Press Release Tip 12
Include a call to action in your press releases
The fifth part of a press release, which I’ve highlighted in blue, is the call to action which you can see here, within the body copy.
I’ve devoted an entire lesson to this topic because it’s so important. This is where you lead readers by the hand and tell them exactly what you want them to do.
Do you want them to click on a link to visit your website? Or click on a link that takes them to an order page? Or click on a link that leads them to a sign-up page at your website where they can read a free special report or download an ebook, in exchange for their email address? Or make a donation? Or buy tickets to an event? Or call their congressman?
I can’t think of a good reason why you wouldn’t include a call to action in every press release you write.
The call to action doesn’t necessarily have to “ask for the order” like I did. You can offer free information just to get people into your sales funnel and give them time to know, like and trust you before they buy. Then, at some point along the way, you can ask for the order.
But if you’re leading readers to your website, give them a good reason to visit. Don’t just say “Visit our website at…” Mention the benefits of visiting. “Visit our website where you can find more than 23 free tips on how to make spring cleaning easier…” Then link to the page of tips.
Opportunity #12 to write a press release: A contest you’re sponsoring
People love contests, particularly if the winner gets a great prize. You can sponsor a contest in your bricks-and-mortar store. Or at your website. An author sponsored a contest when she discovered that her book was missing a page. When announcing the contest, she asked readers to write the missing page. Isn’t that clever? You can write and distribute a press release when you announce your contest, and then again to announce the winners.
Want ideas for contests? Check out “Special Report #18: Clever Contests That Will Tempt Reporters to Call” (only $7). It explains how contests can help in your branding campaign, ideas that generated national publicity, why silly contests are sometimes the best, how to tie contests into new products and services, why holidays are great times for contests, why you should make contests an annual event, and how to publicize the winners.
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Next: Write a boilerplate paragraph in longer press releases.