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E-Marketing Performance Blog

Any Press is Good Press

Last week we submitted a press release touting some of Pole Position Web’s most recent and notable achievements. The release caught the attention of some notable individuals in the SEO community (here and here), effectively trashing not just the press release, but Pole Position Web as well.

First of all, let me admit our mistakes:

  • The press release was less than substantial. The release, as originally written was considerably longer, however when I submitted through 24-7 press releases, I read that they will reject any releases written a way that make it sound like an advertisement. The I cut the release down by about half, not that I thought it was poorly written, but because I didn’t want to take the chance of getting it rejected.
  • The release lacked additional relevant information. We should have added some additional statistics touting increases in hits, sales, conversion rations, ROI, whatever. These are all important and the release should not have gone out without these elements.

I’m not one that particularly likes to draw unwarranted attention (I know, I know, issuing a press release doesn’t really fit that mold) primarily because I’m very cautious about the company’s image. I know that as soon as any individual or company gets the publics attention there are going to be critics. This is especially true in the SEO world.

Being a part of the SEO community is like being in High School all over again. You got the popular kids, the unpopular kids, those that stand out and those that simply stay to themselves. For the most part, Pole Position Web has been the latter, quietly going about our business and and doing exceptionally well for our clients.

We have now found out what happens when the silent kid who keeps to himself suddenly informs the rest of his peers that he has (gasp!) done something noteworthy.

It’s unexpected. It’s unthinkable. It’s outrageous! How dare the quiet kid succeed where even some of the popular kids have not? How dare he flaunt his success in their face with such hard facts.

Sorry fellas, didn’t mean to upset the apple cart. We’ve been around a while, so don’t be amazed when you find out we know what we’re doing. And don’t be surprised when we market our success stories to the masses.

Certainly this has been a lesson for us. Without the public trashing we may not have learned from our mistakes. I wish to sincerely thank all those that have chimed in on the above forums and blogs and anywhere else. Lesson learned. Your help has been appreciated. The next one will be better, I promise.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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