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Writing a Well-Written Press Release

By: Robert Watson

I will start by breaking down and dissecting each individual letter in AIDA, so that you can comprehend the complete importance of the philosophy:

The first A is for ATTENTION: the very first thing you MUST do is keep the viewers "attention". The best method to achieve this is with an effective headline.

The question now becomes what makes an effective headline? A good headline is any headline which can answer the inquiry: "what is in it for me?" That is all that they honestly care about. Let him or her know what's in it for him or her?

The idea of creating a press release is not to try to tell your whole article in the headline. The idea is to capture the reader's interest, skillfully reel them in with a interesting topic, and let your writing do the promotion.

A good headline is also pointed towards one specific niche, such as in the headline of this specific piece.

In this piece I'm promoting towards individuals who want to learn how to market their businesses with a press release.

What is it which makes the headline of this piece so good?

The headline got your attention, and reeled you here and made you read this article.

Can't be any better than that.

The "I" is about INTEREST. Once you obtain the attention of your readers next you need to get them interested in what you are selling. The best way begin that process by giving them what the headline and title promises. Don't try to be cute, and you should not carry your visitors along.

D= DESIRE: You have to generate a feeling of "DESIRE" for|force the reader "DESIRE" the product. Theonly purpose you should be attmepting to attain with this particular step of the AIDA technique is to build value. The #1 technique of doing this is with the help of benefits, benefits and more benefits!

Unfortunately, marketers are unsure on the difference between features and benefits|mistake benefits for features. This equates to a a huge difference. Features are desciptors which physically highlight parts your product. Benefits reference the way in which your product will assist the reader to solve their problems. Basically, what the reader will benefit from by obtaining the product.
"A"= "Action". You should close your press release with what is usually referred to as an action statement. You must tell the reader in no uncertain terms what you need them to do next.

Article Source: http://www.articleresourceindex.com

Robert Watson, creator of Press Equalizer, software for Press Release Distribution, has been a successful press release marketer for three years. Buy Press Equalizer

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