HOW TO PUT TOGETHER A PRESS RELEASE – PART II
Follow The Marketing Equation
In case you didn’t see last week’s newsletter, you can view it HERE
You should read that article before reading this one.
Writing a press release is basically like writing an ad – without worrying about ad layout, graphics, design, etc. Although it may not look like a normal ad, it MUST still follow the marketing equation if you want it to get read and used. Looking at the sample template I provided last week, you will notice the headline goes first. It doesn’t have to be just a headline; in fact, if it makes sense, you should have a headline and a sub-headline.
The sub-headline is very important because it transitions the reader from the headline into the body of the “ad” by promising that if he continues to read, he will receive information to help facilitate his decision-making process. The information you provide in the article itself must be important and relevant and must educate the reader. If it’s neither important nor relevant or if the reader feels you are trying to sell him/her rather than educate him/her, you will lose him/her.
Although a press release is an ad, its main purpose is to sell through education and public awareness.
Does Size Really Matter
In my last article, I mentioned that you should keep your press release to 1 page or 2 pages at the most; however, this is not the rule. Editors receive hundreds of press releases a week (perhaps more) and appreciate releases that are brief and to the point. But by following the Marketing Equation and including important and relevant educational material, you increase the odds of a longer piece being read. But let me say it again: once you have finished writing your release you’ll want to edit and then edit again. Then when you’ve finished editing, edit again. Be concise. Say it well, but don’t use more words than necessary. Don’t lose the decision maker because your press release is too long.
The Importance Of Including The Right Kind Of Offer
They appreciate you doing most of the research for them. Although many reporters/editors won’t admit it, they really don’t like doing research – it is time consuming. By doing the research for them, it allows you to include the most important information in your press release and still have additional information available for them in case they call – and obviously a good way to get them to call is to include an offer for more information. If you can get them to call, then you have a pretty good chance of having a story done. So an offer for a report or some other educational piece works well in a press release.
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