The Power of the Press Release

When I started my practice at 19 years old, needless to say I didn’t have the capital to put forth a major marketing campaign to grow my business. My abundance of capital didn’t come in the form as money, but as time and energy. As I ponder ways to utilize my resources, I was very fortunate to have been exposed to a concept called “Guerilla Marketing.”

This approach to marketing focuses on inexpensive ways to reach the masses of people. These strategies not only influenced my business when I started but they are the things I am still implementing to this day to inform the public about my services. Of all the guerrilla marketing strategies, the one I am most fond of is the use of the press release.

What Is A Press Release?

A press release, or news release, is a short article submitted to the press that reports news or something that is newsworthy. What is newsworthy? Virtually anything can be considered newsworthy such as completing a certification course, winning an award, speaking at an event, and so on. It is important to know that press releases are not disguised ads.   Press releases report nothing but the facts (who, what, where, when, or how) and are written as if you are an unbiased reporter on the subject. When a press release is written proper and accepted by a media forum then it usually turns into free articles in the newspaper, appearances on radio shows or television, and other opportunities in the media.

The intention behind this post is to inform hypnotists and coaches of the benefits of using press releases to grow your business as well as to hopefully inspire you to look into this simple process more deeply.

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In my opinion, there are 3 key benefits that make press releases one of the absolute best ways to grow your business. The first reason why I love using press releases is the fact that they are 100% free. When I looked into putting advertisements into the major newspapers or magazines, I was quite shocked how much a single printing of an ad would cost with no guarantee of results. However, most people are unaware that there are other ways to get into the media and get what people pay top dollar to have for free. One of these ways is by writing and submitting press releases.

People don’t realize that the media is desperate for news. It takes a tremendous amount of content to fill radio shows, newspapers, and television programs each day. The media wants you as much as you want to be in the media.

All that is required to get thousands of dollars of free advertising is a little creative, time, and energy. The second key benefit of using press releases is massive amounts of exposure. It’s always been my belief that the golden rule of marketing has always been “more expose equals more business.” Sales and business is a numbers game.

The more people who are exposed to what you do the greater the likelihood of someone taking action. Not only are press releases free but they have the potential to reach hundreds of thousands of people. Back in my hometown of Pittsburgh, the major newspapers there had readerships in the range of 400,000 people.

Wouldn’t you like to expose your business to 400,000+ people for free? This is the power of the press release. Massive exposure and for free, doesn’t get any better than that.

Perhaps the most important benefit to using press releases to grow your business is the increase in prestige it brings. Elsom Eldridge wrote a book called “The Obvious Expert” which focuses on establishing yourself in your community as the go to person or the obvious expert in the area. Getting featured in the newspaper and appearing as a guest on radio and television shows is one of the easiest ways to be considered the area’s best.

People have the perception that what’s in the media is true and since you were featured than you must be the best or why would the media be featuring you? Press releases are what generate these media appearances and give you instant boost in prestige in your community.

Being The Expert Means More Business

The more you get featured the more obvious your status as the expert becomes which consequently creates an increase in business. Plus, since your feature in the media isn’t a paid ad, it carries greater credibility with the public and potential clients. When I was asked during the 2009 NGH Platinum Panel of Success “If I could pick just one marketing strategy to grow my business what would it be,” I immediately said the use of press releases.

Regardless of where you are at in your business, utilizing press releases is a sure fire way to attract more clients to your office and increase your expert status in your area. I hope that this post has opened your eyes to the unlimited potential of this free marketing strategy and inspired you to take action in writing your own press releases.

Always remember the media wants to feature you all you have to do is let them know you are out there. Do something great for your business right now…write a press release and succeed today!

Yours Truly in Success,
John Weir BCH, CI Author of “The Crash Course in Selling Hypnosis”
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P.S. In efforts to help hypnotists minimize the learning curve using press releases, I put together an inexpensive program called “Press Release Power for Hypnotists.” The program contains an audio lecture that breaks down all the steps, an e-book that compliments the audio, and 3 prewritten press releases that have already made it into the media that you can edit to promote your business.

If you are interested in finding out more about this program please click this link or check out the 6 week hypnosis business coaching course at

bioSince 2000, John Weir has been working full-time as a NGH Board Certified Hypnotist and Certified Instructor. In addition, John has a BA in psychology, a NLP Master Practitioner and Certified Life Coach. In 2008, John was awarded the NGH Charles Tebbetts award for “Spreading the Light of Hypnotism” and the honor of “Distinguished Practitioner” from Pnosis an online hypnosis magazine.

Over the past few years, John has been a member of the NGH faculty and is a regular presenter at the NGH Annual Convention and NGH Solid Gold Weekend, and was on the 2009 NGH Platinum Success Panel. John is the author of “The Crash Course in Selling Hypnosis” and the creator of numerous hypnosis audio programs including “The Mental Caddie.” To find out more about John Weir please visit his website