Getting free publicity is not as hard as you think!

There is a saying that "there is no such thing as bad publicity". While that may be true, the difference between good publicity and bad publicity is, with GOOD publicity, you are in control because you create it yourself.

Do you really think that the "people in the news" (authors, inventors, Suzy Orman?) just wait around to be discovered by news reporters? No way! They created a well thought-out, planned, publicity campaign to help them become "famous" - and you can too.

So, who wants to hear about the mortgage business? No one!

Who wants to hear about how to make money? Save money? Spend money? Everyone!

That's what we do - we are in the money business.

Free publicity costs literally pennies because you are snail mailing or faxing your releases to the media.

Free publicity has the effect of turning you into the expert overnight because an independent, third-party (the media) has said so. Instant credibility is created because if it's news - it must be true.

There is a proven formula the publicity hounds use to get noticed. Don't think for a moment that when you see someone featured in USA Today that they were discovered by accident. Nine times out of ten, they submitted a press release.

Press Release Formula

First you will need to get the media's attention - You could have the most wonderful and insightful information in the entire world but if you can't grab their attention immediately, you will go down in history as just another nameless loan originator.

It all begins with the headline!

The headline should be written in such a way that it will make the media take notice, want to read the rest of the release and contact you. Take the opposing point of view. Introduce something new. Show how trends are affecting your local community. Here are a few ideas:

• New Landlord Club Formed to Show People How to Buy Rental Properties



• New Trend in Interest-Only Mortgage Not for Everyone



• How to Improve Your Credit Score by 100 Points in Only 45-Days

The guts of the press release should tell your story (your point of view) in only three or four paragraphs. Let's assume you wish to become known as the local expert on credit scoring. Tell a story about a situation where there was a mistake on the credit report and if you had submitted the loan without fixing it, it would have meant the client paying 1/2% higher interest rate, which would mean an extra $15,410 in interest on a $200,000 mortgage for 30 years. By fixing the problem, the credit score increased by 30 points and you were able to save your client substantial money.

Tell the press, in the body of your release, that you are the local credit-scoring expert (or whatever "expert" you want to call yourself)! Nobody else is going to do it - so you might as well become known for something!

Let them know how you can be contacted to learn more about other ways to increase credit scores so people not only save on their mortgage, but car loans, credit cards and personal loans.

The mistake most people make in submitting a press release is to give TOO MUCH information - it's too wordy - or too self-serving.

Stay away from emailing publicity releases. Reporters get enough junk email and it does not have the same effect as the fax or snail mail.

You only need to send 3 pieces of paper! The first page should contain the headline and the short story of why it's important they interview you or write your story. The second page should include a short bio of your credentials and expertise. The third page should provide 5 or 6 frequently-asked questions. Give them answers to the questions - this will help them prepare for the interview or story.

Double-space your story and print on letter-sized paper only. It gives the reporter a quick, easy read. On the upper-left handside of all pages, let them know if the story is for "immediate release" or if it is "time sensitive" - like a new state housing program that will be released a week from now. If your story only applies for a certain period in time (like a government program that will expire in 60 days), include an END date on the release too.

On the right hand, upper corner on all pages, include your contact information - and I mean ALL of it - phone, fax, email, cell, pager, etc. If the media wants immediate access or it's a hot story, and they can't get in touch with you, they will try to find someone else and your efforts have gone down the drain.

Working with the media means hundreds of thousands of dollars in extra income to you because you become known as the expert in your community. Everyone wants to work with the expert.

Sample press releases; business-to-business interviews; advertorials and how to be featured on radio and TV are covered in the just-released webcast, entitled "Flex Your Marketing Muscle by Working with the Media" at LoanOfficerSeminars.com. You can view a free preview!

Publicity releases are used by all media genres, so use the Internet to find the names of reporters, mailing addresses and fax numbers. AM radio stations have more local talk shows and it gives you an opportunity to "practice" your interview techniques.

Give it a try! I think you will be pleased with the results.

Your media expert ~ Karen Deis

Copyright, 2005, LoanOfficerMagazine.com

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