Joe Vitale: How to Write a Press Release to Get Attention

Just before the last US presidential election, I asked Joe Vitale to write a product press release for one of my clients. The product was a political toy- a frisbee for dogs- one for Kerry-bashers, and one for Bush-bashers.
Here’s what he wrote:
Who Would Your Pet Vote For?
New Online Poll Lets Pets Decide Next US President
If you can’t decide who to vote for this November, there’s a better way to make a decision than flipping a coin: Let your pet decide.
“This race is going to the dogs anyway,” says the three mysterious men in Arizona who created the world’s first polling booth online for pets at
“We thought we would simplify the process by creating a poll where our pets can go vote,” they explain.
The creators also developed a way to determine if your pet is a Republican or Democrat. There are twenty categories of statements. For example:
If your pet likes to display affection in public, it may be a Democrat. If it doesn’t like to show affection, it may be a Republican.
If you pet sues incompetent vets, it may be a Democrat. If it always gets the best in vet care, it may be a Republican.
“We didn’t stop with just the poll,” says the creators. “If your pet wants to get out some aggression, it can get one of our chewable Frisbees and tear the heck out of it.”
It’s a cloth Frisbee with a caricature of either George Bush or John Kerry that has the international sign for “no” across the face. There’s a navy-blue border with stars, and a squeak toy inside.
“People may find it comforting to chew on one, too.”
Who will the pets decide should be our next President?
Watch for the results at
*** end ***

The results? In 48 hours we got 12 responses, 8 for national radio-talk shows. Part of it was the product, part of it was the “is your pet a Democrat or a Republican” angle I dreamed up, part of it was the distribution of the press release. But the most important part was the way in which Joe Vitale captured your attention with words. It was a press release that had to be read.
Copy is king. Hypnotic copy builds kingdoms.

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