Tag Archives: press releases

Poorly Written Headlines #1

Yesterday, I discussed how a bad press release headline can kill your book promotion efforts before they’ve begun. But I’d like to provide some actual examples of what headlines do right, and what they do wrong.

So here’s the first in what will be an ongoing series:

What this headline does right:

  • Gives the genre: science fiction adventure
  • Gives the intended audience: young readers
  • Tells us that this is a series of books, so either the author already has books published, or they intend to publish more, i.e., we should all keep paying attention to them
  • It’s concise, just 67 characters, meaning most of it will appear in search engine results pages

What this headline does wrong:

  • Describing the book as fabulous

What makes a book fabulous? What makes this specific book fabulous? Is it fabulously well-written? Is there fabulous characterization, or fabulous world-building? Is the plot fabulously paced?

Flowery adjectives can make a headline pop, but by leaving the description vague, this headline is effectively meaningless.

The first ten words tell me a lot about the What, which is great. But the final two give me no hint of Why I should care. Young adult sci-fi books are a dime a dozen right now, and this headline fails to stand out from the crowd.

That’s it for now. I’d be happy to hear anyone else’s thoughts on this headline or my critique. I’ll try to do one or two of these each month.

Steve D

How Bad Headlines Ruin Your Book Marketing Efforts

Way back in 2017, I wrote about the four basic elements of a good press release. In that post, I discussed how the headline and sub-headline should be used to hook a potential reader into actually reading the rest of your press release.

But I don’t think I emphasized enough one simple truth about press releases:

If your headline and/or sub-headline are not eye-catching, no one will read your release. Continue reading How Bad Headlines Ruin Your Book Marketing Efforts

Anyone Need a Freelance Writer / Editor / Content Marketer?

Well, I wasn’t planning on talking about this until after the dust settled, but I’ve had a change of heart.

I was laid off from my job last week. I am actively looking for a new position, but in the meantime, I need to keep my options open.

That’s why I’m officially offering freelance services in writing, editing, or online marketing. Here’s a little bit about my background:

  • I reviewed news releases for publication on PRWeb.com, PRNewswire.com, and MarketWired.com for three years. I reviewed approximately 10,000 press releases in that time, and I know what a good press release looks like.
  • I have also written two dozen press releases for various organizations across industries such as tech, fashion, and publishing. And yes, I even wrote my own press releases for my book.
  • I strategized and managed pay-per-click marketing campaigns and provided regular analytics reports for clients, curating nearly 1 million clicks across dozens of campaigns.
  • I’m also open to other work in the realms of writing, editing, and online marketing.
  • Please email info (at) eveningsatellite (dot) com to discuss pricing and project requirements.

Now that I’ve pimped myself out, I’ll get into my sudden unemployment a bit. Continue reading Anyone Need a Freelance Writer / Editor / Content Marketer?

Press Release Analytics: How Our First PR Performed

Analytics.

That’s a big scary word that most people try to avoid at all costs. Unfortunately (for some), it’s the most important part of any marketing campaign. Analytics tell you how well your marketing campaign is performing in real data.

For an online press release, there are a few key data points you should be looking at. But let’s back up for a moment. I sent my first press release on April 25th. Continue reading Press Release Analytics: How Our First PR Performed

Marketing Your Novel: Why Send Press Releases?

Disclosure: I work for a marketing firm. While I have no formal education in marketing or business and would never claim to be an “expert”, working in online marketing for two companies over the last  four years has taught me a lot. This series will explore the marketing strategies I will use to promote my upcoming novel.

Well, it’s been quite some time since I’ve updated this series. The last time we checked in, I discussed marketing through social media.

Today, I’m going to take a look back to a previous post, in which I provided a summary of sending online press releases. Why?

Because I just sent my first press release! Continue reading Marketing Your Novel: Why Send Press Releases?

Marketing Your Novel: Online Press Releases

marketing-your-novel

Disclosure: I work for a marketing firm. While I have no formal education in marketing or business and would never claim to be an “expert”, working in online marketing for two companies over the last  four years has taught me a lot. This series will explore the marketing strategies I will use to promote my upcoming novel.

A few weeks ago in this space I discussed the specific marketing channels I would be using to achieve my goals for 2017, including the publication and distribution of my first novel, The Warden of Everfeld: Memento.

I have already discussed two of those channels (Facebook and PPC Ads) in previous posts, so now I’d like to discuss my third marketing channel: press releases. Continue reading Marketing Your Novel: Online Press Releases

Marketing Your Novel: The Marketing Strategy!

marketing-your-novel

Disclosure: I work for a marketing firm. While I have no formal education in marketing or business and would never claim to be an “expert”, working in online marketing for two companies over the last  four years has taught me a lot. This series will explore the marketing strategies I will use to promote my upcoming novel.

As I mentioned in my Friday Write-Day post a few days ago, some business-like details have fallen into place regarding the publishing of my book this year. This has allowed me to lay out a basic timeline and strategy for promoting and publishing my upcoming fantasy novel, The Warden of Everfeld: Memento. Continue reading Marketing Your Novel: The Marketing Strategy!

Marketing Your Novel: Types of Indirect and Content Marketing

digital-marketing-1563467_1280

Disclosure: I work for a marketing firm. While I have no formal education in marketing or business and would never claim to be an “expert”, working in online marketing for two companies over the last  four years has taught me a lot. This series will explore the marketing strategies I will use to promote my upcoming novel. Also, I know free stock photos are lame. I’ll get my own legit photo for this series at some point, I promise.

As we move through this series, I’m going to try and tackle each subject in a logical manner, going deeper and deeper into the many topics and subtopics within marketing without jumping around too much. Thus, some of this information may seem repetitive, because we summarized a lot of it in my first post on where to begin with marketing your novel.

Today, we’ll look more closely at indirect marketing, since this type of marketing is more readily available to most writers, through the magic of the internet — and content marketing. Continue reading Marketing Your Novel: Types of Indirect and Content Marketing