Press releases announce important information to the media. To increase the publication and readership of a press release, apply persuasive writing techniques.

6. Developing Persuasive Press Releases

Press releases announce important information to the media. To increase the publication and readership of a press release, apply persuasive writing techniques.

The most important ingredient of a press release isnews   . Organizations might use a press releaseto announce a new product   orto announce a seminar   .

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Explanation:                                                                          

The most important ingredient of a press release is news. Press releases should not be purely self-serving or promotional; they should communicate news that is relevant to an external audience. For example, organizations might use a press release to announce a new product or to announce a seminar.

Your coworker is writing a press release and asks for your advice. What tips should you give? Check all that apply.

Aim for five pages in length.

Make the document visually appealing.

Answer the five Ws and one H in the first sentence.

Open with a summary of the important facts.

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Explanation:

When writing a press release, open with an attention-getting lead or a summary of the important facts. Include answers to the five Ws and one H, but don’t cram all of that information into one sentence. Appeal to the audience of the target media, present the most important information early, and include relevant quotations. Make the press release visually appealing by sticking to one or two double-spaced pages and selecting a readable format. Be sure to proofread to catch typos and factual errors.

Read the following draft of a press release, and then answer the question.

ABC Flip Flops Appoints Musashi Yamato as CFO

ABC Flip Flops, a leader in casual footwear, has announced the appointment of Musashi Yamato as chief financial officer. Yamato's appointment comes after former CFO Raphael Alden's decision to retire and spend more time with his family.

“I have great faith in Musashi," said Susan Fogarty, CEO of ABC Flip Flops. "With his track record of success in the industry, ABC should be poised for revenue growth."

Yamato comes to ABC Flip Flops with years of experience in the shoe industry, having most recently served as CFO of Sunnyside Footwear. In his time at Sunnyside, the footware company grew.

“ABC Flip Flops is a well-respected company with a fresh product offering and exiting opportunities for growth,” said Yamato. "I look forward to working with the ABC team to expand it's already unparalleled business."

How would you suggest the writer improve the press release? Check all that apply.

Provide more specifics.

Proofread for typos.

Include the date and location.

Remove quotations.

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Explanation:

In the beginning of a press release, be sure to address the five Ws and the one H. This press release is missing the where and when information. The press release could also use more specificity. Instead of “with years of experience,” the writer could name the number of years the new CFO has in the industry. Rather than writing, “In his time at Sunnyside, the footwear company grew," the writer could give specific numbers related to the company's growth. Such specifics are more compelling to readers. Finally, the writer should proofread the press release. It has a number of typos (footware instead of footwear, exiting instead of exciting, and it's instead of its) that undermine its credibility.

Sales messages use persuasion to promote products and services. To develop and deliver effective sales messages of any type, use the 3-x-3 writing process to analyze the product and your purpose, adapt your message to your audience, gain attention, build interest, elicit desire, reduce resistance, and motivate action. You need to write a sales message for your company’s new line of exercise apparel. Before composing your message, which questions should you ask yourself? Check all that apply.

5. Creating Effective Sales Messages in Print and Online

Sales messages use persuasion to promote products and services. To develop and deliver effective sales messages of any type, use the 3-x-3 writing process to analyze the product and your purpose, adapt your message to your audience, gain attention, build interest, elicit desire, reduce resistance, and motivate action.

You need to write a sales message for your company’s new line of exercise apparel. Before composing your message, which questions should you ask yourself? Check all that apply.

How does the apparel’s durability compare to that of competitors’ products?

How and where is the apparel manufactured?

How can I use puffery to my advantage?

What is the purpose of my message?

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Explanation:

Before composing a sales message, research the product extensively by studying its design, construction, materials, and so forth. Consider its ease of use, durability, efficiency, and applications; and understand its price, warranties, and any services related to it. Also, be sure to compare the product to competitors’ products so you can identify which attributes are unique and could, therefore, be selling points. In addition to educating yourself about the product, determine the purpose of your message before you sit down to write it.

A coworker is crafting a sales message and asks for your advice. What tips can you share for the opening? Check all that apply.

Keep the opener short.

Sacrifice honesty for engagement.

Begin with an offer.

Include a quotation or proverb.

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Explanation:

Gain attention in the opening of your message by keeping your opening paragraph between one to five lines and by using attractive typographical arrangements. Be concise, honest, relevant, and stimulating. Hook the reader’s attention by including offers, promises, questions, quotations, facts, product features, startling statements, personalized action settings, or a personalized statement using the receiver’s name.

Build interest in your sales message by developing your central selling points with rational, emotional, or dual appeals. Rational appeals are appropriate when a product is, for example, important tohealth   . Emotional appeals are appropriate when a product is, for example,essential   . Whether using rational or emotional appeals, remember to translate cold facts intowarm feelings and reader benefits   .

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Explanation:

Build interest in your sales message by developing your central selling points with rational, emotional, or dual appeals. Rational appeals are appropriate when a product is, for example, important to health. Emotional appeals are appropriate when a product is, for example, short-lived. Whether using rational or emotional appeals, remember to translate cold facts into warm feelings and reader benefits.

Additionally, remember to use simple language when building interest in your sales message.

What techniques overcome resistance and help build credibility? Check all that apply.

Sending unwanted merchandise

Using misleading statements

Including testimonials

Sending free trial samples

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Explanation:

To reduce resistance and prove credibility, you should use testimonials; names of satisfied customers; money-back guarantees; free trials; performance tests, polls, or awards; and so forth. Do not send potential customers unwanted merchandise or use misleading statements. Both will undermine the credibility and professionalism of your organization.

What is an additional motivator you can add to your sales message? Check all that apply.

A promise of further correspondence

A promise or incentive

A gift

An open deadline

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Explanation:

Motivators that you might use include a gift, a promise or an incentive, a limited offer, a deadline, or guaranteed satisfaction. By using these motivators, you provide an extra push for your reader. Promising further correspondence or open deadlines will not motivate a reader to act promptly.

Read the scenario, and then answer the question.

You work for a letterpress stationery company that has recently started selling merchandise through its website. To increase online sales, the owner has written an e-mail sales message to send out to all the company’s customers who have provided their e-mail when making a purchase at the store.

What should you remind the owner of before she sends out the e-mail sales message?

The first rule of e-marketing is to use endearing language.

The first rule of e-marketing is to hire an excellent graphic designer to maximize your appeal.

The first rule of e-marketing is to communicate only with those who have given permission.

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Explanation:

Remind your boss that the first rule of e-marketing is to communicate only with those who have given permission. Sending e-mail to those who have “opted-in” increases your “open rate” and helps avoid angering customers who do not want to receive e-mail promotions or consider them spam. E-mail promotions do not need to use endearing language or employ the service of a graphic designer. Some of the most effective e-mails are simple, short, conversational, and focused.