Why a Good Press Release is Like Bacon
Bacon. Beer. Booze. Sex. Women.
These buzzwords grab attention. They’re pleasurable. They’re indulgent. Heck, they’re sometimes a little bit sinful.
For most of us, when we see one of these words, we look for a second longer than when we do at words like: flour, two, and hand.
While the format of a good press release is important, that attention-grabbing factor is equally important. Your press release must be relevant and engaging. Not only is this key to getting your press release read, it’s key to getting it used.
Last week we covered the format of a press release. The “X’s” and “O’s” of where details go.
This post is not about “X’s” and “O’s”. It’s about the luscious, fatty goodness that’s at the heart of creativity. Because what you really want to do is send a big old slab of copy inspiration. These tips can help:
Give a Catchy Hook
Think of the songs that have stuck, such as: Sweet Caroline, We Didn’t Start the Fire and Amazing Grace.
Think about songs that have skyrocketed to the top of the charts, such as Andy Grammer’s recent Honey I’m Good. (If you haven’t heard it, watch the video below. Trust me. You won’t regret it.)
Each of these songs has one thing in common – a great hook. Just like these songs, the key to writing a press release that’s like bacon is a catchy hook. These are the hooks that pull us into the story. They spark our curiosity. They won’t always include words with as much va va voom as bacon or sex.
That’s okay. If everything had bacon in it we’d all be 10,000 pounds. Still, it needs to be good.
Skip the Jargon
You might know what tailing out, SEO and amortization are. The majority of the population doesn’t.
- Tailing Out – physically repositioning a seaplane through general manhandling so the nose is pointed away from the dock
- SEO – short for Search Engine Optimization, SEO is the process of optimizing a website for search engine performance.
- Amortization – the schedule for paying off a mortgage.
These jargon terms ask readers to work. Readers hate to work. If you absolutely have to use them, they need to be defined.
Proofread. Proofread. Then proofread again.
Grammar and spelling errors kill your credibility. Write your press release in advance. If you have the time, let it sit for a day before you edit it.
Then proofread the $#!* out of that sucker. Proofread it once, twice, and then thrice. Should you have someone who can pass their eyes over it – ask them to give it a gander. Make it as error free as possible.
Need a press release that’s like bacon?