How to Write Press Releases that Sell

Be the First to Comment

No matter what anyone says, every press release that was ever written sells something. At least the purpose of a press release is to sell. Whether it’s news for sale or a product or a service or a person, a press release is a selling job. The following five components of a press release are the important selling points. Read them over; digest them and memorize them. Then include each one in your next press release.

Credentials: Establish the following traits of your product (person, service, idea)

a. Reputation: What’s the track record?

b. Experience: How much and how often has it produced?

c. Knowledge: What’s the background?

d. Education: Formal or hard knocks?

Promotion: Include in your release:

e. Word-of-mouth: Find people to quote to clarify what it is.

f. Client testimonials: Include personal recommendations in writing.

g. Press releases: Quote from other press releases that have been written about product/service.

h. Advertisement: Write an ad.

Research: Pick out the highpoints:

i. Magazines, newspapers: Find popular information about your product.

j. Internet search: See what others are saying about it.

k. Library: Check out books and information on related subjects.

l. Personal: Include your own feelings about or experience with the product.

Topic: Familiarize your reader by answering the questions:

m. What you know or would like to know

n. Current trends

o. Universal interests

p. Publication angle

Examples:

1. Health & Fitness: Is it healthy?

2. Travel: Can it relate to travel and fun?

3. Press Coverage: Has it been covered in the popular press?

4. Memoir: Include brief background of people you use in body of release.