BeYB welcomes another awesome guest post from Richard Knobbs!
Richard Knobb’s previous guest post on 5 ways a press release can boost your personal brand was a hit. So, I have asked him to share his insight on common mistakes he has found in press releases that are FATAL to your personal brand. Take note of these and do your best to avoid them like the plague! If these two guest posts on press releases have been helpful, I recommend picking up Richard’s eBook Attention! The art of creating attention-grabbing press releases available on Amazon. Click here to get your copy.
There are a few things that can make a press release stand out, but here are 5 that will make it stand out for the wrong reasons.
Commit any of these errors, and you’re pretty much guaranteeing your press release will quickly find its way to the bottom of the pile, taking your brand image with it.
1) Do as I ask
If you want somebody to promote you, the least you could do is introduce yourself. Remember you’re basically getting free promotion, so show some thought and appreciation. Send an introductory email about yourself, addressed to a person, and explain why you’re contacting them. Then follow it up with a thank you email when your press release is published. People are busy and might receive hundreds of press releases, so a bit of courtesy can go a long way.
2) Nice, but useless
Although people realise you want to make a good impression with nice pictures, carefully selected fonts and a few design flourishes, sending your press release as an image (jpeg, gif, etc) makes it basically unusable. The images and text are likely to become distorted if resized, the links can’t be clicked, and all your hard work will go to waste. Check how the media you’re contacting publishes things and stick to that format. Better still, ask how they would like to receive your press release.
3) Poor aim
Make sure that you target your media, and don’t just use a mailing list to contact as many random people as possible. If you’re thinking of sending a press release to this site on personal branding, for example, it’s doubtful that Peter’s readers will be interested in your metal fabricating skills, however good they may be. Media and audience targeting is not only far more effective, it also prevents you from being seen as a spammer.
4) Me, me, me
If you write your press release in the first person and submit it to a print or online publication, they’ll have to change everything to the third person. Why? Because they didn’t do what your press release is about – you did. Remember this is you being promoted somewhere else, not on your own website, so do yourself and the publication a favor and write in the third person.
A press release doesn’t have to be boring. If it is, nobody will want to print it. Think about why it’s interesting, what the standout points are, and think in terms of writing more of an article than a press release. By doing so it’ll not only be more likely to be published, it could lead to the publication asking you to write real articles for them in the future. Likewise, don’t make it all about how fabulous you think you are. Make it engaging, interesting and show real benefits for the readers.
Do you have any other press release mistakes that can damage someone’s personal brand? Would love for you to share your ideas below.