As a team who deal with online press release on a daily basis we know that it can be quite frustrating if you are sending out lots of press releases and getting no bites in return. But why could this be? Lets take a look at some of the most common mistakes:
SEO is really important when it comes to press releases, as you want your wonderfully crafted content to be found online. However, it needs to be done right. Optimising your press release is a fantastic way to ensure the search engines crawl it so it can be found online and you may also gain some great back-links as well if you are lucky. However, optimising your press release does not mean cramming it so full of keywords that it makes no sense whatsoever. Your content should always add value to your audience and answer a problem for them, without whacking them around the face with the keyword you are targeting. No-one wants to read a press release with the headline: ' A Cambridge Bag Company Launches a new website about Cambridge Bags and Cambridge Bag Repair!'
We've all seen those adverts and read those articles where it is really obvious that they are trying to sell you something – think of the 'you buy one you get one free' commercial of recent years. But a press release is not an advert it is a news release. So, don't write it from the point of view of trying to sell someone something, write it as an informative factual piece that informs and entertains.
Quantity not Quality
Unfortunately, one of the downsides of the popularity of pr software solutions is that everyone can clearly see the benefits of press releases and so some companies have started churning out hundreds of them and the focus on quality has gone out of the window. Sending out lots of poorly-written, keyword stuffed, non-newsworthy press releases is almost as bad as sending out none at all! So, stop focusing on quantity and focus on quality instead.
We are all time poor these days, and most journalist will admit they don’t have time to read all of the press releases they get sent. So, it is vital that people can get the gist of your press release within the first paragraph. Don't waffle on for pages thinking that people will carry on reading, start off with the most important information (who, what, where, why and when) and then carry on by filling in the rest of the details.
Nobody wants to read an article that is so stuffed full of jargon that they have no idea what it is actually about. Bear in mind that the blogger, influencer, or journalist who claps eyes on your release may not be au fait with your industry and so you need to make things as easy for them to understand as possible.
Let's be honest, nobody really cares whether you have a new blog post or have updated your website recently, so you need to find a different angle if this is the only news you have to tell people. Focus on a unique function of your website that provides some benefit that people may be interested in and then write your headline focused around this benefit. Again, don't forget to not make it too salesy as people will think it is a cheap advert rather than a newsworthy press release.
Nobody should be sending out a release that they haven't checked for spelling and grammar – especially when there are some great online tools such as Grammarly. Editors and online journalists won't give you the time of day if your release is full of badly spelt words and other mistakes. Once you have written the release, set it to one side for a day or two and then come back to it with fresh eyes – it will be all the better for it.
If you want to find out more about our online press release UK service, and how we can help you make the right impression on your audience, please get in touch today. You can call us on 02087 260914, email us at email@example.com or by filling in our contact form online.