Writing Press Releases That CONVERT, Not Just Alert

Posted on 25. Apr, 2011 by Christine OKelly in Press Release Writing Tips

Though we’ve preached from the mountaintops that press release shouldn’t be a blatant used-car-salesman-variety sales pitch — with well-planned wording, you can CONVERT CUSTOMERS with a press release!

Now don’t even get me started on sales techniques… I used to be a sales trainer for one of the ‘Big 3′ auto insurance companies. Let me tell you, selling something unsexy like insurance that no one really WANTS and never WANTS to use will put you through the school of hard knocks in selling. But I love it. I could talk your ear about sales off at a cocktail party. But we’re not at a cocktail party — we’re at a blog post, so I’m going to stick with some simple, easy to implement ways that you can use sales techniques to turn readers into customers.

What’s In It For Me?

I wish I was kidding… but I’m not. I saw one tweet (remember, a good press release headline should read like a good tweet) yesterday that read:

“I’ve scheduled a webinar. Check out the details”

And then shortly thereafter:

“I’ve started a webinar at [link] Log on now!”

Now, the reason I even saw that tweet is because I have a search alert set up for the word “webinar” so that I can learn about interesting webinars coming up… That tweet did not deliver. I do not have time to click through that link to figure out what that webinar is about. There is just too much noise and too many strong messages to sift through. I don’t NEED to dig around for good stuff! And if the tweet is that elusive… what in the world would the webinar be like?

On the other hand, here are some ones that piqued my interest that would be EXCELLENT press release titles with the power to convert:

• Don’t Miss Tomorrow’s FREE Webinar, Social Media – The Ever Present Online Interview 4/26 6pm CT
• Free Webinar: Little-Known Ways to Build Your Network for Career Success
• Three Steps to Get Business Users on Your Side – Webinar by Xxx and Yyy
• Free Webinar: Xxx Teaches How To Effectively Build Your Personal Brand

Here are Some More Tweets (i.e. Headlines) You Decide If They Work For You:

• WSI Franchise: Hosting a Free Webinar Teaching Businesses the Right Way to Leverage Display Advertising
• Join Our Webinar Tomorrow And Learn More About The Power Of The Cooperative Advantage
• Register for US SAILING’s free Webinar this Tuesday at 8:15 p.m. EDT with Chuck Hawley
• Free Featured Webinar April 27, 1:00 Pm ET – Customer Profile: [ABC Company] Saved The Day

If your news is announcing something that fixes a problem (an e-book, webinar, software, etc), address that right in the title, summary, and first paragraph. Don’t make me guess what this press release is about and what I can get out of what you’re offering. Unfortunately, if a reader can’t see what they can get out of your press release in the first few seconds, they will likely move on.

Tell Me MORE About What’s In It For Me

The body of the press release is where you build on the excitement you created in the headline and summary. Too many times, people write the headline and summary and then fill up the rest of the content on the page just to take up space. This is prime conversation real estate! Don’t waste it with unnecessary words. Every word in the press release has a purpose.

I’m a huge fan of bullet points in a press release. If it’s a webinar or an e-book, give me bullet points that tell me what I’m going to get out of it. ***Critically important*** These bullet points need to tell ME what I’M going to get from it — not what the e-book or webinar offers!

Which speaks to you?

Bulleted List #1

In this webinar, you will learn:

• What is Peering?
• What does it look like?
• What are the benefits?
• Does peering make sense to me?
• How can I join?

Bulleted List #2

After this 60-minute webinar, you will be able to:

• Increase your bandwidth 7-fold with zero increase to your bill
• Cut your web hosting bill in half by altering 3 settings
• Make simple tweaks that will triple the load time of your website

The first list gives the outline from the PRESENTER’S point of view. The second serves it up from the reader’s point of view. (DISCLAIMER — I have very little idea of what “peering” is — so please don’t write to me in the comments to pick apart the technical sense of my bulleted list example — well, you can if you want, but then I’ll wonder if you missed the real point of this post!)

Prove Don’t Tell

In the 1950s, people supposedly believed what they heard in ads. Now people are super skeptical. They know that anyone can type the words “the leading provider of….” and that makes the statement almost null and void. But when they can SEE examples of the results, that’s a different story. Results don’t lie.

A press release shouldn’t refer to a product as being “the best of its class,” unless you can prove it. Has the product won any awards? How many have been sold already? Are there any big retailers who are carrying the product, to establish credibility?

Instead of being “the best” e-book or webinar on ABC topic, list the credentials of the author. You don’t even need hype. You just need the right facts organized in the right way. People believe, appreciate, and buy that more often anyway!

Include a Call To Action

You would be surprised at how many press releases offer something, but then don’t provide a link to that something. I’m not kidding. I’ve done it plenty of times and caught it during the editing process. As my college BFF Robyn used to say “it’s hard to see the picture when you’re in it.” You know what you’re talking about so much that you take for granted what the reader doesn’t know.

Press Release Call to Action Tips:

• Isolate the call to action with paragraph breaks – this really makes the call to action stand out.
• Include a full URL link to the place where the action can be taken (product page, webinar sign up page, etc). This is important because some sites might republish the press release without your anchor text (links embedded in words). If they do, the URL link will still be in the press release.
• Drop the exclamation points — the hype of an exclamation point can make people feel like the message is more puffery and less substance. You don’t want to appear like you’re begging them to come.

“Flatten” the Timeline

Even though you may be publishing your press release on Tuesday at 9am the week before your webinar, the press release will live online INDEFINITELY. People know that things online may be out of date and so naturally look for time clues to ensure that they don’t chase links that no longer exist (I know I do!)

If you are hosting a webinar for example, clearly state the date and time in the press release vs. saying “next Wednesday.” If you are going to publish a recorded recap, establish the link where that recap will live BEFORE you publish your press release, and publish that link in the press release for those who miss it.

If something will only be on sale for a limited time, give the end date. So that a reader who finds your release a year from now isn’t bummed that they missed the sale, create a “current sale item” URL and direct them to the most current sale. This way, they may not get the discount on THAT item, but they can find your most current sale item.

If you keep in mind when writing a press release that this will live online “forever” this will help you catch anything that might have otherwise been unclear to readers.

GRAB My Attention With Multimedia

In this post, I’ve covered text issues — for more ways to really amp up your press release to turn a high conversion page, definitely read the post on Making Your Press Releases Work As Stand Alone Sales Pages.

Apply!

Even when maintaining objective voice, you can still motivate potential clients to take the action. The customer needs to be SHOWN why they need you, and given an incentive to act. The contacts you make from this type of press release will be a warm lead to begin forming a new business relationship, and can be invaluable in growing your clientele.