Press Releases Are Not Effective – Unless Used Wisely

Have you at some point found that press releases are not effective, and actually became bored by the content? How many times have you come across buzzwords like “award-winning”, ‘breakthrough’, “exclusive”, “state-of-the-art” and ‘leading’, within a press release? Were you then tempted just to skip the whole thing without even reading it?

In some cases, the above scenario was reported in probably 9 out of 10 cases. Whilst it is true that press releases are probably a great medium to get news and views across to customers, many businesses often overuse or abuse this medium. This has the negative and sometimes unintended effect of driving people away from their content and product or service.

What Constitutes a Great Press Release?

“A great press release is undoubtedly all about good content”. Good content does not necessarily mean that it is keyword rich or perfectly Search Engine Optimized.  content. A perfect news release just simply incorporates important elements like What, Where, Why and Who and How. Try to incorporate as many elements as you can in the headline itself, without making it too lengthy. These are the guidelines usually followed by established news release strategists and well-known press release distribution services.

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When referring to headlines again, it is important to have a killer one that’s sure to grab the viewer’s attention. But once again, try to consciously avoid any clichés as some can be misinterpreted and detract from the real message.  Press Release editors dislike it with a passion, when businesses brag about themselves. Sales pages that are subtly disguised as press releases are almost guaranteed to be thrown out. Even if you have managed to get your press release published, you will still find difficulty in grabbing the reader’s attention.

Make absolutely sure that the press release provides the reader with an action opportunity that is easy to implement. Customers aren’t interested in reading any fancy announcements unless it’s of either tangible or intangible use to them i.e. value must be derived. In this respect, free trials, white paper downloads, special offers, webinars and newsletters are all great ideas to engage the reader’s attention. It is much more advisable to use these words, in preference over clichés that sound pompous, and builds up false expectations.

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A Reputable Press Release Syndication Service will ensure that when a business submits a press release, the news gets straight to popular search engines like Google, Yahoo and Bing. The story is also further guaranteed to be published in news sites like Google and Yahoo News. The press release should ideally be lapped up by search engines, because it delivers true value.

It makes absolute sense to write press releases that are newsworthy, as opposed to wasting online space through drab, dull and boring releases. In addition, also think of the potential backlash against your company’s brand, if there is a perception that your press release is more about sales, than a compelling message. Remember that contemporary marketing is all about brand and reputation. Potential customers nowadays, will first look at your online reputation before even considering your services and products on offer, so make your press releases highly effective.

How to Properly Use a Press Release

If you talk to experienced online marketers, they will tell you that press releases are a thing of the past. These are mostly people who only tried this out a few times, or maybe only once but with a message that was very poorly constructed. It will also be evident that they probably did not put in enough hard work yet, still expected huge rewards from minimal effort.

To help you bring in more sales, and to draw additional traffic to your website, you need to use a more concentrated effort on your press release, and this requires hard work. If you intend becoming proficient in the writing of press releases and the submission thereof, it will be worth your while to read this article in full.

Global Press Release Distribution

A true recipe for disaster, is to send a press release as an e-mail attachment, as this is guaranteed to fail most of the time. Most people do not open up attachments on e-mails, fearing potential malware and viruses that might harm their computers.

You wouldn’t have an exception to this above rule would you? A press release needs to be incorporated within the body of the e-mail itself. This is the only way for you to target individual recipients and still get your information read. If you want to make sure that people read your press release, you have to put a personalized message at the top. It will tell them to read what you have written in very kind and reassuring words.

Getting them to be curious is the key to your success. Once their curiosity is piqued, they will read what you have written. Typically, people will delete the kind of messages that do not attract their immediate attention. Just spending a minute or two doing this could make you lots of money.

When it comes to format and content, the rules have not changed in a long time. An example of what not to do is use two pages for your release because that is too much information. You have plenty to work within that space and it is really short enough to not bore the reader. If you follow the proper and accepted press release formatting protocol, then that will help to get your release read by editors. The worst thing you can do is add fillers that really add no value, because editors can spot that easily.

The best times to submit your press releases are in the middle of the week in order to catch people when they are settled in their weekly routine. Never publish on a Monday because that is known to not be a good time. Unfortunately, a Friday is almost a total waste of time as well, as employees are already preparing for the weekend. There is no use in wasting time by submitting on a Monday or Friday, so avoid it and you’ll be good to go.

Why would you believe anybody who tells you that all the extra press release work as mentioned above, is not worth it? Usually the people who say that are the same people who expected success overnight with very little work. If you simply implement the press release strategies and tactics as outlined in this article, you can start building a successful business.

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