How to Write - Express Writers

#HowToWrite Guest Blogging Content: 10 Keys

September 5, 2022June 12, 2017 by Tara Clapper

Here’s the scoop on guest blogging: Google doesn’t appreciate paid links or content published just so you can “win” a link. However, if your guest post is informative, genuine, and helpful, including a relevant link back to your website is a great way to improve your exposure and relevance. Is guest blogging a worthy investment? It no longer results in the skyrocketing SEO as it did before Google started evaluating placed links more thoroughly. However, guest blogging still affords some pretty sweet rewards: Exposure to the blog and brand’s audience (hopefully including promotion on their social media and email list). Increased authority and reputation. Opportunity to expand or blog just outside your niche. Possibility of capturing secondary or tertiary audiences where they live. 10 Keys to Writing Great Guest Blogs If you’ve determined the blog presents a good opportunity for you, it’s time to create your guest blog. Let’s cover the basics of how to get it done. Guest Blog Writing Key #1: Read the Guidelines Quite simply, your guest post has the best chance of being accepted if it conforms to all the guidelines set forth by the editor(s). Ideally, you should read the guidelines before you even pitch. Guidelines usually include rules about: Images (including acceptable sources). Author biography and headshot. How many links you are permitted to include in the post. Word count. Tone, style, and level of formality. The editor should also be able to provide you with stellar examples of content published on the blog. Surprisingly, guidelines are often vague – even when editors are picky. In this case, don’t hesitate to ask questions. Guest Blog Writing Key #2: Let Your Expertise Shine Expertise isn’t just about what you know – it’s about what you do with it. Through successes (and failures) in webinar presentations, I’ve learned that audiences respond most sincerely to application and innovation. Anyone can look up how to do something, but knowing how to apply it to a particular problem is especially important. The best content connects the dots and enlightens processes for readers. You don’t have to give away every detail behind your process or way of thinking, but provide a window into your world. I speak often about merging the personal and professional brand – something you can do carefully and successfully if you decide it’s the right fit for your business and your life. When I decided to merge my personal and professional Twitter accounts in a “Twitter wedding,” I documented the process and received positive feedback about the transparency of the post. Depending on your audience, you’ll need to display expertise through a combination of: Story (how you did it). Data (proof that you did it). Example (the final product). Each guest posting opportunity presents a challenge to find the right balance of story, data, and example, so make sure to communicate with your editor or point of contact to ensure clear expectations. Guest Blog Writing Key #3: Let It Flow When it comes to keeping the reader engaged, flow is what makes your post stick. Your entire post should read as though it was written by one person in one sitting (even if took you days to put it together). Each tip or idea should connect to the next, and if it’s a how-to post (like this one), the order of steps should make sense. [clickToTweet tweet=”Learn the 10 key steps to writing an awesome guest blog post over on @ExpWriters!” quote=”Learn the 10 key steps to writing an awesome guest blog post over on @ExpWriters!”] Guest Blog Writing Key #4: Apply Search Engine Friendly Structure Google prefers a certain structure for blog posts. Best practices are as follows: Do not use H1 header tags except for the post title – use H2, H3s, and so on to neatly organize your post. Use short, clear paragraphs. Bullet point for clarity when applicable. Number your how-to instructions or recipe steps when appropriate. This also saves your editor time. If they can copy and paste your formatting, it makes their job much easier. Guest Blog Writing Key #5: Focus! While many copywriters are accustomed to writing for “keyword density,” you’ll find a more natural inclusion of a desired keyword occurs if you strive to use a focus keyword. Use your focus keyword in your: Post title. First paragraph. Body copy (a couple of times). Meta description. (Note: As a guest blogger, you may not be required to submit a meta description, but it’s a kind gesture and only takes a few minutes.) If you’re writing for a general keyword, consider using a more specific long-tail keyword as well. For example, this post focuses on “guest blogging” (a very general, high-competition keyword) and “how to write a guest blog” (a specific question or search phrase). Guest Blog Writing Key #6: Add Appropriate Backlinks While you want to put a link back to your own site in the piece, don’t forget to link to other authoritative sites, especially those with a high domain authority or Alexa ranking. Chances are you know some reliable resources on your choice topic, and including credited statistics and other citations with links back to those sites will help. It’s also best practice (and kind) to include an internal link – that is, a link to another blog post or page on the website for which you’re creating the post. Guest Blog Writing Key #7: Include Images Editors are used to receiving walls of text. Even properly formatted copy can start to blur together when it’s the tenth piece an editor has seen in a day. When guest bloggers provide visuals, however, it helps their copy stand out and shows they put some extra time into the presentation. Furthermore, it creates less work for the editor (as long as the images work in their approved format or layout, and come with all necessary permissions). Ideally, you should have some sort of visual break every 300 words or less. That can mean a custom image, a stock … Read more

