There are a lot of bad press releases written. Most of them never get read because they’re entirely focused on what the writer of the press release wants to accomplish.
But if you want good results from your press releases, pay attention to the needs of your readers. Write for them. Follow these five rules and your press releases will work wonders for you.
Have a good reason.
Don’t write a press release just for exposure. No one will care. Put yourself in the shoes of your intended audience. What would make them stop and read it? Share news about something that will help them solve a problem or create an opportunity.
Tell. Don’t Sell.
People don’t read press releases that are sales pitches. Share useful information that your market would be interested in. Inform, educate, even entertain. But never sell.
Think laser, not shotgun.
Send it to the right people. Read the publications you’re sending the press release to. Know their audience and what they write about. Understand why people read the publication. Make sure their audience matches or overlaps your target market.
Make it visually appealing.
Forget big blocks of long, wordy sentences. Use bullet lists, headings and block quotes. Give people plenty of white space. Help them navigate your press release quickly and easily. Use graphics.
Make it fun.
Write it like you’re telling a story. Use short sentences with active words. Let your personality and energy show through. Your press release should read almost as if you were saying it aloud.
Remember, people read press releases to get information about what happening with a product, service, company or event. They’re not meant to qualify you for a doctorate or a Pulitzer prize. Keep it fast, fun and friendly and it will get read.