a yellow pages

Why? The answer is simple.

You see, this new technology can be used on your very first visit to reduce your back pain (or headache) pain by 375% in just 15-minutes!

That's the good news. The bad news is that there are only three chiropractors in California who use this new method of eliminating pain and there is only one here in Los Angeles.

So, if you need fast help, you should call (000) 000-0000 and make an appoint-ment with Dr. R.J. Layton who is (so) the only doctor in L.A. using this new "stop pain" technology.

By the way, the first visit is free.

Sort of like this:

Now listen: I just made that up. I really don't know much about chiropractic. But, that's not the point. The idea is to get you thinking about what kind of "news release" you can write which will give you the edge on your competitors.

Remember these points: (1) Offer news; (2) Offer a solution; and (3) If possible, offer something free.

And, Most Of All, Don't

Forget To Have Your

"News Release" Typeset

So It Looks Like "News"

And Not Like An Ad!

Remember all those ads from the phone book I showed you? Well, let me show you how much more eye-catching our "news release" is when it's set among these other "ordinary" ads. Look at the second page of ads I have reproduced with the ad done the way I say to do it.