This Is How to Write a Press Release for a Small Business

This Is How to Write a Press Release for a Small Business

Do you need to write a press release for your small business?

Often, when people think of press releases, they imagine large communications teams with an editor sitting at the head, collaborating on a press release together. But what if you run your business on a much smaller scale? How can you make sure you get the word out about developments in your company?

If you’re wondering how to write a press release for your small business, you’re not alone. You’re also not without help.

Below, we’ll go into the steps to writing a press release for your company, no matter its size.

Keep on reading to learn more!

About Press Releases

If this is your first time writing a press release, you may wonder when you should write one and when you should focus your efforts on other parts of your marketing campaign.

This is a great question since press releases aid your marketing techniques.

The biggest difference between a press release and an e-mail marketing campaign lies in its readership. For your other marketing techniques, you focus on reaching your target audience, which consists of the people most likely to buy your product or service. When you write press releases, though, you write to the press and people with an invested interest in your company.

As such, you want to change your approach to speak to these people.

Press releases also focus on different subjects than other marketing approaches. Since they go to the media, they have to be news-focused instead of sales-focused. That doesn’t mean that your press release can’t include a call-to-action, though. In fact, many do.

Collecting Contact Information

Before you start writing a press release, you need to define your recipients. This involves gathering the contact information of people in the local press.

To do this, find out which newspapers and television companies serve your area. Then, visit their website and look at their contact information. These places often have news desks to which they prefer you to send news-related e-mails. If they don’t have a news desk e-mail, take a look at their employee pages.

Many news organizations provide contact information for their editorial staff. If yours does, send your press release to either the editor-in-chief or a managing editor. It’s better to send news-related items to senior editorial staff because they have the direct authority to assign it to one of the reporters under them.

At this point, you should also think about whether or not you want any key people to receive your press release as well. These could be board members, investors, or even clients or donors with whom you have a close relationship.

Do you want help distributing your press releases? Check out these services.

Consider Using an E-mail Management System

Do you have an e-mail management system in place?

If not, you should consider getting one. They store your contacts for you and give you templates you can use to make your press releases appear more professional.

This takes some of the guesswork out of your press release formatting and makes you appear credible.

How to Write a Press Release

So, what are the essential things you need to know about how to write a press release? How do you make your small business press release look just as good as those who have entire teams dedicated to writing for the press?

Fortunately, no matter the size of your business, you still have the opportunity to follow the same techniques the professionals use.

Let’s get into some of them below.

Deciding the Goal of Your Press Release

As you sit down to compose your press release, you should first determine your overall goal.

What do you want to accomplish with this press release? Do you want to tell of a new person you’ve hired or give an important update on your company? Do you have an upcoming event you need to let everyone know about?

No matter what your purpose is, make sure it’s as clearly defined as possible before you start writing. This will make the writing process easier, as you’ll be able to write toward your goal.

Use the News Structure

As mentioned above, the media becomes a key part of your target audience when you write a press release. These people have the opportunity to turn your story into a local (or sometimes even national) news piece. This affords you the opportunity to gain a lot of attention and potentially get new clients.

Because of this, you need to know how to best communicate with the press. In the eyes of media professionals, your press release needs to be a story that fits their organization well. This means you need to learn to present your story as a news piece.

Reporters use a certain structure when writing newsworthy stories. They always start with the lead and continue with the body. Press releases often conclude with a call-to-action.

Writing the Lead

The lead consists of a few sentences in the first paragraph that contain all the pertinent information. This includes answering the 5 W’s and 1 H (who, what, where, when, why, and how).

Think of the lead as a quick summary. Ask yourself what you would want someone to know if they only have time to read the first line or two of your press release.

The Body

Then, write the body, which repeats all of the information in the lead but with more detail.

The important information always goes near the top, with the less crucial information at the bottom. Your body can be several paragraphs long. In general, though, you should try to keep your press release brief and to the point.


At the end, include a call-to-action.

This directly ties into the purpose of your press release. If you want to gain more press exposure, invite reporters to call and interview you. Should you want people to give to a certain cause or make a purchase, include a button or link at which they can do so.

Want More Business and Career Advice?

Learning how to write a press release often serves as a crucial part of many business owner’s public relations.

Fortuantely, picking up the technique may not be as daunting as it first seems. If you have robust roster of press contacts, defined the purpose of your press release, and learn to write according to the news structure, you will increase your chances of getting your story noticed!

Want more business and career advice? Check out the rest of our articles!

