Today I wanted to give you a taste of how to write an effective…Press Release.

How to write an effective press release…here we go.

1. The press release should be written in a way that is attractive to the media, journalists, and the like. Therefore, in must be written in third person. Also less than 500 words is optimal, so the message should be conveyed in 3-4 paragraphs.

2. You need a compelling headline.

3. Following the headline, start with the location and date. This first paragraph must grab the reader. This is where the “5 W’s” come in to play. Who, what, when, where, and why. If you can do this you have a solid introduction.

4. Because it is for the media, all information should be checked, factual, and written with clarity. The next 2-3 paragraphs are the meat of your press release.

5. The main part of your press release should tie in with current issues where applicable. Any customer or staff related quotes will bring proof and legitimacy to your press release. It will make it more tangible to the reader.

Sample introduction:

For Immediate Release


SANTA MONICA, California (April 20,2011)- MedCare Inc., a medical software company based in Santa Monica, California has come up with a new cloud based software system that is sure to send waves throughout the medical industry. It is no surprise that this young startup company has received over $41 million in grants and funding. Furthermore, the software and applications they have created and continue to create have sent buzz waves through the medical industry.

There you have it.

NOTE:  The above is a fictional sample based on various data.  

Good luck to you and your endeavors,

Mac Bull

For more on copywriting, marketing and other fun things, follow me on Twitter.

Go now to:  http://twitter.com/CopyByMac



Today’s message is for those in the startup arena or those marketing on a tight budget…for whatever the reason.


I have a very short message for you today.


I have found a place on the Internet that has quality images that you can use for your business and marketing purposes starting at the price of $1.


I like this site and used it in the past.


I recently remembered it, so I am sharing.


What is it?


Go here:





I hope that helps you out in regards to your business needs.


Good luck to you and your endeavors,

Mac Bull



For more tips on copywriting, marketing, and other fun stuff, follow me on Twitter.

Go to:    http://twitter.com/CopyByMac











I hope you are having a great day.

I am.

Okay, down to business.

Someone on a business thread was looking for advice on marketing in Japan. I left a reply. The following is my reply on that thread. I have removed the names of the indiviuals to respect their privacy.

Here it is:

Hello (name removed),

Some key points for you to consider:

1. Have you thought about using white papers and/or case studies for promotional purposes?

2. Informational pamphlets are a popular method in Japan from what I have seen and heard. People seem open to that as an initial contact.

3. In regards to what (name removed) said, think of your customer’s needs and concerns. Answer those and you will be on the right track.

Other thoughts…

Are you working from an in-house list?

If not, what are you doing to build a list of prospects to market to?

If you are building an in-house list via direct mail or on-line, a case study or white paper is going to be an effective tool for catching your prospect. Give them something in return for giving their contact information and giving you their interest in your product or service.

One more thing…

Consider this example:

You are going to buy a computer. You have an interest in computer X. So you go to store A and you talk to the sales staff. They are friendly and smile a lot. They let you play on the computer a bit, and bore you to tears with feature after feature related to the computer. However, they do answer your questions in full.

Then you go to store B. The sales staff there are also quite friendly, smile, and answer your questions in full.However, they only focus on the key features related to the computer, and drive home those features with the benefits.Then they suggest you test out these key features and see for yourself. So you do. And you find yourself impressed with this user friendly computer. Finally, they leave you with an information packet specifically for computer X. Along with this is their business card–a means of contact.

Who will you buy from?

No doubt, the sales person from store B.

Find a way to be the sales person at store B and I reckon you will fly high above your competition.

All the best,

Mac Bull


…And that was my advice.

I hope it was useful to you as well.

Good luck to you and your endeavors,

Mac Bull

For more on marketing, copywriting, and other fun things, follow me on Twitter.

Go here:   http://www.twitter.com/CopyByMac


What did you think of this blog post?

Leave your comments in the reply box below.