How Copywriting Works: A 101 to the Writing that Fuels the Web

December 31, 2020February 16, 2017 by Adam Oakley

Most copywriters know exactly what this conversation feels like: “What do you do?” “I’m an SEO copywriter!” “Oh…great! So, what do you do?” When you say you’re a writer, most people assume you’re an aspiring Hemingway, tapping away at your typewriter in pursuit of the next great American novel. Unless someone has experience in the digital marketing, content marketing, or online world, few people know what a copywriter does. (Not a copyright-er. I have another post on that.) That said, though, everyone is familiar with the work of copywriters, whether they know it or not. In a world as marketing-dense as ours, copywriters essentially make the digital web spin. They write the scripts for television commercials, radio ads, mail and email marketing materials, and articles that help people find answers to problems and learn new things. In other words, copywriters are everywhere! As such, it’s never been more critical than it is right now to understand how copywriting works, and what a massive role it plays in our modern world. What Copywriters Are (and What We Aren’t) First things first: not all copywriters are clones of Don Draper. Although romantic to imagine, that was way back when. Today, it’s 2017. There’s much less drama, smoking, and drinking in the office in this industry than what you see in the Mad Men series. 😉 That said, however, copywriters today fulfill a vast selection of positions. Here are just a few of the things that define what copywriters are: 1. Copywriters Write Copy for Various Industries and Specialties Depending on a copywriter’s unique job description, he or she might create marketing copy for a website or work one-on-one with an SEO company to write their website or create their Facebook posts. In other cases, copywriters write physical text material, like books, pamphlets, and educational sheets. No matter what industry they work in, copywriters work with words daily. 2. Copywriters Work with Other Teams to Create Marketing Copy In most cases, copywriters work with other specialists, like SEOs and sales teams, to create well-rounded marketing copy that fulfills a broad series of goals. 3. Copywriters Wear Many Hats A great copywriter is also a part-time marketer, editor, and publisher. While copywriters typically work with teams of editors, these skills are indispensable, and the best copywriters must know how to evaluate their content for quality and figure out what will and will not work for a client. What today’s copywriters are NOT: 1. Novelists. While copywriters do sometimes create text copy, they’re not developing books that sell as novels. Those are typically ghostwriters or other forms of writers. Instead, copywriters may create ebooks, articles, or white papers. 2. Machines. Good copywriters pay a lot of attention to each piece they create. They don’t just churn out work in a one-size-fits-all manner. Instead, they collaborate closely with teams and managers to build customized material for each client. 3. Outbound Marketers. The wheelhouse of copywriters is to create material that makes people want to connect with a company. They don’t typically push themselves or their content on other people. Instead, they work hard to create content that delights readers and makes them want to interact with a brand. The following graphic applies very much. 😉 What’s Under the Hood at a Copywriting Agency: What Express Writers Does Here at Express Writers, we know a thing or two about copywriters. Not only do we hire them – we are them! Before I founded my company, I worked as a copywriter on various freelancing platforms. I landed hundreds of gigs and dozens of clients, and within three months of self-teaching as an online copywriter, I went on to start my agency. (Check out my full story here.) Today, my agency has a full-service Content Shop with over 40 products: And our content agency staffs a team of more than 50 copywriters, strategists, and editors, handpicked by moi (more on our standards here), who specialize in writing, creating, and publishing the following types of content: Blogs and blogging packages Web pages, landing pages Product descriptions Infographics Meta copy Interviews (with our writers, strategists, project managers) Research In-line and developmental editing Keyword strategy Content planning/editorial calendars Expert copywriting in all areas, including Financial, Technical, Creative, Legal, Medical, & more Press Releases Ebooks Slides (PowerPoint or PDF) Ad Copy Slogans/Taglines Scripts Sales Pages Whitepapers Email content Social media posts and custom imagery Social media plans, profile creation Here’s an example of what we create in a year, per our year-end report for 2016: ALL this content is created by our handpicked copywriters, strategists, and editors, who specialize in different industries, content types, and services. This gives you a pretty good idea of exactly how diverse copy offerings can get! What Qualifications do Good Copywriters Have? The field of copywriters is a very diverse one. While some copywriters attended school for degrees in English or Journalism, others have spent their pre-copywriting lives working as attorneys, cooks, or dog mushers! Copywriters come in all shapes and sizes, and this unique assortment of backgrounds allows copywriters to bring their experiences into the field, creating more diverse and interesting copy. As it stands today, there is no one-size-fits-all educational program for copywriters. Instead, a copywriter that’s going to succeed in the industry just needs to possess a few key traits. These are as follows: 1. Creativity First off, copywriters need to be creative. While many people assume creativity is only necessary for people writing novels and short stories, and not people writing marketing copy, this couldn’t be further from the truth. Since copywriters write for such a diverse selection of clients, they need to be agile enough to think on their feet. Storytelling is central to great copywriting, and the best experts out there know how to access their creativity to weave compelling, unique copy that will engage an audience and help a brand meet its goals. 2. Strong Writing Skills While copywriters don’t need a college degree to excel in the field, they do need strong writing skills. While it’s true that copywriters write about everything from firearm … Read more

