#129: The Power of Editorial Recommendations - Off Site Articles

Norman Ferrar  0:02  

Hey everyone, it’s Norman Farrar, aka the beard guy here and welcome to another lunch with norm, the rise of the micro brands. 

Norman Ferrar  0:21  

Okay, so hopefully I am live, I just had a message pop up and say that I had to log into my account. But anyways, we’ll try this again. Kelsey, if you can’t hear me, or if you can’t see me, let me know. 

Kelsey

Overcut Don’t worry.

Norman Ferrar

Okay, good. 

Kelsey

Everything’s going well. Happy Friday. 

Norman Ferrar 

Happy Friday, everybody. Hey, I’ve got my very good friend and business partner from PR reach. We’re going to be talking about how to put together an incredible press release or content for that matter. Anyways, stay tuned. We’re going to have Shane Oglow one and two seconds and see, there we go again. There we go again. This bloody new camera. What am I going to do with it?There we go. 

Kelsey 1:08  

We’re off to a great start. 

Norman Ferrar

Yep. There we go. loving it. Okay. Then or, let’s talk.

Kelsey

No. Okay, well, let’s slow down.

Norman Ferrar

And fix my camera for me. 

Kelsey

Okay, you fix your camera. I’m gonna take over for a second. All right, everyone. Welcome to the show. Hope you guys are enjoying your week. How’s your Friday going? Normally you are good? Good to go. Cheers. Where are you watching?

Norman Ferrar

my glasses are steaming. 

Kelsey

Alright, so if you’re watching right now, you can smash those like buttons. If you’re watching from YouTube, especially hit that little red subscribe button and ring that bell. We’re close to 800 subscribers, but we’d really like to get there. So I’m going to throw on the link there. So even if you’re watching from Facebook, if you could just go over and hit that button. That’d be much appreciated. We also have just a couple more days left in our two contests. So the one is our airpod Pro contest. I’ll put the link in the description box. Very simple. You just enter your email address. That’s it, the more places you share it the more entries you get. And then the other one is our beard contest. Specifically for the lunch Norm Facebook group. So head over there. All the rules are in there. I think I can. I saw a post with Mark and it was fantastic. So if you haven’t looked at it yet, #LWandbeardnation. Yeah. And normally you are good yet?

Norman Ferrar 

 Almost.

Kelsey

Okay. All right. I’m still here. 

Norman Ferrar

There. Yes, it is. All right. 

Kelsey

All right. lunch with Kelsey. I like the sound of that, Melanie. Hello, everyone. Welcome from Indianapolis. Awesome. I’m up in Toronto. Norm is just a couple hours away from that. Yeah. Okay. And I think that’s about it.

Norman Ferrar  3:02  

If we have any questions, or if you have any comments, throw them over to the right in the comment section. And we’ll try to make sure we get to them during the podcast. If we don’t we try to answer everything in our group. But at this time were you having just for Ts comment? Oh, all right. So anyway, my camera’s still making me look like it’s fine. But sit back, relax. Grab that cup of coffee and enjoy the episode. Oh, this is a position of power. You do look up to me. Oh, you all right, your unicorn Sasquatch shirt. I see. Oh, I have to get one of those. I guess. How are you Shane?

Shane Oglow

 I’m good. 

Norman Ferrar

Good. 

Shane Oglow

I got a haircut today. 

Norman Ferrar

Yeah, Yeah, me too. Did you notice? 

Shane Oglow

I was actually more shiny than usual.

Norman Ferrar

Yeah, yeah. That’s just sweat. It is hot in this podcast booth today. My glasses are steaming up. It’s not that I’m excited to talk to you, they’re just it’s hot in here. And get one. I gotta tell you. I even put on my hockey mask, anti fog, and it’s still steaming up. So anyways, we’ll get through this. 

Shane Oglow

Tony. Hey, how are you doing? Tony? life’s good here in Andorra. Thank you very much.. 

Norman Ferrar

Yes, you live in. You do live in Andorra. By the way, that’s kind of cool. One of the only I didn’t even know indoor existed before you moved there. So why don’t you tell us a little bit about who you are, what you do. And you know what we’re going to talk about today.

Shane Oglow 4:43  

Well, Shane Cohen prh with norm. Yeah, and you know, we do all kinds of interesting stuff. We’ll repair reach from press releases to content to Torah, commendations to public relations and earned media. Amazon sellers since around 2013. Lots of time spent their training and coaching and having their own brands and all that usual stuff. And, you know, over periods now I guess we’re we still help Amazon sellers do lots of stuff, manage rebates, all kinds of things we do there. But I think, you know, we have a pretty broad scope, you know, he trauma in general, because I mean, it’s no secret, I think the last five years, we’ve probably both been talking a lot about it, he can’t just stay on Amazon. It’s a bit of a one legged stool, and I think, right, become more so you know, we all have a love hate relationship with Amazon. And it’s important to maximize it’s it’s important to build your own list and have your own presence outside. So that’s long story short, I think that’s a big part of what what we do.

Norman Ferrar  5:52  

Okay, very good. Have you noticed that there’s been a larger emphasis on something or like press releases, types of press releases content influencers? what’s coming down the pipeline?

Shane Oglow  6:08  

Yeah. I mean, it’s funny how a lot of these things are cyclical, you know, I think we, you know, I mean, you’ve used precedences, for example, yeah. For years, and years and years. Yeah. And they go through cycles to where they can be extremely effective in certain ways. And the reason they die off in different ways that come up in other ways. And I think last bring, early summer, Google did an update, and Google treats press releases, I harp on that for a second is its own separate piece of content doesn’t treat it like a blog, it treats it like a press release. And it gives more authority to press releases than it used to. And, you know, there’s been hacked over the years and ways you can use it. But it’s always an interesting, useful tool. And same with with influencers, you know, think back, we started, you know, I remember when I first started selling, and I was on, like, 2013, the means were, the whole thing I was talking about means I wasn’t really sure what a mean was, like, you know, they’re still around, maybe we’ll change influences another big one, because everything online, every big thing evolves and change. That’s the nature of it. And, you know, you think back on those early days, when there was a lot of another, there’s not now there’s a lot of sort of false accounts, people are just piling in these fake followers and, and you look on platforms like tomoson, or somewhere like that, and you’d say, oh, they’ve got your million followers, and you get almost no engagement. And, you know, the curtains will get pulled back on that type of stuff over time. Same, like the fake reviews, and all those other things on Amazon, or whatever. And, you know, people really now realize the effectiveness of, of just dialing into a niche, an influencer, who might only have a small reach of 800 people, but it’s highly, highly effective, versus paying big bucks for 8 million, and getting a really watered down or disappointing results, especially compared to the cost. So everything’s always in flux. And I think that what we try and do is roll with the punches, always test to see what’s working. In there’s always some clever folks out there who find new ways of you know, spinning an old trick. So we see how precious is involved, how it influences how managers rebates literally like rebasing on Amazon, you can like name any topic practically. And I think that’s very, very interesting. And we could have this exact same conversation in five years, we’ll be talking about something completely different, the way these things are being utilized.

