Of all the tools available to marketers today, publicity is one of the most affordable. Writing a powerful press release will allow you to accomplish a number of things. First, you will build your credibility. People are not likely to purchase products from a company or person who lacks credibility. When you gain publicity, your credibility automatically increases. However, it is not enough just to sit down and write a document announcing your business, product, or vision. There are a number of key strategies you can use to write a press release that is both powerful and effective.
The first thing you will want to do is make sure the information in the press release is newsworthy. You must explain why your product or service is important to the audience, and you must also get them to read the press release in its entirety. If you can’t capture the attention of your audience in the first paragraph, you will lose your attention, and they are less likely to finish reading the rest of the document. You must begin the press release with a powerful statement that captures the attention of all those who read it. The next thing you will want to do is make sure your description of the news is brief and to the point. You must be able to show who announced this information.
After you’ve finished writing your press release, you will want to take the time to review it. Put yourself in the shoes of the people who will be reading it. Can you connect to it? Is it something you think others will relate to? One cannot emphasize enough the importance of capturing reader’s attention with the first ten words. If you don’t, you will lose their attention, and you will also be losing potential customers. It is also important for you to avoid the use of fancy words or terms which are related to the product or service. When people become confused, they tune out, and this is something you will want to avoid. Make the information clear and easy to understand.
It is also crucial for you to focus on facts. When people read your press release, they want to know one thing: What your product or service can do for them. There is no room for ideology here. State the facts surrounding your product, and not only will you gain credibility, you will also show your readers the benefits of listening to what you have to say. It must also be noted that a press release is not complete if it doesn’t have a list of ways to contact you. What good is it to have someone read your press release, like the information they hear, and then not have a way to contact you?
It is also important to know “when” to issue a press release. Unless you are marketing a product that already has a following, it may be a bad idea to market the product before it is ready. If you lack substance, you will quickly lose your credibility.
