Yes I know, you’re a start-up business so money’s tight. But, you still need engaging marketing materials and an effective online presence to get things off the ground.

More often than not, copywriting is the one thing that gets crossed off your set-up shopping list.

Why?

Because you think you can do it yourself.

Granted, you can write pretty well. But can you write something that makes people think “Yes, that’s exactly what I need”?

Going it alone without a copywriter

This is a familiar scenario:

The task to write your sales copy is passed to someone in your office. They already have a full workload so it gets pushed to the bottom of the pile.

Eventually, the need for the copy becomes urgent so they spend their lunch hour quickly writing something that ‘will do’.

The problem with this is, writing about your company is difficult because you’re too close to it. It is incredibly difficult to stand back and look at what you offer through the eyes of your customers.

The result is you end up with copy that tells your reader all about your company and absolutely nothing about what your company can do for them.

What a copywriter will do for you

When you bring in a professional copywriter they will ask lots of questions to learn about:

• Your company
• Your product or service
• Your audience (i.e. your ideal customer)

This helps them understand you, your product/service and, more importantly, the person you are trying to sell them to.  Through this process, they can place themselves in your customers’ shoes and discover what it is that your readers really want to know.

The copy will talk directly to the reader, address their problems and sell them the benefits of your product/service.

The result?

• Your website copy will be optimised and will convert visitors into paying customers
• Your brochures will sell, not just inform
• Your case studies will entertain, inform and sell
• Your press releases will engage and generate new enquiries
• Your email marketing will be effective because they will be opened, read and acted on

Do you still think copywriting is a waste of money, or something you can do on your own?

Every piece of written marketing could be the first impression the reader has of your company. Make sure it gives the right impression – that you are a company that is professional and understands what its customers want.

 

What’s the golden rule when it comes to writing press releases?

DO NOT USE THEM TO SELL.

A press release is all about providing the reader with news. If you want to place an advert pay for it like everyone else.

But because it’s not paid for, your press release has to be top notch if you want to get it published.

Every newspaper and magazine editor is looking for genuine news that their readers are going to want to hear about. But it also has to fit the style and tone of their publication.

That all sounds like a lot of hard work and rather a hit and miss affair which is why many businesses shy away from issuing releases. But there are a number of benefits to be had so it’s well worth giving it a go.

Benefits of press releases

First off, they are relatively cheap to produce. Regardless of whether you write them in-house of hire a professional copywriter, they are a cost effective way of promoting your company.

Plus, because they appear as an editorial piece rather than an in your face advert, they’re more likely to read and viewed as being independent from your company and therefore will carry more weight.

Of course, there always has to be a downside to balance the positives:

The downside of a press release

When you write articles for the web, your own web copy, blogs and brochures, you have ultimate control over the content.

But when writing press releases you relinquish that control once it’s been sent to the editor. Just because you’ve written a 2 page release doesn’t mean there’ll be room for it in its entirety within the publication. The editor may have to truncate it and may not carry as prominent a position as you’d like.

The best way to use a press release

Your press release can be used for many purposes, such as announcing:

• A new website
• A new product or service
• A forthcoming event
• Charity work
• Advice
• Community involvement

But whatever the reason for your release, the subject has to be relevant to your audience if you want it to be accepted and published. That means doing research into the publications you are targeting.

The easy way to get your press release ignored

This may seem an odd thing to be including in this post, but if you do any of the following your press release will be ignored and consigned to the rubbish bin:

• Use a bad subject line in your email such as Press release.
• Using a bad headline.
• Filling it with waffle so it takes an age to get to the real news.
• Writing a disguised advert. Editors aren’t stupid, they will spot it. 
• Using sloppy English, dodgy spelling and atrocious grammar.
• Fill it with flowery language, repetitions, waffle and adjectives galore.

Now find out how to get your press release published

OK, we’ve seen what not to do, so now on to what you should do.

Take a look at your story, what makes it interesting? Can you use a local angle to create a hook to grab your readers’ attention thereby making it more relevant to them.

Basically, what that boils down to is using the good old fashioned Who? What? Where? When? Why? and How? in your opening paragraph.

Finally, it’s always a good idea to include the word count, release date, contact details, brief company profile (in the notes at the end), notes for the editor and any photo opportunities.

