In over 25 years as an Editor I used to see and reject over 95% of the thousands of press releases that would land on my desk. So many would make the same mistakes that I quickly realised what made the perfect press release. Since then I have put my findings into practice and have never had a press release rejected and know the benefits that this underrated marketing tool can bring. To try and help the 95% that are still failing here is my anatomy of a successful press release.
Headline " as with any piece of copy the headline must grab the readers attention and hold it long enough to keep them interested enough to read the rest. Fail with your headline and no-one will read the rest.
First paragraph "this is the next must have section. Once the headline has captured their attention this first paragraph must seal the deal with the story or purpose of the release. Get this right and theyll read the rest. Mess it up and theyre gone!
More detail " you must then present more information and detail to back up the first paragraph. Provide proof to pacify the doubters, social proof to lead the herd and hooks to get everyone wanting more.
Make sure you use benefits and not features " a common mistake is to post a list of technical features in a press release when most people just dont care about them. Boredom means they will stop reading and close it. Dont tell them the technicalities instead focus on the benefits your new product or service will bring.
Add credibility with quotes " people are naturally drawn to the quotes in a press release as they want to know about the people behind the story. They are also looking for proof that you can be trusted and that you know what youre talking about.
Include a call to action to get results " If you want to do more than spread the word but get results then you need to include a call to action. This should be a simple step to take such as downloading a free report to maximise the interest.
Headline " as with any piece of copy the headline must grab the readers attention and hold it long enough to keep them interested enough to read the rest. Fail with your headline and no-one will read the rest.
First paragraph "this is the next must have section. Once the headline has captured their attention this first paragraph must seal the deal with the story or purpose of the release. Get this right and theyll read the rest. Mess it up and theyre gone!
More detail " you must then present more information and detail to back up the first paragraph. Provide proof to pacify the doubters, social proof to lead the herd and hooks to get everyone wanting more.
Make sure you use benefits and not features " a common mistake is to post a list of technical features in a press release when most people just dont care about them. Boredom means they will stop reading and close it. Dont tell them the technicalities instead focus on the benefits your new product or service will bring.
Add credibility with quotes " people are naturally drawn to the quotes in a press release as they want to know about the people behind the story. They are also looking for proof that you can be trusted and that you know what youre talking about.
Include a call to action to get results " If you want to do more than spread the word but get results then you need to include a call to action. This should be a simple step to take such as downloading a free report to maximise the interest.
About the Author:
This action plan will help you create powerful press releases. If you want to go a step further and become one of the 5% that succeed every time then find out more about my Press Release Video Course and watch the free videos or sign up for my Free Press Release Distribution Software that submits your press release to 10 sites for zero dollars.
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