BONUS

176

$
IN

VALUE

DOWNLOADABLE

CONTENT

THE

ULTIMATE

PRESS
RELEASE

SWIPE FILE

50 Templates That You Can
Use to Get Your Business
Media Exposure Today
ER
OV
TO

50,000
50,000
BE

PETE WILLIAMS

SOLD

The Ultimate Press Release Swipe File: 50 Templates That You Can Use
to Get Your Business Media Exposure Today
Published by Preneur Marketing
First edition – 2011
This book is available in print at most online retailers.
All rights reserved © 2011 Pete Williams
The editorial arrangement, analysis, and professional commentary are subject to this copyright
notice. No portion of this book may be copied, retransmitted, reposted, duplicated, or otherwise
used without the express written approval of the author, except by reviewers who may quote brief
excerpts in connection with a review. United States laws and regulations are public domain and not
subject to copyright. Any unauthorized copying, reproduction, translation, or distribution of any
part of this material without permission by the author is prohibited and against the law. Disclaimer
and Terms of Use: No information contained in this book should be considered as financial, tax, or
legal advice. Your reliance upon information and content obtained by you at or through this
publication is solely at your own risk.
The publisher and author assumes no liability or responsibility for damage or injury to you, other
persons, or property arising from any use of any product, information, idea, or instruction
contained in the content or services provided to you through this book. Reliance upon information
contained in this material is solely at the reader's own risk. The author may have financial interest in
or receive compensation from manufacturers of products or websites mentioned in this book.
For information, address inquiries to:
Preneur Marketing
Suite 2, 284 St Kilda Rd, St Kilda 3182 Victoria, Australia
support@preneurgroup.com

Visit the Press Release Swipe File website at
www.PressReleaseSwipeFile.com

DEDICATION

To all the marketers willing to be open and share their war stories,
test results and experiences for the betterment of everyone…
Thank you.

CONTENTS
Make Money ........................................................................................................................................................................ 1
How to Build ........................................................................................................................................................................ 2
A Relaxing Way To ............................................................................................................................................................. 3
Create Your Very Own ...................................................................................................................................................... 4
The Healing Power Of....................................................................................................................................................... 5
Ultimate................................................................................................................................................................................. 6
Staggering ............................................................................................................................................................................ 7
Bad Habits............................................................................................................................................................................. 8
First Time............................................................................................................................................................................... 9
Mind-Blowing.................................................................................................................................................................... 10
Breakthroughs................................................................................................................................................................... 12
From Home ........................................................................................................................................................................ 13
Secrets.................................................................................................................................................................................. 14
For Free................................................................................................................................................................................ 15
X-Step Guide...................................................................................................................................................................... 16
What They Don’t Tell You About ................................................................................................................................ 17
Why....................................................................................................................................................................................... 18
10 Steps ............................................................................................................................................................................... 19
Early Warning Signs......................................................................................................................................................... 20
The Lazy Way..................................................................................................................................................................... 21
Urgent .................................................................................................................................................................................. 23
How To................................................................................................................................................................................. 24
10 Must-Have..................................................................................................................................................................... 25
Last-Minute ........................................................................................................................................................................ 26
Top 10 Reasons................................................................................................................................................................. 27
Discover............................................................................................................................................................................... 28
Attract More....................................................................................................................................................................... 29
Struggle With..................................................................................................................................................................... 30
Percent Increase ............................................................................................................................................................... 31
Techniques ......................................................................................................................................................................... 32
Exposed ............................................................................................................................................................................... 34
Action Ideas........................................................................................................................................................................ 35
Skyrocket............................................................................................................................................................................. 36

v

Seven Deadly Sins............................................................................................................................................................ 37
READ THIS........................................................................................................................................................................... 38
Regular Guy........................................................................................................................................................................ 39
Boost Your .......................................................................................................................................................................... 40
An Innovative Way........................................................................................................................................................... 41
You Can Trust .................................................................................................................................................................... 42
VS........................................................................................................................................................................................... 43
Perfect Alternative ........................................................................................................................................................... 45
Solve All Your Needs....................................................................................................................................................... 46
The Key ................................................................................................................................................................................ 47
Habits ................................................................................................................................................................................... 48
Little-Known....................................................................................................................................................................... 49
10 Surefire........................................................................................................................................................................... 50
The Easiest Way ................................................................................................................................................................ 51
Top Secret........................................................................................................................................................................... 52
Of Your Dreams................................................................................................................................................................. 53
10 Rules ............................................................................................................................................................................... 54

