Q: Sometimes I see
lists of tips on various subjects printed in newspapers and
magazines with the name and Web address of the author at the end of
the list. This seems to me to be a very effective way to get free
publicity, but how do you go about getting these lists to editors?
Do they call you on the phone and interview you, or do you send
them the tips?
A: They're
called tip sheets, and they're a very powerful way to get
thousands of dollars in free publicity without ever having to buy
an ad or spend a cent. Most of the tip sheets you see in the media
are sent to media outlets.
A tip sheet is a simple list of six to a dozen tips that tell
people how to do something-usually how to solve a particular
problem. Examples:
Content Continues Below
"7 Ways
to Complain About Bad Customer Service-and Get What You
Want"
"8 Tax Tips
the IRS Wishes You Didn't Know"
"11 Mistakes
You Don't Want to Make When Buying a Used Car"
"9 Easy Ways
to Winterproof Your Home"
Editors love them because they're ready-made lists that
require no extra work on the part of the reporter. So they can
reprint them verbatim. TV stations love them because they provide
content for the short bulleted lists that are flashed on the screen
and often accompany stories. Sometimes even editorial writers use
the sheets as fodder for their editorials.
Anyone can write a tip sheet, usually in less than an hour.
Here's an example of a tip sheet I wrote that explains how to
write tip sheets. Notice the identifier paragraph at the end that
gives contact information and leads people to my Web site.
8 Tips for Tip Sheets That
Position You as an Expert
1. Use numerals in the
headline. There's something psychologically enticing about
them.
2. Limit the tips to one
page. Six to 12 tips is ideal.
3. Start with the first tip
immediately after the headline. You don't need an introductory
sentence.
4. Begin each tip with a
verb.
5. Tell people what to do in
the first sentence. If you use a second sentence, it should explain
"how" or "why."
6. Avoid the temptation to
promote yourself or what you're selling in the tips. Instead of
"9 Reasons to Buy Car Insurance from the Honest Insurance
Company," write "9 Ways to Save When Buying Car
Insurance."
7. Use tip sheets to tie
your company to an upcoming holiday, to lobby for a particular
issue, or when you're introducing a new product or service. If
you're a seamstress who specializes in custom-made clothing,
your tip sheet might be "9 Things to Look For in Well-Tailored
Clothes."
8. Let your tip sheet double
as a news release.
Tip sheets can also be used in your media kit, at trade shows,
to stay in touch with customers, on your Web site, offered free at
your store, or used as a premium for current customers if they buy
something by a particular date.
Joan Stewart is the "Ask the Experts" PR columnist
for Entrepreneur.com. Sign up for her free e-zine, The Publicity Houndis
Tips of the Week.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.