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People usually thing of a press release as a bland announcement sent out to newspapers. Some people think it’s simply a communication tool that is designed to hype things and consider it a mere formality. What a press release can do is boost traffic, create backlinks and get new customers if it’s correctly handled.
The Basics of Writing an Effective Press Release
1. A press release is not a sales letter; it is an announcement about the launch of a new product or service. If there is no announcement to make, then you must consider pushing back your press release to a later date when you have something concrete to announce.
2. A good press release doles out valuable information about a product, service, offer or organization. There should be no hype in a press release.
3. The headline of the press release must hook the reader and compel him to read the main content. There must be an element of intense drama in the first paragraph, and from the second paragraph onwards the press release must answer the what, why, when, where and who of the core matter.
4. Content in a press release must always be newsworthy. It may be picked up the national media services and become part of a bigger story, so you need to write it like it is going to a large newspaper.
5. The press release should be informative and interesting. While you can focus on your product or service, it should be part of an overall newsworthy content and not an advertisement for a specific product. When looking at your final output, try to think of how it will be interpreted by the reader.
6. Keep all cliche statements out of the press release.
7. Stale headlines should be avoided. An example of a stale includes, “New Website Offers 10% Off”. This is no specific, doesn’t describe what the 10% off of what and has no benefits for reading any further. It has also been overused in advertising.
8. A good press release explains how a product or a service satisfies a need, and then backs it up with testimonials.
9. A press release must be factual – no more, no less – all fluff and exaggerated blah blah must be completely avoided. Your press release must read true.
10. Utilize dynamic, upbeat language and avoid slang. Press releases are written in an active voice.
11. Keep your press release clear and concise. Use the KISS* method when crafting your piece. (*Keep It Simple & Savvy).
12. Avoid overusing uppercase letters and follow basic rules of grammar.
13. When writing your press release, keep in mind that you will need to summarize it. All PR websites publish press releases in total, but for their listings use your summary. Be very clear in the summary and push benefits for reading further.
14. Develop a strong resource box that talks about you or your website and carries a link back to it.
These were some guidelines for writing a good press release. Follow them, and you’ll come up with a cracker that will get you hits, publicity and therefore more sales. Good luck!
Marketing on the internet is not as difficult as you may think. Find legitimate ways to make money online, or how to increase website traffic at http://www.nitromarketing.com/blog
- Kale McClelland