Also make sure you write in the third person and be concise without using jargon. 

Structuring your press release

Here’s a quick run down on how you should structure your release:

1. Write Press release at the top of your page.

2. Write the date either as 7^th November 2010 – For immediate release, or 7^th November 2010 – 12.00 15^th November 2010.

The first shows it can be used immediately, the second shows it must not be used until the specified time and date.

3. Next, your headline should be eye-catching and should grab the editor’s attention straight away.

You can also use a sub heading to flesh out more of the story.

4. The first paragraph is critical and must dive straight into your story. Forget hype and adopt a journalistic tone which sticks to the facts.

5. The second paragraph gives supporting evidence but must still remain focused.

6. The third paragraph is the place for quotes that are relevant to the story. But make sure you have permission to use them.

7. Your final paragraph is your conclusion, briefly explaining the link between the story and your company.

8. Finish with ‘Ends’ or ###

9. Finally add notes for editors and contact details.

That simple 9 point list gives you the general outline for your press release.

Just remember, if you want to be successful it must be about genuine news and not a disguised advert and shouldn’t overly promote your company.

Done correctly, press releases can generate a lot of interest in your company; done badly and they’ll only ever see the recycling bin in the editors office.

 

Most people see press releases as off line marketing tools. But that doesn’t mean you should lose sight of the fact that they can also be published on online press release websites.

The main advantage of that is that where printed press releases appear for just one day and then become someone’s chip wrappings the next, online press releases will be attracting a new audience for months or even years after its original release date.

That’s why you should always write your press release to include your main keywords so it will continue to attract the audience you want. Although it is important you still follow the usual rules of press release writing.

The usual rules apply

Your press release should still:

• Be regarded as newsworthy rather than a thinly veiled advert
• Be brief and too the point. Any waffle will get it rejected immediately
• Contain quotes from real people and referenced back to them
• Ensure the first paragraph  summaries your story
• Make sure you send it to a targeted group of editors rather than going for blanket coverage

The on line press release

Keywords for press releases are just as  important as for your website copy. If you are unsure about how to go about it hire a freelance copywriter to help you.

Using keywords within the copy will make sure your press release is constantly picked up by your target audience for as long as it remains on the internet. The key things to remember are:

• Focus on your primary keyword for the headline, quotes and opening paragraph but taking care not to over stuff your content
• Make sure your summary also contains your keyword
• Still keep your press release brief and to the point
• Do your research and make sure you send it to journalists and bloggers who will be interested in your  subject

Following these simple tips will help your press release generate new readers and traffic for you for a long time to come. So, if you don’t already do it, start getting your press releases online and enjoy the benefits of longevity and constant traffic.

 

The humble press release is one of the most effective ways of promoting your business online.

Being online it will hang around in cyberspace for a long time. So if you’ve written it including your keywords it could potentially send targeted traffic to your website for eternity – or at least for as long as it appears on the internet.

But many people don’t issue press releases because they don’t know how to write them. Well if that’s all that’s holding you back it’s well worth learning.

There’s a vast amount of information on the web about how to write a press release, but to help you out I have listed below some common press release writing tips.

How to write a press release

• Make sure your press release reads like news not an advert
• Send it to websites and media related to its topic
• Keep it brief – one page of A4 is ideal
• Make sure your heading and contact information are at the top
• Keep your language and sentence structure simple
• Use the opening paragraph to grab your readers attention
• Proofread it thoroughly before sending out

Also, check out these ways of giving extra clout to your press release

How do I know if my news is ‘newsworthy’?

This is a big part of why businesses don’t utilise the potential of the press release. How do they know if what they want to say is really newsworthy?

The following list shows you a few instances when a press release should be issued. Take a look and see how many of them relate to your business right now.

• The launch of a new product or service
• Results of a customer survey
• If you are attending a trade fair, or speaking at a seminar
• The launch of a new or revamped website
• Announcing that you’ve won, or been shortlisted for an award
• A free e-mail newsletter you are launching
• Any free trials or offers you are making
• An endorsement from a famous/well known person
• New business venture
• Involvement in a fundraising event

This isn’t an exhaustive list by any means but I hope it gives you an idea of what is classed as being newsworthy.

