Tag Archives: press releases

How to Write Press Releases to Attract New Customers

“Why didn’t my sales increase after my  front page article?’

A client asked this question. And it was a good one.

My response was this: Keep two things in mind about any press release. That release must be a part of an ongoing PR and marketing strategy. And, to increase sales, it must be written in a way that highlights product benefits and prompts prospects to take action.

Why doesn’t one release increase sales?

A few years back, a prospect would recall your marketing message after viewing it in print three times. Today, because we have become media saturated,  that same prospect must view your message seven times. Developing an ongoing PR and marketing strategy  has become essential.

Not only must your press release  produce an article that sends a marketing message, it must also include a call to action. In this client’s case, the article focused on the history of the business. The release included no marketing message, no call to action.

What to include in a release

If you want your press releases to increase sales, here’s how:

  • Write the release about the benefits of the product or service.
  • Use your headline to highlight the benefit.
  • Include a call for action.
  • Place additional information about the business at the end  of the release.

Let’s try it. Compare the following headlines.  Which set, 1 or 2, highlights benefits of the products?

Set 1

  • XYZ company announces new one-hour computer service
  • Red Apple Wellness sponsors free nutrition seminar
  • Nonprofit webinar series features three nature artists

Set 2

  • Your computer back in an hour: XYZ manager
  • Free wellness seminar: Boost your energy by 50%
  • Artists’ webinars teach homeowners to bring outdoors in

Set 2  headlines highlight product benefits.  They offer value.

Set 1 headlines inform readers that the company  is taking some action.

What is ‘A Call to Action?’

You want your prospects to do something–you want to convert them to customers. Prompt them to call you, come in to your shop, clip a coupon.  Tell them that in the release. Include a phone number or an online link.

For example, a computer repair company could include a link to a coupon for a free laptop diagnosis. Or they could include a phone number  to schedule a free diagnostic appointment.

Understand what you want your press releases to do

Know what you are trying to accomplish with your releases, and you will create the best content.  Are you trying to boost sales?   Change your company image?  Drive customers to an online site? Review your goals, then write your release accordingly.

 It’s easier than you think

Sending out one strategized, well-written release per month to targeted media is an achievable goal.  And,information  you send out in one release can be used across multiple platforms: Facebook, LinkedIn, Blogs.  In this manner, you can simplify your strategy and keep your name in front of prospective buyers. Here’s how one client achieved that goal.

Which releases increased your sales? Leave a comment.

Press Releases: Use your content again and again . . .

Consider using your press releases content over time as part of an ongoing strategy:

  • in an email marketing blast,
  •  on a website press page,
  •  as a post to your FB page,
  • if they aren’t time sensitive, by distributing them periodically to other prospective press sites as you find them,
  •  by giving or emailing them to new prospects.
  • The  content can also be rewritten as a downloadable report that can be accessed from your website as a sales tool or to expand your mailing list.

For example, I recently wrote a press release for a muralist. Some of the content referred to scientific reports and studies.  This  content can easily be rewritten as follows:  ‘Bringing the Outside In – Using a Mural to Open Up a Small Room,’ or ‘Bringing the Outside In –  Using a Mural to Feel Less Stressed.’  This report download can be available free on her site or available to readers  if they add themselves to her mailing list.

When readers download the information, her logo and contact information make the rounds on the internet with it. This results in additional leads and higher visibility for her. It’s  free PR. If this content is well written, it will encourage the press to  contact her for future articles when they need an expert on the topics in these reports.