You will learn:

• Why we have to worry about sales copy techniques when contacting journalists
   
• The Number One law of copywriting. You must do this before you start writing one word
   
• The second thing you should do that will really beef up your copy
   
• A trick that will help you focus on the benefits and not the features 
   
• 3 things authors should NEVER do when promoting their books
   
• Where to start writing so you aren't wasting hours suffering from writer's block
   
• A headline rule you can break that will make journalists pay attention
   
• 3 examples of no-brainer headlines for busy people...why reinvent the wheel?
   
• 2 great publications where you can steal headlines and use them to rewrite your own
   
• 108 power words you can include in headlines...this is included on the downloadable handout
   
• 4 tricks you can use in your copy to make it easy to scan
   
• A sales copy technique you shouldn't use at your website so you don't confuse your visitors
   
• A headline writing trick that will show your readers you know how to solve their problems
   
• The surprising thing you can do in a headline that you might think you can't do
   
• Another rule you can break when writing the first paragraph of your news release
   
• Why you should never give away the entire story in the pitch letter or news release
   
• When it's OK to write long sales letters...so you can get people to do what you want them to do
   
• How to overcome sales objections so the reader will keep on reading
   
• The 2 best colors to use for headlines at your website
   
• How to use testimonials and piggyback off previous publicity
   
• The best software if you want audio testimonials at your website, even inside your online media room
   
• Where in the copy to use the "call to action"      
   
• A trick that will convince journalists to print your website URL so you generate more traffic  
   
• 2 pieces of advice to follow when proofreading your copy
   
• What Lorrie did to a website homepage that instantly communicates the message
   
• How to use a super-script to grab attention at your website
   
• Low Lorrie and Joan  turned a "who cares?" news release into an enticing pitch letter
   
• What do put at the end of your pitch letters to convince journalists one last time to cover your story
   
• How we turned a long news release about a workshop into a one-page release that's easy to read
   
• 2 great places to find statistics to use in your pitch letters and news releases
   
• How to know the best way to deliver news releases and pitch letters   
  
  ...and handouts that show three before-and-after examples of a news release, pitch letter and website copy that we improved with sales copy techniques. You can download the handouts as soon as your order has been approved. If you are ordering the electronic transcript, the handouts are at the end of the transcript.