The difference between success and failure with press releases is a fine line, yet 95% of those that try are doomed to fail. During my 25 years as a magazine Editor I saw so many repeat the same mistakes and join the rest in the trash. Only those that passed my requirements for a powerful press release got into the magazine. Now I can share those secrets with you.

Headline ” as with any piece of copy the headline must grab the readers attention and hold it long enough to keep them interested enough to read the rest. Fail with your headline and no-one will read the rest.

First paragraph ” so much is expected in the first paragraph of a press release that I could write a book on this topic. It is vital to get this right, not only the right content but also present it in the right way. Too many fail because they turn this into a sales pitch and will be doomed to failure every time.

Add detail ” its time to prove what youve said in the headline and key first paragraph with proof to appease the doubters, social proof to guide others and extra information to show you can deliver.

Benefits and not features - whatever you are announcing you must focus on the benefits that it will bring and not on the technical features of the product. Dont tell them what it is, instead describe what it will do for them. Whats better, faster or cheaper?

Add credibility ” you can use the quotes in your press release to add credibility and extra proof by revealing that the person about the story (you) knows their topic, and the reader can trust you and your knowledge and experience. Choose your words carefully!

Dont forget the call to action ” Just like any other promotional tool a press release needs a call to action. As long as its not too big a jump or commitment then those interested in you, your story and your release will happily download a free report or visit a website.