a yellow pages

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.

Really stands out, doesn't it?

Sincerely,

Gary C. Halbert

P.S.

I was reading an excellent book called True Detective the other day and it reminded me of something. The main character in the book was a private eye who worked in Chicago during the Capone era. And, when he opened his little agency, he called it ACME DETECTIVE AGENCY or something like that which started with an "A" so he could be listed first in the yellow pages.

If you can swing it, it's still a good idea.