How To Do Just About Everything
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12 Tips on How to Write a Professional Press Release By John Jude O’Callaghan, CEO, Entrepreneur’s Network, Inc. 1. At the top put something like this: News Release. Immediate. Category: (Business) Date It’s always best to telephone the media switchboard and ask for the name of the Business Editor or whomever is likely to be interested in your topic. 2. Although using a headline before the main headline is not strictly necessary, it does help to set-up the main headline. Actual Example: New free e-book teaches would-be entrepreneurs how to become financially independent in the shortest possible time... “How to Start-up and Succeed in a Home-based Money-making Business" 3. The main headline should be bold. The first letter in each word should be Capitalized, except for connecting-words like, “a,” “in,” “an,” “the,” “or.” 4. If your bold headline does not grab the attention of the reader in the first five seconds, he or she is unlikely to bother reading the body copy. Each line should be designed to make the reader want to read the next one. 5. The question that’s always uppermost in the prospect’ s mind is, “What’s in this for me.” Example: “If Your Problem is…Discover How to…” This is a good example of a benefit-loaded headline because both the Problem and the promise of a Solution are mentioned up-front. 6. The sub-heading should be semi-bold and designed to get the prospect to read the rest of the body copy. Example: “Here’s How You Benefit…” This is probably best done in a series of bulleted points. Here’s why: A) FEATURES TELL whereas BENEFITS SELL. B) The bulleted list can be quickly scanned. 7. The headline, sub-headline and list of bulleted points should be about WHAT the product or service is, and how it can benefit the prospect. 8. The next paragraph should explain WHY. This gives you the opportunity to briefly introduce yourself, explain more about what you a have to offer and WHY you created your product or service. Prospects always want to know WHY. They need to have a good reason to buy. Actual Example: Sarasota author and publisher John Jude O'Callaghan says,” My accountant thinks I'm crazy and says I should be charging $97 for this 65-page book. “The reason I am giving it away as a FREE GIFT is BECAUSE it contains a link to some of my OTHER books which are NOT free. “When I say 'FREE GIFT,' I mean the gift is TOTALLY FREE. There's no obligation to buy anything. Ever!” Now why would I want to do this? 9. BECAUSE is a very powerful and psychologically motivating word. You should immediately follow it up by telling prospects what YOU WANT THEM TO DO and exactly HOW TO DO IT. Actual Example: "Because I am already financially independent and I really like helping people to be all that they can be. In return, all I ask for is a one paragraph "review."
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