Writing just might be the most important skill you can have. It doesn’t matter how many reporters you know or how unique your story angle is, if you can’t write a compelling press release that instantly sucks readers in, everything else is meaningless.
Unfortunately, too many press release writers never improve their writing skills. As a writer, it’s easy to fall into a trap of writing everything the exact same way, using the exact same layout and the exact same buzzwords time and time again. But like the saying goes, “The definition of insanity is doing the same thing over and over while expecting a different result.”
Simply put, if you’re tired of your press releases not getting results, you need to try something different. What you need to try is writing them differently.
Here are 5 ways to become a better press release writer.
1. Don’t fall into the template trap – Is it just me or do 9 out of 10 press releases read exactly the same? It’s always “ABC Company, the leader in the (insert name of industry), recently announced their (insert buzzword)…” It’s all the same , and it makes all the press releases blend together. Remember, reporters and buyers both have seen a lot of press releases. If you want to stand out from the crowd, you have to break free from this template, plug-and-play style of writing. Dare to be different and creative. Just make sure you still get to the point and answer all the main questions.
2. Get to know the product and company inside and out – Whether you’re writing press releases for your company or you’re a PR pro writing them for someone else, you need to spend time getting truly familiar with the subject you’re writing about. Try to steer clear of the common buzzwords and slogans that sometimes get attached to products and companies. Instead, focus on the problems it solves, the pain points it alleviates for customers, who the customers are, and other important details. This will allow you to create a more detail rich, less generic press release.
3. Know what your audience is looking for – Recently, we talked about how there are many different press release audiences today. Your press release could be for traditional media, new media, buyers, investors, affiliates, or search engines. Know your audience, and understand what type of information and style is important to them.
4. Cut the fluff – No matter who your audience is, they share one thing in common: They’re starved for time. They just want the most important information delivered to them as quickly and clearly as possible. In the past, we’ve talked about press release length, and the point is that there isn’t necessarily a specific word count you should be aiming for. But instead, you should be focusing on finding ways to deliver your message as succinctly as possible without losing clarity. Try printing out your press releases and slashing through fluff (unnecessary words and info) with a red pen.
5. Practice daily – The only way you can get better at writing press releases is to practice every single day. Even If you’re writing press releases you’ll never send out, it’s still important to get that practice in. When practicing, try out new writing techniques and work on your improving your weaknesses.
What tips would you give to press release writers trying to polish their skills?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: http://www.ereleases.com/7cheaptactics.html