March 24, 2009
Portal Feeder Training - How To Write A Press Release
Press releases have become an important part of an internet marketer’s promotional strategy. However, the problem is most don’t know how to construct one.
Having seen my fair share of press releases over time as a journalist, the ones which seemed to gain our attention were the ones which were able to answer the who, what, where, when and why. Even if they were a promotion, the fact they weren’t a blatant advertisement would always get our attention.
At Portal Feeder 3, we teach that a press release is similar to an directory submitted article in many respects. Here’s a list of the don’ts when construction a press release.
- Don’t make your press release sound like an advertisement. If it does then go back and tone it down and remember the four “Ws.”
- Never write a press release just to mention an opening or a launch. They are a dime a dozen and these type of press releases will usually get turfed.
- Always avoid hype and don’t fill it with fluff. It needs to be direct and straight to the point.
- Avoid exaggerations and over the top claims. The Journalism profession is one of skepticism. I know because I’ve spent my career working in news rooms around the world.
- Avoid too many exclamation marks. This is definitely a no-no…!!!!! I would not include them at all.
So what does a press release include. We suggest you include the following:
1. Get straight to the point. People should know what your press release is about simply by reading the headline and the first paragraph.
2. Lead with your main point. It’s the hook to attract enough attention to get the media to want to use your press release.
3. Your press release should only focus on the features but in a toned down manner. Never try to sell. Ask yourself “why anyone else would want to read my press release?” Put yourself in the Journalists or reader’s shoes and decide if your release is interesting enough to share with the world.
4. Always try and use real life points that will illustrate how you or your service solved a problem. You could identify a problem and then explain why your product or site can solve it. Never exaggerate.
5. Try and relate your story to something going on in the world right now. For example, it could relate to the current state of the economy. If you have a home business opportunity relate, it to the frail economy. Mention the problem and then why you have the solution. Mention benefits.
6. Your language should be plain. Avoid using unnatural language. There is certain language which may be appropriate in a particular niche but remember, you want your press release to touch the general population. That’s what a Journalist will be looking for. They want to appeal to a wider audience and not just a specific niche.
7. The press release should end with a short spiel about your company, site, product, history etc. This is like a resource box but keep it short.
Portal Feeder 3.0 will be re-opening the doors shortly and if you want to be kept in the loop about when it re-opens and what you need to do then get on the Portal Feeder notification list and look out for more great tips like the one above.
