I am a firm believer in sending out press releases every time you have something worthwhile to say about your company, product or service. Having said that, I would advise you to spend some time on your press release before you press the send button. Here is my list of what not to do in a press release:
- Not knowing enough about your subject matter:Talk to your product development or sales team and try to understand what the product is about and how it will help people. If you just release specs., it doesn’t have much of an impact. People want to know what you are selling and how it can help them.
- Not doing keyword research:If you send out a press release without putting yourself in the customers shoes, you will not be able to structure your information in a SEO friendly way. That means, it won’t show up well in searches and you will lose out on
traffic. After all, the objective is to draw traffic to your site.
- Making Unsubstantiated claims:Don’t make claims that cannot be substantiated. Nobody likes to be lied to or misled.
- Don’t disparage competition:Politicians do negative campaigning and look at the result – everybody is turned off by politicians. Extol your virtues without disparaging your competition.
- Avoid writing a bland headline:’ACME widgets announces new widget model D2-X’ will generate less of an interest than ‘New widget cuts assembly time by 15% making employees more productive’. Good copy is a must for press releases just as it is a must for
your website and other marketing publications.
Avoid these mistakes, spend some time on your press releases and keep them coming. Press Releases are an invaluable resource for generating free traffic and building link juice for your website.
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