Press Release Tips

By Melody Campbell

The two things you MUST do before you post your press release online

First, before you write your first press release - you must make sure you have a way to capture your visitors name and email address at your website. You will lose momentum if you bring lots of traffic with your press release or other publicity without preparing to capture the traffic for further conversation.

You need to offer some information of value in exchange for your website visitor‘s name and email address. Offer a report, white paper, a “cheat sheet” or previously recorded audio that delivers a portion of the information your customer or website visitor has come to your website to discover.

Second, many experts also recommend that you create specific landing pages where visitors will "land" as they click through from your press release to your website. Let's say your press release is announcing a new product, the link in your press release should take the traffic from the press release directly to a landing page regarding the new product, rather than the home page of your website. You don't want to make the site visitor that discovered your press release have to search your website for the new product being announced.

The Three Questions you must ask yourself when you write your news release.

1. Who is my target audience for this press release?

Don't write to "everybody." Write your press release to a specific segment of your market. Understanding your key words and key word phrases and who is searching will help you understand the audience for your press release.

2. What is it that I want to promote in THIS press release?

Don't make your message too broad. Your primary news should be about "a product," "a service" or "an event." Secondary and a smaller part of your message should be about your company.

3. What do I want these people to do? (this is your call to action)

This is NOT a sales pitch, but you should lead your customer to a natural next step if the message captured their attention. Your call to action should be a link back to a landing page relevant to the message of that press release. If you're promoting a particular product or service don't just send your reader back to you home page where they need to search for the product or service in your press release.

Finally, here are 5 very important tips for creating your powerful online press release:

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