vi

INTRODUCTION
Firstly, congratulations on grabbing your copy of The Ultimate Press Release Swipe File.
One of the biggest issues we all face when trying to write a press release and generate media
exposure for our business, website or our charity is coming up with a story idea. You first have to
come up with a story angle before you can backward-engineer it, and then write a press release
that can sell you and your story idea to the journalist, the publishers or the editors.
This is book is designed to be a swipe file. And a swipe file according to Wikipedia is, "a collection of
tested and proven advertising and sales letters… Keeping a swipe file (templates) is a common practice
used by advertising copywriters and creative directors as a ready reference of ideas for projects.
Copywriters are not the only ones who can benefit from having a swipe file. As book publishing coach
Diane Eble points out, authors and publishers can benefit from creating a swipe file of best-selling titles
to give them ideas for their own titles. Publicists can create a swipe file of great press release headlines.
Swipe files are a great jumping-off point for anybody who needs to come up with lots of ideas for a sale
letter."
As you'd remember if you've listened to any other video or course I've done on PR (press release),
all I consider a press release to be is a sales letter to a journalist selling you to them on being a
feature in a story.
So How to Use This Book
First off, you must make a commitment to yourself and your business—and the commitment is to
schedule 30 to 45 minutes per week of active focus time on getting media exposure and writing
press releases.
As cool as it would be, getting media exposure doesn't happen by itself initially. Once you get a
few runs on the board and create a 'media presence,' you will find press opportunities coming to
you. But that's a story, process and system for another time (in the future).
So for now, in a 30 to 45-minute time period each week, you are to write and distribute one press
release every week.
You've taken the initial step to invest in the book. Now make the commitment to get a return on
that investment and continually write press releases, targeting different angles, different stories,
different journals and different publications each and every week.

vii

How to Use the Template in the Swipe File Book
First, you'll see that every swipe file or every story angle has a PR Formula (or template).
This is simply the headline of the press release and the 'hook' of the story. Just fill in the gaps of the
template and start writing your press release.
The Rationale section explains why the hook and story angle works, inducing guidance as the
angles, story idea and why it's newsworthy.
Because remember, when writing a press release, it has to be newsworthy. It has to have some
relevance to the reader of the publication. Just announcing something—stating facts that are not
newsworthy—won't get you anywhere. It has to be a story that's engaging and compelling to the
readers of that particular trade journal, magazine, newspaper, the viewers and listeners to the radio
station or TV show.
The third part of every swipe file is a PR Examples section.
This is the swipe file part of the book which covers three or four different examples of the story (the
hook and the headline) applied to various businesses and niches. So hopefully, this starts your idea
flow, which gets you thinking about how you can apply these to your particular business niche and
service because you want to make sure that you can apply this to your own business.
The final part of each template is the Instructions, and this is simply a small guide aimed at pointing
you in the right direction. It will give you a bit more guidance into how to make this apply to your
business, write that press release today and get the exposure your business deserves.
Finally…
I really hope you make a commitment to yourself to scheduling some structured focus time every
single week to work on the media exposure for your business, project or charity.

viii

Just one a week, 30 minutes. Schedule it now. Make that commitment.
As I said earlier, you've made a smart choice in investing in this swipe file to make everything easy
for you—now make the wise choice and actually do something with it.
And please keep in touch and let me know how you're going, the progress you make, and any
exposure you get, no matter how small or large it is. I really do want to hear about your success.
There are a number of ways to get in contact with me:
Firstly, you could e-mail me via support@preneurgroup.com.
Hit me up on Twitter @preneur.
Join me on Facebook over www.facebook.com/preneurmarketing.
Or either on my two websites www.PreneurMarketing.com and www.PeteWilliams.com.au.
Thanks and I look forward to hearing all the successes in implementing these swipe files.

ix

MAKE MONEY
Mission Name:
Make Money

Mission Goal:
To write a press release that tells customers how they can make money using a method or product
you advertise or sell within your business.

PR Formula:
(How to, #) Make Money {______}

Rationale:
People are always looking for more ways they can make money. This puts you in a powerful
position. If you provide your customers with a way to make money, they will look for ways to repay
the favor, either through buying your products or giving you more publicity.
Many beginning business owners make the mistake of promoting bad products in order to make
some fast cash off of their customers. This might work for a short time, but once your customers
catch on, they will stop coming to your business, and your money will run out.
This is why it’s much better to provide your customers with ways to make money that actually
work, so they’ll be grateful and come back to you.

