3 Tips for a More Concise Press Release

Most people know the basics of a good press release: keep it short, get to the point, and edit it thoroughly.

But the actual execution is much more difficult than it sounds. Here are 3 tips for more concise, powerful press releases.

1. Write out your dream news story headlines.

Forget about all the details of your pitch. Instead, try to imagine what kinds of stories might be written about your company.

  • “Local Ice Cream Shop Turns Chocolate Into Hope.”
  • “New Software Company Creates ‘Tool of the Century.'”
  • “Lemonade Stand Disrupts the Industry.”

By focusing on your end-goal, you can make better decisions about what information is critical, and what bits you can cut out.

2. Remove every opinion.

Editors don’t want to read you bragging about your product, and writers don’t want to regurgitate your thoughts.

More importantly, opinions are essentially “fluff.” If you increased sales by 42% in the last year, it’s not necessary to say that this is a significant event.

Let the writers come to their own conclusions.

Here’s an example paragraph with the opinions removed.

Company XYZ has generated 42% more sales this year, an amazing turnaround that has industry leaders excited. Over 23 million new customers have started using Product X, and we think this is a sign that lemonade stands are the future.

 

3. Pretend you don’t care.

We naturally pour our hearts into our own businesses, but that passion can often work against you.

Remember that the strangers reading your press release simply don’t share your inherent love for your company. Imagine you’re someone who simply doesn’t care about your business or the news, and try to write the press release in such a way that it’s not difficult to read.

Want a pro to write your next press release?

Simply fill out the contact form below, and we’ll help you spruce up and cut down that old press release (or start from scratch).

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Press Release vs Blog Post (Simple Checklists Included)

At Two Potatoes, we offer two services:

  • SEO press releases with free distribution.
  • Blog posts with guaranteed traffic generation.

Both can be highly effective for creating new customers and growing your business, but they each have unique benefits and purposes.

Here are two checklists you can use to determine whether you need a press release or a series of blog posts. (Note that you don’t need to check off every item on either list, but answering “yes” to just a few is a good sign that you need that particular service.)

The Press Release Checklist:

  • Do you have an event coming up that requires a lot of attendants?
  • Is your product groundbreaking, something no one’s seen before?
  • Will your product or service completely change the way people live their lives?
  • Will someone who is not already a customer be interested in your news?
  • Can you imagine at least 3 completely different stories about your product?

The Blog Post Checklist:

  • Do you have useful information that your customers would want to learn about?
  • Do you want to generate more traffic to your website for less than $100 a month?
  • Is your information going to be meaningful for years to come?
  • Do you need a consistent flow of new customers over a long period of time?
  • Is your product expensive, and requires a lot of convincing and trust-building to sell?

If you have any questions about either of our services, simply tell us about your business, and we’ll make an honest, free, no-obligation recommendation.

[Case Study] Getting Featured on Websites with Over 250,000 Viewers

Getting your business featured on a website with over a quarter of a million daily visits can be pretty exciting.

It still makes me smile, and I’ve been doing this for years!

But the trick to this kind of publicity is actually surprisingly simple. Today, I’m going to tell you how we managed this feat just last week.

1. Use a clean, straightforward press release.

Making an explosive press release may seem like a good idea, but editors don’t have time to read between the lines and dig deep for the story.

So when our client sent us his book, we kept it simple. A short, well worded press release was all it took to convey the message.

And it worked.

2. Take the time to email people personally.

Sending out your press release to every possible email address might seem like a good idea, but personalized communication still works best.

After all, no writer on Earth is going to get angry when you compliment them for the great article they wrote last week–so if that article is related to your press release, mention it!

Simply affirming their good work can be all it takes to build a lasting relationship that develops new stories for you and your business.

Just make sure you’re being honest and personal. Saying “your article last week was great,” isn’t going to fool anyone.

3. Mass distribution is ineffective (on its own).

I hate mass distribution for press releases–or at least how people use them.

You can’t simply post a press release on a few hundred websites and expect people to care.

But by using mass distribution in addition to your personalized messages, you can add credence to your press release.

It also boosts your SEO efforts, which is huge in the internet age.

4. Don’t be afraid to follow up.

Sending a followup email can seem bothersome, but there are ways to do this without becoming a nuisance.

Just make sure that when you follow up, you don’t repeat yourself.

Instead, here’s what you should do:

  • Offer a new angle for the story.
  • Create more value by offering something new.

By suggesting new spins on the story, you make the writer’s job easier–and who doesn’t love that?

Plus, you can create more value by offering a discount on your product or sending a free sample to the publication you’re targeting.

These 4 simple steps have got our clients on some pretty popular websites, and they can work for you, too!

The Real Purpose of a Press Release [Hint: It Has Nothing to Do with Your Company]

When people write a press release, they usually make one subtle mistake–a mistake that ruins their chances of success before they ever send the press release out.

They think the purpose of the press release is to spread the word about a business.

Of course, that’s the ultimate goal: to get coverage. But the real purpose, at least for the editor who reads it, has nothing to do with your company.

The real purpose is to make life easier for the editors and writers you contact.

Editors look at hundreds of press releases every single day.

Just let that sink in for a minute. Imagine reading 200 press release headlines every day. It takes hours and hours to go through all of them, and the most an editor can hope for is that a few of them make for an interesting story.

If it’s not instantly clear how the writers could drum up a story with your press release, the editor will most likely pass on it.

But if you can create a press release that presents a clear, interesting story right off the bat, then you make life easier for the editor.

And that’s how you get coverage for your business.