Affiliate Marketing on a Small Budget: 5 Strategies to Stretch Your Dollar

Affiliate Marketing on a Small Budget: 5 Strategies to Stretch Your Dollar

Having an endless budget to spend on testing campaigns and traffic sources is every affiliate’s dream.

However, as a beginner, you’re likely to have a small budget with a specific number in mind that you don’t want to go over.

Even if you’re an experienced veteran, there’s several factors that could put you in a position where you don’t want to pump a ton of your money into campaigns at the moment.

To make small budget affiliate marketing work, you simply need to alter your promotion strategies.

We’ve determined five ways to do just that.

You’ll notice that most of our below recommended strategies follow a trend of attempting to reduce competition with other affiliates. That’s because this is a tried and true way to make affiliate marketing work with a reduced budget.

If you’re trying to buy traffic or target users that large, big-budget affiliates are already buying and targeting, you’re naturally going to have to spend a lot of money to compete.

The following strategies will allow you to avoid that competition while still reaching users who are hungry for the product or service you’re promoting.

1. Narrow Your Niche 

Finding a niche and then shrinking its appeal is one way to combat over-saturation. It increases the cost efficiency of your budget by decreasing competition with other affiliates, many with larger budgets than yourself.

Where there is less competition, there’s usually less spending on keywords, ad space, etc.

To accomplish this, choose a popular niche and start thinking of how you can break it down into sub-niches.

Here’s an example.

Fitness: This is a long-standing lucrative vertical but one that’s saturated and highly competitive. There are already countless active ads focusing on weight-loss or a general active lifestyle backed by significant spending.  

To stretch your budget, create ads that focus on smaller fitness communities like bodybuilding, cross-fitters and even users following particular diets like paleo or intermittent fasting.

The product or service you’re promoting doesn’t need to be specific to those sub-niches as long it still relates to fitness. Just make sure your campaign angle, ad copy, and landing page fill in any gaps that exist between the content of the offer and the sub-niche. (Eg. Why people on a paleo diet should purchase this fitness program.)

2. Target Smaller demographics

The goal here is to discover users that are being missed by broad, large-budget targeting.

It’s similar to the sub-niche strategy we discussed above except you’re applying it specifically to demographics.

To do this, you’ll need to spend some time brainstorming creative angles for a campaign. In doing so, it will lead you to more unique users and hopefully untapped leads.      

Let’s say you’ve found a credit score campaign at MaxBounty that you’d like to promote.  

Just advertising to female credit card users will stretch you too thin.

Instead, you could target younger users in their 20s who are shopping for their first new vehicle. They may be so caught up in finding their dream car that they’ve forgotten how they’ll need a great credit score to finance. You can be the one to refresh their memory.

Dead set on a diet campaign? You could think outside the box by targeting middle-aged grooms who don’t want to look out-of-shape in comparison to their beautiful brides on their wedding day.

By narrowing your demographic, you can reach people who have the same level of interest in what you’re promoting but at a lower cost than a wider audience.

3. Select the Right Campaigns

When working with a small budget, it’s important to choose campaigns that are likely to cost you less to test and promote.

It’s also wise to choose campaigns that have a broad appeal. This usually means avoiding cost-per-sale campaigns with high rates.

CPS campaigns are more likely to be high risk/high reward. They also tend to require more budget for testing to determine what’s working and what isn’t.

With a cost-per-lead campaign with a lower rate, you have a greater chance of capturing leads which you can then use to assess your strategy, traffic source, creatives, etc.

Surveys, sweepstakes, and email submit campaigns are just a few great options for smaller budget affiliates for the reasons mentioned above.

We’ll discuss later how you can narrow the niche during your promotion, but the campaigns itself should appeal to a wide range of users.

4. Promote Campaigns in Less Popular Countries 

One of the most common ways to stretch a small budget in affiliate marketing is to avoid promoting campaigns in the most popular English-speaking countries.

Highly populated English-speaking countries like the US and the UK are the top choice for many affiliates. That’s because they offer wide reach while eliminating the need to translate creatives to another language.   

By putting in some extra work, you can find less competitive leads in countries like Sweden, Norway, Brazil, and South Africa to name a few.

However, we don’t recommend just using a service to translate your campaign (ad copy, LP, etc.) to another language and promoting the campaign. This strategy can yield poor results.

Different countries simply have different preferences.

You won’t find the same potato chip flavours in the UK as you will in North America. Residents in those countries prefer tastes that are ingrained in the culture of that region.  

You need to take the same approach when shifting campaign angles to different countries.

Take some time and think of ways you can alter your creatives to be more appealing in other geos. This could be as simple as changing your ad image and landing page headline to something that represents the culture of that country.

