Press Release Tip 11
Write the body copy and include links
The fourth part of a press release, which I’ve highlighted in gray, is the body copy and you can see it here. It includes links and might constitute up to 90 percent of your entire press release, depending on how many words you’ve written.
Notice that in my sample, I’ve included a quote fairly high in the release. Avoid quotes that explain how “happy,” or “excited” or “proud” you are about whatever you’re writing about. Those quotes sound contrived. Make it sound natural, like something you would actually say. Not sure? Read it out loud.
In Module 6, you’ll learn more about how to keep information in the body of the press release organized and easy to read, and how to write the release so that it encourages people to stay in touch with you and eventually buy from you. This is where you include not only key facts about products and services, but benefits.
In Module 11, you’ll learn about links and why Google changed its rules regarding links several years ago.
Notice that at the end of my press release, I included “###”. That’s the symbol that means “the end.” I did this because if someone prints your press release, and there’s nothing at the bottom, they won’t be left wondering if the release continues onto another page that perhaps didn’t come out of the printer.
If you learned PR back in the 1970s and 1980s, you might have been taught to put “30” at the end of your press release. It’s an old typesetter’s mark that signified the end of the story. That’s another old rule that’s obsolete. “###” is far better.
Twenty years ago, we were told to limit press releases to only a page because journalists were too busy to read more than that. Today, however, we can write press releases of up to 800 words or more because most people who will find them online won’t be busy journalists. They’ll be consumers, and they’ll be curious about how our products and services can help solve their problems.
Opportunity #11 to write a press release: Your birthday or company’s birthday
Way back when, you’d almost never send a press release announcing your birthday. But now that we’re writing press releases to attract the attention of anyone, I can think of lots of reasons to let them know about such a momentous occasion.
Why not tell them you’re giving them a free gift in honor of your birthday? It can be an ebook, special report or podcast at your website.
Or, you can sponsor a fun contest that ties into your birthday. You’ll read more about contests next.
Special reports are great give-aways. They’re usually written on very narrow topics, and include in-depth information. I like to say mine are on “topics an inch wide, with content a mile deep.”
If you don’t want to give them away, sell them. I received so many emails from Publicity Hounds asking me how I’ve written my 52 special reports that I finally wrote “Special Report #20–How to Write & Market Profitable Special Reports.” You can get it for only $7 and be well on your way to writing a juicy give-away your audience will love, or a profitable infoproduct. Or grab my entire Value Pack of 52 special reports for only $97, a savings of $247. See the entire list of titles and order here.
Next: Use a call to action.