Norman Ferrar  8:50  

But you know, the one thing that really hasn’t changed, people thought it changed, but it never changed. What was PR press releases. I’ve gone back way before my Amazon days, like 20 years, at least 20 years, maybe even longer. I’ve always use press releases and press releases. They helped with that authority we talked about on the podcast all the time, you have to have authority to gain trust to gain sales. And press releases helped me do that. People ask me about my launch strategy, or you know how I build up a brand. I tell them, you know exactly what I do. And then they say what’s your launch strategy? Because press releases aren’t sexy. I didn’t. I didn’t create PR reach. I was not the founder of PR reach. I bought PR reach because I wrote a lot of press releases. And I thought it would be a great opportunity and a great resource to, you know, work with and start to, you know, build the company and which we did. We took it from a PR company. To a communications company. So we’ve kind of branched out. But at the end of the day, these, there’s only one reason like I don’t spend money because I want to spend money is because a system works. There are a lot of people out there, well, first of all, we should talk about a press release is not a press release. So you have your online press release, you have a social media press release, and then you have what I call more of the traditional press release, you want to get into that.

Shane Oglow  10:28  

Yeah, and you know, it’s funny, because it can be very confusing for people to go online, free, and they take, yeah, you take them presses, you can get them for free. Or you can spend 2000 marks on a press release. There’s a whole range. And first of all, there’s a warning. And if you’re paying probably less than 100 bucks, and certainly for free, you just want to be careful, because a lot of times you really you’re just going to be sent to a link farm or it’s not going to really, really do much. But yeah, there’s different types of presses. And online presses are typically the the area is online, social media processes are typically the area we deal with it. But yeah, you’ve also got that, there’s another thing that you kind of missed out there, which is very unknown. And it’s what we do as part of our public relations in new media. And that’s something called an organic press release. And organic press release is something I’d say most people have seen this. If Yahoo is famous for it, you’ll go on to Yahoo, and you’ll see x y Zed company, you know, is launching their new product or explode sales or as revolutionising the business with this new thing. It’s like, pretty sensational. That’s not because it’s not a real press release. Oh, yeah, who does have real presses? And that’s great. Obviously, yeah, who’s the biggest thought they say? That’s an organic presses where it’s kind of a blend of a press release, and maybe just a touch of ad copy in there. But it’s submitted, organically, you have to go through their system, we have to have a contact or whatever. And whether that’s on Yahoo, or, you know, Ws, BC, North Carolina Fox or whatever, whatever happens to be? Yeah, typically, they’re

Norman Ferrar  12:20  

their junk. They’re just like, I see it a lot of times when, you know, you’ll be scrolling in, you get suckered because it’s a either a sponsored ad of some sort, which has this sensationalized, you know, title. But for the types of press releases that we’re doing, you have to be newsworthy, if there’s a different way of writing. And this, you know, this is something as interesting because when somebody is putting together a press release title, some people like to do it themselves. And you can usually tell, or you can tell when they hire a really bad writer, or if they hire a blog writer, you can tell that the blog writer might be very good at what they do. But they really suck at writing press releases, and you’ll get no juice. There is no a specific way, excuse me, of writing a newsworthy press release. It can’t be sensationalized. It can’t be promotional. You can, one of the things you can do is you can talk about a promotion, but you have to do it in a certain way. So one of the things that we should talk about, oh, by the way, I’ve had people come up to me and say, you know, I can do my own press releases. Absolutely. You can go and find your own because there’s the press release writing part of it, right. And then there’s the distribution network. And you’ll usually pay a higher price based on the different types of distribution, the different types of outlets that the company has to pay for. So you can go and you can just, you know, monitor help a reporter out, or you can go through other more sophisticated channels like decision for example, you know, we have a subscription with citizen who was a decision it costs us What is it like 10 grand a year to be part of that, you know, not only decision but you also have a variety of other networks and you have a variety of other trade magazines and periodicals and influencers and bloggers. This all adds up. You can absolutely I know, I know a guy that does it all himself and he does an okay job at it. But that’s what he’s good at the average person I wouldn’t recommend do that. I take the hit. You know, spend the money on a half decent press release. And then you know, you can see the difference. Now, one of the things I’ve recently been talking about is a pre launch and a pre launch to your product. I like using a higher end press release that press release What does it go for 700 $800 maybe higher, but it gets you the exposure that you need. And the reason I do that is because I want that authority. So, anyways, I’m taking up a lot of the time here. But you know, if you want to just kind of expand on that. And Shane, go ahead.

Shane Oglow 15:20  

Yeah, I think to have the pre launch instance, you think because I think we both have occasions where the product was, maybe it was on its way to FBA, or something in case of Amazon. And it started to rank with a really good BSR. Just because of a press release. We’re BSR everybody thinks is a lagging indicator of sales and some other things. Hmm, interesting. How that high authority External links coming into Amazon, Amazon’s aware of it, and they were often rewarded. Now, that’s not going to necessarily happen every time, but we’ve seen it. So we know that it counts for something, we know that it’s effective, just for Amazon purposes, but I think when you’re a lot of people, I think you said at the beginning, presses aren’t sexy. They’re not really all that sexy. To me, they are in some ways, because I see their effect all the time. But for people who are listening, we’re interested, we’re kind of going Oh, yeah, press releases. Okay. They are high end presses, or, or any company that high end top tier distribution. It can be a great short term to late and getting instant search results, you’re going to show up on Google for all kinds of terms, not necessarily your your, your your website, or your direct Amazon URL, or Walmart or wherever you’re, wherever you’re linking to. But you will get exposure page one for certain keywords through the distribution network, whether that’s Yeah, we were whoever happens to publish it. That’s pretty powerful stuff. When that happens, boom, usually within 72 hours. But generally speaking, I know that I think you’re on the same camp as me. One off press releases, hey, you know, you got some big news announcements. Sure. That’s why, but if you’re talking about using press releases, they are an incredible long term strategy that most people who especially come in the Amazon space, are so focused on short term and tactics, they’re not thinking six months, one year, two, three years down the road. And that’s where press releases will really shine. Even the inexpensive, like our baseline press releases aren’t going to change your business overnight, and we’re in one month. Now. That’s, that’s preposterous. But six months, one year, 234 years down the road, you will dominate keywords on Google, I can almost guarantee I mean, if you want to try and dominate for iPhone case, you know, that’s obviously a little bit different. But I’m talking, you know, sort of a general range of keywords, you will get a lot of love. And you’ll build a ton of authority. We all know that people, you know, when they’re gonna buy something off a website or off Amazon or wherever they happen to be the often golden Googles of the company with a brand name, make sure they’re legit, you’re going to come up, they’re going to see these press releases. presses can also be used, we can talk about this later to push blog content for social media to do other things as well. And a lot of that results after two or three years of use of precious isn’t that you’re going to have page one loaded with, you know, 13 questions that you might have 123 or four, okay, great. You’re also going to have images ranking, you might have blogs, ranking, all kinds of other stuff. That’s, that’s tied in the press releases that we’ve done over all those years. And we like to keep a fairly intelligent keyword strategy going forward. We’re not just going willy nilly every month doing something different. We kind of focus on some keyword sets until we get some results and we move on to other keywords. But press releases are for those long term minded brand building people building authority, building trust, and it will start to drive some traffic. That’s not their primary purpose. But over time, yes, you will get some traffic from them. Because you’ll be ranking on Google How can it not get some traffic, but don’t come into it thinking that it’s going to change your business or drive a bunch of traffic overnight? That’s not how they work. I think that pound per pound, the money you spend it’s inexpensive this thing prestigious for marketing comfortabel over time, it’s probably the best deal on the planet for marketing. I

