How to sell more products through a well written press release

For you to sell more and have happy customers, your potential customers will have to know the benefits of your products. That is simple in theory, in practice not so. Let’s explore the means of enlightening your audiences with news distribution through a press release (PR).

“To get your PR published or not, that’s the question”
Getting you press release published is by no means an automatic function of sending it to the media. Editors’ inboxes get flooded with press releases, spam, marketing, and more press releases. So what can you do to help your press release find its way to your targeted readers?

“Real news is good news”
Editors are clever people; they notice marketing stunts and get irritated. Write a press release when you have real news to tell. ‘News’ means new, not that you got the idea to sell more, and to people driving red cars rather than blue ones.

Unique, best, most – forget those
‘Fast’ is ok, consider critically writing ‘faster’, and forget ‘fastest’. If the car you are selling is fast, state it as a fact with numeric information to support your argument. If you want to compare (faster), make sure to include the facts. For example, the top speed of car X is 180 km/h, which makes it faster than a cheetah, of which the maximum speed is 120 km/h.

Capture your readers
Capture the interest of your readers straight away with the most interesting message. That is what is most likely to be beneficial or interesting to them. “Sell more products through a well written press release” not “Write well, it is nicer to read”, or “Write well for the editors to become interested”.

Once you have broken the main news you can present additional pieces of news, underlying facts and supporting arguments. When you do this well you’ll keep your reader until the last word.

Point and send – don’t spam
Identify your audience, and analyze what kind of magazines they are likely to read. For business audiences there are a lot of publications that are not known to the masses. These newsletters and magazines are referred to as trade press. is a news distribution channel that specializes on trade press. The database contains almost 100,000 publications in 160 countries.

Create your distribution list by selecting countries and target industries. Fine-tune it by looking at all individual magazines and remove those that aren’t relevant.