PR Examples:
How to Make Money Online - Internet Marketing
How to Make Money Sewing - Crafts
5 Ways to Make Money Fast - Money Making Ideas
10 Ways to Make Money from Home - Home Business

Instructions:
This type of PR won’t work in any niche. So if it isn’t compatible with your topic, don’t give your
customers false information. If it fits in your niche, though, it can be a powerful tool to help you
gain publicity.
If you make money selling products, you can inform your audience how you made that product,
and how they can make their own. If you make money by giving information to your audience, you
can explain how you got your information and provide your audience with opportunities to access
that same type of information.

1

HOW TO BUILD
Mission Name:
How to Build

Mission Goal:
To write a press release that tells your customers how to build a tangible product or a following for
their business.

PR Formula:
How to Build {_______}

Rationale:
This formula is very powerful because you’re presenting your customers with invaluable
information that will help them build something they’ve been looking to build. This can be
anything from a large RSS subscriber list to a homemade birdbath.
If you provide your customers with accurate information that allows them to create something they
can’t make on their own, they will respect you and come back to your business the next time they
wish to create something.

PR Examples:
How to Build a Large Following Online - Blogging/Internet Marketing
How to Build a Storage Shed - Construction
How to Build your Self-Esteem - Self-Help
How to Build a Beautiful Garden - Gardening/Lawn Care

Instructions:
Like any other type of guide, the most important part is to make sure the information is accurate.
Because of this, writing a guide is much easier if you have hands-on experience with what you’re
writing about. If you don’t, though, you need to make sure and research each step thoroughly, so
you give your customers accurate information.
There are many guides on the internet, so make yours unique in order to help distinguish it from
the other guides. You can simplify the steps to make it easier to follow, or you can provide more
details.

2

A RELAXING WAY TO
Mission Name:
A Relaxing Way To

Mission Goal:
To write a press release that tells customers a relaxing way to accomplish a usually difficult task.

PR Formula:
A Relaxing Way to {_____}

Rationale:
Customers are always looking for ways to make their lives easier. If you can offer a way to do a
difficult task in a relaxed manner, you will gain authority and publicity in your niche.
This type of information can come in the form of a guide, a list, or any other style of writing.
It’s important you write in a clear style, and make sure to provide accurate information for the
customer.

PR Examples:
A Relaxing Way to Celebrate a Child's Birthday - Home Life
A Relaxing Way to Exercise - Fitness
A Relaxing Way to Travel the World - Travel
A Relaxing Way to Fix Your Computer - Technology

Instructions:
First, find a usually stressful task in your niche. Now, find a way to make that into a relaxed task.
This might sound difficult, and it usually is. It really helps to have personal experience with that task
so you can explain how you found the task relaxing.
If you’re writing about a relaxing way to exercise, you might choose to write on yoga. This will
provide the customer with a more relaxed way to accomplish the task of exercising.
The same idea applies to other niches as well.

3

CREATE YOUR VERY OWN
Mission Name:
Create Your Very Own

Mission Goal:
To write a PR informing customers how they can create their very own product or results.

PR Formula:
Create Your Very Own {______}

Rationale:
This phrase can be very powerful for a few reasons. You’re giving the customer information that
allows them to create a product in your niche. If your instructions are accurate, your customers will
be more likely to return to your business.
You can also build a following this way. By providing accurate information on how to accomplish
tasks or create products, you insure customers learn something from you.

PR Examples:
Create Your Very Own Website - Online Marketing
Create Your Very Own Dream Reality—In Reality! - New Age/Self-Help
Create Your Very Own Super Company - Business
Create Your Very Own iPhone App - Application Development

Instructions:
Here are some ways to come up with your own guide to inform a customer how to create
something.
First, research areas in your niche where customers want to create something. For example, if
you’re in the food niche, many customers might want to be able to make guacamole. Creating a
guide that gives them the information necessary to make guacamole would be perfect for that
niche.
You can also list ways to create things that aren’t specific products. You can teach customers how
to make goals, how to accomplish tasks mentally, etc., and still use this headline to great effect.

4

THE HEALING POWER OF
Mission Name:
The Healing Power Of

Mission Goal:
To write a press release informing customers of the healing powers of a product or information that
you make available.

