One of the most overlooked tools in advertising is the press release. Whether your business is conducted only online or in a "real world" business, you can gain massive exposure by submitting press releases to the media on a regular basis.

Studies show that consumers maintain a skeptical approach to content that they perceive as "advertising," yet respond with avid attention to articles they read, product reviews, human interest stories and first-person testimonials. It is more effective, and less expensive, to reach your potential customer by using the media to your advantage than it is to barrage him with "sales copy." On the internet, advertising is even more difficult. Internet users are overwhelmed by information, and tend to "research and compare" before they buy. Given a choice between a flashy banner ad on a web site and a well-written article about your product or service, the typical internet user is far more likely to respond to a helpful article, a product review, or a customer's story about his experience with your company. You can use free press release services to market your company, or you can add an RSS feed to your own web site. The RSS feed essentially accomplishes the same thing, drawing incoming links to your sites as news media picks up the syndicated content across the web. For a great free press release service, visit www.prweb.com Anne Pierson, Editor