Three Ways to Make Sure Your Press Release Goes Directly to Trash

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.

And if you want to make your email marketing most effective, hop on over and get my free email marketing tips.