Press releases are one of the most effective yet misunderstood tools the business owner has at his disposal to market his business and drive targeted traffic to his products.
Here are a few simple suggestions to boost your copywriting effectiveness and increase your chances of having the release published:
6. Leave 'em hanging. One technique that is effective in getting press release viewers to head to your web site is to offer part of a story or a list but tell the reader he can find the remainder at your web site, at such and such address.
You build some curiosity and maybe a little suspense in not giving all the good details right then and there.
7. Test the draft press release on several "disinterested" friends. See what kind of a reaction they give it.
Find out if it was boring, vague, fun, too detailed, misleading, hard to understand, etc then attempt to fix the problem.
Don't worry if part of the audience loves it and part hates it. You want to get some reaction and emotion out of the reader.
8. Be personal and include quotes (no more than two) if they add to the news of the release.
It's always good to quote an industry expert or insider for a reaction to the news you're giving. It validates the press release as being news worthy and it gives another's view point (other than the owner.)
9. Be sure to include keywords and phrases in the body and title of the release.
Since you're looking for wide distribution, especially on the Internet, it will help if you write your copy and optimize it to be friendly to the search engines in the niche that you want.
10. If you're not a good copywriter, get some professional help.
Spend a little money, if that's what it takes, to put out an effective release. There are lots of places online that will help you write business copy.
Check out the freelancer sites or search on the term "copywriter."
11. Utilize lists of press release sources. There are plenty of both free and paid press release resources online.
Try to target niche-related outlets when possible because that is where you'll find the majority of your targeted customers.
You may also consider paid press release distribution services that will take care of sending out the release to selected editors.
12. Try to get your release listed with a service that provides RSS feeds. There are many bloggers and content sites that will pick up your release in this way.
You may as well use all the tools you have at your disposal.
13. Spend some time after the release is sent out to track the coverage you're getting. It will help you to know who is interested in your business and products in the future.
Some of the press release services will keep track of the places your release is published.
Don't be afraid to try new outlets and services to test how your current service is performing.
Hopefully these suggestions will help you to do the best job possible when you write and offer your press release to the media in the future.
