- Decide exactly what you want your press release to accomplish. It’s all about changing people’s behavior and prompting them to do something they wouldn’t do had you not written the release.
- Define your audience(s) before you write
Keep your key message simple
Remember Joan’s first tip about writing press releases that work? It’s not so much about getting a story printed in the media (although that’s always good!), but more about getting found by your clients on the Web through press release services like PRWeb.com.
And it’s not a sales pitch either. But write with the goal in mind: what do you want readers to do?
Joan: The more people who read your press release and take the action you want them to take (visit your website, buy your products, make a donation, attend your Sunday church services, call for a free brochure etc.), the more successful the press release.
So before you start writing, ask yourself the following questions:
- Why am I writing the press release?
- What do I want people to do after they read it?
- What do they need to know before they do what I want them to do?
For example, if you want them to see all the products you sell at your website, you must be sure that the body of the press release includes your website URL, preferably a link that will take them to the exact page where your products are listed so they don’t have to hunt for it. This sounds like a no-brainer, but you’d be amazed how many people leave out this critical piece of information.
Remember too, that anything you write will be better when you keep your audience in mind, and keep your message simple.