to break writers block” will give you some good sampling of what I am telling you to do.

Publicity people and pr clients need to read these top 10 and see how to make the rules apply to your specific situation. The writer is giving you some tools, now you need to adapt them to your publicity campaign. If you are developing an email campaign, then all you need to do is follow the steps.

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Short or long, which is better for editors?


If you own a publicity firm, your clients are probably asking you to write articles that can be sent to the media, right?

And if you are a company, you’re probably asking your in-house pr person to do the same, or wondering why your publicity agency isn’t getting those articles published.

Well, this isn’t the only way to get noticed and published, but this suggestion is one method to consider. We call them "briefs".

These are short articles, usually less than 100 words. I share the same opinion as another company, called PR Ideas. He too writes that sending good short briefs can be excellent for editors who need fillers, or just short stories on different topics.

This can also position you or your company as experts in the field. Everyone is busy trying to jam long articles to reporters, publishers and editors. When in fact, they need short articles many times.

I like to think of doing these as a way to help the media people with their job and by showing them we offer a lot of valuable information.

On the other hand, don’t go wild sending dozens of these briefs every month. Especially to the same reporters. That will put you in a negative position with them. Timely briefs are good, but can be difficult for a publisher or reporter to consider if the timing is not right for them. I suggest doing timely briefs, and have a few that are not subject to an economic situation, or a trend or something that might become dated too soon.

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