Norman Ferrar  19:31  

have to agree with you. And by the way, not sure if you know this. It sounds like you’re using the mic off of your headset. Oh, yeah, I’m not sure if you want to change that. But yeah, yeah, I just noticed that when it’s rubbing against your your color.

Shane Oglow  19:47  

Oh, Sasquatch or whatever it is. Yeah, my Sasquatch. My. Well. It’s not horrible. We can continue I just didn’t. I got I’m just gonna play. I’m just gonna plug my big My big.

Norman Ferrar  20:03  

Okay, though. Anyways, while you’re doing that, one of the things I want to talk about is we do have a giveaway today. So we already know what the hashtag is going to be. We love Kelsey. The giveaway, Shane, just let me know when you’re up with your mic. Can you hear me now? Isabelle? My gosh, it’s Yeah, I can actually hear you. That’s much better. Sorry. No problem. Okay. So why don’t you explain what the giveaway is going to be today,

Shane Oglow 20:34  

we’re giving away something nice. I think we decided that we’re talking about press releases. So let’s give away a press release. Plus, we’ll write the darn thing for you too. So yeah, we’ll give away a news buzz press release written for you. Yeah, so

Norman Ferrar  20:58  

that’s a approximately a $200 value. So if you want a press release, Now, one thing I’ve got to make crystal clear, we can do the research for you, we can write the press release for you, if you expect that you’re going to get national exposure with NBC number one, with every bloody keyword, and you know, have tons of traffic coming in off of one, one press release, you are 100% wrong. So anyways, this is a great tool to start to build your exposure, especially if you’re going to be launching a product soon, even just to talk about your brand, you don’t have to worry about the content, you just have to give us the bullet points. And we’ll help bring out the content. And I can’t say we because you know complete transparency, I do own PR reach with with Shane. And the reason I own it is because press release worse. You don’t have to work with us, you can go to a ton of other places, you can go to press cable, e i n e releases decision, you know, I want you to just to try out a press release regardless of where you go. So we’ll have Kelsey, if you want to get entered, if you want to enter twice, just tag two people. Now the other thing I want to talk about Shane, we touched on it, and then we’re going to get into the anatomy of a press release. But there’s different plays here. There’s a play to build authority over time. And then there’s more of, you’ve got a product coming out. Let’s try to get the stickiness of the keywords, you know, maybe with a rebate or with your search find by. But we found that over time. And I’m talking over time and talking over a one month period, it works great when you put out multiple press releases, do you want to get into both strategies?

Shane Oglow  22:54  

Yeah, so as part of our product launch strategy, and I think that we’ve done this for probably five years now really is the pre launch is important, which you mentioned. So if you can have a slightly better or higher end press release at the front, you know, 234 days before you expect to do a live wonderful, kind of like priming the pump. And you know, our lawn strategies have changed over the years, just like everyone else’s, you know, everybody used to focus on the seven days or 10 days or whatever, you know, whatever tool they’re using. Now we kind of have a more natural watch strategy where one month, two months, three months, just depending on how hard we’re going at it. But the point is, is in that condensed timeframe, when you’re doing your launch, we hit it with multiple press releases. And I would say anywhere from four to 20 really just depends. If you’re hitting something hard. If you’re spending a lot of bucks on promotion and driving external traffic and doing those things, I hit it a little bit harder. Or if you’re going for tougher keywords, I’d hit a little bit harder. We’ll we’ll cluster them you know, we’ll do 234 and a week. And then we’ll we’ll do some things on our side to where we’re very, very the number of links the type of links. We try not to leave a pattern with. I could say the same thing about launching and we’re always trying not to leave a pattern. But that really works well. So basically, if you’re doing external ads, PPC rebates, whatever you’re doing any keyword traffic, make sure that the keyword traffic you’re doing coincides with keywords in the press release the URL, the title, for example. So it’s all pulling in the same direction. There’s no point in having a completely different keywords in the press releases. It wasn’t going two different directions. And what we’ve noticed over time, is that it will have it will assist that keyword velocity and it will help those keyword stick A lot better. And remember when I said, we’ve had times where we’ve done press releases prior to a product even being live or any, any sales and the BSR going up, How’s it possible? We know that Amazon is looking at those External links and the authority of them. So that’s kind of, you know, in a nutshell, what we’re doing with with with an Amazon launch, for example, you could, you could apply that to if you’re on walmart.com, or you know, other things as well. And then, the other strategy is sort of that long term strategy, where you’re just consistently putting out press releases, month, after month, after month after month. So that’s the great thing about a subscription is lets you do one a month or two months or four month, whatever you’re doing the odd time, you’ve got some big news converter, a big change, you could always take out an extra purse, or do a higher end press release for that particular, you know, something that’s more newsworthy. And the reason why is it’s going to go up to, it’s going to level up the distribution network. So for example, let’s just say norm, you sign a deal with Spotify. And you know, they’re going to have you on and whatever, well, that’d be big news. And we want to put that out on a top tier distribution networks, we use what we call our news Dominator. Because we can target your niche with a press release like that, we can get it up in front of millions of journalists, editors, reporters, influencers, trade magazines, you name it, in that niche. Now, it’s not a guarantee that the Joe Rogan is going to see and write about you or TechCrunch or BuzzFeed, or whoever you whatever is appropriate, but it will come across their desk. And if it’s relevant for them, it’s newsworthy, there’s a greater chance you will pick up some buzz and possibly go viral, get some other articles written on it, who knows, but it’s gonna it’s gonna have a lot greater impact than sort of those standard press releases, which are used for that long term authority building and SERP ranking, if that makes sense. So

Norman Ferrar  26:59  

when you’re talking SERP rank, what are you talking about? For people who don’t know what that is?

Shane Oglow  27:03  

Yeah, search engine results. So basically, Google, you know, or any search engine. So if you sell silicone specialists, and you’re constantly doing press releases on it, you know, someone goes into Google and type in certain silicone spatula, you start showing up on page one, that’s related articles, or, you know, the Holy Grail, what we’re trying to eventually we’ve got, we’ve got to enhance products that take precedence to the next level. But the ultimate goal of those is to get your direct to Amazon or Walmart or Shopify, whatever URL on to page one, and that serve results? Because I think I think the well I mean, it was last year that I last looked at it, but they’re still saying about 35 to 40% of traffic coming down, Amazon is coming from search engine. So it’s still a huge traffic source.