What is LARP & 7 Ways It Made Me a Better Brand Storyteller

March 23, 2022February 10, 2017 by Tara Clapper

Like most writers and many content marketers, I’ve been a natural storyteller my entire life. Over the years, I’ve practiced my storytelling skills in a variety of ways: by earning an English degree some people branded ‘useless;’ through active participation in theater groups as an actor, crew member, and playwright, writing collaboratively with others I trust, and by creating and participating in LARPs (live action role playing games). Even as a recent college grad at a self-publishing company, I realized the thrill in completing and marketing work – especially when a long-term success pays off. It’s not just about having a story, but selling it. Each media – theater, collaborative writing, formal scholarship – has taught me something new about storytelling, but LARP is the culmination of these skills. The medium itself is also flexible enough to warrant explanation and innovation. Scroll past the infographic for the full story by Tara! What is LARP & 7 Ways It Made Me a Better Brand Storyteller (Infographic) What is LARP? LARP stands for “live action role play.” In this interactive medium, participants create a story collaboratively while representing a character in the LARP, sometimes to a very immersive degree. LARP covers a variety of genres such as medieval fantasy, sci-fi, western, and post-apocalyptic. Some games include boffer or ranged weapon combat; others focus on personal interaction and emotional intensity or a combination of the two. Styles vary greatly depending upon genre, region, and participants’ preferences. Like a consultant might encourage participants to role play sales and customer service scenarios, LARP is also a very effective educational tool. It’s used heavily in schools in Scandinavia and it can be very similar to military combat simulations. Depending on the LARP, you might do something similar to Model UN – or you may feel like you’re in Lord of the Rings. There are several ways in which LARP helps participants hone their storytelling skills: You drop any pretense of the ‘real world’ (except for physical and emotional safety). As adults, we’re often encouraged to focus on reality. LARP sparks your imagination and allows you to focus on building a story with others. This is not unlike how a marketing team can function at a brand of any size. As in real life, LARP worlds and scenarios often feature problems and solutions. Innovation helps you get things done, complete objectives, and reflect on your progress – almost like a more natural agile marketing process. LARPs do not always have a beginning, middle, and end format, but they can. Participants often reflect upon their role in that story. LARPs may provide the opportunity for you to be less rigid and confined in how you tell your story – and that’s a great lesson to take into the business world. By portraying someone else, you can become more empathetic (deliberately or not). Imagine if you could understand your readers this way – or your customers! I’ve been an active LARP participant for a decade – that spans most of my career in publishing and marketing. I’ve participated as a player, non player character (NPC – a scripted character who helps the game master tell the story), and as a game designer, marketer, and staff member. 7 Major Lessons for Brand Storytelling from LARP When it comes to storytelling, LARP has taught me seven major lessons that I deliberately apply to business: 1. Just Provide Setting: The Secret to Community Successful marketing brands like HubSpot know that building a community around your brand requires a long-term strategy and an investment of time and money. They do it because it works. While brands can and should provide spaces for enthusiasts and customers to discuss their brand, ultimately the community usually works best with guidance instead of harsh motivation. At Seventh Kingdom IGE, a medieval fantasy LARP in New Jersey, a small staff handles the logistics of events. But with extensive lore and an ongoing story, players also take responsibility by taking on leadership roles in game. In the real digital world, existing players are to credit for a great deal of recruitment, which usually happens by word of mouth and by players posting about their positive experiences on Facebook. While players love the game and its brand, what they crave most is the ability to be the hero (and villain) in the game world – similar to a video game or a tabletop RPG like Dungeons & Dragons. 2. Customers Invest in Experiences When you sell a LARP ticket, what are you selling? The game may include basics like lodging and meals, but people are really investing in the story and in the experience – and, if your LARP is particularly impactful, in a person’s transformation and education. Experience means you’re selling them the experience; transformation means you’re flipping non-fans into fans or even altering their worldview with their product. As LARP can be a very social and personal experience featuring high levels of immersion, participants often enjoy both the experience and the transformation. As internationally renowned professional game designer Claus Raasted said, “I’m not only an experience designer, but a designer of transformations.” That’s storytelling full-circle. What would change about your business and how you market it if you took this approach? 3. Play Your Own Story We all know that employee engagement is necessary and enthusiastic employees are the most productive advocates – but what about the management? Are you playing your own story? A LARP could be a week-long epic battle scenario or a two hour experience at a convention. One thing I’ve learned about successful game masters and game designers is that they play their own story. Sure, this happens out of necessity sometimes – just like a business, the game can be short-staffed or someone calls out sick and upper management needs to fill in. However, I advocate for intentional insertion into the game world (or business) you’ve created. With a small investment of time, you’ll possibly learn more about your LARP (or business) than … Read more

