What kind of claims can you make in your press release?
Some time ago I spoke with my friend and Google Adwords expert Perry Marshall. We talked about a tactic some people use that baffles us. We call it "invented scarcity". For example, some people will tell you that they only have a certain number of products on hand, but in fact they have an unlimited number. They try to create scarcity that does not exist.
You have received an e-mail from me informing you that my latest manual "Redeeming Media Relations" will be published soon. I told you that in the first release I will release only 241 copies worldwide. Then I will not post any more copies for at least 2 months, which will give the people who got one of the first 241 copies a distinct advantage.
Some of you may have thought that this was just a marketing ploy. Well, try # 242 on this list and try to get a copy of the manual. It's not going to happen.
People are trying to create scarcity for teleseminars, for live seminars, for what they market.
How many times did you go to a website and the sales copy told you that you have to order on a specific date (usually that day). But if you return to the page the next day, the date has not changed so mysteriously to that day. And so on and so on. I'm not even sure that's legal. I'm sure it's not ethical. The whole problem of "invented scarcity" makes no sense to me. People quickly find out that you have not told the truth, and that's where your credibility goes. Maybe I am only in fairyland with this thinking. As always, there is a good publicity lesson here.
Reporters often receive hundreds of press releases a week. One of your jobs is to highlight your publication. Well, if you follow my system, it's not that difficult. But there is a very important topic here.
So many people feel compelled to push the envelope when they claim in their press releases. Reporters have become deaf to these allegations. Worse than that, when they see exaggerated allegations, the person who wrote the release loses credibility in the reporter's eyes.
It's much better to underestimate your claims and then surprise the reporters if you override your claims and provide them with more. Some of you might say, "Hold on, dog boy." In one of your press releases, you say that you can help everyone find the love of their lives in 90 days or less, is not that an exaggerated claim? "Not at all , Actually, it's pretty conservative. I believe I can help anyone to find the love of their lives in about 9 days, not 90 years. But 9 sounds too exaggerated. When I conducted interviews on this topic, the reporters were blinded when I gave them information that could help people find the love of their lives in less than 90 days. People have become deaf to exaggerated claims. Do not be afraid to make bold claims. But you may not want to go as far as you want. Hold something back. Hide the reporters - and the public - when you overproduce.