Marc Harty’s 7 Point Formula.

#1 Headline

Keep your title short and make sure you have your keyword phrase in your title. This is key and something that even the experts overlook or forget to do. The earlier you put your keyword phrase in the title, the better.

#2 Summary

Two or three sentences… What is this press release about? What are you talking about? What is the topic?

#3 Introductory paragraph

If you know anything about copywriting, you’ll know that the point of a headline is to keep you reading. The purpose of the summary is to keep you reading until the introductory paragraph. The purpose of the introductory paragraph is to get you to read the rest of the release.

I like to ask a question. I don’t want to go directly into talking about myself. I want to add some context. I mean things these days are tough in the economy, whatever it is, but something that can build a good relationship with people.

This isn’t just a press release, it’s common sense and writing 101. Build that relationship with your audience.

#4 Quotes

You have probably seen this in the news or in a press release. There is someone quoted. If you’re doing a press release, that someone is you, but it doesn’t have to be you.

For example, if you are using one of my techniques and taking advantage of current events, maybe that quote is something that is available in the media. Maybe it’s a third-party research study and you’re quoting the person who is running that study.

About 99% of the time, I write the quote for my clients and let them approve it. This is not Shakespeare. You don’t have to say something that goes on and on or will live for 300 years. Keep it concise, short, and worthy of a sound bite.

#5 Support Points – Facts

When I started in copywriting, I learned the distinction between facts and claims. If I say that we are number one, that is a claim. If I can say that we are number one, because we sell more units or generate more revenue, I have now taken that statement and made it a reality.

What can you make that are factual footholds that you can talk about in terms of your story or theme for that press release?

#6 Call to action

I would say that most people who do press releases don’t have a call to action and if they do it goes something like this: “Visit our website blahblahblah.com. Call our toll free number blah-blah-blah.” I don’t know about you, but I’m not motivated. I am not motivated to go further in learning this business, service or company, because I do not know what awaits me. It looks like some kind of pedestrian.

In press releases people were taught not to be promotional, because it is a press release. It has to be editorial and that’s true. One of the differences in press releases is that you cannot use the word “you” in the copy, because it must be written in the third person.

#7 About

This is a paragraph about your company, not the topic of the press release, because you may have multiple products. And it can also be about you, if you’re an author or a speaker, it can be about you.

This is an opportunity that if you have any credibility, if you’ve been published in a specific magazine, as seen on CNN, whatever those things are, those are the opportunities to put in that section.

This about section is consistent from release to release, which is good, because now part of your press release is already pre-written for you and isn’t going to change. It doesn’t have to be long. I usually do three or four paragraphs. Also put in your link to your website.