How to Write a Press Release for Your Music Release

August 1, 2023January 25, 2017 by Adam Oakley

Press releases are a critical part of online marketing. Businesses use them, individuals use them, and big enterprises use them. Today I want to cover how to write a press release for music. One use of press releases that people commonly overlook, however, is music. In the music business, press releases are a standard tool to showcase new artists, albums, or partnerships. Unfortunately, most musicians and people in the music industry do not know how to write a press release for music. Luckily, it’s not nearly as hard as it sounds. To learn how to write a press release for music, read on. How To Write a Press Release for a Music Release: 6 Critical Points Learning how to write a press release for music is simple. Just follow these six steps: 1. Know when to use a press release. The first step in learning how to write a press release for music is simply knowing when to use a press release. You can write a press release anytime you would like to notify the media about something that is happening. Common uses for press releases include album launches, new gigs, label signings, or upcoming tours. Remember that the purpose of a press release is to publicize something that is newsworthy, and while there is some free rein to that definition, it’s still smart to use them sparingly. Your personal use of press releases will depend in large part on your media contacts, the types of content you typically produce, and your level of recognition within your community. Anytime you want to use a press release, be sure to do a bit of research to find out what the media outlets you are targeting cover and how commonly they pick up press releases. This will help to make each press release you publish more lucrative and compelling. 2. Include relevant details. Press releases are not a place to focus on branding. Instead, they’re a place to offer the bare-bones details of your newsworthy topic for journalists. With this in mind, be sure to include all of the relevant details in your press release. For example, if you are writing a press release to bring publicity to an upcoming tour, you will want to include the start dates of the tour, some of the main cities visited, any tour mates, and any major sponsors or bands. When writing a press release, it’s important to be as succinct as possible without robbing journalists of the details they need to interpret your press release or reach out for further details. 3. Develop a compelling title. No matter what type of writing you’re doing, a compelling title is the one thing that stays the same across all fields. If you’re learning how to write a press release for music, one big thing to focus on is the title. The title of your press release should provide an immediate value proposition to reporters. In other words, they should know exactly what they will get from reading your press release, and what topics the press release covers. Focus on being straightforward and detailed in your title and your press release will stand a better chance of being noticed by the media outlets you’re targeting. 4. Proofread your press release. If you’re not going to proofread your press release, don’t bother writing it. There is nothing worse than a press release riddled with grammatical and spelling mistakes and then pushed out to the media. In addition to being embarrassing, this is an excellent way to harm your reputation. With that in mind, always be sure to proofread your press release before you publish it. If you’re not confident in your proofreading abilities, hire a professional editor, or use an advanced spell and grammar checker like Grammarly to help you fine-tune your press release. 5. Keep it simple. Depending on your place in the music industry, you might be tempted to dress your press release up with elaborate colors fonts or images. Don’t. A press release is a professional type of content, and attempting to doctor it with glitzy elements will only detract from its authority. Keep your press release simple, straightforward, and visually appealing. 6. Avoid self-promotion. It may sound funny to advise avoiding self-promotion in a document that is meant solely to promote an event or happening, but the tone of your press release is critical to its success. While it’s fine for a press release for music to showcase an upcoming event or release, you’ll want to avoid being self-promotional. The reason for this is, again, that a press release is a professional document. Think for a moment about what a journalist does. Their job is not to sell the public on a band or event. Instead, it’s to educate the public about the things that are happening around them. Take pains to make your press release educational rather than promotional. In doing so, you will increase the chances that it will be picked up by a journalist, and decrease the likelihood that it will alienate readers. The Do’s and Don’ts of Writing a Great Press Release To turn out quality work, follow this list of do’s and don’ts: Do’s: Be short, precise, and to the point Format your press release with plenty of white space and no flashy graphics Outline the details, such as exact dates and times and other parties involved Reach out to local news and media outlets with your press release Proofread it before you publish it Don’ts: Write in a self-promotional tone Get carried away with images, fonts, and colors Rush through the writing of your press release Slack on the headline Publish a press release even when you don’t have anything newsworthy to share A Note on Distribution Here at Express Writers, we get asked all the time if we offer distribution services in conjunction with our press release writing services. Unfortunately, PR syndication is dead, and you’re better off making use of localized distribution in your local media. … Read more

How to Write Web Copy

January 10, 2024January 12, 2017 by Adam Oakley

Web copy has the power to make or break your online presence. Think about it for a moment. When new customers find your company online, what is the first impression they get? It’s coming from your web copy, but does that copy welcome them in or push them away? Does it educate them? Is it funny and relatable and written specifically for them? If not, it’s not fulfilling its purpose. If you want to succeed online, you need to learn how to write web copy that intrigues, delights, and inspires your readers. Only through learning how to do this will you excel at online marketing and build the reputation your brand deserves. Read on. How to Write Web Copy (and Why it Matters) Today, experts claim that we only have seven seconds to make a first impression. People who find their way to your website or social media profiles are developing an impression of you and your company as soon as they start reading, and that impression can either help or harm your business. Think about the sites that publish web content that stands out in your mind. What do you love about them? If you’re like most people, you love that these sites speak to you like a real human that wants to learn new things, rather than a “target persona” with no name or feelings. These companies know how to create compelling web copy, and you can follow suit by paying attention to what they do so well. How to Write Web Copy 101: 10 Smart Tips If you want to learn how to write web copy, follow these ten quick tips: 1. Keep scanning in mind. While people read books, people scan web copy. Because of this, you can’t write the two things the same way. Web copy must adhere to the way that people read web copy, which means it must be straightforward and easy to digest. It must also keep the habit of scanning in mind. This means short, succinct paragraphs, headers, and subheaders that tell readers what to expect in a section, and bulleted or numbered lists that showcase must-have bits of information. When your web copy includes these components, it will automatically become more reader-friendly, and it will perform better online. 2. Give your readers what they want. People don’t read marketing blogs just because. In most cases, they’re looking for information, trying to solve a problem, or searching for a product to purchase. In other words, they’re on the hunt, and it’s your job to give them what they want. The first step in doing this, of course, is to understand your readers. What do they want? If you don’t know, develop a buyer persona to help you put your finger on their top needs and desires. Once you’ve done this, be sure that your content is positioned in such a way that it’s delivering what your customers are looking for. In addition to making your content more relevant to them, this simple step will also help ensure that your web content finds its niche and stays there. 3. Arrange your content with the most relevant information at the top. Think about how you bait a hook to go fishing. You don’t place the bait halfway up the line, where the fish is unlikely to see it, do you? Instead, you put the bait on the hook, right where the fish is virtually guaranteed to bump into it. The same practice applies to your web content. When you top-load your articles and blogs with the most relevant and important information in the first few paragraphs of the body copy, you stand a better chance of “hooking” readers and keeping them there. With this in mind, add all of the most critical details of your piece to the upper portion of the web page. Depending on the topic of the page, this could include benefits of a product, detailed information about an event or launch, or statistics that illustrate your point. To take your web content a step further, use the personal “you” voice, and a selection of facts, figures, and statistics to appeal to your readers and draw them in from the get-go. 4. Don’t try to sound smart. One of the most-shared blogs of the year was on exactly this topic. Published by Harvard Business Review on October 5, 2016, “Stop Trying to Sound Smart When You’re Writing” is all about how trying to sound smart often has exactly the opposite effect. Instead of impressing your readers, it alienates them. Instead of boosting your brand, it harms it. That said, start writing the way you talk. In addition to being more authentic for you and your company, this approach will also help to keep readers interested. When you don’t speak down to people, they’re more likely to want to stick around and engage with your content. This is a great thing for both you and your brand. 5. Get rid of the jargon. If the only people who can read your web page copy are people in your industry, you’re doing something wrong. To keep your web page copy reader-friendly and accessible, get rid of industry jargon or unfamiliar words. While it may seem like this helps you sound smart or professional (see tip #4) it more commonly alienates entire segments of readers and hems your online writing in too tightly. With that in mind, get rid of the jargon and use familiar, simple words to communicate your point. For help, use an editor like Grammarly or Hemingway to make alternate word suggestions and help you catch overly complicated sentences. 6. Research your keywords. Keywords, once the center of on-page SEO, have fallen from grace a bit in recent years, but that doesn’t mean that they aren’t important. In fact, keywords still work hard to guide Google and your readers to understand what your content is about. Think about it: when readers search for online content, they do so using … Read more

