Black Belt Web Marketing.pdf - Costa del Sol

Biography: A "bio" of key players may also be key to getting media coverage. Especially, local
special interest or trade media may find this information particularly newsworthy. A
condensed one-paragraph version of your bio ordinarily is a worthwhile edition to your
press release. Never written a bio before? Here are "bio tips":
Write in a lively appealing style
Write in the third person
Write in complete sentences and paragraphs (not like a resume)
Start with a catchy first sentence identifying what you most want the reader to
know about you.
Emphasize accomplishments, particularly the most recent ones. It’s more
important to list them in order of decreasing importance than chronological.
Include a graphic photo, preferably a headshot
Whatever else makes you sound even more interesting than you are. Not a
resume — your aren’t applying for a job -- but some of the information that
ordinarily might be included in a resume and cover letter. A screenful ought
to suffice.
Competitive Comparison: If your web site or product compares favorably with your competitors,
or, with the proper spin, can be compared favorably, include a competitor comparison on
your media page. Consider a comparison chart, checklist, or "benchmarks" to compare
performance.
Reviewer’s Guide: To improve the chances that your site will be reviewed and selected as a
"cool" site (Exercise 6-5), discuss the technology, functionality, and features of your site
or product.
In your approach to the media (Exercise 9-5) invite them to come visit your media page for
more information or receive an e-mail press release. Be prepared to send a hard copy press
release or press kit via "snail mail".
Lesson 9 Pg. 10