Norman Ferrar  27:49  

Sure. So I believe it was one of the press releases and wasn’t one of the other products you have. But George over clear ads. Now that was through a press release that he got this crazy result.

Shane Oglow  28:13  

He actually did two things with us. He started off with the press release, and then we moved him up to something which is got

Norman Ferrar   28:19  

started with the brand with the press release. And that’s it I want to talk about now because it’s crazy. Yeah. Anybody that’s on Amazon, and that’s listening here. If you’re listening to the first time you’re going to not believe what you hear. If you listen more than once you know that we try to just state facts, you know, if we don’t know it, we won’t tell you it. But last year, Shane contacted me and he said you won’t believe what happened. Take it from there.

Shane Oglow  28:49  

Well, I’m gonna paraphrase the story because it’s become like an urban legend. Now, maybe I’m feeling like, but but we’ve got a good friend over in the UK in London, Georgia, Marissa, he’s he’s a wonderful, wonderful human being. But he’s got an Amazon DSP agency called clear ads. And if anybody doesn’t know much about Amazon DSP definitely want to check out what clear ATS is doing. But basically, we started off doing some press releases for ga then he moved to a kind of a heavier product called brand builder, which contains press releases as part of its tools. But we started doing this for George and we were focusing on some keywords like Amazon DSP, advertising on Amazon, some different terms like those. And after one month, George was out ranking amazon for their own terms. So if you typed in Amazon DSP, GA is showing up before Amazon was so it got their attention. And you think that was a good thing right out there. Good attention either. You got a phone call? Yeah, you got a phone call? And they said, George. Yeah, that’s all great and dandy and you seem like you’re doing a good job. But yeah, you’re in violation of our terms of service for I need all that pulled down. So he called me in a pack is like, Oh my gosh, and I had no idea that you know, what I was doing was in violation mode. So it took about two weeks, we got it all pulled down. right near the end of that he got another call saying, Yeah, this is so and so frowns on DSP. We want to talk to you about this, this, you know, these articles he got out on the internet? Because Yeah, yeah, they’re almost all pulled down. I just talked to my PR guy, and certainly one or two left, he goes, No, no, that’s fine. That’s fine. Yeah, whatever it was, you know, you wouldn’t have been in violation of your terms of service if you were a partner. So if you want to be a partner, just click the link below. And he was like, oh, like the heavens opened up. He’s like, Whoa, really. Then they asked him, to partner with him, with their r&d, to help with their r&d to develop new products. So he basically said chain, I’ll do whatever you want me to do. I’ll say whatever you want me to say, just don’t stop doing what you’re doing. That it was was absolutely incredible. And it shows him you know, whether you’re selling a physical products, obviously, George is selling a service, it doesn’t matter what you’re doing. You know, press releases can have a big impact. Now, these these are the news dominar, press releases, these are the the top tier ones we have. But they got they can get incredible results. And in fact, just just another quick note, is we just put together a case study, we’re working on about another half dozen more. But we had a great guy, a great client, we got him on with it with by month two. Now he was using brand deliberate again, the press releases are one of the driving components of by month two, we got two of his primary terms on Google page one, direct to Amazon links in month two, I don’t know that’s, I mean, doesn’t get any better than that. So it just goes to show that press releases while they can be a little boring. And you could do those baseline precedences. And it’s it is truly a long term play, we can have short term impact results. And we have different preferences for different purposes. If you’re doing an Amazon launch, need a flood of them, the baseline ones would be good, maybe have a higher end, one at the beginning, maybe put one in the middle of your rent, at the end, it’s in your budget, great. But they do have an impact. And they’re just a wonderful marketing tool that hardly anybody uses for some strange reason.

Norman Ferrar  32:36  

So I’d really like to ask anybody that’s listening. You know, have they use press release? Have they used a press release strategy? Let us know what it is? Did it work for you? What type of results were you getting? One of the things that, you know, people that we hear from, if there’s a complaint, it’s that, Oh, I didn’t get a ton of traffic? Well, one of the things that you have to understand with a press release, when you publish a press release, you’re going to have it usually published on whatever the distributors site is. So let’s say it’s PR reach, we’ll have it hosted on the site, you can go and you can see it. But then it’s put through distribution networks, and we lose it at that point, you don’t know what the traffic is, you don’t know what traffic is going over. And at the end of the day. This is where us as like as entrepreneurs, we have to leave our ego at the door, nobody is going to go and look for these norm the norm. On Sunday morning, they’re not going to go and look and search for norm the norm products. That’s not what a press release is for a press release is for ongoing authority in building it up. So you can try and especially with the smaller social media, press releases, it does take a lot of time, the better ones and like you were talking about the brand builder. style is where you amplify it a bit more. They work tremendously well. And I’m going to give you another example. So I was doing something with Kevin King, a presentation before the presentation. He wanted me to publish a press release. And give them the examples, like give an example of ranking. So within 24 hours, they took a press release, I published it this is a social media press release, which goes out to news agencies, content agencies, newspapers, radio stations, and so it has social signals. So it’ll go out also to bloggers and influencers. Anyways, we have 24 hours. We had to I think it was 270 ish rankings on Google 179 on page one, and 131 number one ranking now. The thing Most of the keywords really sucked. They were. They’re terrible keyword phrases. But it started like they there were some really good ones. Like I remember the one was bully stick launch, bully stick Amazon, these are all number one spots. Then how long does a press release last? Well, it could last days or last two years, the one that I showed, I typed in a phrase. And I showed two pages that went on. But for the first page, the company that we did this for was showed chewy, number one, Amazon, number two, Amazon, CA, Canada. And then everything else. on the page, including the images were this, the the company, the second page, everything was there, except for one, which was some other company. So it completely dominated two pages of Amazon or of Google. Now, the other thing I want to stress, and this is very important, really, really important. Amazon came out, I think it was last year, I sorry, Google came out last year, and said, the weight, the way that we’re going to weight different types of content is different. newsworthy content is going to be given our highest weight. knowledge and education based material is still incredibly great. But newsworthy items are given a better weight on Google. So that I mean, that was just great news for anybody who’s selling and using press releases. So anyways, I just thought that was of interest. I want to give out, remind me, Kelsey, remind me I want to give out the strategy that will just crush it for people if they use it properly at the end. But Shane, let’s go through a bit of the anatomy of a press release. Let’s talk about it very the probably the most important thing, the title. So can you tell our listeners like how do you put together a title?