How to Write a Press Release for a Business

March 24, 2022January 12, 2017 by Adam Oakley

If you run a business, press releases are a critical way to spread the word about your happenings and events. Unfortunately, many people don’t know how to write press releases, and they wind up missing out on important media opportunities as a result. In this article, we’re here to help you learn how to write a press release for a business, and what you need to expect in the process. Read on. [bctt tweet=”Press releases are a critical way to spread the word about your happenings and events. Know how you can create one that catches everyone’s attention with these 10 #pressreleasewriting tips” username=”ExpWriters”] 10 Tips to Help You Learn How to Write a Press Release for a Business 1. Understand the format of a press release To write a great press release, you need to master the structure. Format keeps a press release organized, and helps ensure that it touches on all the needed points. As a general rule, the opening of your press release should answer what Business Insider calls the “five W questions.” Here they are: 1. Who 2. What 3. Where 4. When 5. Why When you answer these questions, you help place your audience and let them know what they can expect from your press release. [bctt tweet=”As a general rule, the opening of your press release should answer who, what, where, when, and why. – @JuliaEMcCoy on #pressreleasewriting” username=”ExpWriters”] 2. Keep your press release short Press releases aren’t the place to mimic the novel. To keep yours interesting and useful, keep it short. The press release should cover the essential details of your announcement, but they shouldn’t go over the top with information. Bear in mind that the primary purpose of a press release is to make a statement about something and that the media can contact you if they want to learn more. That said, resist the urge to get overly wordy in your press releases. You readers will thank you. 3. Write in a professional tone A press release is a professional document, and it’s important that your voice reflects this. To get the most traction possible from your press release, write it in a very professional tone. Again, a press release is meant for your colleagues and reporters, and it’s important that the material and tone you include in it reflect that level of professionalism and intelligence. Anything less will result in lost readers. 4. Write it for the media While most marketing copy is written for your clientele or audience, press releases should consider the media, first. Think about the document the way a reporter would: where is the hook? What is interesting about the story? Where are the “must-have” facts? By making these things as pronounced as possible, you can ensure that your press release does what it’s supposed to do – appeal to reporters and journalists. When you consider a journalist’s outlook on the piece, you can write it more efficiently and help it cater to its needed audience. 5. Make it readable on all devices and platforms. Today, people view press releases on desktop computers, phones, tablets, and more. With that in mind, be sure that your press release is readable on all devices. This means the text should be large enough to read on a small screen, buttons should be clickable, contact information should be simple to find, and the press release should be easily shareable and downloadable for your viewers. 6. Optimize for SEO Yes, even press releases need to be optimized for SEO. While they’re meant to be picked up by the media, they’re also intended to appear in search engines and, when they do, they can be a fantastic form of advertising for your company. That said, optimize your press releases for your target keywords, target visuals, and keywords that are relevant to your business or niche. This will make the press release easier to discover and can broaden its reach with your audiences. 7. Cut the fat A press release isn’t for “fluff,” either in content or tone. Your press release will automatically become less compelling if it features repetition, unneeded words and phrases, or a joking tone that misses the mark. With this in mind, trim the fat and ensure that the material included in your press release actually needs to be there. 8. Time your press release correctly A press release is only as good as its timing, and timing your release correctly can make the difference in its performance. According to Business Insider, the time that you send your release depends in large part on the channels through which you’re sending it. If you’re sending it via email, for example, you’ll want to aim for a time between 2-3 pm, since people are typically at their desks then. If you know that there is a day and time that performs best for your audience, consider pushing your press release out at that point, since it’s likely to get more traction if you publish it at a high-volume moment. 9. Use quotes Quotes are a powerful tool in the world of press releases. In addition to helping draw out important points, well-placed quotes also showcase your voice and help establish you as an authority. Don’t be afraid to sprinkle some original quotes throughout your press release. The media will have a chance to pick them up, and they won’t have to work hard to do so since you made it easy for them. To make sure that they can find more or take a further interview from you, include your contact information within the press release, where journalists can easily find it. 10. Find a distribution partner Once you’ve written and organized your press release, it’s time to consider distribution. Today, though, that’s tougher than it used to be. PR syndication is dead and the key to getting your press release found today is a localized distribution in local media. Here at Express Writers, we don’t offer press release … Read more

