5 (More) Tips for Writing Knife-sharp Press Releases
4. Cut the Fat From Your "About" Section
The "about our company" section at the bottom of your press releases doesn't need to contain your company's life story. Keep it short and relevant, limiting any bragging to the most impressive, factual details you have. Something like:
In business since 1777, Forms Utopia has grown from a Revolutionary War printing press to an international forms superstore that offers over 6 billion kinds of forms and printing services. It has repeatedly won numerous prestigious awards, including Promo Marketing's Top Suppliers award, Inc. Magazine's Best Places to Work, and the Better at Basketball than Michael Jordan, Awarded By Michael Jordan Himself award. For more information, visit www.formsutopia.com or call 555-555-5555.
... is fine. Anything much longer risks cluttering your message or boring everyone reading it to death.
5. Keep Fancy Formatting Effects Out of Your Message
The "awesome" thing about cute formatting in email is that it can break, depending on the reader's email client and how up-to-date/good it is overall. Purple text, weird fonts and embedded images can all cause problems for your email readability, depending if the receiving email program can read them or not. If the clients' readers can't decipher your effects, your fancy custom font will likely break into something like "hAl, wEcome to''' R NewsLetter 000." Write in common word processor fonts, with minimal flourish, to avoid broken text. When in doubt, use Notepad or TextEdit to convert a message into "plain text" first (this will strip all HTML and other formatting out of your message).
That's all for this week guys! Thanks for reading, and see you all in two weeks (We have Memorial Day off woo!)
MONDAY MIKE FACT: Had some of the best mussels of my life this weekend. If you're in the Philly area, do yourself a favor and go to Bistro La Minette at 6th and Bainbridge.