Every entrepreneur (or marketing/PR specialist as you wish) has to create some press release from time to time. By the press release I mean blog entry, e-mail message to other bloggers/news sites, interview in a radio or whatever else you want to do, to promote your product. How should it looks like? First: it can’t be boring!

You are not from Google (am I wrong?)… and probably nobody fight for any newses from you. No! You must fight for publish your note/information. That’s why your message to journalist or blogger has to be good!

Terribly press release messages:

“Good morning, we are sending new press release from xyz…”

“Good morning, could you please publish my press release on your website? It’s here …”

“Good morning, xyz has launched new project…”

Ehhh… come on guys! A little bit of invention!

Don’t try to be funny, be interesting!

I don’t want to laugh while reading your press release. I don’t want to read any jokes, I probably don’t have a time for this. If I want to laugh – I will go to dedicated website with jokes. Be interesting! Try to be interesting. I will read your press release if you will interest me.

Tell me something like:

“Our website is one month old and we already have 1,000 unique visitors per day. Nice, isn’t it?”

“We want to be better than 37signals and it’s not only a part of our wish list… we can be better!”

Don’t waste my time! Say what you want.

I have about 80-90 (non-spam) e-mail messages per day. Popular journalists or bloggers has probably much more messages. I don’t have a time for reading all of these e-mails (just like RSS feeds). I want to open your e-mail message and read first few sentences… if you won’t tell me what you want – I will simply delete your message.

Good example:

“Hello, at the beginning… I’m sorry for my directness, but I’d like to invite you to our … . It’s a blog about …”

I’m not a robot. If you want to talk with me – you should know my name and a gender. You should know what I am interested in.

And it’s not like… “Say my name, bit*!” I simply like to be treated as a human (normal human). It doesn’t matter that this mail has been sent to 50 other bloggers and entrepreneurs. I want to be treated as a special one. You should write a message like you would write it directly to me and nobody else.

Prove that you know something about me:

“I know that you are interested in entrepreneurship, social media and e-marketing. I had read your blog, that’s why I’am writing to you…”

Introduce yourself

I don’t know you, so why should I help you with promotion of your project. Who the hell are you, what did you do? Could we met before? Where? Maybe you had created some interesting projects before you did this one.

Don’t try to suck up

Don’t try to suck up to me! I hate when you lie. I don’t trust you when you lie. I’m not the best in something, so don’t try to say me that I am.

“I know that you are the best in … that’s why I’m writing to you”

No, I’m not.

“I love you and all of your articles.”

Come on. You are a spam-bot or you are crazy. Btw. I have a wife, I will have a kid in next three months. I’m not interested.

I like gifts

Anything… what will cause a smile on my face. That could be a free e-book; that could be an interesting photo; that could be a text file with a list of good jokes; that could be an information, that you will put my name on the cover of your book, etc. Give me anything.