Shane Oglow  37:14  

Yeah, first of all, there’s great resources out there to one on, you know, the structure of a press release. And it’s very important to get it right. And I think you you talked about earlier too, and one deviate. But you can get some fantastic writers but they write terrible press releases, because they’re writing it like a blog, right, like ad copy. And that’s just going to limit your distribution or get it not just to distribute it at all. So it’s important to write impartial, third person, that type of thing. Yes, you know, most of the power and weight of a press releases in its title. So you want to be short and snappy. You don’t want to use a lot of fluff words. You know, what we do is we let’s say you’re going to you’re doing a press release a month with us, you know, and you plan on doing it for years. Okay? Well, a lot like what we do with your your keyword research for your products, we call them silos where we got your primary seed keyword, a top and you got a bunch of long kills underneath it, make sure we blend those in. So we’re not always using the same, you know, same keyword phrase every single time all throughout, you know, we it’s not ever spammy. You want to have that seed phrase in your title. It can be part of a long tail, no problem. And we just rotate it, we always just change it up and keep it fresh. But But I think short and concise without the fluffy keywords. And if you think about this, going back to what you said earlier, the keyword ranking, but people were like, well hang on, how do you know the keyword ranking? Well, I think we’re the only company that does this. So we devised a system where we wanted to figure out, Okay, if we’re doing this press releases, how do I know what impact they’re having? We can’t track them, as you said, because they go through a wide distribution network. So we can’t put pixels in there. So let’s at least track those keyword rankings, basically, the search results. So we have a program that takes every combination of your title and sees where it’s ranking on Google that we were talking about earlier. So it published it yet, you know, 270 something rankings on Google 167 or more, we’re number one, some of those combinations didn’t make a lot of sense. But some did. But the point is, is they all supported the seed keyword, and if you’re tracking that, over time, that will have an effect. So yeah, that’s that’s all I can save about the the title, short, snappy and consider that that keyword research, right, all those combinations, right. So if you’ve got a lot of, you know, fluff words in there, it’s not going to help you out for the search side.

Norman Ferrar  39:43  

Right. So the position of the phrase should be towards the front. Sure. Yeah. And one of the things that a lot of entrepreneurs mistake of is putting their brand and nobody knows you, you know, You can talk about your brand in the press release. But what you’re doing is taking away the, the 70 characters that people can see before the.dot.so. I mean, you could put it towards the end, and you can have the dot, dot dot. But if you have a short, concise title, it looks, it just looks better. And one of the things that we like to do is also try to put in a benefit, or you know, what is it going to achieve. So, for example, I use this quite a bit, but odorless, natural bully sticks are odorless natural grass fed, you can put a cluster together of keywords. So odorless, natural key, bully sticks, provide our research shows, health benefits to elderly dogs, something along those lines, you know, and then what you can do with it, is you can play around with the blog, I’m going to talk about how you set that up a little bit later on. But you if you just set up a very simple title, keyword in the front, no fluff, no promotional products, and either show research, or a white paper or some sort of benefit feature, something that you can bring out, that’s a bit newsworthy. That would be you know, that’s what you’re looking for it now, if you are looking for if you can’t like if you’re sitting there going, Oh, I can only think of a launch or a website. You know, I’ve launched a website, go to the site Pier, reach calm, and there is something there, that gives you 108. Oh, I just remembered Sorry about that. Well add the link in here for 108 creative ideas, okay for your topic. And this is a PDF that we put together to help create these creative juices. And again, I’m talking about PR reach because I own PR reach, I want to be completely transparent. Shane and I are co owners of it. But there are tons of press release companies that you can go out there and work with. Now, let’s go down. What’s the anatomy? So you’ve got the title, what do you got to look at next?

Shane Oglow  42:28  

Yep. And one last thing I mentioned about the title is and I should have said the beginning is I kind of treat it like your Amazon title. If you can get away with not having a brand name. If you’re if you’re new at the front, great. Some Amazon will force you but have the power keywords at the front? Yeah, then you’ve got the little words gave me the the intro the summary, the summary, there it is, yes. I’m a pro, right. It’s a summary. Got the summary. Again, you know, it’s short and snappy, a couple of sentences is usually great. And it just summarizes so if someone doesn’t read the rest of the press release, they know exactly what it’s about, just by reading the summary. Because that’s what people like, if you got people who are looking reporters or journalists inferences, looking for ideas to write about, they’re not gonna read the whole darn thing, they’re gonna see a title that might be truncated, right, depending on how they’re looking at it. So it’s important to have those keywords at the front. And they might read the summary. So it’s important to have that clear, concise. Again, not a lot of fluff, obviously longer than the title, because you have a couple sentences, but you can summarize there. That’s that’s just a fantastic and

Norman Ferrar  43:38  

what that does that summary will go out on Twitter. And that’s where most of your journalism bloggers will see it. And they’ll pick it up. So the summary is usually 160 characters mind go out there very short and concise. And then it goes into the body of the press release. What do we need in the body?

Shane Oglow  44:01  

Well, you know, the body is where you can start to get creative too. And it’s where you can have some links. So each press release, we can have up to three links. I don’t think we very often put three links in. We like to mix it up. But one of the cool things about the body is you remember when we said hey, nothing promotional, nothing sensational. Well, this is where you can start to bend the rules a little bit, because he can do things as quote, so can say, you know, Norman Farrar, CEO of the universe says that this is the best product ever invented for dogs and you know, blah, blah, blah, you know, whatever. Because it’s the quote, you can say that, yes, you can get some of those terms and they’re like best bully sticks or whatever you happen to be going for. It’s a way to get a little bit of promotion tweets in there. One thing I’ll mention about links, is links are important and powerful, but they’re not as powerful as the title. Sometimes if you’re doing a really large campaign, we’ll have press releases go with no link at all. And they’ll be effective. And, again, we try not to leave a pattern, an obvious pattern with what we’re doing, what we want things to be newsworthy, and relevant and educational, and all those things that the Google likes. But, you know, over the years, you know, all of us online sellers have done all kinds of crazy things with with URLs and super URLs, and two steps and pixel fi and you name it. Some still work, some don’t. Some are useful for some situations, and some others. In general, I’m going to say this. We don’t monkey around too much with with funky URLs in press releases, just we don’t monkey with them too much in good pieces of content, either. We tend to use a pretty boring URL, and it’s appreciated more by Google. So that might just be the straight amazon.com Ford slash dp Ford slash acent. Or it could be your canonical URL. Um, sometimes we’ll do hypertext, hyperlink text. We mix it up. But we don’t go crazy. We’re not trying to manipulate keyword rankings with links in press.

