How to Create a Press Release for Your Craft Business

If you have a craft business and need to get the word out about your products, a press release is one tool you should take advantage of. With this method of marketing, you can inform a wide and varied audience of your crafts without paying a fortune. It’s free publicity that can be used to establish and grow your small business.

Instructions

1. Gather contact information (name, email or postal address and phone number) of business department editors for several local newspapers. Having a direct contact gives your press release a better chance of being read.

2. Start by creating a main headline for your story. This is the most vital step, because it has the power and intent to catch the attention and curiosity of the editor (and then readers). Craft the headline carefully, ensuring that it is less than 15 words and is interesting enough to grab the reader’s interest.

3. If desired, write a subheading to add a brief (up tp 15 word) insight into your article. Again, with these limited words, make each detailed and exciting.

4. Next, compose one line stating your city or township, state and date. (Example: New York, NY- September 28, 2008)

5. Write a short opening paragraph. These two to three sentences will urge readers to continue reading. This section should briefly tell what the article is about.

6. Write the body or main paragraphs of your press release. Ideally, this should be about five paragraphs in length and should stay under 500 words total. Each paragraph should focus on one purpose and expand on the heading. Your body paragraphs (in whatever order is most logical for you) should answer the following questions: who you are, what products you make, where you display and sell your goods, why your designs are unique, how you create or how you got started creating your products.

7. End with a short (two to three sentences) paragraph, returning to your headline and main focus. You want the last message to be a powerful one so that it stays with readers and directs them to follow up with you.

8. The final section of your press release is contact information. Here you should offer your information so that an editor and reader will be able to contact you directly for more information. Include your name and business name or product line, address (and possibly upcoming dates and venues you will be showcasing your wares), phone, email and/or fax number. This will allow the editor to follow up with you and possibly arrange an interview or request photos.

9. Send off several copies of your press release to local newspapers, radio stations and community organizations.

Tips & Warnings

• Always write from a third person perspective. This is like telling the story as a reporter rather than a personal narrative. Do not use the words: I, me, we, us.

• Don’t be wordy, but tell the most important facts that will encourage readers to purchase your crafts.

• Follow up with news sources about 3 to 5 days after you have sent your press release. Ask if they received the material and if they have any questions you may clarify.