I like press releases. I really do. I love hearing new news about cool products and services that can help small business owners. I even created a Press Release Primer for Small Business Owners to help others use publicity as part of their marketing plan. And I’ve given away and recommended the book 6 Steps to Free Publicity to countless small business owners.
But what I don’t like is receiving press releases that are just more junk in my mailbox. Those press releases go directly to the trash folder. The sample below is just what I’m talking about.
That’s exactly what I saw when I opened the message in my email reader. Ack! Not a great way to get publicity for your business. How can you get your press release in my trash folder? Here are three ways.
1. Don’t target your release — I’ve been writing and helping people online for over ten years. I consistently write about small business issues. If the topic of your press release doesn’t focus on something to do with small business, it’s best you don’t send it to me.
2. Make your press release all about you — Your press release should specifically talk about how your product or service saves small business owners time, money or in some way helps them get through their day. I know your company is great 
but a press release is not the place to tell me that.
3. Start your content “below the fold” — It’s no secret that most people use some type of preview pane to quickly go through their email box. I’m no different. And I have images turned off by default. If your press release includes your logo followed by your info before it gets into the content, it’s highly likely I’ll never read it.
I want to get your press releases; I really do. But if you follow the three guidelines above, it will sadly land in my trash box. Don’t do that.
- Is It Worth My Time To Have A Publicity Plan?
- Don’t Try To Control Your Press Releases – It Will Backfire
- Five Mistakes to Avoid When Doing Your Own Publicity
- Eight No Cost Ways to Market Your Business
- 6 Free Ways to Market Your Small Business on a Tight Budget
Disclosure: I love providing tips, tactics and tools to small business owners and entrepreneurs like you who take the time to stop by looking for help. The information I provide on this site is free, but is often supported by external products. Please be aware that some links you click on from this site could result in me being paid a commission. Also know that I will never steer you toward anything I do not believe in. Thank you for your support. :-)
A small business owner since 1996,
November 25th, 2009 at 5:25 pm
I specially liked the third one as many people first talk about themselves and how great they are and so on, something that nobody is interested in.
The readers would love to see that you care for them and crafted some solution to help them and make their lives easy. They want it quick and handy – above the fold!
Twitter: deniseoberry
Says:
December 13th, 2009 at 9:05 pm
You are absolutely right! Thanks for taking the time to share your thoughts.