How to Advertise for Free

(regular advertisers in TechShop, please disregard this commentary. This is for my shop owner and mobile tool distributor readers....) :)

That's right - you can get free press, especially in your local newspapers. All you have to do is submit a "news release" to most papers, and they'll publish it.

Before you sit down to write anything, you should take the time to really think about the message you want to send. An effective news release is not a blatant advertisement. Instead, it should provide insight into a newsworthy top related to your business. For example, for a great effect, tie something about your shop to a recent news story. A recent news story talked about "Hurricane Katrina victims still homeless 2 years later" You might issue a news release commenting on charitable work you or your employees have done, services you've provided to Hurrican Katrina victims.... You get the idea.

When you write your news release, the way it is written is almost as important as the content.
1 - Be sure it has a HEADLINE. This should be short and to the point.
2 - Open the release with something interesting, either a fact or a quote from yourself. There is nothing worse than a dull first sentence - many editors won't get to the next sentence.
3 - It should read like a news story, not an advertisement. Mention how you've been in business, your specialties, etc.
4 - Cite evidence when it makes sense. For example: "The US Dept of Energy estimates that replacing a clogged air filter can save drivers as much as 10% on their gas bills. Harry Magnum, of Magnum's Parts, says that many drivers are wasting money on gas by not maintaining their cars properly".
5 - Keep it short and simple. To the point. No long sentences, and nothing more than 800 words.
6 - Spelling is as important now as it was in 4th grade. Ask someone to proof your work for content, spelling, grammar and punctuation. You are a professional and want to create a professional-sounding press release.
7 - Include your name, address, phone number, and e-mail. Make sure the press can reach you.