Take a look at your business – has anything happened or is about to happen that would fit the bill? If there is, write a press release, get it out there and start driving some traffic to your website.

Sally Ormond – freelance copywriter

Probably one of the most effect, and yet the most under used forms of marketing tools available to businesses ins the press release.

Over the past 12 months, how many press releases have you made on behalf of your company?

20…15…..10…..3….?

None?

When’s the right time to issue a press release?

At one time or another your company will go through some sort of change. Although it may seem fairly mundane to you, it could be news to others. Therefore it is at times like these when you should release a press release.

Below are just a few of these scenarios that would be considered news worthy.

• When you launch new products or services on your web site
• The results of an industry survey that you’ve conducted
• A forthcoming seminar that you’re hosting that you want to publicise
• The launch of your new website
• If you win an award
• The inception of a new online forum
• Product endorsements, especially if by someone notable
• To publicise an eBook or report that you’ve written

They are just for starters. I’m sure now you have these you can come up with many more. You may even have something right now that fits the bill that you can issue a press release about.

The golden rules of press releases

To get your press release published, you’ll have to ensure it conforms to certain standards. I have listed below a few pointers to maximise your chances of publication.

• Make your press release read like news, not an advert
• Keep it one page in length
• The top of your press release should contain your heading, contact information and release date
• Use short, simple sentences and double space your lines
• Make sure your headline and first few sentences grab your readers’ attention
• The body should be like a story mentioning your business, product or service
• Proofread your press release for grammar and spelling mistakes
• Proofread your press release for grammar and spelling mistakes
• Proofread your press release for grammar and spelling mistakes

By the way, that last point was meant be repeated three times because I can’t stress how important it is. Sending out a press release with errors will reflect badly on your company.

Ultimately, if it’s new to you, it will probably be valuable news to someone else so shout about it.

These press release tips are brought to you by freelance copywriter Sally Ormond.

The press release is one of the most underused forms of marketing out there. And yet they are one of the most effective forms of marketing.

Many companies don’t use them because they don’t think they have anything newsworthy to talk about. But what about that new website, the new product being launched, the new premises you’re moving into, the new boss taking over, the new fleet of vehicles you’re using, the charity bike ride you’re taking part in? All of that is news and should be broadcast.

Admittedly getting past the eye of the editor can be a challenge, but if your press release is newsworthy and not a thinly veiled advert, you’ll stand a very good chance of getting it published. And of course, don’t forget the online press release outlets. These are not only easier to get published on, they also provide those much coveted one way back links to your website that are so important for search engine optimisation.

To help you create a great press release, I have put together 8 simple steps for you to follow:

1. Check it

This might sound obvious but it is vital. Check, check, check – this press release is representing your company. If it is full of grammatical and spelling errors, it stands little chance of getting past the editor. If you are putting it online, it will give an awful first impression of your company.

2. Power from the start

It must kick off with a powerful message. Your headline, summary and first paragraph must sum up your news and contain your keywords (very important for online publication). The rest of your release should contain detail. Also add your web address at the beginning. Often press releases are truncated so if all your important information is at the start, the resulting published release will still pack a punch.

3. Be professional

Don’t write with hype, slang or jargon. Direct address and excessive exclamation will show it as an advert rather than a press release.

4. So what?

Think about what you reader will find interesting. Focus on elements that set you apart from your competition. If you can tie your news in with current affairs that is even better.

5. Case studies

Using a real life situation can be very powerful. People love to read about other people so if you can show how you helped someone, it will resonate with them and draw increased interest to your company.

6. Shout about it

The British are renowned for their reserve. In marketing there’s no place for it, so if you’ve done something, launched a new product or won an award, shout about it as loudly as you can.

7. Tease a bit

If you’ve brought out a new product/service, just give a few tempting details and your web link. That will drive more traffic to your website, pushing them into taking action.

8. Be active

The words you use in your press release are very important. Keep your voice active and use strong verbs. Be economical too with your words – every one must count. Your press release needs concise powerful copy.

So there you go. These 8 tips will help you create stronger press releases that really work. Next time you have something to shout about, make sure you issue a press release. Your company is great – make sure everyone else knows that too.