Though one of the core reasons I started pressDOOH was to write press releases and related material for client, it’s actually developed into only a small part of my company’s activity. But when I do produce press material, I operate with one key objective – drawing people into the story.
And this IS storytelling.
If your company is just putting out a release because it’s some sort of legal requirement or ego-stroke, then fine, stop reading advice pieces and do whatever you want.
But if you actually want people to read what you have to say, write you press releases in a way that makes people want to keep on reading.
The biggest thing you need to do, in writing effective releases, is reinforce just about immediately why people should care. If your leading paragraph is a word salad of conjoined phrases about new and leading and game-changing and taking something to the next level (by the way, YUCK!), your readers are already mentally checking out.
Your leading paragraph should be about how this product or service will lower costs, make things easier, do something better, or be available to see for the first time somewhere. Tell readers why they should care, and give them a reason to keep on reading. The goal is to pull them through the entire release, and if readers are bored halfway through the first paragraph, seeing them get to the end is just wishful thinking.
You also need to put your message and pitch in context whenever that’s possible.
It is one thing to throw some technical jargon at people about gear that does a particular thing better. That’s a start. But it is SO much more powerful to tell readers that for the work that they do, this will reduce costs in half and triple the delivery speed. Don’t make people figure that out themselves. Tell them!
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