5. Utilize Less Competitive Traffic Sources 

In 2020 there are more traffic sources available to affiliates than ever before. From dozens of social platforms like Instagram and Snapchat to countless traffic networks like Taboola and Propeller Ads.

A simple way to save some cash is to avoid the top-tier premium traffic sources that cost the most money.

For example, let’s say you’re planning on using search traffic for your campaign.

You likely view Google Ads as the search alpha dog, and for good reason. Their platform simply offers unprecedented volume and reach.

However, their biggest competitor, Bing Ads shouldn’t just be viewed as a runner-up. In fact, they’re actually superior to Google Ads in several ways:

  • Easier to target an older demographic
  • Reaches users with a higher average household income
  • Cheaper cost-per-click

That last one is likely the most important if you’re on a tight budget.

Where Bing lacks in overall reach compared to Google it makes up for it in cost.

Bing’s average cost-per-click is 60% lower than Google’s.

Bing Ads is not just a substitute. It’s an alternative that can provide great results at a fraction of the cost.

With traffic platforms, you can save a lot of money by choosing the proverbial Pepsi over Coke. Most of the time the conversions will taste just as sweet.  

Workers Compensation Secrets for Small Businesses Revealed

Workers Compensation Secrets for Small Businesses Revealed

Are you a small business with employees? If you are, you need to have worker’s compensation coverage to protect yourself, your employees and your business at all times.

Are you hiring a steady stream of contractors? The same holds true here as well. You should start researching worker’s compensation coverage, so that you’re ready the day someone gets classified as an employee.

Here are some of the worker’s compensation secrets for small business that shouldn’t be so secret. 

Worker’s Compensation Claims Aren’t Limited to Industrial Worksites 

The classic worker’s compensation case involves a construction worker falling off a roof or an industrial worker maimed by equipment. However, worker’s compensation claims can arise in almost any workplace.

An employee injured in a car crash while driving your delivery van can file a worker’s comp claim. Office workers are more likely to file worker’s compensation claims for repetitive stress injuries, but they could get hurt carrying boxes down stairs or getting sick when exposed to chemical fumes. 

Worker’s Compensation Claims Can Lead to Legal Battles 

Worker’s compensation claims can lead to legal fights. An employee can fight for greater compensation, and they should fight allegations that the workplace injury didn’t occur in the workplace. After all, a finding that the injury occurred off-site or is unrelated to work means they don’t have a worker’s comp claim. If the boss ordered people to work in unsafe conditions or pushed them to violate rules in place for people’s safety, the company doesn’t just have a worker’s comp claim when someone is hurt. They’re also liable for safety violations.

Employees often get legal help, because getting a settlement can be difficult. They may be unable to fill out detailed paperwork because of a traumatic brain injury or when taking pain medication. Or they may have trouble getting all the paperwork together to get the full compensation they’re owed.

For example, they may have requested compensation for their emergency room visit but not yet addressed the mounting bills for ongoing care. Insurers who are slow to pay bills create an undue burden on the employee, and this can lead to interest and penalties as well as legal bills for everyone involved. 

According to the NCS, the majority of worker’s compensation costs by cause through 2017-2018 were as a result of motor vehicles, burns, falls and slips, and more.

As you can imagine, in nearly all of these scenarios, the incident probably could have been avoided — which means there is no reason for employees to ever be injured while on the job.

Worker’s Compensation Is Similar to Every Other Insurance Policy You Pay For 

Worker’s compensation is a form of insurance. You pay premiums based on several key risk factors. One is location. The premiums will be based in part on the state you work in, because different states have different rules. The type of work is a major factor.

Some industries are much more dangerous; construction and industrial workplaces are two such examples. Logging, fishing, and agriculture have greater than average risks, too. Premiums are also based on your payroll. You pay more when you have more people to cover. Then there is one’s claims history. If you have more accidents than average, you’re going to pay far higher worker’s compensation insurance premiums.

On the other hand, if you work with the insurer to mitigate obvious risks, your premiums may go down. If you make changes and no longer generate a steady stream of claims, your insurance company will eventually lower the premiums. Workers’ compensation typically considers the employer’s liability to be limited, but bad practices that cause people to be regularly injured or oversight that results in a major accident can leave you liable. 

Worker’s Compensation Is Not Just For Big Business 

Are you hiring contractors? You may want to prohibit someone from being hired for a job unless they carry their own workers’ compensation insurance. Sole proprietors can buy worker’s compensation to protect themselves, too.