PR Formula:
The Healing Power of {______}

Rationale:
'The Healing Power Of' is a very catchy headline. Usually, this style of PR will present information
that explains the healing power of something that wasn’t thought to have any healing properties
in the first place.
The healing properties don’t need to be limited to purely physical. It can also be mental, emotional,
or figurative 'healing.'

PR Examples:
The Healing Power of Cayenne Pepper - Natural Remedies
The Healing Power of Art - Art
The Healing Power of Prayer - Religious/Spiritual
The Healing Power of Music – Music

Instructions:
Although the headline might seem complicated to fit with your business, it’s surprisingly easy.
'Healing' can be anything from healing a cut or bruise, to figuratively healing someone’s financial
situation. Because of this, you should be able to find something in almost any niche to write a PR
on.
Simply find an area of your niche or a product that could be used for 'healing,' and list reasons that
prove your product has healing properties.

5

ULTIMATE
Mission Name:
Ultimate

Mission Goal:
To write a press release informing customers of the ultimate method for accomplishing something,
or offer them top-end information.

PR Formula:
(The) Ultimate (Guide to) {______}

Rationale:
'Ultimate' is a word that describes something that can’t get any better. Ultimate is the best of the
best. You can use this word to describe a new innovating product, or some information that you
can’t get anywhere else.
Ultimate is eye-catching, and will gain you publicity as long as your information or product can
back it up.

PR Examples:
The Ultimate Father’s Day Gift Idea - Holiday Gifts
The Ultimate Guide to Having Successful Relationships - Love/Sex
The Ultimate Guide to California - Travel
The Ultimate Laptop Battery - Technology

Instructions:
If you want to use the word 'ultimate' in your PR, you should either be promoting an outstanding
product or writing a guide. If your business focuses on products, the product you write about
should be the best you can get. If your business focuses more on information, you could write a
guide that is the best guide relating to the topic.

6

STAGGERING
Mission Name:
Staggering

Mission Goal:
To write a press release about staggering news, information, or evidence that will change a
customer’s perspective.

PR Formula:
(#) Staggering {_______}

Rationale:
The word 'staggering' is capable of grabbing attention by merely looking at it. This is because the
word implies that you will feel weak and stagger from simply reading the information. Because of
this, many people will be willing to read any information that’s listed as 'staggering,' with hopes
that they will gain something out of reading it.
Because this word is so powerful, you need to be sure to use it in the right context. Like many of
these “selling phrases,” if you use them inappropriately, you won’t gain any publicity from using
them--but you might lose some.

PR Examples:
Staggering Evidence that Suggests Global Warming is False - Science
10 Staggering Discoveries that Changed the World - Information
U.S. Government Spends a Staggering $1 Billion on War Efforts - News
Staggering Evidence that Certain Diets Cause Brain Damage - Health

Instructions:
The best way to write a PR using this word is to find some statistics in your niche that are shocking.
Statistic reports are perfect for the word 'staggering,' because they display real evidence that’s
different from the normal view.
If your niche doesn’t have any staggering statistics, you can still use the word to describe new and
innovative methods or problems people have in your niche.

7

ABOUT THE AUTHOR
PETE WILLIAMS is the author of How to Turn Your Million-Dollar Idea Into a Reality and Media
Strategies for Internet Marketers: How to Use Publicity + Offline Exposure to Drive More Traffic & Increase
Conversions Online. Dubbed as "Australia’s Richard Branson" in media publications all over the
continent, he was just 21 when he sold Australia’s version of the Yankee Stadium, The Melbourne
Cricket Ground, for under $500.
He is the founder of several companies including Infiniti Telecommunications, On Hold Advertising,
Simply Headsets and Preneur Group. He has been named the Global Runner-Up in the JCI Creative
Young Entrepreneur Awards for 2009, the Southern Region Finalist in the Ernst & Young 2010
Entrepreneur of the Year, and a member of Smart Companies: Top 30 Under 30.
Pete is also an international speaker, a marketing consultant and a faculty member of one the
world's largest internet marketing training academies, the Thirty Day Challenge.
There are a number of ways you can connect with Pete:
Firstly, you could e-mail him via support@preneurgroup.com.
Hit him up on Twitter @preneur.
Join him on Facebook over www.facebook.com/preneurmarketing.
Or on either of Pete's two websites www.PreneurMarketing.com and www.PeteWilliams.com.au.