Have you been writing press releases, trying to get publicity, but have had little or no success? I know why.

You’re not getting publicity because your press release sucks.

There are lots of reasons your press release sucks. This’ll be the first in a series of postings telling you exactly what people do that kills their press releases – and any chance to get publicity. If you can identify with any (or all) of them, you have the solution to your problem. Make the changes I recommend and you’ll be on the road to sharing the success so many of us have with publicity.

The #1 reason press releases suck is that people actually believe that the press release is about them – or their business – or their product.

Hah! What arrogance. What ego! These people actually think that reports are waiting, breathing heavily, rubbing their hands together, looking for a press release that talks all about them and their business!

The truth is that reporters couldn’t give a rats rear end about them – or you – or me. That’s not how the publicity game is played.

Reporters are looking for one thing and one thing only. They’re looking for quality information they can pass along to their readers, viewers and/or listeners. And I’ll tell you what, Skippy, that quality information has nothing to do with you.

It has everything to do with what you know.

Did you get that?

The reporters don’t want to know you. They want to know what you know. They want to know what information you have that they can pass along to their audiences.

So, if you’re an author, they couldn’t care less that you have a new book out. They couldn’t care less that you want everyone to help you get that book to #1 on Amazon. They couldn’t care less that you have a “story that must be told”.

The ONLY thing they care about is what information in that book would be valuable to their audiences.

Are you getting the idea?

I work with a huge number of authors, helping them get publicity. Truth be told, they are some of my most difficult clients. OK, let’s get right down to it – they are often a royal pain.

Not because I can’t help them get loads of publicity. That’s simple.

Their problem is that their egos are so wrapped up in their masterpiece that they can’t even imagine that reporters would not want to know all about them, their childhood, their “story”.

Let’s get this clear again:

REPORTERS DON’T GIVE A RAT’S REAR END ABOUT YOU!!!

Nor should they. Their job is to gather quality information, not to inflate people’s egos.

But now, let’s look at the other side of the coin. If you have quality information about ANY topic – roofing, lily gardening, carpet cleaning, stain removal, car repair, vitamins, mortgages, knitting (yes, knitting) and thousands of others –  and you offer that information to reporters without getting your ego involved, reporters will be VERY interested in you. They’ll love you!

That’s how you turn publicity into profits and more customers. If you do your job (provide great information to the reporter), the reporter will do his job (promote you and your business like crazy).

So, with all of this said, let me tell you the absolute WORST way to start your press releases:

“James Cameron is pleased to announce…”.

OK, say it with me – NOBODY GIVES A RAT’S REAR END ABOUT JAMES CAMERON!!!.

The only thing people care about (and that includes reporters) is what James Cameron can do for them. If they are convinced that James Cameron can do something for them that they need or what, they will be very willing to do business with him.

Sadly, a huge percentage of the press releases I see or critique for my clients start with:

“_______ is pleased to announce…”.

Don’t you dare do it or else…

You Press Release Will Suck!

That’s it for this one. But don’t worry, I have plenty more. Part 2 of “Why Your Press Release Sucks” will be coming up soon. Watch for it.

In the meantime, sign up for my Million Dollar Publicity System. It gives you everything you’ll ever need to get publicity for your business, regardless of what type of business you’re in or what product or service you sell.

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  1. Chong Xin Yun Seth Says:

    Dear Paul,

    I really appreciate this article.

    It’s got such valuable information, it’s hard not to remember it and put it into good use.

    Thanks for constantly delivering amazing value.

    Godspeed,
    Chong Xin Yun Seth
    http://www.bookedcopywrier.com

  2. Sarah Nelson Says:

    I like how frank you are about what doesn’t work. What would be the ideal new product announcement headline?

  3. Henry Says:

    tell us more!

  4. kendal Says:

    A good quick tip to start the week. Thanks Paul!

  5. Dave Pumfrey Says:

    Hi Paul,

    Thanks for the perfect intro on how NOT to present a ‘press release’.

    As we say in the UK – you are the ‘mutts nuts’ when it comes to free publicity. And I know one of the best sources of free publicity and massive traffic generation is the press release, if done correctly.

    So whatever advice you have I will take onboard and put to good use, helping more people discover how information publishing can be used to make them money on auto-pilot.

    Can’t wait for part 2 of this article.

    Best Regards,

    Dave

  6. Gail Says:

    Thanks Paul, I have your complete program I purchased from you quite a few years ago. I read and read your information, before I write any PR release. You are right on. It’s what valuable information we give them. It’s how we can make their job easier and how good we can make them look. Things haven’t changed.

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