The body of release follows. Double space, allowing an editor to easily make corrections between lines. Leave room around margins, too. Make it look easy to read, even if it isn't. Use short, descriptive sentences without fluff or excess verbiage. Use a pyramid style of writing - most important parts in first paragraph or two - because editors know to cut from bottom.

Terse, concise writing just like a reporter from a newspaper would write works best. Holy smokes! Did I just say "just like a reporter from a newspaper would write"? What an idea!

How's this: suppose you aren't a strong writer, or you're too busy with other activities to write your own release. What do you do? Call local newspaper and ask to speak with a reporter. Now, I don't know about your area, but newspaper reporters here in Philadelphia don't usually make all money they'd like. When you get a reporter on phone, ask if they know of any reporters who'd like an additional easy writing assignment and would consider writing a press release - for pay. Chances are better than good that same reporter you're speaking with will go for chance at easy money. If not, they'll recommend an associate on staff.

Go over your product information with reporter, and add enough of a benefit summary so they can write a quality release. Ask them to recommend several different angles and what they think their very best pitch would be. Then ask what their hourly rate is (usually about $20/$30 hour). Your release should take about two to three hours of writing time, if that - and should cost around $60, at worst $90.

Now for best part. Your reporter can submit your release to editor for you. Think about it. The paper's own reporter writes a press release - in newspaper's exact style of writing - and then hands it to editor with his own personal recommendation. Nice package.

So without writing a stitch, you get release written then handed over to editor on a silver platter by a trusted staff member. Your chances of getting it published are you guessed it. When it's printed, you just received $1,000 worth of advertising for $60. As promised.

Many people in your industry fully appreciate how well you do what you do.

They may feel you offer better expertise in some areas.

Competitors can also get over-worked and need to refer customers to you to give themselves time to catch up.

Several top business writers frequently send jobs to me. They know I have a staff of top-notch writers who can get job done quickly. The competitor looks good to their customer AND has time to work on other projects.