A while back I had a Skype call with a prospective client who asked about writing letters to obtain grant funding. I was honest and said that I had not done this, but I knew a few things about how to do it. Furthermore, I have a few sample grant letters in my files.

This is what I found from my research. I was inspired to write this. I am sure there are a few dips and valleys in what I have found. So any insight/corrections from those in the know would be educational, beneficial, and appreciated …

Writing the letter to get your grant funding.

How I would do it:

The first part of the letter is a summary of your grant. You do this in order to provide a quick over view of your proposal—keep it clear and concise.. Don’t add your opinions in a grant request letter. If you are blabbing your opinions, you should be writing a different letter. Go with the facts. Solid facts will make you come across as professional and aid you in coming out as the winner…getting your grant money.

Write a short letter.

Anything long and winded is going to find itself in a cylindrical filing cabnet—the trash can. So describe your purpose and your goal. In addition, you should include some background about your organization–a little background, not your ten page history. Make sure your proposal adresses the problem or issue clearly and the amount of money you are seeking.

Again, keep it short. A page and a half to two pages. If they like your idea and want to fund it, they will contact you. When they contact you and ask questions, that is the time for you to dive in further.

However, don’t kill it.

If the deal is done, then no need to explain further. Doing so will soil your already established professionalism and need for the grant. If you must give a speech on the matter, call your best friend and give them your dissertation. Make sure to keep it passionate and exciting. Just because they are your good friend doesn’t mean they won’t put pepper in your glass of milk later.

Okay, back to the letter. In the section you need to describe the problem or issue that requires your need for the funding. Do this clearly and concisely. Remember it’s a paragraph (maybe two), not a speech that runs 7 pages long. After addressing the issue, it is time to give your proposed solution.

The final step…    

The last part of letter for obtaining your grant funding should be about your budget. This is the fun part, the part where you get to ask for the money. It is also a very important part of your letter. Depending on what you are aiming to accomplish it is likely that you will require more than one grant to pay for all your costs.Mention the other organizations that you will receive funding from. Explain how the money will be used. Don’t come across as asking for money blindly and without direction

That is a quick way to not get the money you are requesting.

We mentioned before about being clear, concise, and factual. When talking about dollars, those are three good points to keep in mind. Outline how the money will be spent and what it will achieve.

Quick tips:

  1. Go to Staples and get proper business paper.

  2. Type it up with a proper 12pt. font size. Also use a normal font. Don’t use the font of the week like Eileen, or whatever it is…you know the one that dots the i’s with little hearts. This is business and in regards to money. Act accordingly.

  3. Include any documentation or forms that they request. Play by the rules. You’ll be happy later when you get your grant approved. 

    There it is. I would like to hear your thoughts. Leave them in the comment section below.

    Good luck to you and your endeavors,

    Mac Bull

    For more on marketing, copywriting, and other fun things, follow me on Twitter. 

    Go here now:    http://twitter.com/CopyByMac

Well, I Disagree…



From time to time I hear people in the copywriting industry say, “Clients Suck.”


Well, I disagree.


It is been a little while since my last blog post, and I appologize for that. I am currently quite busy with Client Work.


The “bad” clients are out there, of course, but there are plenty of great clients out there as well.


Straight from the trenches, I have had clients:


  1. Promise gold…only to have me jump through hoops…and then jump through some more hoops…and some more….
  2. Rip me off.
  3. Go against my advice and then blame me when things didn’t work.
  4. Ask for the world…then follow up with…they don’t want to spend any money on advertising, buying/renting a list, Google Adwords, direct mail, or any of the other proven tactics that work.


But those kinds of clients quickly, but professionally got dealt with. As we say here in Japan: SAYONARA (Good Bye)




The great ones are out there. I have a couple and they are AWESOME!


In fact, a few more “Golden Clients” would be great. I know you are out there and I will find you.


Anyway, these great clients:


  1. 1.Provide me with repeat work.
  2. Have some variety in the projects they provide me with–very nice, but not a necessity.
  3. Are easy to work with. (I do my best to do so in return.)
  4. Listen, ask questions, and share their goals and ideas.



