You will learn:

• Why David Meerman Scott uses his middle name on the web...this is a strategy you can use if you have a common name
   
• What he saw while working on a Wall Street trading desk 23 years ago that convinced him that press release content changes people's behavior    
   
• Why it's more important to write press releases for our buyers and post them online instead of only for journalists 
   
• Why "the old rules" of press releases don't apply anymore and why we're wasting our time following them
   
• Why measuring the success of press releases through the number of clippings we've generated doesn't matter anymore   
   
• How anyone can get great response from a press release that encourages buyers to buy, even if no journalists think the press release is worth their time
   
• Why the new goal--reaching buyers directly--is all that really matters and why this is a lot easier than attracting attention from journalists
   
• A website where you can find weekly press releases that have generated more than 100,000 visitors a month to the company's website 
   
• The book that created a buzz and became a New York Times best-seller through direct-to-consumer press releases
   
• Why you should write electronic press releases almost exclusively...and the few instances when you should still write paper press releases
   
• Why press releases seldom generate big stories by the media...one more reason to stop making journalists your exclusive target audience
   
• Why posting your press releases online will attract the attention of journalists who you don't even know
   
• How the look of the new press release designed to reach a buyer has changed and how it needs to be written
   
• Why the "XYZ company announces new widget" formula for writing a release isn't effective anymore
   
• Why press releases can be interesting without necessarily being newsy
   
• Why you don't need a quote from a third party anymore...particularly a B.S. quote
   
• What the new rules say you must include inside your press releases so you can generate sales from buyers who see the releases online
   
• The thing you can offer consumers with your press release to encourage them to contact you
   
• The optimum number of links within your press release and why there's a danger in including too many
   
• Why posting press releases online can boost your website's page ranking with Google and other search engines
   
• The one part of press releases that we should forget because it's counter-productive... and why buyers, who we're trying to reach, don't care
   
• The thing buyers DO care about...and why we must include this in our releases
   
• The optimum length for a direct-to-consumer press release and the two things you should do with releases to really attract attention
   
• What you must do with your press release to reach people who are searching for information online
   
• What to include with your press release to encourage people to click and read it
   
• Where to put your press release so it's easy to find by people who are familiar with you and by browsers
   
• The right way to organize your press releases at your website...and why most companies do it wrong
   
• Why it's important to write more than one press release if you have more than one audience...and the bad thing that will happen if you don't
   
• Why the new rules of press releases don't apply to you if all you want to do is get onto "Oprah" or another TV show
   
• What you should do before issuing a press release so your existing customers don't get angry
   
• How to think like a journalist and write your press release like a news story
   
• Why it's OK to make your "call to action" a baby step so buyers can know, like and trust you first, then buy
   
• Examples of great calls to action that bring customers to your website
   
• A call to action that will encourage potential buyers to contact you
   
• How to optimize a press release for the search engines so it appears in front of as many people as possible
   
• What you must know before you can start optimizing or you'll be wasting your time
   
• The 2 places to put the most important keyword in your press release so the search engines find it
   
• How not to let your ego can get in the way when you're trying to optimize press releases
   
• The tedious step that's eliminated now that you're writing press releases under the new rules...you'll be so happy to hear this!
   
• Why you should still post press releases online if you're selling products and services only to a local market...and how you can miss out on sales if you don't
   
• David's two simple tips on how to do good search engine optimization...and a great website he recommends that will help you
   
• A very simple question to ask your customers...their answers will help you with search engine optimization
   
• How to measure the success of your press releases now that you're not worried about accumulating piles of news clippings anymore
   
• Where to download David's ebook on the new rules of press releases
   
• Where to find David's book "The New Rules of PR"
   

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