I see it almost every day. People who want to generate a press frenzy, but go about it in just opposite way that they should.

There are some definite strategies you need to use when writing a press release that gets results. There are also some long-standing, proven ways to completely and totally ruin your release. In an effort to help you get what you want out of your next press campaign, I’d like to share top three “bombs” with you.

Step One - Ignore Your Target Audience

Just as with advertising copywriting, you have to understand who you’re writing to and what those people want. When you write a press release, you’re not targeting end user… you’re targeting journalists.

While your potential customers may respond to claims that you’re best, that your product or service is going to make them happier, healthier, richer or more beautiful… reporters will definitely not!

Journalists are fact-oriented people. Their job is to give a well-rounded view of anything they write about… new scientific developments, latest upheaval in Middle East, or your product or service. In order to appeal to journalists, you’ll have to give them facts and allow them to make up their own minds. Anything less will be a huge turn-off that will cost you any type of publicity from reporter’s publication.

Step Two - Write Your Press Release Like an Advertisement

This step - if done properly - can ruin your press release all by itself. There is nothing more annoying to journalists than receiving a hype-filled sheet labeled “Press Release.”

I complete this exercise even when I think I'm sure that I have it done. The mind plays some funky games, by redoing this exercise, my thoughts zone into what I'm working on, and my mind becomes razor sharp.

In other words, if I am writing marketing copy and I do this every day for many different projects, even though I did exercise yesterday for same project, I repeat it without looking at previous version. Almost every time something new emerges that surprises ding-dongs out of me. This works on principle that when you dump it on a page, your mind becomes free to allow what is underneath to rise to top.

By Hand Method

On a new sheet of paper, draw a vertical line down center into two columns. Title left column "Features" and right"Benefits."

Let’s first start by listing features. Leave Benefits for after you dumped as far as you can at this sitting. Features are adjectives that describe product or service.

Here is a few questions that will help speed your progress: * What does it look like? * What does it do? * How does it help? * What unique advantage does it offer?

How is it different from other products/services?

Your goal is to list at least 10 features.