There you were. Furiously writing away, creating your press releases. You knew that press releases come in different forms and you chose the best fit format.

You even found the perfect press release distribution service for your launch release. It’s going to be great!

Or is it?

Here’s a quick list of 3 major things to watch out for when you compose your masterpiece:

1. Keyword craziness

‘Everything in moderation’ my granny used to say and that’s the message from the masters of search too. Google doesn’t want a tirade of keywords because neither do your customers.

Overstuffing your press release will not earn you anything but angst. Be a good writer and use natural phrases and language in your release. Besides being good for clarity and readability, good quality language and writing is actually better for your SEO than stuffing in keywords all over the place.

2. Too much of a good thing

Just like too much cake makes you slow on the football pitch, too much writing in your press release slows readers down.

And if there’s one thing people online don’t like it’s being slowed down.

Keep your press releases tightly focused and keep to a single topic. Short headlines (8-10 words) are best and stick to around 500 words max for your release.

Be conscious, too, of how you format your writing. Be sure to use subheads to introduce different sections of your release. Doing so is good web copywriting anyway as it helps the reader scan through your content (keeping their speed up).

Use bullet points to draw out key information and think carefully about how many sentences you put into each paragraph. Keep information readable, yet variable. Think about it. You speak with varied sentence length, and so with writing, varying the length and format of sentences helps to keep the reader’s attention (a precious thing online).

3. Not considering the audience for your press releases

Because press release no longer go out merely to the press, you need to be thinking about who is likely to want to read your release and what they will be looking for.

Definitely, the press people interested in your sector are going to read your release. Make sure you are giving them a good story hook that they can share with their readers.

But your release will go out across the web and that means that your audience will also have access to – and read – your release. It’s part of your brand online. That means you need to think about what your audience wants to know, which doesn’t mean ‘product pushing’.

Use those good writing skills we talked about above, because if there’s one thing ‘regular’ readers dislike, it’s technical and inaccessible language. Use good, clear and reader-friendly writing to resonate with your target audience and the media too.

Hyperbole only turns off journalists (and regular people too), so keep your writing factual and descriptive, using all your skills as a writer to paint a positive picture in the mind of your readers.

This helps the journalist in turning around your story and it helps your audience keep up to speed with all your successes.

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