Do you think you are an expert in writing press releases? If so, then you are wrong. You should never write a press release unless you know your market very well.
The most common mistake that people make when they are writing a press release is that they think it is a sales pitch to the media.
But that’s not what a press release is all about. A press release is written to inform the media about something new or interesting. That’s why it is called a press release.
A good press release should be newsworthy. It should contain a clear and concise explanation of what makes the story important. It should tell the reader why he should care about the story. A good writer will make the reader curious to read the entire story and find out what’s really going on.
Your first job is to capture the attention of the reader. Once you have his attention, you can begin to sell him. To do this, you need to give the reader useful and interesting facts.
Make your facts interesting and relevant. Don’t bother the reader if your fact is something like “Company X has a new widget that saves 15% on the average electric bill”. That’s not news. What is news is “Company X has developed a new widget that can save a homeowner $3,000 a year by turning off lights, fans and other unneeded electrical appliances”.
A good writer will take what he knows about his prospect and use it to craft a compelling sales pitch. If you are writing for a B2B market, then you need to know the business of your prospects.
You need to know their companies, what they produce, how much money they make, their sales figures, their profits, their products and so on. This will help you to give relevant facts about your product or service that will make it more likely that your press release will be picked up by a reporter.
Once you have all this information, you can begin to craft a compelling sales pitch. A good writer will weave this info into a story that is interesting to the reader. He will explain why this news is important to the reader.
What problems does it solve? What benefits does it provide? What unique solutions does it offer? How does it benefit the reader? What problems does it solve for him? What benefits does it provide to him? What unique solutions does it offer to him? How does it benefit the reader?
Writing a killer press release is not rocket science, but it is very important. If you don’t know your market, then you may end up writing a press release that only you and the company you are writing for will ever read. Make sure you know your market before you write a single word. You can get started by asking your current or past clients for help.
You can also search online for “buyer personas” or “prospect personas”. These will give you detailed profiles of your target audience. By using these personas as a guide, you will be able to craft a compelling sales pitch that will make your press release more likely to be picked up by a reporter.
Once you have written your pitch, you should proofread it carefully. Make any needed changes and then re-read the press release one more time.
You should do this until you are satisfied that the release is error-free. Then you are ready to submit the release to the media. Don’t wait until the last minute to do this. If the release is not perfect, then the media will just pass on it without reading it.
If you are doing this for the first time, then you should consider hiring someone to do this for you. Someone who has experience writing press releases will be able to save you a lot of time and trouble.
Here are some bonus additional tips if you found yourself struggling with writing a good press release
Start with a powerful headline
A powerful headline will make your entire press release easy-to-read and will hook the reader. Make sure your headline is short and sweet. It should be a single sentence or a few words.
Use action words
Write a compelling introduction which will describe what the press release is all about. Use action words such as: “will,” “is,” “to,” “said,” “reveals,” “explains,” “tells,” etc. These words will make your introduction powerful and will help to hook the reader.
Keep it short
A press release should be around 200 words long. Any more and it will be difficult to read. Keep it simple and straightforward. Don’t use long sentences and paragraphs. It will be difficult for the reader to follow your writing style.
Do not use complex words
Use simple and easy-to-understand words. Avoid using words like: “therefore,” “however,” “insofar,” “as,” “for,” “also,” “additionally,” etc. Use simple and easy-to-read words which will make your release easier to read.
Keep it positive
Your entire press release should be positive. Do not write anything negative. If you have any complaints or negative things to say, then put them in the “comments” section at the end of the release.
Tell a story
A powerful way to write a press release is by telling a story. It can be about you, about your product or service or about someone else. It should be short and sweet and it should leave a strong impression on the reader.
The Bottom Line
Press releases should be newsworthy. They should contain a clear and concise explanation of what makes the story important. It should tell the reader why he should care about the story.
A good writer will make the reader curious to read the entire story and find out what’s really going on. Your first job is to capture the attention of the reader. Once you have his attention, you can begin to sell him. To do this, you