Writing press releases can be a daunting task. Especially, if it’s your first time and you’re not sure how to go about it.

Press releases are different. Even though you send them out to the media to promote yourself. The press release must not be promotional in any way! At least, if you want it to get picked up by media outlets.

Nevertheless here are four mistakes people make when writing press releases.

4 common mistakes to avoid in press releases

Sales talk

Your press release is all about informing people. Don’t try to sell anything here! If your press release stinks of promotional gimmicks and sales talk – you can be sure it will be thrown into the bin.

Over-hyped claims

Include facts and information that can be verified. Don’t blow things out of proportion, because the editor will be checking every single piece of information for its accuracy.

Technical jargon

Keep the language simple. And ensure your target audience will understand every single word you write.

Writing more than one page

Don’t go overboard with a 2 page press release. You’ll attract more readers with just a single page. Why? Because, we tend to scan articles before reading and having a long piece of text is off-putting. Usually one page is enough to say what you need to say.

In short, keep your press release newsworthy. Don’t go all out on the ad speak and as soon as it starts sounding like a commercial – re-phrase it!

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