Norman Ferrar  46:14  

Yes. Purpose of a press? Yes, really? Yeah. So it naturally will happen, your ranking, because you’re getting all these links back from higher authority sites will help. But the other thing is to like you’re not going everybody is you know about what types of URLs, just your raw link would be fine. If you are going to be putting in a link. Another style of link would be sort of a deeply deep link, which would be you know, coming from we use pics of phi me. And you could use their shortener there for your deep link. And all that does when I mean deep link, it just opens up your mobile app, your Amazon mobile app automatically. So yeah, anyways, yeah, it that that’s, that’s important. I like the the bonus that you put in there about the quotes. Now, that’s fantastic. And it should be around 300 to 500, they don’t have to be a novel. Probably one of the other more important things that will get people that, you know, have a really great product, they want to have a press release, they paid us to write it for them. And then I’ve seen this happen a few times where they don’t want to give us their contact info. So how the hell are we going to contact you? How are we people going to contact you. So I but I don’t want to use my real name, one of the best things that you can do is put your information now the reason for this too, is because Google’s gonna pick up like, let’s say you’re using Google My Business, or you’re using some other directories, they’re gonna see that your address is linked to that. Press Release. And you know, it’ll just verify that that’s your address. But you’re also going to give your IE your email address, you’re going to give everything, even a phone number, if you can, you know, just go to hush duck or hush tap, you know, and get a dummy phone number. But it’ll ring through, you can just have a generic voicemail. And then most most press releases allow you to put your social links in their images. And even not your, your YouTube channel, but a link that you can embed from YouTube, either about the company or about the press release.

Shane Oglow  48:43  

Yeah, I think that’s really powerful. And you may as well load it with everything you got. And you know, PDFs, I think you mentioned that earlier, you got researcher white papers, or you know, you’re doing ballistics, and you want to publish, you know, if you’ve done something with your ingredients, or certified organic or whatever you got going on, it’s a great thing to add in there. The other thing too, is, so you’ve got this press release, and you’ve got all this information, you’ve got links going your Amazon page, your Shopify, wherever you’ve got this powerful title, you got quotes, you got good keyword structure, you’ve got links to videos, you might have a PDF, it just it just power packed full of information. And Google loves information. And you know, one of the things we’ll do is as part of a campaign, let’s say we’re trying to, you know, drive traffic over time and build authority for an Amazon product. That’s wonderful. But if you also have social media or you’re doing a regular blog, will, will take one drive every single link to Amazon all the time with the same link again, leaving kind of a pattern. We’ll mix it up, send some links over to social we’ll send links to blogs, and what people will do and what you’ll find over time. Like when you go back to your ballistic example. And after, you know, two, three years of heavy, heavy or consistent press releases, you know, they own page one and page two of Google for certain terms, it was a press pieces that were necessary showing up on every single spot, some some press misses some more images, some are social somewhere, blog article somewhere other articles written by other people who saw the press and rewrote it. So what you can do is if you’ve got a really good blog article, drive links at that every second or third link or something, drive it over the blog. And that will help that blog rank. And that blog will end up being your authority and your traffic driver. And you know, that blog can conceivably stay there for years, why not? And you can, of course, update your blog every three months or six months, Google will recrawl it, it’ll update it. So you can keep it really, really relevant. So press releases have. It’s a really multifaceted tool. And I know we got away from the structure of the press release, we can go back to it. But it’s just important to know that it’s not it’s not a one trick pony ethic. Right.

Norman Ferrar  51:03  

So once again, if people are interested in getting a free press release, we’re giving a giveaway today. And it’s just hashtag. We’ll have Kelsey, if you take two people, you’ll get entered twice. And please let us know. Like about press releases, or let us know about questions that you might have. We’ll get into it in two seconds. Here’s the strategy I wanted to talk about. And it’s complicated. We’ll try to break it down and put it into the group as a quick summary. But something that we’ve discovered and something we’ve been using for quite some time is to have the best result with a press release. Nobody is doing this. It starts with content. So think of seven ways. bully sticks, help elderly dogs, health benefits, something along those lines, right, some title, we come up with something, you get what I’m saying. So you come up with a title. That is a blog title. It’s not newsworthy, it’s a blog title, you want to grab people’s attention like, Oh, these you know, ballistics provides healthy nutritional value for elderly dogs. You know, what are these real important reasons. You’re right write your article, you make sure that the article is about 1500 words, that’s step one, then you go in, you can go to Fiverr for this, okay, this is on a rare occasion, I recommend Fiverr. But you can go to Fiverr, get a video host get a talking head and get them to be your voiceover on a very inexpensive video, it could just be a talking head on some of the points. And you might have four or five different tables in there. You might take one table, or a few paragraphs and you talk about it. You might rewrite the blog article slightly. So it sounds better as a script. Or nobody at all. You can yes or no, no, no, you could just have somebody as a voiceover with just images going, transitioning dissolving. And so you add that YouTube video into the body of your content. So just keep it like that. Okay, the YouTube video links over to the blog article, the blog article could link over to your Amazon listing. That’s it, you publish it. Well guess what you do next, you have a press release was the press release about. It’s about the blog article. But now you just change the title like I was talking about before. Natural bully sticks provide healthy benefits to elderly dogs. Okay, something along those lines, you write it, the raw link goes back, the URL goes back to your Amazon listing, another link goes back to your content. And you can embed that YouTube video within the press release. So now you have the two. It’s kind of the circle of life, you’ve got all these authority links going over to Amazon, you’ve got your blog going to Amazon, and you’ve linked the press release to the blog article. So we found that to be very powerful, and at the end of the day, and if you want to see this, by the way, Shane and I Jason katzenback asked us to put together a course for amazing calm and we did it was a full course on how to use press release out press releases if you want to check it out. But anyways, what you can do after that is repurpose everything. You can put the press release on your site, you can put the blog on your site, you can take both of these and this is really kind of cool. If you have Google My Business You can upload the content into Google My Business as well. And that’ll give you a lot of extra juice. And you can repurpose on, you know, every bloody Facebook or social media channel you can think of. So I know it is very kind of confusing. But, you know, I could I could break this out, just do this, do this, do this, like all the action steps. And if you just follow that, man, that one press release come very, very powerful.

Shane Oglow  55:30  

Yeah, I think I think an important point to do. And sometimes I see people making mistake is make sure the blog and the press release or related topics. Oh, yeah, yeah. Otherwise, Google will like, what the heck you’re doing, but yeah, yeah, for sure. Yeah, it’s very common for people to write, you know, listicles are very common from a content nowadays, and that’s a great thing, then then you bust out a newsworthy title. Wonderful, wonderful strategy. Yep.

Norman Ferrar  55:54  

Yeah. Okay, Kelsey, I know we talked a lot about this. Are there questions?

Kelsey  56:00  

Yeah, we we have quite a few questions. If we’re okay, for time. We’re at one o’clock right here. Right now. We’ve been on for about an hour. So okay, we can go to that. You get 15 minutes? Yes, yeah, I’m okay. If normally stopped talking so much. We’ve been faster. I, from Mark, when using a PR reach, or any press release? What are some of the biggest mistakes you see people doing that does not fully utilize the power of press release? How can we get the most out of a PR? Well, I

Shane Oglow  56:40  

would say the number one thing I normally see is when people write it themselves. It’s not written as a press release, it’s written as a blog, or sales copy. And that’s just it’s gonna have limited distribution, if it gets disputed at all. So it’s important to understand the format, it’s not a hard thing to do, once right five, or six or seven, press releases yourself, you get practically be a pro at it. But it is a skill that you need to develop. In a way, it’s kind of a nice skill to develop, because you don’t have to be this creative writer and fluffy. It’s pretty boat, boom, boom, boom, you just got to follow the format. I think that’s an important thing to do. And again, that title, like like we talked a lot about the title, making sure it’s short, snappy, the heaviest keywords towards the front. If you don’t have a big, well known household brand, don’t need the title, you can have it the body. I think that would be it. You know,

Norman Ferrar  57:39  

maybe I’d add when you’re looking at a press release company. Now there’s press release companies that write content. And then there’s press release companies that distribute the content. So they’re the syndicators, so you want to check and ask for their distribution report? Where are they distributing, and if they go to small town, USA, and there’s 1000s of them run, because it’ll probably be very cheap, and you get what you pay for.

