Some people equate a press release to a bland announcement, some people think it is a communication meant to hype up things, some consider it as a mere formality - well, who says some people can't be wrong all the time! A press release can boost traffic, create quality backlinks, generate customers and even engineer tie-ups - provided it is done the right way, and here's how it should be done:

The Basics of Writing an Effective Press Release

1. A press release is not a sales letter; it is an announcement about the launch of a new product or service. If there is no announcement to make, then you must consider pushing back your press release to a later date when you have something concrete to announce.

2. Hype in press releases is a no-no. A good press release gives the facts about the new product or service, nothing more. Avoid flowery language when writing a press release.

3. The headline of the press release must hook the reader and compel him to read the main content. There must be an element of intense drama in the first paragraph, and from the second paragraph onwards the press release must answer the what, why, when, where and who of the core matter.

4. Content in a press release must always be newsworthy. It may be picked up the national media services and become part of a bigger story, so you need to write it like it is going to a large newspaper.

5. The press release should be informative and interesting. While you can focus on your product or service, it should be part of an overall newsworthy content and not an advertisement for a specific product. When looking at your final output, try to think of how it will be interpreted by the reader.

6. Avoid all cliched statements.

7. Stale headlines should be avoided. An example of a stale includes, "New Website Offers 10% Off". This is no specific, doesn't describe what the 10% off of what and has no benefits for reading any further. It has also been overused in advertising.

8. Add testimonials where possible. A press release is factual about a product or service, and with back up, it increases in credibility.

9. Press releases are known for being factual, devoid of fluff and without any exaggeration. Keep the adjectives to a minimum when writing and state facts.

10. Utilize dynamic, upbeat language and avoid slang. Press releases are written in an active voice.

11. Don't make your press release too verbose, just KISS (Keep It Simple & Savvy).

12. Avoid overusing uppercase letters and follow basic rules of grammar.

13. Summarize your press release in one paragraph, because all websites that publish press releases ask for a summary.

14. Write a strong resource box that talks about your services and website with a link back to an interesting article on your website.

These were some guidelines for writing a good press release. Follow them, and you'll come up with a cracker that will get you hits, publicity and therefore more sales. Good luck!

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