How to Write a News Release

I’ve written several posts about news releases, but not about writing the news release itself and what goes into a proper news release. Although the SEO news release does not always maintain the objective, reportorial tone taken by a traditional news release, where opinion and superlatives about the subject of the news release are confined to quotes from company spokespeople, it does follow the traditional “inverted pyramid” structure. In this structure, key information appears in the first paragraph, while the following paragraphs provide additional information in order of diminishing importance.

A traditional news release has several other features, which I’ll describe in my next blog. For now, as an example, which I will comment on next time, here is the news release I just wrote to announce the launch of our new website service for agents:

Contact: James Whitaker FOR IMMEDIATE RELEASE
Tel: 541-482-5189 x2
Cell: 541-941-4862
jwhitaker@smartspublishing.com

SMARTSPRO LAUNCHES AGENT WEBSITE SERVICE
New Service Includes Newsletter Content for Better Search Engine Ranking

ASHLAND, OR–SmartsPro Marketing has launched a complete website service designed especially for insurance agencies. Built on the popular open source WordPress platform, the websites are easy to maintain, and are very search-engine friendly. The websites, which can be viewed at smartsprowebsites.com come in a variety of designs and color schemes and include many features designed to engage visitors and build relationships.

“We studied insurance agency websites for almost two years before we launched this service,” said James Whitaker, CPCU, president of SmartsPro Marketing. “We’ve combined all kinds of great features we’ve seen on other agency websites into one package for a very affordable price,” said Whitaker. “SmartsPro websites make it easy for agents to brand their websites with their own distinctive style, to differentiate themselves from their competitors. At the same time, they have content and other tools that will help agents build relationships with customers and prospects.”

A proprietary feature of the websites is the built-in newsletter database that allows agents to choose from eight different SmartsPro Marketing client newsletters for their website. Every month, agents will receive fresh, updated content. Agents can use this feature to encourage their clients and prospects to visit their website, by sending an email message with links back to their website and an invitation to read the latest issue of their newsletter. And since SmartsPro uses the WordPress platform, an agency can easily update its own website, without having a webmaster on staff or hiring expensive designers to make simple changes. Future upgrades include an integrated lead management system and additional newsletter content.

Agent websites are just one ofSmartsPro Marketing’s marketing solutions for insurance agents and brokers. Others include print and email newsletters, advertising specialty products and lead management systems.

James Whitaker founded SmartsPro Marketing in 1988 as James Whitaker & Associates, a marketing and public relations firm specializing in the insurance industry.

For more information about SmartsPro Marketing or to schedule an interview with James Whitaker, please call 541-482-5189 x2 or email jwhitaker@smartspublishing.com.

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Client Reviews

"In this day and age of technology and everything being digital, it is much more personal and authentic to have a great looking and informative customized PRINT newsletter like the one Smarts Publishing creates for us, to share with our customers by mail.
Receiving just another emailed marketing piece can be overwhelming for many professionals. A lot of our customers are like me, and like to take the newsletter home and read it with a cup of coffee or while sitting out on the deck on a Saturday morning."

—Cindy Koebele,
President,
TitleSmart,
Minneapolis, Minn.
Tagline: "It's the little things that make a big difference."

"We care about our customers and want to provide great service — This is how we keep them longer and attract more of them. One of the most popular things our customers like about our service is the print newsletters. More than the birthday cards we send everyone — more than the people who handle their account, they like our print newsletters. We’ve had calls from vendors who have tried to convince us to switch to email, but we know what our customers like and we’re sticking with our print newsletters. ”

— Larry France,
President,
France & Associates,
Worthington, Ohio

"Very rarely do you find an organization like SmartsPro that truly understands the industry that they serve. How do they prove it? Through clear and concise monthly content. I would confidently recommend James Whitaker and his publishing team to anyone but my competition!”

— Ryan Liabenow,
President & Client Relations,
Webber Benefits Group,
Benzonia, Mich.

"I really appreciate the quality of your newsletters. I've worked in other industries where good content is fairly easy to find, but in this industry for some reason, that's not often the case. We're proud to put our name on the content that SmartsPro Marketing provides us."

— Will McDonald,
Director of Marketing & Client Relations,
MFG Benefits,
Reno, Nev.

"We are very impressed with the quality of the Newsletter and how clear and precise the PPACA articles are. Thank you!"

— Ann Tyler,
Business Manager,
Boys & Tyler Financial Group,
Eden Prairie, Minn.

"We've been a Smart's client newsletter customer for over ten years. We find the newsletters to be very informative. They provide a great way to touch base with our clients and prospects. I'm a firm believer in sending them to clients because when they read about the coverages they need, they call us to get them."

— Van Maroevich,
President and CEO,
MOC Insurance Services,
San Francisco, Calif.

“I really think my newsletters have bumped up my credibility a couple of notches,”

— Susan Emery,
Emery Benefit Solutions,
Auburn Hills, Mich.

"We've been very pleased with the professionalism of the SmartsPro newsletters. They allow us to keep our name in front of customers and prospects by providing useful risk management and insurance information they can use to help them run their businesss better."

— Scott Crawford,
Sr. Vice President,
J. Smith Lanier & Co.,
Atlanta, Ga.

"We struggled for over a year to develop our own content before we found our SmartsPro newsletter. Now we could not imagine not having it. It is a great resource for our clients and we get positive feedback from them. It's an incredible way to stay 'top of mind' with our clients."

— Michael Bakonyi, REBC,
Managing Partner,
Employer Solutions Group,
Austin, Tex.

"[Newsletters are ]… a great way to get your name in front of clients. If people constantly see something, that's a way to make them always think [about you] in regards to all their needs."

— Linda Radcliffe
Marketing Coordinator,
GCG Financial,
Bannockburn, Ill.

"The thought of creating from scratch a regular-scheduled customer newsletter, complete with industry updates and relevant articles as well as my insurance brokerage firm's news, is daunting. If I didn't have Smart's Publishing to rely on for the researching, writing and laying-out of our Insurance Buyer's News newsletter, all my time would go toward its production.

What I like most is its flexibility; I can include as many or as few articles and pictures of my own as I want. If my company has news or an event that I'd like to share with customers, then I can customize our newsletter with self-written articles. Or I can leave it entirely up to Smart's Publishing to produce my company's newsletter, and it's sure to include timely information that is valuable to our customers."

— Christina MaGee
Higginbotham & Associates,
Fort Worth, Tex.

" It couldn’t be easier! I invest only about an hour per issue, and we get a high-quality newsletter, customized with our own articles, staff bios and photos, mailed out to our clients."

— Scott Addis,
President,
The Addis Group,
King of Prussia, Penn.

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