    There is more that I could say, but I think you get the idea. These great clients are everywhere, too.


    Just to name a few:


    1. Shop owners

    2. Clinics

    3. Doctors

    4. B2B and B2C companies

    5. Internet marketers and Inernet based businesses

    6. Agencies

    7. Startups

    8. And many more…


Well that about sums it up. To my fellow copywriters, go get some golden clients. They are out there.




To the Golden Clients, you are wonderful and are a pleasure to work with. And take rest in the fact that you DON’T suck. Myself and the others who understand this appreciate you and we look forward to working with you on your next project.



Good luck to you and your endeavors,

Mac Bull



Do you agree with me?

Do you disagree?

Then go ahead and leave your comments in the section below.





For more on marketing, copywriting, and other fun things, you can follow me on Twitter.

Go here now: http://twitter.com/CopyByMac



I was in a business-to-business forum and someone was asking about how to keep newsletter readers from dropping. Here was my advice to that individual:

Hello (name removed),

I looked at your company website, and your profile some. I wanted to know more about what you do before shooting out advice. You have already received some solid tips, but here are a few more things to consider…

1. I assume that you are doing an email newsletter. You may want to try doing a “Super Issue” two or more times a year. This means beefing it up a bit and doing it in print. Send it to your readers by mail. If you can, go first class. Let them know you care.

2. If you are loosing readers, then ask them what they want. And then…give it to them. Do an online survey via http://surveymonkey.com or any of the other online survey systems available. Here is the link to a Google search of online survey tools: http://www.google.com/search?aq=f&sourceid=chrome&ie=UTF-8&q=online+survey

You can also give away a discount coupon or something to those who take the survey. It’s a reason for them to take the survey.

3. Include discount coupons in your newsletter. Or go bananas and run a contest. Do a give away. Make them say… “What are they going to put in this issue? I have to make sure I don’t miss it.” You can use any of the above points individually or you can implement all three together. I wish you lots of success.

…And that was my advice. Try it for your newsletter and see if it helps keep your readership strong.


For more on marketing, copywriting, and other fun things, follow me on Twitter.

Go here now:  http://twitter.com/CopyByMac

Don’t forget that your reader comments are valuable. Leave a comment in the box below.

A Secret Japanese Marketing Technique

Did you see it? Look again.

A Secret Japanese Marketing Technique…


Take a closer look at the picture above…

Did you see it?

Did you notice the double apostrophe after the Y?

Your initial reaction maybe similar to mine. Who do we blame? The printer or the copywriter? Or both?

Well…possibly neither. This is perhaps an act of on or more of the following:

  1. English here in Japan is wide spread, and errors like this are equally wide spread.
  2. Someone really goofed on something quite simple. That would make the above questions applicable.
  3. This is an act of sheer GENIUS.

This billboard caught my eye and inspired me to take a picture and write this blog post. It is a serious grammatical error, but it is also an eye catcher.

It stands out.

Yes, just like the above sentence, it stands out. Think of the hundreds of cars that drive by this place daily. It is on a main street. The grammatical error is flaunted before the public’s eyes. And…

It will generate conversations.

It will create a buzz.

It will create word of mouth advertising.

Does this mean that you need to start grammatically destroying your advertising copy?

No, of course not. But the lesson here is a golden nugget. Here in Japan no one is going to torch the place over a mistake like this, but—at the same time–it does stand out enough that it makes you look twice.

So stand up,

Stand proud,


Stand Out in you advertising.

This copywriter thinks the reward will be well worth it.

That is the “Secret Japanese Marketing Technique” for you to start implementing today.

Good luck to you and your endeavors,

Mac Bull

P.S. I am fully booked with copywriting and translation projects for March. If you are interested in my availability for April/May you can email me. Go to the contact tab at the top of the page.


For more marketing, copywriting, and other fun tid-bits, follow me on Twitter. Go now to: http://twitter.com/CopyByMac