A press release campaign is used to keep your company, your product, or your brand in the forefront of both media and consumer minds. So how do you take that awareness and turn it into bottom line profits? One approach is to tailor your press release to follow the AIDA marketing model: ATTENTION – INTEREST – DESIRE – ACTION

ATTENTION

Your press release should move the reader to… well, read. If your headline doesn’t strike a cord, the press release won’t be given a second glance. Know your target audience well so that you can grab their attention right off the bat. Make the harried editor put down his cup of coffee, sit up, and take notice. An attention-getting headline is specific, purposefully evasive, or both. Stating the exact percentages, amounts, or statistics in the headline is much more powerful than using vague terminology such as big, a lot, more, etc. But don’t tell the whole story. Think about the teasers you hear every day on the television. They tell you just enough to get your attention and hopefully keep you there through the commercial break. Play the details close to your chest. But like all things in a press release, less is more… keep the headline short and sweet. Use strong action language and if possible include the ensuing benefit.

INTEREST

Now that your press release is in the editor’s hands, you have to maintain the interest. Clearly state how your press release information will benefit the target audience. This is not a place to beat around the bush or use salesy-language. Think like a reporter: who, what, when, why, and how. This is the best time to introduce the problem, trend, or void that your press release is addressing. Explain why your company’s information is relevant to the editor’s readership or listeners.

DESIRE

The editor is reading through your press release, becoming ever-intrigued with each new revelation. Include details with supporting information. This would include test results, market research, endorsements, quotes, or anything that validates your claims. How are you the answer to the problem? Always start with the most important and relevant information first. Ultimately, readers should feel like they are missing out on something if they don’t take action.

ACTION

Don’t leave them hanging! Tell readers what to do with the desire you’ve created. Where do they need to go to purchase your product? What does the editor have to do to contact you or get further information? Make it as easy as possible on both editors and your target audience. They have to take action, but it shouldn’t require much effort on their part.

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