I’ve already explained how to start compelling press releases in another post. Now, I must tell you how to close what you’ve started before to complete the picture! So, here you will read three other steps that help you complete the writing of compelling press releases. I had told you that you needed an attention-grabbing headline, a focused summary, and informative first paragraphs. Now we’re going to take it from this part of your release to the next section of the body copy.

Step ONE:

Compelling Press Releases Have Powerful Quotes from Company Spokesperson

Once you made your first and secondary points clear and appealing to your readers, it’s time to develop the story in an attractive way that causes them to continue down the page. Then, naturally, press release readers are looking for some comments, words, announcements, etc directly quoted from a key spokesperson from the company whose PR is read. All PR websites agree to this and it’s an already-established section of any press releases.

Such a quote should have a strong statement different from whatever mentioned in previous sections. Within this quote, you have to include sentences elaborating on how the topic of this news was developed, why it was developed and good news for the beneficiaries. This revitalizes your readers’ enthusiasm and as web readers are the most impatient creatures, this is very important to keep your readers on your page.

Step TWO:

Compelling Press Releases Convince Readers to Continue Reading to the End

After the quote is mentioned, your primary and secondary message should continue to convince the news release readers that it’s for them and there’s a lot more to take benefit from when they grab what’s in it. Before you get to the last part of your body copy, you have a few paragraphs left to do this. Make sure you are continuing in a focused way. To explain more, avoid narrating a different messages to reinforce the main ones already stated. Instead, go on describing the benefits of  what’s being offered.

As you are more or less in the middle of the body copy, remember to make use of your press release keywords. It’s not only at the title and end of the news that your key phrase should be present. The middle of the page requires it to be repeated. However, you can use synonyms, different parts of speech and whatever SEO techniques that apply to other textual content.

Step THREE:

Compelling Press Releases Persuade Readers to Take Action

The PR websites don’t allow releases have sales pitch. You’re not supposed to advertise for the product, service, etc that the news is about. The alternative step you can take is to lead your readers to take action. This can be done in form of mentioning a deadline, introducing a free ebook, white paper, download,  etc.

Offering something for nothing, FREE, urges your readers to click on the links provided and take the ultimate action you expect them to take within the release: landing at your webpage. Then, your site should be prepared to convert them. This is something up to the site content, navigation and a lot more.

Your mission will be accomplished if you can successfully lead your readers from the top to the bottom of the news story and have them click on whatever link you’ve provided there. Some PR website allow you to include links inside the body copy or at the same page. This is a good opportunity for you to insert your keywords inside those links and help your search engine rankings as well.

Remember:

Press release marketing is an excellent way of online marketing. Yet, you can enhance it with search engine optimization methods. In other words, having the keyphrases in key positions attracts search engines and you get visibility on the web a lot more.

To read the first part of this post, please go to the following link:

3 Steps to Start Compelling Press Releases