Kelsey  58:08  

Okay, from fatigue her for an Amazon launch, what’s the best kind of PR to do? And if we’re on a limited budget, what are the must we must concentrate on when we purchase a service? Well, I

Shane Oglow  58:22  

think for Amazon launches, as we mentioned, we’ll typically do them in bunches, to get some oomph to a launch. Now, if we’re talking about, you know, post launch, you know, you could just be doing one a month or two months, whatever you can afford, you don’t need to go with the high end press releases for that we found mean if it’s in your budget, great, wonderful, more of an effect. But those are our standard news, Buzz precipices, which have great distribution, they’re just not the top tier distribution, they will, that’s what we use as part of our launches. So we use them. So it’s really going to depend on your budget. We’re the most concentrate, keywords. So make sure you’re the press releases, let’s say you’re going to do six of them, read of them, whatever during the launch, make sure you’re focusing on the same keyword sets in the press releases as you’re focusing on for your other launch efforts.

Norman Ferrar   59:21  

And another tip that you focus on, especially Shane is keywords that convert, like what are your so you might have, you know, something that has a 5000 search volume, and it might convert 20 times you’ve got another keyword that’s 500 search volume that converts you know, 35 times. So it really does depend on it really helps when you look at those types of keywords and lock those in.

Kelsey 59:53  

Okay, next question is from hazmat will press releases only work for products that stand out in a in one way or Another value for money, additional features, packaging, etc. Is it futile to use these strategies talking about external traffic in general as well, for a product that’s part of the herd.

Shane Oglow   1:00:13  

So in my mind, I think nor mentioned, this is a lot of people, you’ll focus on Oh x, y, Zed company launches a new product. Yes, that’s a great press release topic, there are a million things you can talk about with press releases. And this is what we do day in and day out. And there’s some great guides online. And I think we’re going to provide you a link with 108 ideas. But that the press releases give you an opportunity to set your product apart, whether it’s your brand voice, your messaging, you working with charities, I mean, there’s a million things you can talk about, you can talk about the ingredients, you can talk about health benefits, there’s so much stuff. So even though you might think that your product is kind of in the herd, and there’s maybe nothing too special about it. There’s ways to break down whatever you’re doing and extract those little things. And each press was can focus on each one of those things. I love doing that day in and day out.

Kelsey 1:01:11  

Okay, and yeah, I’ll repost it again, just to make sure everyone can see it. And from Simon, in the good old days, an agency threw out a release to a magazine, we all need the press to lobby in this brave new world with a zillion blogs, and social etc. How do we know where our audience lives?

Shane Oglow 1:01:33  

Well, I’m not sure I completely understand. But you know, when you do a press release, you know, it’s going on with our distribution network. It’s not targeted whatsoever. Now, when you go to our higher end press releases, we’re able to target in on your needs. So if you’re selling an automotive product, you know, we’re not going to be sending it out to you know, health and beauty bloggers or influencers or reporters, or journalists. So that is one way you can narrow things. Now, if you’re talking about, hey, you want to focus in on this niche, you want to get into magazines, that type of thing. Well, that’s a separate service. That’s PR, public relations and earned media. We’re we’re taking brands and we’re just getting you plastered in the media, month after month after month, and press releases are a component of that. But that’s where we’re talking about getting you into radio, television, podcasts, gift guides, blah, blah, blah, you know, the entire media spectrum. So I’m not sure if that’s what you were referring to or not.

Norman Ferrar  1:02:28  

Yeah, I could add to that by, like, let’s say if we’re looking with or working with hero, we would have somebody monitoring for your niche, and then applying and getting in touch with them. Yep.

Kelsey 1:02:42  

About herro. I know Gideon asked in the group. Do you have a video or an article that explains or shows how to write the best pitch for Taro or a company like Cairo?

Shane Oglow 1:02:55  

I don’t do you have something like that? You know, I we did, we did create something at one point. But that is an excellent topic. And I because I’m going to start doing videos every week on just different stuff. And that is actually on the list somewhere great, and how to write a good, good harrowed pitch? Yeah, heroes are really useful topic. The problem with HIPAA apero is that it can be very time consuming. And for non PR professionals. You can get the odd good placement but don’t expect constant flow of placements. It’s just it’s just not going to happen. But you can get the odd placement. If you’re on a really tight budget. Why not? You know, try?

Kelsey  1:03:43  

Okay, great. Another question from the team. Can you measure track the traffic you send to the Amazon listing? With press releases? No.

Shane Oglow 1:03:53  

No, we can’t because norm touched on it earlier is that it goes up to a wide distribution where human you might get published in 450 different different outlets. The press was the first place it’s posted, which is on our site, we could track that. But that’s not the primary. So that’s not the point of doing press. This is a press release here and all these different distribution points, and we have no way to track what’s coming from their site to your Amazon listing or to your retail anymore for that for that matter. Okay, great. And that’s why and that’s why and that’s why we started doing that keyword ranking. We run that program with everyone so we can get some metrics, right? We want to measure some metrics and that’s when we can measure. Okay.

Kelsey 1:04:39  

Okay, good and tog as I don’t know much about press releases, you read it and send it out or is the $200 pr just the copywriting?

Shane Oglow  1:04:50  

Yeah, so that that’s that’s writing and distribution. Yep. For a news post, press release. It’s just under you know, maybe it’s 179 bucks or something like that. You know, for hire impressively slick our news Dominator, I think it’s 797 plus $79 to write it, but yeah, it includes distribution with us.

Kelsey  1:05:12  

Okay, from seven PR should be just one weapon in your marketing Arsenal from day one. How many press releases does it take to make a brand a brand? And over what period?

Shane Oglow  1:05:24  

That’s impossible to say. But I would say do as many as you can for as long as you can. I mean, in my mind, even if it’s not in the budget, we’ll just do one a month, and just set it and forget it. No, obviously, you can’t really forget it, because you need the content every month, even if you get us to write it, it will give us an idea every single month, and we’ll write it, but it just it just goes does its thing in overtime, it will have cumulative effect, the more you can do, the better.

Norman Ferrar   1:05:52  

Okay, and I just want to just like we always talk about with brand, it’s about being consistent. So if you can do it once a month, once a quarter. It’s up to you.

Kelsey  1:06:05  

Okay, and we have one last question from Tia. is the distribution service separate from the PR?

