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Friday, September 23 2011
11 Tips To Writing An
Effective e-Press Release
Drip Marketing, Inc. will send more than 4 million e-mail marketing campaigns this year on behalf of its clients. And one of the highest open rates of these e-mail campaigns have come from e-press releases. 
e-Press Releases Will Deliver A HUGE Open Rate For You. 
The reality is that content is king – content that your database of clients, past clients and prospects want to read. Unfortunately, most companies miss the mark with their e-press releases. If your content falls in this category, it can have a negative impact on future open rates.  
To help you craft and award winning e-press release, we have listed below a number of tips and suggestions to help you create an e-press release that is not only read, but also motivates your target audience to visit your website or take action. 
11 Tips To Writing An Effective e-Press Release.
Tip #1) Create Content That Educates Your Target Audience: Your content needs to be value based – but it is critical to present it in an educational format. 
Tip #2) Explain How You Can Solve Their Problems, Frustrations And Annoyances: The content you use should solve someone’s problems, frustrations and annoyances by giving them educational reports – an understanding of a particular product or service feature or access to a tool so they can make a better buying decision when buying what you sell. 
Tip #3) Write A Subject Line That Motivates Someone To Open The e-Mail: First, e-press releases should come from your company, not a person. Second, your subject line should let the reader know this is a press release. A typical subject line may look like this: “FW: Press Release [insert subject matter here].”
Tip #4) Write An Inside Headline That Benefits The Reader: The headline within the body of your press release should tout a particular benefit to the reader. Use key words like “announce,” “strategies” and “professional” to motivate readers to learn more.
Tip #5) Write A Sub-Headline Within The Body Of The Content: There are two types of people who will read a campaign: Those that skim (about 80%) and those that read in detail (about 20%). Therefore, you need to make sure your content includes sub-headlines as it gives the majority of readers the complete story just by reading the headline and sub-headlines.  
Tip #6) Insert A Picture To Add Another Dimension To The Content: Give your e-press release that extra level of attraction by adding a relevant picture to your campaign. 
Tip #7) Write Your Content As A Third Party Person: When writing your campaign, write it as a third-person would write it, avoiding use of the word “we” – substitute it with your company name. 
Tip #8) Add Quotes From Someone At Your Company: We always like to add a quote by the president of a company – it just gives the reader a level of personalization and confidence.
Tip #9) Add Hyperlinks To Your Website: Hyperlinks are a huge opportunity to get traffic to your website. But, the key is to add the link as a separate line in the copy – if you bury the link in the copy, most people will skim right over it. 
Tip #10) Add A Hyperlink(s) To Download A Special Kit, Video, Whitepaper, Etc.: This is a hidden secret that many marketers forget to add in an e-press release. Let’s say you wrote a press release on a buyer’s guide in your industry. Add a visual image of the buyer’s guide that serves as a hyperlink and an additional hyperlink in the copy that reads, “Click here to download a free copy of this special buyer’s guide.”
Tip #11) Keep Your Content Brief: Remember, your press release should be a snippet of information. A good rule of thumb is having 200 to 350 words, as it will take the average reader 50 to 90 seconds to read. 
Execute Summary:Although these tips may seem obvious, many marketing people tend to emulate the writing techniques used by a Fortune 500 Company. Remember, you are not Pepsi, Coke or GM so don’t try to copy what they do. Why? The answer is simple. They don’t care if their e-press releases are successful as they measure their “marketing success” based on their U.S. market share.  For them, this is just another campaign to get off to their PR firm.    
Posted by: Glenn Fallavollita AT 08:14 am   |  Permalink   |  0 Comments  |  Email

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