This is a formal news announcement that shares your organization’s news to the media and other audiences. It will have a headline, quotes from leadership, objective details about the news we’re sharing, and information about your company (see “boilerplate”). Our goal with a release is to inspire media to write about your news and your company.

A pitch is a brief message that is written to try to inspire someone to pay attention to you. We use these in a few different ways. A pitch can precede a news release - it will summarize the announcement and hopefully get the reporter to keep reading. Sometimes a pitch is a standalone piece not tied to an announcement - in this case, it’s more of a story idea. Finally, we send pitches to organizations and conferences to introduce our clients as potential speakers, panelists, etc.

The boilerplate is the final paragraph(s) of a news release that provides evergreen background details about the announcing organization(s). It might contain historical information as well as current objectives and details, as well as where to find more information about the announcing entity(ies).

Newswires are channels we use to broadly share client news releases. There are a variety of companies, from web-based platforms that help boost SEO, to more traditional newswires that newsrooms subscribe to. There are fees associated with these services, and we select the distribution platform based on the news we’re sharing and the goals of the announcing entity. In general, though, we share news 1:1 to our media contacts, and 1:many through newswires. For more details, check out our news distribution guide on our Freebies page: https://www.kwedarco.com/freebies.

A media list is a contact database with names, emails, phone numbers, websites, social handles, etc. of reporters, journalists, producers, editors, podcasters, et al. We customize these lists for each of our clients based on the type of organization they are and the news they are sharing. We then distribute news and pitches 1:1 to the list.

A media kit is a formal information package that provides background details to media and other interested parties about your organization. They often contain top leadership bios, a fact sheet about your organization (when it was founded, headquarter and other locations, key details about what your organization does and who you serve, key executive names and details, contact information, and important milestones), recent representative news releases, a backgrounder (a more in-depth piece about the organization or announcement), and logos, brand photos, and headshots for download. Media kits are helpful to have on hand and keep up to date at all times in the event of a big media opportunity, as well as for a crisis.

There are multiple places an organization can share news and information: social media, news media/newswires, advertising outlets, and then the channels you “own” - your website, your email list, and any internal sites.

A 7-part, proven communication formula that includes the key elements of any successful story. When you use this to develop your messaging, your marketing will stand out from the competition and attract your ideal audience.

Your One-Liner is a concise statement to clearly explain what you offer. It gives you and your team a simple, repeatable way to talk about what you do in a way that your customers will care about.

A Lead Magnet is marketing collateral created to provide value to people who aren’t ready to buy from you. By offering them valuable knowledge, you position your organization as one that can help them solve a problem. It also provides you their names and email addresses for your email list. Email list building is one of the most lucrative marketing tools.

Your sales funnel is the journey your customers go through from prospect to client. We navigate them through this journey of awareness to engagement to evangelist.

An email sales sequence is a series of five to seven emails sent automatically with email marketing software after a lead downloads your Lead Magnet. These campaigns run 24/7 and nurture your lead through the sales cycle. This is how you create revenue on demand.

When we create content for you, we need your approval on it before it can go live (regardless of where it will exist - internally or externally). This process is called an approval loop. Most of our projects include two rounds of approval. We create the content, you review it and provide edits and/or corrections (round 1). Then, we incorporate those edits, possibly making additional edits to tie everything together, then resubmit it to you for review, and you advise if there are any additional changes (round 2). At that point, we finalize the content. If there are changes once the piece is final, there may be a change order (however, if there are CORRECTIONS - as in, we made a mistake - those are always made free of charge).