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In essence, sales copy seeks to sell, press release copy seeks to
inform. Press releases are intended to provide news; if they sound like
sales pitches, they are most likely to end up in the wastepaper basket
(of its digital equivalent, the Recycle Bin).
When businesses issue press releases, however, they are typically
motivated with marketing, rather than reporting, motivations. It then
becomes a tightrope walk to write press releases that do not sound like
sales copy.
The press release copywriter must find a news angle and focus
on it. Like a news reporter, the writer must provide interesting
information and must achieve the goal of creating a buying desire in an
indirect manner.
Both sales copy and press release are created on the foundation of
peoples desires. Instead of outright sales pitch, the press release
might focus upon highlighting the positive things about a company that
is launching a new service or product (which might be the news) and how
the launch contributes to meeting, say a social need of the times.
Why go to all this trouble of presenting such newsy copy instead of a plain sales pitch?
The answer is that readers of sales copy know that it is a biased
presentation, and tend to take the contents with a pinch of salt. Press
releases, on the other hand are targeted at getting news editors publish
the news in the press. Such news are considered unbiased by readers and
thus carry far greater weight.
News editors want news stories for their publications; provide them
such stories through your press releases and you will get publicity
that is not only wow gold free but also much higher value that an advertisement in the same publication.
At SEO77, we help clients world of warcraft gold
craft newsworthy press releases about their company for brand building
purposes and about specific products to present them in a favorable
light.
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stain.
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