Writing a press release may be, at first a very daunting task. A well written press release can give you exposure like you have never seen before. Depending on how and where you distribute your press release, you may receive exposure on radio, television or even front page of The New York Times! At 24-7pressrelease.com, our goal is to provide as much information to public on writing an effective press release. Content is Key We cannot stress enough importance of a well written press release.

When you write your press release, keep your target audience in mind. At same time, keep in mind that part of your audience will be an editor, reporter or journalist. This is important as these are individuals that will publish your story if it is interesting. This will give you extra arm of exposure that everyone hopes for.

Ensure that first paragraph of your press release answers important questions such as Who, What, When Where and Why. You have one sentence not to loose editor/journalist.

It is important that content within your press release is accurate, easily readable and to point. A well written press release does not need to be a novel. Remember point of a press release is to entice reader or journalist to contact you for further information. You do not need to tell your Companies entire life history. In fact, shorter press releases (usually between 175 – 300 words) tend to receive more exposure, if written well. Why? Because many trade publication journalists may be looking for a short informative piece to fill a spot within a column of a magazine, newspaper or web site. Have you ever seen short snip-its within side of a magazine, or down side of page on a web site. Guess where information comes from.

A carefully written and informative press release will be sure to capture eyes of journalists. Make sure you take your time, and edit your release carefully.

Do Not Embellish or Exaggerate Your Press Release Grammar As we already know a well written press release, with perfect timing will give you exposure everyone is looking for.

Now that you have written your press release, had it submitted for distribution and are receiving phone calls and emails about it, you will no doubt have some questions to be answered. If your press release is written with embellishments, you will lose credibility very quickly. You should be aware, that this loss of credibility will also carry over to future press releases. Journalists will remember a source. They will remember a name. They will remember a web site. If you leave a bad taste in their mouth, they will remember this experience. What does this mean? It means next time you submit a press release it will likely not be looked at if seen by same journalist/editor. They will remember you you’re your Company as someone that will embellish a story. Do not embellish or exaggerate your press release.

Make sure if you are using facts and figures to enhance your press release that you provide sources of these numbers where you can. The reason for this is simple. It adds credibility. If you publish figures or information that appears “to good to be true”, even though information is accurate, your story may not get picked up. Again, although completely innocent, this may appear stretching truth which also leaves possibility of future releases being overlooked.

If information is true, and you cannot back it up, if possible go conservative and inform them when they contact you. This may not always be possible, but remember, you do not want to turn a journalist/editor off.

Grammar Make sure that your press release has been read, edited and re-read before submission. A poorly written press release will be a fast turn off for any journalist or editor. A poorly written press release will also be a negative reflection for any Company.

By double checking your release, you will hopefully catch any grammatical errors. Although some of best writers will occasionally miss grammatical errors or typos, by making sure you read, edit and re-read your press release, you drastically reduce chance for error.

Print your press release. By printing your press release and reading a paper copy, you are more likely to catch any errors. This works great for press releases that may be a little on longer side.

Have a co-worker or friend review your press release. Sometimes another set of eyes may catch an error. Although you may have read and re-read your work, sometimes when you are extremely focused, you may tune an error out.

It’s a no-brainer.

Once I tell you what it is you’re probably going to say, “Oh that? I already knew that.”

But if you own a small business and are doing this I can tell you right now you’re an exception. “If this is such an easy and profitable small business direct marketing tip why isn’t everyone using it?”

That’s a good question. I don’t know. Maybe most small business owners think it’s too much of a hassle?

Not so.

It doesn’t take much time. Costs little. You could even pay a high school geek to do computer stuff for you if you don’t feel like messing with it. The financial rewards can be huge... if you do it right. But this seems to be a small business direct marketing tip most people are happy to ignore.

So what’s big tip?

Simple.

Every time you do business with a new customer ask them if they’d like to sign up for your free “e-mail alert.” Tell them you periodically offer specials and discounts for customers and ask them if they’d like to be included on your list so they can know when you have them. Many customers will gladly sign up.

Then … use your list.

Offer your customers something…

… specific … … limited … … and of value to them as well as yourself.

Let’s pretend... just for discussion’s sake... you’re owner of Little Town Diner in Smallville.

You’d place a little E-mail address sign-up book right next to cash register. Include spaces on each page for customers to write-in both their name and a Email address. Have cashier invite customers to sign it.

Build up your list of names. It’s valuable.

Suppose every Wednesday is a slow day at diner. On Wednesday mornings you start sending out an Email like this one to your list.

**********

Hi (Customer’s Name),

Pat here… from Little Town Diner. How’d you like for me to do cooking tonight? I just got a HUGE shipment of chicken breasts in today and I’ve got to move these babies out!

So I’m running a SPECIAL today…

Pat’s 2 for 1 Special (today only- - eat in or take out)

2 juicy, tender barbecued chicken breasts... 2 baked potatoes or French fries on side... 2 servings of string beans or cole slaw...AND...2 slices from any of our delicious pies-of-the-day (your choice).

Don’t want to eat out? No problem.