How to Write a Press Release to Market Your Translation Service – Part I
This is a 3-part-tutorial. Parts II and III will be published in 2 and 4 days respectively.
A. How to write a Press release (or News release)
It is obviously not possible to go into details in this short Tutorial. The most important point is to realize that a Press Release is neither an Ad nor even an Advertorial.
The 5 parts of a PR:
Headline: Grab attention and force people to read
Subhead: Short intro to expand the Headline
Lead Paragraph: Tell the major facts of the story. This paragraph should include who, what, when, where and how.
Remaining paragraphs: Briefly give more details about the story.
End: Should include a little information about the business owner and his business. Only info, no hype!
This structure is sometimes called the ‘inverted pyramid’, because the most important information must come first (on top).
IMPORTANT: Statistics help validate a story (you can get them from a variety of places, including Google searches, trade associations, research papers, and the U.S. Census Bureau)
B. News Release example
Remember Val Chen? Now take a look at the following News Release to illustrate the points above. It conforms to all good News Release requirements (except statistics, which is not really a requirement). You can find this News Release (and much more) in the “Insider Guide to The Strategic Marketing of Translation Services” – Click here for a Free Preview
FOR IMMEDIATE RELEASE
“When in China Do as the Chinese Do”
For SMBs, cultural flexibility is the key to swift and everlasting success on the China marketplace Chinese American translator, Valerie Chen has just launched a website where she showcases her deep and vast knowledge of Chinese culture. The new website (http://www.wheninchina.com) targets Small and Midsize Businesses (SMB) which seem to find it a daunting task to do business in China.
Ms Chen seems to have a soft spot for SMBs. Huge companies tend to rely too much on their financial clout. They don’t seem to realize there are things money can’t buy, even in China and however “business-minded” the Chinese may be.
“Freelance translators and SMBs, especially those where you can ‘walk straight to the Boss and talk to him or her’ are cast in the same mould, and there is every reason why they should get along fine”
On the site, it is possible to listen to Chinese music, a Chinese poetry recital (There is a written translation of the lyrics), learn a lot about Chinese culture, including a bit of Mandarin Chinese language (“Not too much, though”, quips Ms Chen “otherwise you won’t need my translation or interpreting services!”)
All the Mp3’s are downloadable
There is also a “serious” side to the website: it is chock-full of information on the Chinese economy, investment opportunities, legal and institutional environment, etc.
Says Ms Chen: “We’ve done all the research for you”
Valerie Chen makes frequent trips to China, “to keep abreast of new developments and feel the pulse”
She can translate all your documents, interpret for you if you have guests from China, even escort you to China, all this at (very) short notice.
Just like anywhere else in the world, the Chinese prefer to do business with people they know, like and trust (KLT), all other things being equal, warns Ms Chen.
“However gruff you may be, we can easily turn you into a likeable person in China, that’s a promise!”
Anyone planning on selling to China should visit this website. There you can also find the dates and venues of Valerie’s Public Talks on various China topics
The website has a companion blog where it’s so much easier to “talk” to Valerie (http://wheninchina.com/blog).
Quite an experience, really.
End of Part I
In 2 days’ time, in Part II. You’ll learn how this News Release conforms to the above requirements and you’ll also get an Action Plan on rewriting the same News Release using different angles.
Note: This is a (slightly adapted) short excerpt from “The Insider Guide to the Strategic Marketing of Translation Services”. (Click here for Free Preview)
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P.P.S. I am now working on revamping TranslatorPower.com/, the companion website to your favorite blog 🙂 Look out for the “LearningBase” section, with a bumper crop of resources on how to market your translation services, GILT, Social Media Marketing, Cultural Competency, Translation Agencies, Portals, Directories, and much more…