Imagine this—you are a small business owner and you’re launching a new product or service. You’re excited about it, and you can’t wait to get it on the market. It’s just what the market needs today and you know it’s going to help many improve their life in some way. But how do you get the word out so people will know it’s available to them? It’s on your website, you’ve done email marketing and direct mailouts, and you talk about it every chance you get. Is that enough? I can tell you right now…no, it’s not. To truly be effective and reach the greatest number of people, you need to add a press release campaign to your marketing efforts. As a business owner, writing press releases can be one of your best marketing assets. It can be one of the most effective and affordable ways to get PR to promote your business, products, books and events.
Oftentimes when we think of press releases, we think of announcements relating to major economic, political, or global significance. The latest advancement in medical research, a celebrity throwing their hat into the political ring, or the results of a gathering of world leaders are typically the kind of events we relate to press releases. But they are used just as often, and just as effectively, to announce notable events on a smaller scale as well, such as new products, services, books, you’re so excited about!
A press release is typically a one-page announcement used to capture the attention of your audience, whether it’s a local reporter, potential or current customers or clients, or the target market that can benefit from your new product or service. Typically, a press release will address who, what, when, where and why of the subject of the release.
When writing your press release, you’ll want to keep in mind certain basics to make your release effective and give you the results you’re looking for. The following tips will help.
Press Releases Tips-
- Make every word count. You want to make your content relevant, fresh, informative, newsworthy, current, and above all else it should be searchable online.
- Make it newsworthy. That means—make sure it is of concern or interest to your targeted audience. It cannot be simply an about your business or a ploy to get more to your website. It needs to provide value to the reader.
- Whenever possible, tie your release to a special or current event, such as a season, a holiday, a “celebration of the month” or other newsworthy occurrence.
- Consider announcing interesting news, awards, new products, books you’ve written, services, achievements, etc.
- When writing your press release, the title or headline should be impressive. This is often the first thing seen and the determining factor in whether someone will read any further.
- Include a subheading. Not only do subheadings enable you more keyword placement, but they give you the opportunity to further develop your angle and hook the audience with additional information about the subject.
- Your opening paragraph should tell the main story, and then elaborate in the subsequent 3-4 paragraphs.
- Include a quote from you. It’s a great way to promote yourself and your business, and personalize the release.
- Add any market research, or statistics that support your release, along with important information such as where the products can be purchased, an ISBN number, etc.
- Be sure to include a Call to Action, typically the last paragraph. This tells the reader what you want them to do next—Buy your book, visit your website. Always put for media interviews contact and your email.
- End your release with an “About the Company / Author” section. Just a few sentences here will do fine.
- Have a professionally taken photo. Many will request this and a bio after they express an interest in your story. Also, you need this for when you when you submit online.
Press releases are one of the most effective ways to promote your business, products and services. It’s an important tool in every marketing toolbox, and should always be a key part of your marketing strategy. They’re really easy to write, and it’s exciting when you see the results they can bring you. Don’t be afraid to try your hand at issuing press releases for your next great product, service or event! You’ll be glad you did. Need help, ask away. Or email me at firstname.lastname@example.org