By Corey Weiner
Here is how you can almost always tell an amateur press release and why it’s usually wasteful pier fishing – with an organization’s American Express card:
1) Hundreds and hundreds of words. I have seen press releases for shopping malls and insurance agencies going 730 words.
Those simple business announcements should take 200 words, if that, and cost the business advertiser a fraction of what they probably do. But no. The vendor – or advertiser / client says, “No. Let’s write a mini-novel because more long tail key words mean better SEO.”
No human being, prospective customer or reporter, is reading all that verbiage. And search engines care little. If you doubt this because someone selling something begs to differ, you should know I give clients a copy of the Google Corporation’s Guide to SEO so they can read it before I take one cent for writing and editing their communications and marketing materials.
2) No specific audience being addressed. Meaning WHO should be reading press release XYZ. A manager in ABC industry? An HR director working in ABC part of the country? The general public? WHO?
Go verify what I am claiming when time allows. Do your eyes want to read more than a line or two? Do you get the gist and want to call there?
I think it’s easy to convince a small or medium-sized business they should throw their info up into cyberspace because everyone else is doing it.
It’s the same as pier fishing. With that business fitting the bill.
Want to see better inquiries and responses from online press releases?
Save your money and try spear fishing instead of pier fishing. How can you spear fish? Hire a good copy editor who can sell your ideology to reporters and consumers of your product.
To paraphrase legendary advertising man, David Ogilvy –
“I’m a terrible copywriter you know. But a fierce editor.” Anyone can throw up 800 words about absolutely nothing and accept money for doing so. They create false hope by assuring you search engines will pick up the story and make your phone ring with leads and reporters.
A copy editor knows less words and practical street smarts will win, as Mr. Ogilvy alluded to 50 years ago.
More on spear fishing here: http://bit.ly/1rQVmRl