So you’ve got a great new golf product, company announcement, or something along those lines that you want to share with the world, and writing and submitting a press release online is one of the best ways to do that.
The question is, how do you write a press release that not only makes the announcement, but also communicates the value that announcement brings to the market?
In other words, how do you convince your target audience that the news you are sharing will actually benefit them?
In this article, I’m going to share a formula for writing a great press release that will have your target market in the golf industry buzzing about your announcement…so keep reading!
Do I try to “sell” in my press release?
Now, some people will say that you aren’t trying to sell anything in a press release, which is mostly true. However, what you are trying to do when writing a press release is generate buzz for your product or service, and communicate the value that it brings to the marketplace; you’re selling indirectly.
The idea when writing a press release is to use facts and figures, and avoid any overly hyped sales language that may turn someone away. When a journalist or prospective customer is reading a press release, they don’t want the hard sell, but they do want information that communicates value.
The winning formula for writing a killer press release
The headline of your press release is going to be one of the most crucial factors that influences your success. It’s important that your headline is specific, and gives journalists and potential customers a clear reason to click on your article and read it.
Your headline should provide a clear announcement that invokes curiousity and makes readers want to learn more. Ideally, it will also include some sort of benefit for those who choose to read the press release.
For example, let’s say that you’re a turf grass company, and you’re trying to craft a press release for a new strain of grass that you want to promote to both current, and new customers.
This particular strain of grass is going to be ideal for golf courses that experience hot, humid summers and will be able to reduce both irrigation and labor costs for courses who choose to make the switch.
Your headline might read: “XYZ Turf Management Announces New Grass that Will Cut Irrigation & Labor Costs by 37%”
That headline provides a clear announcement/fact, but also peaks curiousity by not actually announcing the name of the grass. Prospects have to click the title or link to read the entire press release and find more information.
The AIDA formula is very popular in the world of copywriting, and has been used by hundreds, if not thousands of companies in the golf industry to write compelling copy and increase sales.
Below are each of the main points of the AIDA formula:
It’s important to get the attention of your prospect or target audience right away. This is done with a compelling headline (like the one above) with a great first sentence to entice the reader to keep reading.
Once you have their attention, you can begin to cultivate their interest in the particular products or services you are discussing in your release. This is done by giving them particular facts and figures that are interesting and communicate value.
After you have their interest, build the desire by focusing on how the facts and figures mentioned earlier in the release can translate into solving a particular problem or series of problems.
People buy products or services because they need a problem solved…period.
A press release will not include a hard sell like email copy or landing pages. However, that doesn’t mean that you can’t include an effective, professional call to action at the end of your release.
It can be something as simple as “to learn more about how this grass helps golf courses cut their irrigation and labor costs, click here (links to your website).
Is your headline clear and compelling?
Did you follow the AIDA formula outlined above?
Is your press release between 300-600 words?
Did you include contact information (including name, email and phone number)?
Have you included all pertinent information that needs to be conveyed to journalists and/or customers?
Did you include a call to action with a link to your company website?
Make sure you check all of these boxes before submitted your press release for distribution!
This is great…but I don’t have the time or resources to write a press release!
This is something I hear often, which is why I always offer my press release writing services to anyone in the golf industry who is looking for the perfect release to help spread the word about a new product, service, or special announcement.
If you’re an owner or marketing executive in the golf industry, and are looking for a qualified, reliable press release writer to get the job done right (and on time), then please contact me here and tell me more about your project.
Also, I’ve shared a cool infographic below that highlights some of the major Do’s and Don’ts of press release writing and distribution.