How to Write a Press Release for a Nonprofit

December 31, 2020January 11, 2017 by Adam Oakley

While they are typically considered the domain of companies and individuals, press releases can be extremely helpful for nonprofit organizations. By spreading the word about community services, charity events, and more, a press release can serve to boost attention and increase attendance for a charitable event. If you’ve ever wondered how to write a press release for a nonprofit, here’s your complete guide! How to Write a Press Release for a Nonprofit: 5 Key Components of a Successful PR Knowing how to write a press release for a nonprofit, and being successful at it in getting the word out and publicizing your organization or event successfully, stems around five key components. Since a press release is a very professional document, there’s not much wiggle room in the formatting standards. Journalists and other organizations expect to see a particular layout, and it’s in your best interest to abide by this. With that in mind, here’s a brief breakdown of how your nonprofit press release should be formatted: 1. The headline The headline is the first and most visible portion of your press release. It should be centered across the top of your company’s letterhead and should contain information including the city of origin for your press release, the state of origin, and the date of publication. The next piece of the headline should be a two-sentence paragraph that offers a brief overview of the press release content, and why it matters to readers. It should be exciting and intriguing to the audience. 2. The intro The intro is a few-sentence paragraph that offers relevant background information regarding your nonprofit’s program or event. It should be written to a general audience and should be as succinct and targeted as possible. This is not the place to go into the “why” or “how” of the event. Instead, it’s just the place to offer some background information surrounding the event and your nonprofit. 3. The body of the press release The body of the press release should be 2-3 paragraphs in which you explain the purpose of your nonprofit’s events and compel your readers to want to learn more about it. Here is where you provide relevant details regarding the time, place, name, and sponsors of the event. Again, write this section of the press release to a general audience and give your readers a reason to get excited. 4. Boilerplate information Boilerplate information is an official bio that offers detail about your nonprofit. It’s a common practice in press releases for nonprofits and is the content that a journalist will likely pick up to introduce your organization to readers should he or she decide to publicize your press release. The boilerplate should be a paragraph long and should offer some brief background and relevant information about your nonprofit organization. 5. Contact information The final component of the press release is your contact information. This allows journalists and other interested parties to contact your organization for details, and is a critical part of the media release. For best results, include your current phone number, website URL, and mailing address. You may also choose to include links to two or three relevant social media profiles. 6 Things to do When Writing a Press Release for a Nonprofit While 50% of writing a nonprofit press release is nailing the formatting, another 50% is making it interesting and compelling for readers. Here are six things you need to do every time you create a press release for your organization: 1. Hook the reader in the first sentence. While a “hook” is commonly written off as the stuff of novels, it’s critical in a press release, as well. To grab the reader and keep him or her there, you’re going to need to provide a reason for them to stay. This is where your hook comes in. For best results, make your first 1-3 sentences catchy and compelling, and arranged so that they inspire curiosity in your audience. This will enhance the likelihood of your readers staying with you all the way to the end. 2. Structure your press release like an inverted triangle. An inverted triangle is widest at the top, and narrowest at the bottom and your press release should follow suit. Keep people interested by top-loading the body of your press release with the most relevant information, and narrowing down to the least valuable information as you conclude the body paragraph. This will ensure readers don’t miss your most critical points and will help people stay attached to your press releases. 3. Tell the story of your nonprofit. It’s easy to get dry and dull when you start talking about your nonprofit. Instead, seek to tell a story that keeps readers interested. For best results, start with the “why” of your nonprofit – why it does what it does and where that mission came from – then branch out to the how and the where. This will help people make an emotional connection with your organization and will increase the likelihood that the media will pick up your press release. 4. Stay brief and focused. A press release is not a place to ramble on and on, and you’ll lose your readers if you do. For best results, keep your press release focused and succinct. This will help readers stay on-topic and will allow the most important components of your press release to shine, instead of being bogged down by unnecessary information. 5. Keep it realistic. A press release is a document designed to be picked up by the media, so it’s critical that everything in it be news-worthy. This means that exaggerating and using hyperbole are both strictly prohibited. In addition to harming your organization’s credibility, this will just reflect poorly on the writer if the press release does get picked up by the media. 6. Optimize for SEO. Optimizing a press release for SEO will improve its chances of succeeding. With this in mind, add relevant keywords and target phrases throughout the body … Read more

