Powerful Writing:
Be First
Get your story to the media before your competitors. Keep in mind when writing your release that it is always best to be first.
Be Unique
Your press release must be unique in order to stand out from hundreds of others. Always look for the unique aspects about your business and write about these first. Ask yourself, "What will catch the readers' attention?"
Be Focused
In order to be successful you must have a clear focus before you start writing. What is the news and how can it benefit the reader and encourage them to take immediate action? The more focused and newsworthy releases are more likely to be published. A press release that contains a clear newsworthy focus or angle stands a much better chance of being read and picked up by the media.
Be Persistent
Sending just one press release is not very likely to bring you a large amount of publicity. You must approach the press with the concept of providing a solution to their readers problems. Let them know that you are the expert on this valuable information. Send that message repeatedly with different stories or news over a period of time and you will be successful.
Have a Strong Hook
The "hook" is the who, what, when, where, how, and why found in the first or opening paragraph. The hook must be a strong and concise summary of what your release is about. The hook is a critical element to your success. You must let the editor or reporter know why your news is important to their readers.
Have an Unforgettable Headline
It is essential that your headline be attention grabbing and unforgettable. The editor must know that what you have to say is important to their readers by reading the headline. Start your search for a good headline by reading headlines of news similar to yours found in newspapers and magazines.
Powerful headlines have the following characteristics:
- They arouse curiosity.
- They pull you into the story.
- They create emotional appeal.
- They make the reader stop what they’re doing to read more.
- They promise answers to a question or solutions to a problem.
- They promise to reveal a secret or hard to find information.
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