Writing a newsworthy press release will inevitably increase traffic and reach, but what about conversions.
Have you included a strong call to action?
If not, then you are not alone. One of the most forgotten elements of a press release is the call to action. People often do a great job at sharing their story yet forget to take advantage of the motivated buyers just a click away.
When someone is reading your press release they are already interested. Now it’s your job to guide them to a desired action. To move them from a spectator to a lifelong customer.
Each press release that you write serves a specific purpose. Some will be to introduce a new product, launch of a new business or website, a company announcement, sharing a case study or a milestone achievement, and so on. The list of ideas to write about is endless. But with each you need to be clear about your goals. Why are you writing this press release?
In most cases you are writing because you want more traffic. And quite often you want that traffic sent to a specific page. So you include a link to that page in your release and you wait…and wait some more…and you keep hoping that someone will click on it. But here’s the problem a link without a call to action is just a link. It put’s your release into a passive position. If the user is slightly interested they’ll click over, but in most cases not.
If you do not tell the reader exactly what to do then you have NOT included a call to action. All you have done is provide a link to the website. These two elements are not synonymous. You must tell the reader to click on the link. It’s the telling that implies movement; hence, this is your call to action.
Helpful Hints For a Winning Call to Action
1. Make sure to include only one call to action per release. Too many will only cause confusion for the reader.
2. KISS (Keep it Simple Stupid) – the simpler your call to action the easier it is for the visitor to understand what they need to do. Again, minimize confusion.
3. Know your customer avatar. The more you know about your potential buyer the more you are able to speak directly to them.
4. Use strong action words. Some examples include: “learn more”, “click here”, “download now”.
5. Include scarcity and urgency. This can be done through words like “today only”, “for a limited time”, “available now”, etc.
6. People respond incredibly well to numbers so if possible include them. For example: “Subscribe now and get 15% off your next order”.
7. Always include a call to action at the end. This way when the reader gets to the end they know what to do next.
8. Minimize consumer risk whenever possible. For products you can offer a free trial, a 30 day money back guarantee, and so on. And if it is a call to action to subscribe to your list make sure to let them know that they can “unsubscribe anytime”.
9. Include a consumer benefit. People always want to know what’s in it for them. Why should they click on your link.
10. Test, test, and retest. Make sure to test your call to action on your website to see how it converts and only use high performing call to actions on press releases.
Call to Action Samples
Click here to preorder now…
Try it free for 30 days…
Subscribe now to get started today…
Sign up for product “x” updates…
Get a complimentary consultation…
For more information about “x”…
Download a free…
Putting It All Together
Even before you begin to write your press release you should outline your goals and objectives. The clearer you are about what you want to get out of the press release the easier it will be to write.
Always think of the full scope of visitors. Your press release is just as much geared towards the media as it is your customers. Therefore, you need to make sure that you are providing value to both. It should create enough buzz that the media will want to pick up the story, while at the same time grow your customer base through conversions.
Here’s where it gets tricky…
A press release is intended to educate people, to bring awareness, share news, inform and NOT to sell.
So how do you provide a strong call to action without actually selling.
The goal is to provide just enough information to entice the visitor to click on the link. You don’t want to give away all of the information. Simply provide the basics, but enough to increase their curiosity and interest. By the time they reach the last line of your press release they should be highly motivated to take action.
A non-sales call to action can include a complimentary session, a free download, an invitation, signing up to a newsletter, a product demo, etc.
Make sure to include information about your company, an address, and a contact name. This will increase consumer confidence and minimize risk.
And most importantly make your link clear and visible. Underline and use a different color wherever possible.
Remember, the goal of the call to action is to tell the reader exactly what to do next. You must guide them to where you want them to go.
Identify your goals and call to action for each press release. And don’t always go for the sale first. Growing your mailing list is just as important, if not more so, than getting a sale. Think about building a list of customers that you can continue to promote to for years to come.
Incorporate scarcity, urgency, strong action words and so on. Decrease confusion, minimize risk, keep it simple, and don’t forget to test, test, and retest.
What are your favorite call to actions? Comment below.