(Newswire.net — September 23, 2021) — A well-written press release is one of the best ways to generate buzz and excitement about a product or service.
A press release presents essential information to potential customers quickly and concisely. You want to give them enough information to make them informed and leave out just enough to make them want to click and find out more.
While press releases are not tricky, writing a press release that will generate traffic to your client’s website takes some skill. There are specific tried and true methods to writing effective press releases.
Guest posting on press releases is a great way to get your name out there and build a client base. Several skills work for guest posting that will aid when creating press releases.
Read on to learn some of the best practices for creating excellent press releases.
Know Your Target Audience
Know the angle that you are addressing your audience. When writing a press release, the angle you take will be different if you write about the same product.
A press release for a major magazine publication will have a different audience than readers of a local newspaper. Knowing your audience and appealing to them is key to a good press release. Write different versions of the same press release angled at different audiences.
Also, remember that your press release is not only going to reach potential readers but also journalists. If these journalists like what they read, you can utilize them to get the word out about your product to a broader audience.
Follow the Basic Press Release Structure
Press releases tend to follow the same basic structure. While some writers will veer away from a template, following a basic formula will help you address everything customers will look for in a press release.
Given that, you can still let your creativity flow. You want to engage the readers, but following this structure will pay off greatly.
Heading
This opportunity is your chance to catch your reader’s attention. A good, catchy headline will reel in readers right from the start.
The most important thing about a good headline is to keep it short. Pick the keywords you want to communicate and try to keep them below 110 characters.
Intro/Lead
The intro needs to be brief enough to give the reader the essential information but leave them wanting to read more.
The intro needs to answer the 5 W’s: Who? What? Where? When? Why?
Also called the “lead,” this section draws in your readers and leads them to read further. Don’t waste the reader’s time with too much detail at this point. Please give them the critical information and then move on.
Sources
Why should the reader trust you? How do they know you aren’t just making information up?
If you are using external sources in your press release, make sure to cite them. They will add to your credibility and make your information better.
If you are using external links, don’t use the full URL unless you are adding them at the end. Instead, take advantage of anchor texts and hyperlinks to keep the press release looking nice.
Essentials
This part is where you are going to go into the details you hinted at in the lead. Give the reader the essential information they need for what your product is.
When we say essential details., we mean it.
Don’t get bogged down in the details. A couple of paragraphs at the most should be sufficient. You’re not writing a novel, after all.
Quotes
Quotes make your press release better by providing multiple perspectives.
Taking quotes from the company you are writing the release for or others associated with the product can make the press release more readable and enjoyable.
Anything Else?
Is there any additional data to share with readers? Again, you don’t need to overdo this part.
If you have images or diagrams for your product, that can be enough to make your press release stand out.
Contact Info
Make sure to provide how the journalists or readers can get a hold of you. Provide email, phone number, and mailing address.
Journalists may have more questions before they publish the press release. Forgetting this vital issue will kill the chance of your press release getting published.
Boilerplate
The boilerplate is the perfect way to end a press release. It is your business card for the reader.
Make it fun and tell them about who you are and what your business is. Again, you do not need a lot of detail, but give the reader an idea of who they potentially may be doing business with in the near future.
Follow a Strong Format
There are several formats your press release can follow. While each structure has its advantages and disadvantages, it is imperative to use the format that fits your company and feel.
PDF and plain text formats are great because it allows you to copy and paste and reuse the design again and again. While they can be dull, you can make them pop with a nice letterhead and graphics.
Interactive press releases have also become popular in recent years. Great for online interaction, this format is also easy to save and edit. It can give your press release the extra to set it apart.
Avoid Common Press Release Mistakes
There are a few common pitfalls that can ruin a press release. Avoiding them will help ensure that your press release gets in front of journalists and potential customers.
First, make sure your story is newsworthy. Will anyone outside your company care? If the answer is yes, then move forward. If not, then rethink your strategy. If you don’t think it is new or exciting, then neither will your readers.
Next, don’t beat around the bush. Get the essential details out as quickly as possible. The first few lines of your press release need to make people want to continue reading.
Finally, if you are using quotes, make sure they are authentic. If the quoted individual uses language that does not sound like words they would use, it will be a red flag for readers. Make it feel like real people talking.
Practice Makes Perfect
Writing press releases is an art, but some essential steps and strategies will help make your press releases successful.
Remember, provide a strong lead and headline to grab readers’ attention. Give them enough information to keep them reading. And most importantly, tell them who you are and how to reach you!
Good luck and get writing!