Written by Pat Wootton, PromptProofing.com
Last week, we mentioned the importance of getting readers to actively read your release, to engage with it and, hopefully, take action as a result.
Last week, we mentioned the importance of getting readers to actively read your release, to engage with it and, hopefully, take action as a result. We mentioned that the headline and opening sentence clearly need to be attention grabbers. Now read on for further tips on optimizing your press release.
Add a photo. Photos are a major plus. If a picture is worth 1000 words, then let it speak! Many people are predominantly visual and an interesting photo will draw them in, at the very least it may make them read the rest of the release. Some press release distributors place a word limit on the releases they publish; even if they don't, exceeding 400 words is generally counterproductive - attention spans are short! So - if a picture will tell part of your story for you - let it!
Following on from that, length is always something to bear in mind; experience has shown us that 250-350 words is the optimal length. Overlong releases, with large amounts of detail, are likely to turn your reader's attention off before they even start. Also, some major press release distributors do charge for releases that exceed their word limit. Be concise!
Your press release needs to be well written. Poorly-written releases are not only frustrating and irritating to read, they can be very difficult to follow. Points should be organized into paragraphs and, naturally, grammar and punctuation should be correct. Bullet points can help to display information concisely but need to be accompanied with text. If you are writing in a language that is not your native language, consider having a professional write your release.
Last but not least, keywords. Most people want search engine optimization (SEO) from their release. The trick, when deciding which keywords to link to your site, is to ask yourself what words or phrases people are likely to search for in Google that would take them to your site. These are the phrases that you should link in your release. A word of caution; don't overdo the linked keywords - four to six links are reasonable. If possible, include links to different pages of your website as this avoids the possibility of your release being flagged for spamming.
If you want Prompt Proofing to write a search engine optimized press release for you, contact us here.
Check back next Friday for another Prompt Proofing blog post!