"89 Ways to Write Powerful Press Releases"

Lesson #12:  The call to action

The fifth part of a press release is the call to action, which is part of the body copy. I've devoted an entire lesson to this topic because it's so important. This is where you lead readers by the hand and tell them exactly what you want them to do. I've highlighted the call to action in yellow below.

Do you want them to click on a link to visit your website? Or click on a link that takes them to an order page? Or click on a link that leads them to a sign-up page at your website where they can read a free special report or download an ebook, in exchange for their email address? Or make a donation? Or buy tickets to an event? Or call their congressman?

I can't think of a good reason why you wouldn't include a call to action in virtually every press release you distribute.

The call to action doesn't necessarily have to "ask for the order" like I did in the release below. You can offer free information just to get people into your sales funnel and give them time to know, like and trust you before they buy. Then, at some point along the way, you can ask for the order.

But if you're leading readers to your website, give them a good reason to visit. Don't just say "Visit our website at..." Mention the benefits of visiting. "Visit our website where you can find more than 23 free tips on how to make spring cleaning easier..." Then link to the page of tips.

 

FOR IMMEDIATE RELEASE

 CONTACT: Joan Stewart at 262-284-7451 (days) or 262-284-2222 (evenings)
 3434 County KK
 Port Washington, WI 53074
 jstewart@publicityhound.com 
 http://www.PublicityHound.com 

Employee Recruitment, Retention Booklets
Offer Helpful Tips During Labor Shortage

Finding and keeping workers is easier with these 220 ideas
that include onsite day care centers, espresso bars,
 employee nap rooms

PORT WASHINGTON, Wisconsin -- July 1, 2006 -- Employers struggling with the worst labor shortage in three decades can find dozens of ideas for finding and keeping workers in the booklets “113 Tips for Finding Valuable Employees” and “107 Tips for Keeping Valuable Employees.”

Proactive companies that want to lure the best workers, then keep them, are using recruiting and retention strategies that would have been unheard of 20 years ago. They include offering employees flexible work schedules, career counseling, onsite day care centers, espresso bars in the company cafeteria, employee nap rooms and even lactation rooms.

The two 16-page booklets were written by Joan Stewart, a publicity expert and management consultant who is also known as The Publicity Hound.

The booklets are $5 each. Order at http://www.PublicityHound.com/publicity-products/tips.html or by sending your business card and a check (U.S. funds only) payable to The Publicity Hound to 3434 County KK, Port Washington, WI 53074. Or call 262-284-7451.

– END –

Permission to Reprint:

Journalists, newsletter publishers, bloggers and others: You may reprint any 10 tips of your choosing from each of the two booklets as long as you include ordering information. Email me at JStewart@PublicityHound.com for all the tips.

Need an illustration? GIF images of both booklets are available at http://www.publicityhound.com/images/113tips.gif  and http://www.publicityhound.com/images/107tips.gif

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Opportunity #12: A contest you're sponsoring

People love contests, particularly if the winner gets a great prize. You can sponsor a contest in your bricks-and-mortar store. Or at your website. An author sponsored a contest when she discovered that her book was missing a page. When announcing the contest, she asked readers to write the missing page. Isn't that clever? You can write and distribute a press release when you announce your contest, and then again to announce the winners.

P.S. Want ideas for contests? Check out "Special Report #18: Clever Contests That Will Tempt Reporters to Call." It explains how contests can help in your branding campaign, ideas that generated national publicity, why silly contests are sometimes the best, how to tie contests into new products and services, why holidays are great times for contests, why you should make contests an annual event, and to publicize the winners. You can find it here. 

 
Tomorrow: Tell 'em where to go

Need help with publicity?
The Publicity Hound's Resources List includes products and vendors that can help with many aspects of your publicity campaign. You'll find press release writers, publicists, audio experts, ghostwriters and more.

***Have you missed previous lessons in this tutorial? You
      can find them below:

Lesson 1     Lesson 2     Lesson 3     Lesson 4     Lesson 5     Lesson 6      Lesson 7      Lesson 8     Lesson 9     Lesson 10    Lesson 11