Promoting Your Audios: The 10 Step Press Release Formula

One of the most effective ways to gain publicity is to have your “newly recorded yoga class” mentioned in a positive manner by the local or national media. When this happens, potentially thousands of people will learn about you and your yoga class audios.

You earn passive income each time someone downloads one of your yoga classes. Plus, you’ll also start getting more yoga students coming to your class.

How come?

Well, because you’re now a celebrity yoga teacher.

You’ve been mentioned in the papers, and you’re the equivalent of a published author (the only difference being is that you’ve published audios instead of eBooks). Because you have your classes available online, you immediately come across as a professional.

A mention in the local or national media usually spurs others in the media to contact you for follow-up articles, and requests for radio and TV interviews.

Of course, getting a positive story about your yoga class in the media isn’t always easy. Most media sources are flooded with press releases – all vying for the attention of the writer and editor with hopes of seeing publication.

To sort through this flood of press releases, most media writers develop an sub-concious ‘BS’ filter to help them quickly eliminate all but the most interesting press releases.

Here’s how to get past the ‘BS’ filter, and onto the pages of the press.

10 Steps To Getting Media Attention

Step 1: Pick a target
Before you start writing your press release (hereinafter referred to as your ‘story’), determine where you want the story to appear. Do you want it to appear in your local or regional newspaper, or a national publication?

The target destination makes a big difference on how you should craft your story. For example if you want the story to appear in a local publication, the headline should have a local connection – usually the name of local city or region. i.e. ‘Llandrindod Wells area becomes worldwide hub for yoga’.

Step 2: Choose Just One Publication

Chose just one publication and then choose a writer within the target publication to submit your story to (read recent issues of the publication to find writers who cover your subject area).

Step 3: Understand What Writers/Editors Want
A writer for a publication wants to impress his editor with an unusual or interesting story which will make readers of the publication happy.

A editor has the job of reviewing story ideas presented by writers, and choosing which of the stories his readers will find so interesting they will buy the next issue.

If you can provide the writer with a story that makes him look good to the editor, you increase the odds the story will see print. But if you provide the standard press release (‘XYZ yoga teacher announces new yoga class’), it is unlikely to be read by the writer, or presented to the editor for consideration.

Step 4: Understand the mission
Your mission is not to have a long article written about your yoga class – that won’t happen unless you are involved in some criminal activity (and if that’s the case, the publicity won’t be positive).

Your mission is to have the name of your company (and the address of your web site), mentioned in a positive manner in a story that people actually read.

Just getting a single mention of your company or product in a well read story is all you want – especially if that story is picked up nationally.

Step 5: Start With An Intriguing Headline
Writers and editors know that headlines sell newspapers. And by habit, writers and editors skim the headlines of all submitted press releases and articles to see if anything intrigues them or catches their attention.

Most press releases fail miserably at having an attention getting headline – almost all have the same format ‘xyz company announces a new product’.

Media writers and editors don’t care about xyz company and they know their readers don’t care either. What they are looking for is a good human interest story that will cause readers to say ‘did you read the story in ABC paper about . . . ‘ .

Media editors and writers will probably reject ‘xyz yoga teacher announces a new yoga class’, but they will probably be intrigued by a headline like ‘Llandrindod Wells yoga teacher becomes an online yoga star’.

Keep in mind that you are writing a headline for a newspaper – not a sales letter. The headline should be similar to headlines you actually see printed in the ‘Our Town’ section of your newspaper (or the OM magazine).

Step 6: Follow The headline With An Interesting Sub Head
Right after the headline have a one or two line subhead which draws the reader into the rest of the story.

Often the subhead will be in the form of a question – one so intriguing the reader can’t ignore it. (Again, keep in mind that you are not writing a sales letter . . . the sub head needs to feel like a news story).

Example: ‘Llandrindod Wells yoga teacher becomes an online yoga star’

Step 7: After The Subhead, Follow Up With A 2 Paragraph Summary Of The Story
To keep the ‘story’ short and appealing to media writers, follow the headline and sub head with 2 or 3 paragraphs that summarize the interesting parts of the story. The idea is to make the reader want to find out more. Don’t go into too many details, just enough to get the media writer interested.

You could mention the name of your local community in every paragraph of the press release giving a local connection.

Step 8: Include a photo
A photo adds tremendous credibility to the article, and conveys much more than you can say in just a few paragraphs. The photo should be shot so as to add more credence to the message being conveyed in the article. Again, the idea is to get the attention of the writer/editor who may not read the story, but will scan the photo.

For the example press release above, I would include a photo of me teaching yoga surrounded by students in a tough pose (e.g. headstands).

Step 9: Include Contact Info
Always include contact information, your name, phone number, email, phone, and fax. Also mention that you are available for interviews.

Step 10: Send It Out
If I were going to send out the press release example above, I would print it on quality paper with my company letterhead (The Yoga Teacher Business Kit has yoga letterhead template), place it in 9×12 envelope, and send it to specific writers at the local newspapers, specific talk show hosts at the the local radio stations, and specific reporters at the local TV stations. And to add some interest, I’d probably include a link to your profile page (on this site) so they can stream the audio.

Shameless Plug Alert!
To get started recording your yoga classes, pick up the phone and call me (George) on 02921 257770 or email me.  We’ll have a friendly chat about how you can move forward (e.g. what equipment to get and how to get started).