 Hello Aces, welcome back to module 7, lesson 2.2. Crafting your irresistible press release. If you haven't gone through the last lesson, we talked about how you can get some free press. And in this lesson, we're gonna cover how we can craft an irresistible press release that will attract coverage. So then that way journalists would actually be willing to put your article into and distribute it to their followers and subscriptions. So with your wow factor and information about your outlets and journalists, it is now time to create your irresistible press release. If you don't know what I'm talking about, wow factor, nor do you not know how to find the outlets or journalists, it is time to go back to the previous lesson, 7.21. That's where we talked about the four simple steps to get you free PR. So definitely go back if you haven't already done so, but if you have, we will dive right in right now. So one thing that you need to understand is that when you're writing a press release, you're not writing the actual story for your journalists. You're actually writing the bones. So the intro, the outro, the talking points, so on and so forth, which we will break down too. I'm just explaining to you about the principles of how you can craft a press release. We need to be able to package it away, so then that way it becomes easy for our journalists to take these bones, these main talking points and package it in their way of talking, in their way of writing, so then it becomes a seamless experience for their readers as well. Some key insight is that a lot of times we would have so many different things that we wanna share with these journalists. We wanna tell them how great our brand is, we wanna tell them the associations we associate with, the charities that we support, the new item that we have, and the new location that we have. All these crazy things that we are doing that's amazing. However, when we're talking to press release in journalists, we wanna stick with just one talking point and we really, really wanna focus on that talking point and we can supplement with different key points as well. So for example, if our angle was to create, if our angle was that the journalists talk about our crazy flaming King Salmon Roll, which is great, we can write that as a top talking point. That's the main thing we want them to focus on. So then that way, that would be the wow factor that would entice their readers to read their articles. However, we can also support this whole journal with more different key points such as being a new Japanese restaurant in Vancouver scene, sushi well-known in Hokkaido, and these are just supplementary points that we can add in there. And that allows our journalists to pick and choose whichever point she feels is relevant. Instead of us just having like six different talking, six different angles or six different talking points, then that confuses our journalists. So definitely just stick to one and then support them with all the different supportive key points that we can talk about. Now, we're gonna be talking about the seven parts of an irresistible press release. First off, we wanna have a very wow and really eye-catching headline. So for us, we wrote something like world's first cannabis infused soft-served ice cream in Vancouver. Right off the bat, we tell our audience and we tell our journalists exactly what the wow factor is which is having a cannabis ice cream in Vancouver. Second, we talk about the problem. What is the problem on hand? It is because Vancouver scene is boring. Vancouver dessert scene is boring and that's why we wanna spice it up with a cannabis infused ice cream. The solution is the fact that we're gonna infuse quality THC and extract that from cannabis and put that and inject that into ice cream and that's our solution to this problem. Some of the quotes that we are journalists can possibly use to paint a better picture in her article. So that's why we wanna include quotes as well just to paint a better picture and just to be more descriptive. We also wanna support what we are seeing, what we're claiming with data and the reason why we want to support it with data is because this becomes a lot more credible as the journalist decides to share this to their viewership and then a call to action. What do we want our viewers to do after they view this? Ours is to come and check us out. We're only available for two weeks from April 5th to 14th at all three of our locations. And then as a summary, what is it that we're doing? So these are the seven parts to creating an irresistible press release. Be agile and also be very careful in terms of how you craft this. We don't wanna write a whole essay like I was saying. These are the bones, these are the items and these are the main points that we wanna put into our press release and if you follow this format, your chances and your likelihood of getting picked up by journalists would skyrocket and that's how we were able to get tons and tons of articles published for free. That's worth tens and thousands of dollars. So definitely this press release format works and that's what I'm sharing with you and in the link below, download the template and follow along to put in your own spin and your own while angle into this. In this lesson, you've just learned how to create that irresistible press release, download it from the link and follow along to create your very own. In the next lesson, we're gonna be talking about how you can target journalists through Facebook ads to get coverage. We talked about the FOMO enhancer and there's a part within FOMO enhancer that we talked about is to run ads to target journalists within your area. So in that way, it's in their face and the more that it's in their face, the more likely that they're gonna cover it. So I'll see you guys in the next lesson.