How to Write a Press Release for a Fashion Brand

December 31, 2020January 11, 2017 by Adam Oakley

It’s finally here: the big launch of your new line. You’ve spent countless hours working on it, and the time has arrived to share it with the world. You couldn’t be more excited. To showcase all of your hard work, you decide to learn how to write a press release for a fashion brand. The only problem is that you’ve never done it before. Fortunately, this next step isn’t nearly as tough as it might sound. Today, we’re going to walk you through the process of how to write a press release for a fashion brand, in hopes that these simple tips will have you on your way and writing your own press releases before you know it. Read on! Why Learn How to Write a Press Release for a Fashion Brand? When you’ve poured thousands of hours into a new line, just hoping someone will notice its release isn’t enough. Instead, you’ve got to make a concerted effort to spread the word, and a professional press release is one of the best ways to ensure that your big launch finds its way into the mailbox of big-time fashion editors. While learning how to write a press release may seem hard, it’s a worthwhile expenditure to ensure that your big launch goes off without a hitch. How to Write a Press Release for a Fashion Brand: 5 Actionable Tips A press release for a fashion brand is different than one for an album launch or a new product. To ace your press release, follow these top tips: 1. Be as specific as possible. When it comes to your press release, specificity is your best friend. You need to tell people exactly what is exciting about your fashion launch, and why they should sit up and pay attention. Bear in mind that, within your press release, you’re speaking to content editors, PR executives, and editorial assistants at various outlets and each wants to know why, exactly, picking up your press release is a good idea. The more specific you get, the more you can help convince them. With this in mind, be sure to answer the where, when, how, why, and who questions about your new launch. Provide some detail about the inspiration for the line and how it came to be. Tell your readers where they can find it and where it will first debut. In addition to giving people something to get excited about, this level of specificity also makes it easier for journalists and other content specialists to pick out the relevant portions of your press release and share them with the public. 2. Provide clear and actionable details. For your press release to succeed, it needs to be clear and actionable at every step of the process. This means that you’ll need to answer exact questions regarding where your launch will happen and why it matters to people. You should also consider adding an image to your press release to underscore your point further and make it more exciting for people to interact with. Because fashion is a highly visual industry, an image in your press release can help grab a reader’s attention and keep it throughout. 3. Provide all the needed information throughout your press release. If your press release is going to be useful for journalists, it needs to provide as many specifics as possible so that they don’t have to dig for additional information. In the realm of fashion, this detail-rich structure should include a discussion of who the brand is that’s launching the product, the season the line is designed for, when the launch will happen, and where. Only once you’ve done all of this should you dive into your “why.” In any press release, you want to top-load the document with critical information, so it’s easier for journalists to access. This helps them pull out the most relevant information and get on with reading, rather than having to wade through lots of unnecessary information to locate your key points. In addition to making it easier on journalists, top-loading your press release with relevant information can help make it more useful for readers from all walks of life, since readers who can’t find what they’re looking for (such as the venue your launch will appear at, for example) are likely to leave. 4. Include boilerplate content. Boilerplate content is essentially a standardized breakdown of who you are, what you do, and where people can reach you. It’s meant for editors and journalists and can serve to streamline a reporter’s job massively. To show that you’re thinking of the journalists reading your press release, include a boilerplate piece at the end of the press release that includes a short bit of background information on your brand, your contact information, a phone number, and an email address. This will make it easier for interested parties to communicate with you, and can also be used in future media to feature your brand and company. 5. Make it visual. Visually exciting press releases perform best, especially in the fashion industry. With this in mind, include the best image at the top of your press release and lay out the press release in a way that will allow it to be easily digested by journalists and other content specialists. Not only will this make your press release more exciting to view, but it will also reflect positively on your brand. The Dos and Don’ts of Writing a Press Release for a Fashion Brand Write the best press release of your life by following these do’s and don’ts: Do: Speak directly to your target audience Be specific Include relevant visuals to make your document more interesting Distribute your press release through local news agencies and media outlets. PR syndication is dead and this is the most effective way to get your press release out there today. Don’t: Go overboard with graphics, fonts, and colors Forget to include relevant contact information Stuff the bottom of your press release full … Read more

How to Write a Press Release for an Art Show

January 18, 2024January 10, 2017 by Adam Oakley

If you’re curious about how to write a press release for an art show, you’re not alone. While press releases are a common form of content used to announce things like new products, new company mergers, new hires, and more, many people don’t know how to write them. In fact, learning how to write a press release for an art show can seem especially daunting. Fortunately, the process is not nearly as complicated as it sounds, and it’s easy to master in just a few simple steps. PR is the perfect channel for getting the news out about your art show! Read on. How to Write a Press Release for an Art Show: 7 Essential Things to Include How do you write a press release for an art show? What do you need to include in the document? How much detail is enough? What will your readers want to know? If these are questions on your mind, read on to learn about the seven critical elements you need to include in your art show press release. 1. A compelling headline Regardless of whether the press release is for business, the music industry, or the art world, a headline is its most critical component. The headline is what grabs the press’ attention, and tells people about what is in the media release. To ensure that your headline performs the way you want it to, keep it descriptive and concise. Some sources recommend keeping your press release headline to 120 characters or fewer. While that’s not a hard and fast rule, it is smart to keep it as short and succinct as possible. On a formatting note, be sure to format each word in the headline with the first letter capitalized and include relevant details. When people read your press release headline, they should get an immediate value proposition that tells them what the press release covers, and what they can expect to learn from reading it. 2. An information-rich summary The next most critical piece of your press release is the summary. The summary is the section that allows you to expand on the key details of your press release and include any relevant keywords that you are targeting within it. This section of the press release should be short, detailed, and simple. Be descriptive about your upcoming events, and tell your readers why they should read the rest of the press release. Keep in mind that this is one of your first opportunities to “grab” the reader, and you don’t want to waste it. 3. Relevant dateline information The dateline component of a press release contains the date that the press release is published. While it may seem like a small detail, this is critical for the authority of the press release, since it allows the reader to determine whether the press release is new or old. This, in turn, allows a journalist to decide whether to contact the author of the press release for more information or keep looking for new news. In addition to telling readers when the press release was published, the dateline also includes the city of the press release, which is important if you’re hosting an art show in a particular location. By including the city of origin in the dateline section of the press release, you stand a better chance to track to local news media and pick up local coverage for your event. 4. An exciting introduction After the headline, summary, and dateline comes the introduction. While it may seem like the summary and introduction go hand-in-hand, the introduction is a paragraph meant to answer the following questions for any journalist that may be reading your press release: who, what, when, where, and why? Think of the introduction as the component of the press release that helps journalists decide whether to pay attention. It should offer the relevant details of your art show and should be written in a clear and easy to understand fashion. 5. Informative body copy Next, it’s time to focus on the body copy of your press release. While the introduction provides the critical details regarding your art show, the body text offers background information, further details on the artist, and explanations for the show. Although the length of your body copy will depend on the art show and the details you need to share, it should feature at least two paragraphs. These paragraphs should both be short, with no more than five sentences in each. Be sure to top-load the body copy with the most important details in the first few sentences. This will enhance the chance that your readers will catch them rather than skimming over them. 6. An original “about” section The “about” section is a single paragraph that offers some relevant background information about you, the author of the press release. This paragraph should be short and should provide some needed details about you, your organization, or your company. 7. Current contact information Last but not least, you’ll want to include your contact information in the press release. These contact details will be used by any journalist who wants to contact you for further information about the art show. For best results, include your full name, your current telephone number, your email address, the mailing address for your company or office, and the URL of your website. You may also include two or three relevant social media links. The Do’s and Don’ts of Art Show Press Releases To ensure the success of your press release, follow these do’s and don’ts: Do’s: Keep your press release short and detailed Write like you would speak, without too much jargon or industry talk Answer the questions who, what, where, when, and why? Include your current contact information Don’ts: Get too long-winded in your press release Neglect to include relevant details Forget to add a city of origin for your press release Get tied up in PR syndication. It’s dead, and you’ll be much better off reaching out to your … Read more

