Before you ever write one word of your press release, there are two things you need to do.

First, you want to decide what the purpose of your press release is. Second, you want to decide what is newsworthy about your business.

When deciding the purpose of your press release, there are a few things you want to consider. So, ask yourself these questions:

What is the purpose of my press release: backlinks, buzz, or simply to drive traffic?

What is newsworthy about my business? i.e. product launch, new partnership, book release, etc.?

Am I trying to reach the press, or do I want to connect directly with my customer?

The first thing I want to make clear here with press releases is that they are like any other free internet marketing technique. If you want results, then you need to apply sustained effort. What this means is that you need to publish press releases on a regular basis.

Don't ignore the "no news" rule though. Make sure that what you are publishing is news. The better the news, the more buzz worthy it can become.

Start by answering the three questions above. Once you have answered these questions, then it's time to start writing your press release.

Start with your headline. The headline is one of the most important parts of any communication or written promotional material. This decides whether or not the communication is read. You want to create a sizzling headline.

Glance through newspapers, as well as online PR sites. Write down headlines that you find interesting and use these headlines to help you create your own.

Next, write the body. You will need to include the dateline. Keep your press release short. Usually it needs to be no more than 400 words, and this includes the resource box if you are publishing your release online.

Some PR sites will ask that you write an even shorter release. Make sure you check the sites you plan to submit to before submitting your press release. This way your release doesn't get rejected right off the bat.

The most important thing to remember here, especially if you are writing directly to potential customers is to include the "what's in it for me?" in your writing. What this means is that you want to pack as much information as possible into your release as possible, yet give potential customers a reason to want to visit your site.

Demonstrate clearly not only how your product is a solution to their problems but also show them why they need to visit your site. This will increase your conversions. Having a clear objective for your release, whether it's building your list or getting new customers will help you decide if your release accomplished what it was supposed to.

If someone sees your release, tries your product and likes it, he/she will tell at least four other people. This is how a viral marketing virus gets started. Focus on your audience and focus on their needs. Then you will write and submit a press release that goes viral.

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