I like to keep my finger on the pulse of what is going in marketing & business in the Hypnosis profession.

And one of the things I do is keep up on press releases. I look for good examples to show my the students who have taken my How To Get $10,000 Worth Of FREE Publicity training.

I use Google Alerts to do this (see my videos on this site for how to set up Google Alerts). Sometimes, I also find really good examples of what NOT to do.

The image below is an excellent example in how to screw up a press release. What makes it a major bone-headed mistake is almost all modern programs that work with text, show you spelling errors as you type.

And it's in the HEADLINE!!! If you insist on having typos, at least have them buried in the body text. Not in the headline where it's like a flashing beacon that says "I'm a bone-head"

Listen, if these guys sent this to any media outlets... they are toast. They will not be taken seriously now or in the future.

They will always be the guys who can't spell.

The lesson to learn from someone else's mistake... CHECK YOUR SPELLING IN ALL MARKETING MATERIALS.

Headline

While we are here, might as well look at the headline they used too. If you try to say it out loud you'll find it doesn't have a good flow. It's easy to stumble on it.

This is the simplest and most effective way to test your advertising copy. Read it out loud. Not inside your head.

It's even better if you have a young child at home and can have them read it to you. (Remember: USA Today is written at a 6th grade level). If your child struggles with it, chances are most other people will too.

Some better headlines would be:

• New Method From London Helps Smokers Quit In Only 3 Hours
• UK Expert Shows How To Quit Smoking In 3 Hours
• New Method To Stop Smoking In 3 Hours Comes To America
• UK Expert Brings His Radical New Stop Smoking Method To America

Any of those are better than the one in the press release. They are 'newsy' yet have a solid HOOK, that makes you want to read more.

Cheers, Craig Eubanks
HypnosisMarketingTips.com