If you want to start marketing effectively, you need a good press release. Whether you’re a freelance writer who wants to sell them, or a business person who wants to buy them, I’m going to show you how to write the perfect press release!

But before I tell you these amazing tips, let me remind you that you can easily hire me to write you an outstanding press release – guaranteed to pass submission!

But enough of the shameless self-promotion, let’s get on with some tips!

What is a Press Release?

A press release is a short, unbiased announcement of a new event, business, or product. Press releases are sent to media publishers by the company that they describe.

Now, about ten years ago, press releases could span multiple pages. However, in the age of the internet, a great press release need only be 150-350 words! Great news for those of you who don’t like to stretch things out.

Press releases include the following information:

• Company Contact Information
• Details about the new product, business, or event.
• How the news will benefit other people.

Now that you know what it includes, let’s break down the process step-by-step.

How to Write an Incredible Press Release

So, how do you write a press release that gets people begging to come to your site, or that gets you featured in major media outlets? Well, it all comes down to two main essentials:

• A “killer” title that grabs attention
• Unbiased, beneficial, and informative information

Let’s take a look at these ideas one at a time.

How to Write the Perfect Press Release Title

The title of a press release is the most important element. Even if your information isn’t all that fantastic, a great title will get your press release noticed. So, how do you write a great title?

First, you want to grab the reader’s attention. Make your company, product, or event seem like it is the new cure for cancer. Here are some examples of attention grabbing titles:

• Secrets of Online Businesses Revealed!
• Magical Technique for Hair Growth Discovered!
• Radical New Theme Park Idea Proposed!

Notice how these titles are exclamatory (include exclamation points). While your press release doesn’t always have to soud fast and exciting, using an exclamation point is the oldest trick in the book for making a sentence stand out.

Secondly, you want to outline the benefits that the reader will get from your company, business, or product. This can be subtly included in one or two words. For example, take a look at the following title:

• Profitable Secrets of Online Businesses Revealed!

From just that one word, profitable, you’re probably thinking about how this news story will help you make more money online. Adding simple “buzz words” to your titles will increase the effectiveness of your news story.

The last step is optional. If your press release comes from an unexpected place, or if you want to generate regional traffic, you should add the location of the company, event, or product somewhere in the title.

Let’s take a look at some completed press release titles:

• Profitable Secrets of Online Businesses Revealed by Florida Blogger!

I have to be honest – the last title was used in an actual press release for one of my clients.

How to Write Your Press Release Copy

Warning: writing the press release copy is where most people fail when it comes to creating the perfect press release.  I want to make this as clear as possible: your press release should not sound like a sales page.

As harsh as it may seem, the release copy needs to be completely and utterly unbiased. Remember, the title should be biased as hell. The copy should not. Nevertheless, you do want your copy to reflect the advantages of your new business or product, and any deals that you have running. So, how do you do this?

Imagine that you find your company completely and utterly boring. You couldn’t care less about the $39.99 Ipod sale that Apple has going, or about the 50% off for the first 500 customers offer from Lincoln-Mercury. Let me give you an example of unbiased but informative copy:

Charlotte, North Carolina – September 15, 2009 -The new writing blog, Writer Seven, launched this summer with the goal of improving content online through leading by example. Run by Corey Freeman, a 17-year-old freelance writer, the blog has been steadily updating for three months with no indication of stopping.

Writer Seven frequently covers topics concerning freelance writing and adding personal style to online article writing and blogging. Freeman stated that the blog would begin covering more diverse topics as the 2009-2010 school year progressed.

“It’s a really exciting time. Clients are coming in for my business and my friends and colleagues are motivating me more and more to turn the blog into a great success,” said Corey Freeman,  the website owner.

The blog has been well-received by the public and is introducing a new design in late September. Freeman noted that a contest was in the works for the re-launching.

Notice how I didn’t mention anything about how amazing (I think) my content is. Nor did I include any of the “slippery words” that usually make people want to buy products and visit websites. The only biased part of the article was the direct quotation. That’s how bland your press release should be – just like a short newspaper article.

That being said, you should always include a personal quote to add enthusiasm and personality to your release copy. The quote is your chance to really sell people on your information, and make yourself stand out. The quote adds personality. The quote adds style. The quote is you.

Once you have your information copy written out, you can go back and change some phrases to add a slight hint of persionality and persuasion. Modify one or two keywords after you’ve written the copy.

Here is another example of an actual client press release:

Atlanta, Georgia – September 14, 2009 – Michael Kovich of Atlanta, Georgia recently began exposing the secret techniques of running an online business on his new blog, RunningOnlineBusiness.com. The blog, which covers everything from personal development to interviews with top online entrepreneurs, is dedicated to exploring effective and little-known ways of generating steady online income.

RunningOnlineBusiness.com provides high quality and in-depth information about online business topics which are rarely encountered on other websites. Providing articles on both adult affiliate marketing and profiting from blackhat techniques, RunningOnlineBusiness.com aims to be the new contender in the make money online market by revealing untold methods for profiting greatly from online ventures.

“Well, basically I’m hoping to be able to publish resources that will help the average person find success online,” says founder Michael Kovich of Atlanta, Georgia. Michael is an enthusiastic and dedicated businessman who’s aiming to share his knowledge of the online world with the average citizen.

RunningOnlineBusiness.com, started in August of 2009, is looking to become a great and informative blog that allows people to learn about running and maintaining an online business and how to make money online.

You’ll notice that this copy was slightly more persuasive than the other sample, however, it does not sound like a sales page. This is the key to writing a fantastic press release.

Finally, you have to format it correctly. Read below to find resources that will help you with that step.

Bonus: Free Writing Ebooks

You read that correctly! I’m going to give you guys two fantastic and free writing ebooks that will help you shape the perfect press release for your business! Let me tell you what they are:

Obvious Writing Secrets by Courtney Houde

This ebook is practically a Cthulusend and should be read by anybody looking to write something persuasive. However, this ebook comes into play with incredible formulas for catchy titles that will get your press releases noticed.

Download Obvious Writing Secrets

Press Releases Made Easy (2008 Update) from ProBusinessWriter

This fantastic ebook by Jennifer Mattern teaches you more information about the history of press releases, choosing a distribution model, and determining high-performing stories. Chocked full of press release writing resources, this free ebook is a must.

Download Press Releases Made Easy

What Do You Think?

What do you think is required for a good press release? Have you ever written a press release? Share your thoughts and opinions below!