How to Engage Your Press Release Readers


So, you wrote and published a press release! Great news, because online press releases are one of the hottest marketing tools available in the online marketer’s arsenal. Press releases work well for small businesses, large businesses, and every size business in between.

Press releases are “weightier” than advertisements, or even than a post on your company’s website. Right or wrong, people tend to believe what they see in the news. And, press releases feed right into that pattern.

Of course, if you write a press release and no one cares about whatever it is you’re announcing, you’ve got a problem. So, in the rest of this post, let’s talk about how to engage your readers—the right ones—and how to hopefully make them want to follow up on your press release by calling your phone, visiting your website, or in general, taking whatever action you want them to take.

Who Are Your Target Readers?

Just as in advertising, “everybody” is a completely useless word and concept. We don’t market to everybody! We market to what we perceive to be the target market for a product or service.

Take diapers, for instance. How many diapers ads do you see in the AARP (American Association of Retired People) monthly magazine?

Hmmm…probably zero? There’s a reason for that. Who wants to spend tens of thousands of dollars, or more, advertising to people who’ve already past that stage in life?

Whose Attention Are You Trying to Get?

Of course, press releases aren’t really advertisements—except they really are! So, you might be publishing a press release not to get more customers or clients, but to connect with potential business partners

Looking for the next, or even the first round of financing for your business? A series of press releases will go a long way to establishing you as a serious entrepreneur with a serious business. That said, nothing’s really changed from what I said above, you just have a much smaller audience of target readers.

Begin with the End in Mind

The important part of all of this is as follows: press releases are very powerful marketing weapons. But—to continue the analogy—they actually have to be aimed at something in order to be effective. You should be publishing press releases on a regular basis! But, before you do, you might want to figure out what you want to get out of this!

Want to discover how to write better press releases? Then sign up for my free report, Press Release Marketing for Local Business. I’ll reveal all the strategies you need to know to write great press releases.