WEBVTT 00:00.470 --> 00:04.030 Let's say you've settled on some title for your press release. 00:04.040 --> 00:07.210 In my case, just for our example, it might be this. 00:07.220 --> 00:12.500 It's a little different than what we were covering before, but it's in the same vein. 00:12.740 --> 00:17.660 New Course Licensing service opens the door for entrepreneurs to get into e-learning selling high quality 00:17.660 --> 00:18.420 courses. 00:18.440 --> 00:21.290 Let's say that's the title of the press release. 00:21.290 --> 00:25.880 And by the way, I want to remind you again, when I give this example, I'm not trying to promote this 00:25.880 --> 00:26.180 to you. 00:26.180 --> 00:27.440 It's just an example. 00:27.440 --> 00:30.470 In fact, I would not tell this to my core students. 00:30.710 --> 00:32.720 This is for an entirely different audience. 00:32.750 --> 00:37.970 In any case, what I want to show you is that after the title, you have a subtitle. 00:38.270 --> 00:43.310 The subtitles role is to reinforce everything you want to say in the title. 00:43.340 --> 00:50.120 The subtitle is maybe about twice the length of the title, which is around one and one half to two 00:50.120 --> 00:50.870 sentences. 00:51.020 --> 00:54.850 So here's how the subtitle might appear after the title. 00:54.860 --> 01:00.380 Usually it's without whitespace between sentences, but I'm going to add some whitespace just to help 01:00.380 --> 01:01.520 our readability. 01:01.940 --> 01:02.930 Just like that. 01:03.170 --> 01:08.430 And I just want to go over with you what this subtitle says so that you know how to write yours. 01:08.450 --> 01:09.780 It's not rocket science. 01:09.800 --> 01:14.120 All the subtitle is supposed to do is reinforce the title. 01:14.120 --> 01:19.460 So if the title is talking about the new course licensing service, well, there are going to be some 01:19.460 --> 01:26.180 natural questions in the reader's minds, like, well, who are the courses by or is this legitimate 01:26.180 --> 01:28.520 or are the courses any good? 01:28.550 --> 01:30.170 Those might be next questions. 01:30.170 --> 01:31.760 So we're going to address that. 01:31.790 --> 01:34.100 Let's read the first sentence together. 01:34.610 --> 01:41.240 It says The courses are taught by Alex Cannon, who is a Udemy instructor with six plus years experience, 01:41.420 --> 01:45.170 130 online courses and over 240,000 students. 01:45.260 --> 01:46.960 Those numbers add credibility. 01:46.970 --> 01:49.530 We can add one more thing to add credibility. 01:49.550 --> 01:52.370 I made a slight change right here. 01:52.550 --> 01:55.820 Alex, who is a top 1% Udemy instructor. 01:56.270 --> 02:03.380 That's just another little factor that reinforces the quality of the courses and that people are getting 02:03.380 --> 02:04.250 in good value. 02:04.280 --> 02:06.740 So this one sentence answers a lot of questions. 02:06.740 --> 02:07.310 Who is it? 02:07.310 --> 02:09.110 Why are they any good? 02:09.680 --> 02:12.950 All those questions, the authority questions are answered. 02:13.160 --> 02:20.480 Now, the next sentence This new service allows online entrepreneurs to resell his courses on their 02:20.480 --> 02:24.560 sites and collect 100% of lifetime revenue. 02:24.590 --> 02:26.870 That should make the opportunity clear. 02:26.960 --> 02:32.770 I could explain it further is just that I didn't want to get into too much. 02:32.780 --> 02:34.010 Not just yet. 02:34.340 --> 02:38.000 We'll have an opportunity to do that later in the press release here. 02:38.180 --> 02:41.680 We want to keep the subtitle short enough, and this does it. 02:41.690 --> 02:43.760 So this will be our subtitle. 02:43.880 --> 02:46.670 And now that you see mine, you can write yours. 02:47.120 --> 02:53.570 And if you're wondering what should yours be, just try to talk about the very next steps or the very 02:53.570 --> 02:58.600 next questions that might come to the mind of the reader and address those issues. 02:58.610 --> 03:05.360 Don't restate the points of the title, but take the reader one logical step further.