Press releaseslittle documents. In fewer than five hundred words, they reach readers from all over the world, almost instantaneously, for a very low cost.
In general, a press release is afree-in-print news releases; multiple syndication sites are going to send out any particular news item over the Internet, some no charge, more likely with a hefty price tag.
To do what they do, however, press releases must include a meaningful story. In a five hundred word document, these pieces can reach
Here are four pitfalls which you'll want to work around.
1. Too Salesy
On the surface, a press release is about conveying information. Its job is to create awareness concerning your company and your product and service and establish an image of yourself and your company as standouts in your particular market. The document should usually sound like an impartial, unbiased account; if there is too much storytelling, fancy writing, or first and second-person styling will harm the officialiality of the piece.
2. Not salesy enough
The ultimate duty of a press release is to encourage readers to buy your services. It should always lead back to you, and your place of business. With that outcome in your mind, your news needs to be more compelling than a traditional "now open!" This is okay to introduce during your introductory stages, although some thought-provoking options are discussed in #4. You should always end the press release using an action phrase.
3. Too infrequent
A press release cannot be considered a one-time thing. Rather, you ought to attempt to submit them frequently to get a cumulative effect. Typially, once every four weeksis a good frequency to maintain awareness. Also, make sure to send them out to a lot of syndication sites. Depending on whether yours is a brick and mortar store and an online business you have many selectionslike local news paper(s), magazines, and online news or press release services. For the most cumulative advertisement effect, then send your release a bunch of places.
4. Bad timing
Most of the time, the nightly news headlines are dominated by a particular group of issues. If the topic of your press release appears to be in a different category than the nightly news topics, the news publisher won't be interested; even if the news release did see print, not many people would be interested in it. For best effect, tie into current news in one of the following ways:
# Use a "hot button" news piece. This type of news has reader attention; they'll be interested in the press release because it's similar.
# Tie in with special day. The calendar is always full of special events like awareness weeks, and other special dates. It should be simple to select one to connect with your product and service.
# Write the story of a current controversial subject, or make a controversy, by challenging a recent quote from an expert.
# Reveal a scam. People really love to complain about scams.
# Use your document to announce a free report, or guide you've just released. (Be ready to deliver the piece)
When created right, a press release can be a useful advertisement. If you don't want to write your press releases yourself hire a skilled writer and get in the habit of submitting them regularly. Dedicaton to this particular part of marketing will pay off in much greater exposure and bigger profits.
Robert Watson is a professional freelance writer specializing in writing press releases. If you want to learn press release distribution the cheapest way possible, visit his website now!
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