Press Release Tip 42
Use a landing page
If you’re writing a press release and you want the reader to do only one thing as a result of reading your release, and not get distracted, lead them to a special landing page. It’s a stand-alone page at your website, created specifically for the purposes of a marketing or advertising campaign where a visitor “lands” when they have clicked on a link in your press release.
For example, I have a sign-up box for my free weekly publicity tips in the upper left corner of The Publicity Hound’s homepage.
Let’s say I’m going to write a press release promoting my free tips. Rather than include a link to the home page of my website where they might get distracted and click on a lot of other links and miss signing up, I send them to this landingpage which tells them what I’ll give them for free, and lists seven reasons why they should subscribe. If they do, I send them to a thank-you page which includes navigational links so they can look elsewhere on my website.
A landing page can also be a page where you’re selling something and you don’t want readers to be distracted.
Opportunity #42: Mergers and acquisitions
Mergers and acquisitions, which are worth a press release, aren’t only for big companies. Non-profits of all sizes, businesses of all sizes, and even government agencies merge or make acquisitions.
Next: You’ll start Module 7 and see a variety of “before” and “after” versions of press releases.