Don’t create a bad impression and waste resources!
If you are an entrepreneur with limited funds, you probably write your own press releases. That’s fine. But, be aware that you can hurt your business with the wrong quotes! To avoid this and get the most out of your press release, here are a few things to keep in mind before you hit “send”:
My Big Pet Peeve…
How many times do you see a press release that includes quotes like these?
“We are so excited about our new product.”
“We are thrilled to have this new CEO on board.”
“We provide leading products and services that are the best in the industry.”
Blah, blah, blah.
What’s wrong with these quotes and why should you avoid them?
Duh. It’s Obvious.
Of course, you are excited and thrilled. Otherwise, you wouldn’t take the time and effort to write a press release!
Yes, you see this a lot out there, even with large corporations and well-known organizations. But don’t do it! Instead, provide value. Offer an insight that your readers can’t get anywhere else.
Why should they care about your press release and what you have to say?
Every time you insert a quote in your press release, add a new insight, personal opinion, solution to a problem, or something else only your business can provide. This makes it a newsworthy quote worth sharing!
Don’t Forget Keywords.
In your quotes, add specific words that can be picked up by the search engines so your news will have a better chance of getting higher, online search rankings. After all, many media venues pull the quotes out of a press release and use them “as is” for online headlines, so why not make the most of this opportunity?
For example, if you are in the plumbing industry, you might mention “frozen pipes,” “avoid leaks,” or “reduce plumbing fees.” If you talk about a charity, you may include, “Louisville non-profit”, “helping needy children,” “local event to help others,” etc. You get the idea.
What keywords can you use that your audience uses in online searches to draw attention to your news?
These search engine optimization (SEO) keywords can add important details to you release and help you get more attention online.
Who Gives a Quote?
Once last thing… when you quote someone in your press release avoid your head of marketing, sales or public relations. Readers will automatically think that they are “spinning” the news to sell products and services, and you lose credibility. Stick to a leader in the organization and not a “communications” person.
A Final Note…
A simple quote in your press release can boost sales and awareness fast or cause crickets to chirp loudly!
To get better results, take the time to include valuable, newsworthy data in your quotes (and overall press release) that people will want to read, share and use. Since you’re spending valuable resources to share your news, why not get the most out of it as possible?
