I have a client who's a computer trainer. She didn't have a lot of money to spend on advertising, and she desperately needed clients. After consulting with her, I realized that she had a unique aspect to her business. Unlike other computer trainers in the area, she would actually come into your home and train you at your convenience - 7 days a week. No one else in the surrounding areas was making housecalls. That was her "unique selling proposition." That was her advantage. I made a telephone call to the local newspaper, and voila...instant interview!

Paul opens his favorite business magazine to find a fawning interview with Amazon's Jeff Bezos. Then he picks up the morning paper and reads a long story on a new donut chain being built in his town. Later he catches a feature piece on CNN about a guy who sells funny handmade shoes and learns accounting secrets from a CPA in Ohio.

If you've never used a press release to promote your business, you're missing out on one of the most potent sales generators of all time.

Press releases work because they bring  a news slant to your marketing campaign, and people pay attention to interesting news items - the key word being "interesting."

You should write your press release using the same powerful elements that you would use when writing your ads or salesletters.

Those elements are known as AIDA.

An often under utilised strategy in building your personal brand as an expert in your field and marketing your business is becoming a resident expert on your local radio show. 

By enhancing your effectiveness in being interviewed on radio you will be able to be listed as one of a radio shows expert panel which will enhance your business success without the expense of advertising.