How to Write a Press Release for a Product

December 31, 2020January 10, 2017 by Adam Oakley

A product press release is critical to inform journalists and customers about your exciting new offerings. A professional document designed to be picked up by reporters, a press release is a fantastic way to drive attention to your new product and create a social dynamic that’s ripe for sales. When done correctly, a press release is an excellent way to boost your business and spread the word about your newest offerings. Keep in mind, however, that learning how to write a press release for a product is a process, though, and there are skills that you need to know to execute the task properly. Fortunately, these things are easy to learn! Today, we are going to talk about how to write a press release for products, and how to make sure that your brand aces it every time. 4 Things to Remember Before Writing a Product-Focused Press Release If you’re going to write a product press release, it needs to be done well. Since the purpose of a press release is to inform the media about your upcoming product, it’s critical to ensure that every piece of the press release is newsworthy, professional, and accurate. With this in mind, here are four things to consider before you sit down to write your press release: 1. The press release should showcase your product’s unique features. If you were going to write a press release about your new product, it needs to be newsworthy. In other words, nobody wants to read a press release that just says, “Hey, we made a thing!” Instead, arrange your press release so that it includes the most unique benefits of your new product. A portion of the press release should outline your product’s selling points, and make readers feel intrigued enough that they want to interact further with the products. To ensure that you’re including the unique benefits of your products in the press release, consider making a list of the things that make your product stand out before you sit down to write. This helps ensure you won’t miss anything when crunch time comes. 2. Tell a story in your press release. While some people mistakenly believe that storytelling is reserved for novels and books, it’s a critical tool for a product-focused press release. The reason is simple: people don’t want to simply hear the features of your new product. Instead, they want to hear why they should use it, how it will change their lives, how you came up with it, and what makes it so different from anything else on the market. Storytelling is the best way to achieve these things. As you write your press release, put yourself in the reader’s shoes. Try to visualize what would catch his or her attention, and what would be compelling or entertaining enough to make them want to keep reading. 3. Stick to the point. No matter what a press release covers, it’s no good if it wanders and rambles. To make your press release useful and compelling, stick to the point and be sure that all of the information you’re providing within the press release is relevant to your readers. 4. Edit the press release carefully. The final thing to consider regarding your press release is how much editing it will take. Remember, a press release is meant to be picked up by the media, and pushing one out that includes errors or other mistakes can be devastating to your company. With that in mind, set aside ample time to edit your press release before you publish it. How to Write a Press Release for a Product: 4 Essential Steps Now that you know what to consider as you start writing a press release, let’s talk about how to navigate the writing process. Here are the steps you’ll need to follow: 1. Craft a killer headline that considers your product’s unique selling points. Your headline is the first thing a reader sees, so it should grab attention. For best results, include the unique selling points of your product in the header. Regardless of how you choose to structure it, it’s essential to ensure that the header stays succinct, clear, and easy to understand. This will help intrigue the reader without losing his or her attention in the process. 2. Make your target audience clear. When people read your press release, they need to know who will benefit from using your products. Is it seniors living at home? Is it teens with ADD? Is it stay-at-home moms or college students? No matter who your target audience is, you’ll want to target them in the body of your press release. When people know that you’re talking directly to them, they’re not only more willing to read your press release, but they’re also more likely to share it. 3. Use the body paragraph of your press release to back up your claims. This piece is a unique to a product press release. If you are going to make claims about the product’s effectiveness or desirability, use the middle paragraph of the press release to back yourself up. An excellent way to do this is to include quotes from executives or users, or even to draw in statements made by shareholders. While this may seem like a simple approach, it serves a critical purpose. First, it gives journalists something to pull out of your press release and use in publication. Second, it inspires confidence within the people reading your press release. 4. Finish the press release with current contact information. The end of the press release should include your company’s current contact information, including website URL, phone number, a point of contact email address, mailing address, and links to two or three relevant social profiles. This contact information will be critical for anyone who wants to reach out to your company for more details, so it’s essential to make sure that it is current and up-to-date. The Do’s and Don’ts of Writing a Press Release for a … Read more