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Will Press Releases Bring An Explosion Of Prospects To Your Website?
By Bob Brolhorst
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Part 2
THE OPENING
1) The first thing to include in the upper left-hand corner of your press
release is the phrase 'For Immediate Release' or if there is a time
consideration, 'For Release' on the date required.
2) Be sure to include contact information just below the immediate release
statement. Include the name, phone number, e-mail and web address if
applicable of the person who will be providing the media with appropriate
information. A company name may not be necessary since editors and media
wish to speak with an individual.
THE HEADLINE
Your headline is the next and most important part of your press release.
This is what grabs the attention of the reader and probably counts for
more than 90% of your press release. If it doesn't appeal to the reader
it will be overlooked. Most importantly, remember the reader only spends a
few seconds on the heading and if it doesn't sound interesting, they are
gone in a flash.
How often have you automatically deleted an e-mail because it held no
interest when reading the subject line. The same thing holds true for a
press release. The headline must be enticing and almost seductive. Don't
be in a hurry when composing your headline but try to come up with something
that intrigues. Remember though, if you are making professional claims, be
sure you can stand behind your product or service. Most importantly you are
writing a press release for the attention of the news media. You are trying to
gain attention and customers but with professionalism.
THE MAIN SECTION
The main section encapsulates your entire narrative description. You can and
should include a detailed account of your product or service providing you keep
it interesting but try not to drag it on with too many details. Try to keep your
press release to one page. Included in this section be sure to involve excerpts
or comments that demonstrate the highlights or success of the product or
service. Speak of the person involved if it is applicable. Imply what can be
gained from visiting the company or online service, yet always remember that
this is not a sales presentation but a newsworthy delivery focusing on the
benefits to the reader and the media.
THE CLOSING
Finally, in closing your press release you have one more opportunity to gain
the attention of the reader. Think about what your ultimate goal entails.
In other words, what do you hope to accomplish by submitting this press
release? Your ultimate goal of course is for the media to take an interest
in your subject matter, which may lead to an interview or a printing of your
story. In any event, one terrific press release is worth its weight in gold.
By Bob Brolhorst
Wave 5 Marketing
bbrolhorst@wave5marketing.com
http://www.wave5marketing.com
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