Press releases used to be used solely by publically listed companies who needed to announce financial results, a change in corporate strategy, announce the hiring of new senior execs, and other things that could affect their share price. A press release is a standard way to make this information public. It is a matter of complying with disclosure laws and so no one cared about making it interesting to read. The focus was on complying with whatever regulations the market where the company was listed required.
That’s still a big part of all the press releases that are issued.
However now many companies are using press releases as part of their marketing efforts – to let customers know about a wide range of company activities – from opening a new store, to launching a new collection, or introducing a new product.
It’s part of the digital world we live and work in. And because anyone can write and post a press release, many companies are doing this.
PRO TIP #1: Press Releases or News Releases must be written so that they get the reader's attention. Just sending or posting won't guarantee that anyone will read it.
Easy Access
The low barrier to entry (no cost, no limitations) is good on one hand, but it has a downside. Everyone can do it and so everyone is doing it.
That means it’s very difficult to standout. If you were to advertise during the World Cup or the World Series you’d have few competitors. Of course it would cost you millions of dollars for a 15 second advert. The good news is you’d have few competitors. The bad news is the high cost.
The moment you make people pay for something, the faster competitors jump off the train.
That leaves a wider path for companies looking to get some attention – who are willing to pay for it.
PRO TIP #2: Write your news release as if you are telling a story. People like to read stories.
Creating Your Story
In the world of press releases it comes down to two key things:
- Create a compelling story
- Find the right channel of distribution
If you can create a strong headline (this is what people see first) and follow it up with an interesting story, more people will actually read your press release – and be influenced to choose your product.
The difference between the typical press release that works off of a template and one that engages readers is sometime simply a matter of changing a few sentences or words.
This is where a good copy writer earns what they are being paid. The changes in writing might seem small, but they make a big difference.
It’s worth investing in hiring a copy writer, and there are many out there who do good work and whose pricing is affordable for small businesses.
PRO TIP #3: Don't use a press release template. They are designed for companies who need to make compliance announcements. They were not meant to get people interested in your products.
What to Avoid
There are many mistakes that people make when writing press releases. The two that stand out are using way too many hype words (like ‘very’, ‘super’, ‘the leader’, etc) and including quotes from executives that have little real meaning for the reader.
It’s tempting to write about your company or product in glowing terms. The thing is that readers will wonder why you have to try so hard to sell them if you product really is that good?
Saying that your product is ‘unrivaled’ , ‘unequalled’ or other superlatives makes sounds like a sales pitch – very aggressive one.
Instead, focus on what your product does, how it does it, and what problem it solves or benefit it delivers.
Instead of: “Our bestselling digital printers can out perform all other printers with lightening fast speeds and unrivaled quality.”
Try something like this: “Our new digital printer can print an entire shirt in 10 minutes, reducing typical printing times by 50 percent.”
Here you’ve focused on the benefit to the end user.
But why shouldn’t I point out that no other company can achieve this? Because that’s implied when you say “reduces typical printing times by 50 percent.” People believe that you are referring to not just your product, but an industry benchmark (yes, that’s exactly the way most people interpret that).
When you fill your story with superlatives, people ask “who are they trying to convince?” It sounds like you’re trying just a bit too hard.
People will choose a product because of the benefits they will get – so focus on making those very clear.
A senior executive brings a lot of knowledge and vision to a company, yet write press release writers tend to create meaningless quotes that they attribute to these execs in press releases.
Here’s a typical executive quote: “We are super excited about our outstanding new product. Our team has worked hard to bring this world class product to the market,” said John Doe, Managing Director.
Aside from all of the superlatives, do your customers really care whether or not the execs or anyone else is excited about the product? Regardless of how you feel about the product or anything else, you customers don’t care. They only are interested in learning what’s new and how it might benefit themselves or their business.
Anything else is not useful. This is why most press release get deleted rather than read.
Try this instead: “We understand that speed-to-market is one of the biggest challenges our customers face, so we’ve focused our R&D efforts making our new digital printers that 50% faster and that have 25% greater durability,” said Joe Doe, Managing Director.
Can you see how this is much more meaningful to your customers than telling them that the director is excited about the company’s new products?
PRO TIP #4: Avoid using a lot of 'hype' to describe your product. Readers will wonder why you need to try so hard to convince people that your product is good.
What to Do
Determine what useful information you can bring to your audience. How will this information benefit them?
Tell them that you launched a new product and explain exactly what problems it solves (more efficient, lower cost, more fuctions, etc). How will they benefit from your product?
In the case of announcing a new executive or a new joint venture, why not get executives to give some comment on specific projects that they plan to address. Is there a vision they want to share? What about a challenge that they have identified and are addressing?
Your news release is part of your content marketing, so it’s important that you do it correctly.
It can bring value to your customers, and at the same time give your company more visibility in a very crowded, competitive market.
At the same time it can establish you as an industry leader and give buyers confidence to work with you.
PRO TIP #5: What is the biggest benefit that your product brings to customers? Make that the focus of your news release.
How to Structure Your Press Release
The Headline
The title or headline is at the top of the page and is the first thing ( and sometimes the only thing) people read.
If you haven’t grabbed attention with your headline there is little chance anyone will read the press release.
The Subhead
After the headline there might be a subhead, which gives a bit more information. Again, like the headline, it is there to draw people into the main text.
The First Paragraph
Just because people start to read the text or body of your press release doesn’t guarantee that they will read the entire thing.
So, put your best content in the first paragraph. The most important information goes in the opening paragraph, followed by secondary information in paragraph two, and so forth.
This way you get your most important message to as many people as possible, before they ultimately abandon your press release.
The Body Text
Many people don’t finish reading any article. A well written article pulls the read through to the end. But even the best articles can’t guarantee that everyone will read the entire text.
Thus leading with your best information is critical. So is keeping the text short.
Think of your press release like an pyramid and put the most important information at the top and then follow this with information that supports or adds to your main point.
Even if you put your best content in your opening paragraph, some people won’t even start reading an article that looks too long. They quit before they even get started.
So be sure to edit down all of your text so that you include the key points, but not so much they you scare away readers.
If you have a lot to say (or tell), consider running a series of several press releases, each address a different topic – or sub topic.
The Call To Action
You can end your press release by providing contact information. This can be an email address or a website.
It gives people a way to reach you with any questions they might have. It also let’s them learn more about your products on their own by visiting your website.
While most people won’t contact you directly, it still is useful to provide this as part of your press release.
Now that you know what to do, go ahead and get started!
Have a question or need further information? You can contact us here.
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