How To Construct A Press Release That Gets Attention
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Press releases have always been a great way to get not only visitors to your web properties but also backlinks. The problem is, most people have no idea how to write one. It’s not that difficult at all and I will give you an outline and some of the things you should do and shouldn’t do.
Firstly, ask yourself whether your news is actually newsworthy? If you think it’s not don’t worry, it doesn’t take much to make it look newsworthy. Here is the biggest no-no of a press release. Don’t use it simply to make a sale or sell something.
A press release needs to be toned down. It needs to answer the who, what, where, when and why of whatever it is you’re promoting.
Here are a list of DO NOTs:
- Don’t make your press release sound like an advertisement. If it does then go back and tone it down and remember the four “Ws.”
- Never write a press release just to mention an opening or a launch. They are a dime a dozen and these type of press releases will usually get turfed.
- Always avoid hype and don’t fill it with fluff. It needs to be direct and straight to the point.
- Avoid exaggerations and over the top claims. The Journalism profession is one of skepticism. I know because I’ve spent my career working in news rooms around the world.
- Avoid too many exclamation marks. This is definitely a no-no…!!!!! I would not include them at all.
Here are a list of the DOs:
- Get straight to the point. People should know what your press release is about simply by reading the headline and the first paragraph.
- Lead with your main point. It’s the hook to attract enough attention to get the media to want to use your press release.
- Your press release should only focus on the features but in a toned down manner. Never try to sell. Ask yourself “why anyone else would want to read my press release?” Put yourself in the Journalists or reader’s shoes and decide if your release is interesting enough to share with the world.
- Always try and use real life points that will illustrate how you or your service solved a problem. You could identify a problem and then explain why your product or site can solve it. Never exaggerate.
- Try and relate your story to something going on in the world right now. For example, it could relate to the current state of the economy. If you have a home business opportunity relate, it to the frail economy. Mention the problem and then why you have the solution. Mention benefits.
- Your language should be plain. Avoid using unnatural language. There is certain language which may be appropriate in a particular niche but remember, you want your press release to touch the general population. That’s what a Journalist will be looking for. They want to appeal to a wider audience and not just a specific niche.
- The press release should end with a short spiel about your company, site, product, history etc. This is like a resource box but keep it short.
Just remember not to write a salesletter. It’s a news oriented item and needs to grab a reader’s attention very early on. Avoid too much fluff and keep it a reasonable length…250-400 words. Here’s a resource I posted in The forum recently on constructing a press release. It’s basically a template and will be a good guideline to writing your press release:
http://www.ducttapemarketing.com/IPR.htm
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Another great post. It’s very rare to find such a nicely compiled list of Do’s and Dont’s especially on press release marketing.
Great post.
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I’ve always been meaning to do a press release, but it always seemed to keep getting pushed back
I have always been using press release to promote my sites, but I learn a few tips from this blogpost
Thanks for sharing!
nice john….
Is Press Article Publishing that good? I’ve never thought that it was a good traffic earner.
Wow, i never thought that you can put so much thought into a simple press release. Guess this is why i haven’t had much success with them at all.
More Questions On Press Releases
What format is generally acceptable? Is there still the format I learned in high school journalism – make it triple spaced? Or do they just accept single space? Is it better to put as an attachment or direct e-mail? To whom should the press release be directed?
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Is Press Article Publishing that good? I've never thought that it was a good traffic earner.