Shane Oglow  1:06:12  

No, no, you know, when you see the prices on our site, that’s a distribution. And then you can pay for us to write it separately, if you want to, if you don’t want to write it yourself, that’s fine. Or you want to outsource the writing somewhere, no problem. But I’d say about 90% of the presses we do we also write for our clients, but some people like to write their own and that’s fine, right?

Norman Ferrar  1:06:33  

Absolutely. So I mean, if you do want to go out and hire a writer, do it yourself. You know, go for it, what will end up happening, I think this is important to state is that you will upload it. And our editors take a look at everything. And they’ll either approve or reject it. And you’ll you’ll end up getting a very generic message back like something in the title or promotional language or, you know, something that will stop you from going out to the distribution network. And, you know, people, we, if people put up a press release, they might get rejected once, twice, three times. Because we’re protecting them from the distribution network, that’s just gonna say Nope, and send it back. So anyways, that’s how we help, you know, protect our or protect the right. If you’re an independent writer, that’s how we can protect you. And other than that,

Kelsey 1:07:38  

yeah, that’s it. I think it’s that time, Shane, I don’t know if you’ve seen this, but it’s time for the wheel of calcium. That’s what we do in our spare time. Right. It’s just happened. It’s everyone’s favorite time of the podcast. We’re gonna spin the wheel one time today, for the free PR. And here we go. 320 give it a shuffle first. 321 All right, I won’t be able to see it. It’s all a blur to me. Okay, Michael, Michael Eastman. All right, Michael. I think that’s the first time you want on the podcast. So that’s fantastic. Yes, that is correct. So I just got to remove my screen. Kelsey, how do they claim the prize? Okay, if you are today’s winner, please send me an email at K at lunch with norm calm, and I will connect you with prh and Shane, and Yep. Or you can always message me too.

Norman Ferrar  1:09:00  

Now, one of the things that Shane and I talked about just before the podcast is something really cool. What can we do for the audience, and we want it to give away a bonus. So tell everybody about the crazy bonus.

Shane Oglow  1:09:17  

All right, this is ridiculous and silly. It’s like I hit my head and decided to do it. But you find this anywhere else by the way. So we’ve talked about our news buzz Presley’s 97 bucks a month for one, you know, we can write it for an extra, whatever. 79 bucks, but what we’re gonna do is we’re gonna offer for $299 a month on limited press releases.

Norman Ferrar 1:09:48  

That’s crazy. So no screw you launch with norm unlimited press releases unlimited for 299.

Shane Oglow 1:09:57  

So you might put us out of business just below You know, we might be living under a bridge in a month or two. So whether you do one press release 1021 50 a month, you know if you can do that great, wonderful. Now that does not. There’s two stipulations. Number one, we’re not writing them for you, you’re writing, if you want us to write it, no problem, we can do that for you, the regular charge for life for life, as long as as long as you keep as long as you, you know, keep that if you just continue, and you want to start six months later, not not gonna work, you got to stick with it. The other thing is, if you’re an agency or something, or you happen to have three separate brands, that’s not gonna fly either. Nope, it’s per brand. So, you know, if you’ve got a foot cream, and you’ve got something else, you’d have to buy separate packages for each of them. Otherwise, you would put us in the poorhouse overnight. So 299 unlimited press releases. It’s not you’re not Yeah,

Norman Ferrar   1:10:56  

again, this is something especially for the group. We’ll also have that in the Facebook group as well. So anyways, that’s the no brainer. uzman You’re absolutely right. It’s, it’s, it’s very good. Hopefully, we’re giving you some value there. And you know, we just want to thank you for being part of the community. And that’s why we’re doing it. So, Shane, thank you. How do people get in touch with you?

Shane Oglow 1:11:22  

You can email me Shane at pr reach.com. There’s two R’s in their PR reach calm, that’s great. Or you can always go to prs calm and just hit the contact button. That’s fine. I just want to say it was worth being here. Just to experience the wheel of Kelsey. I got to admit,

Kelsey  1:11:39  

that’s what we like to hear. Yeah, fantastic. I just had a few questions about this. How do people actually get the 299? This is something that they have to send me an email and say that and mentioned on our podcast, what email do they use?

Shane Oglow  1:11:59  

Yeah, I should have I should have mentioned that. But I don’t really, I don’t really want to do it. But well, yeah, you can message me directly Shana. prh. Calm even if you contact us through the website, however you want to contact us just just mentioned, hey, I saw your deal on the podcast for 299. And you’re in and we’re good.

Norman Ferrar   1:12:20  

Oh, yeah. screaming kids come into the room. All right. All right, Shane. Well, thank you for being on the podcast. Where is the little one? I see her down there. No. Oh, man, she’s hiding. Okay, so thank you, Shane. Thank you, everybody, for being on the podcast, I do have one thing, if you have any favorite books, that you’re listening to either audio, or if you’re reading in the Facebook group, we’d really like it, if you would just add that book, or the audio to the Facebook or the list that we’ve put together, I think is very valuable. People are asking for suggestions. And we’ve just started to put together a long list of books, business books, even fiction books, if you find something really cool that you’re reading, just add it to the list. Now and I

Kelsey  1:13:19  

going that’s really cool. Maybe we can even do a contest where, hey, we’ll give you guys your option for five books on the list and make that a little giveaway or something as cool at some point. So yeah, we got a great list. It’s like over I think we got 15 or 20 books on there all from different experts and the beer nation itself.

Norman Ferrar  1:13:39  

So next, is it. Leo? Leo is on Monday. My my notes say Friday, Kelsey, but anyways, yeah, you know, you get what you pay for. So anyways, on Monday, we have a good friend of mine, Leo scoobo. He was over at viral launch. He was the director of innovation. This guy’s a smart guy. He went on one of my live events, and it blew me away with just his knowledge on SEO a we primarily talked about SEO, but we’re gonna be talking about chatbots, Amazon marketing and a blend of SEO. You don’t want to miss it. Leo is just an incredible wealth of knowledge. And on that note,

Kelsey  1:14:28  

yes, and what I just want to throw in another thing. On Wednesday, actually, we have a really cool episode. It’s with Simon. He’s one of the beard nation. He’s been on the Fan Appreciation nation episode that we did a couple of months ago, but we’re going to be doing like a case study. So Simon’s been working on a brands and he’s been utilizing the people through the entrepreneur podcast. And we’re going to see like, how will how his successes if there’s been any success using the people People that have been on the show the strategies, the tactics, so I think it’s gonna be really cool.

Norman Ferrar 1:15:04  

Cool. So fingers crossed. I don’t know what the outcomes gonna be. So I’m hoping Simon that it worked in your favor. All right, everybody. Thanks for joining today. Join us every Monday, Wednesday and Friday eastern standard time at noon. I say it all the time, but we can’t tell you how much we appreciate you being part of the community. Just love having everybody having the engagement and everybody Enjoy the rest of your day.

Transcribed by https://otter.ai