Making your press release sexier

Reading a great press release is like meeting Mr. or Ms. Perfect: You may not know what makes your heart race faster, but something about them is just, plain sexy. You just know it when you see it. Here are some tips for making your news as sexy as possible:
 
1.    Make it newsworthy. Give your reader something of value. Did you get a new client? Great; announce that, but tell why. For example, XYZ resort chose ABC supplies because of better service and higher quality.
2.    Find a unique angle. A unique story angle is what’s going to separate your story from the thousands of other press releases. For example,“XYZ Company Adds New Service” is a start, but find a way to approach your story that will interest your prospective reader.
3.    Get to the point. Use the Inverted Pyramid technique to tell the story. By the end of the first paragraph, your readers should know exactly what, where, why and when.
4.    Build credibility. Avoid posting a thinly-veiled advertisement as much as possible. Statistics, references and quotes help make your story more credible.
5.    Do not sell. Avoid using hyperbole such as "...the world's best...." or "...the industry's best known....," unless you can positively substantiate your statement.
6.    Don’t over-optimize your news. There's a fine line between using keywords appropriately and stuffing it chock-full of repetitive, spammy-sounding language.

For high search engine placement, link building, and potentially getting your story read, think of it this way: Clear is the new clever.