Should a Press Release Ask People to Take Action?

Getting a prospect to read a press release isn’t a cause for celebration. Getting them to take action is.

Many press releases are written solely as information pieces that describe the who, what, when, where and how of a new product or service. However, many press releases I’ve read don’t ask the reader to take action.

These press release writers want to tell the story. That is a good first step. But if you stop there, you will be leaving money on the table.

If you only tell your story but don’t ask people do anything, people will do nothing. You are assuming people will click through to your website to learn more. You assume people will go to the store and look at the product and buy it.

Well, you all know the old story about what “assume” spells.

You must, absolutely must, put in at least one call to action on your press release and probably more than one.

What is a call to action?

Many people do not know what a “call to action” means.

A call to action is a specific request that the reader do something. For example:

  • click a link to go to a web page to read more about the product
  • click a link to go to a web page that asks them to submit their name in order to get a free sample, a special report or some other item of value
  • join a newsletter subscription list
  • call your office to speak to a representative who can answer questions and make a sale
  • make an appointment for a consultation, either by using an online form, an email or a phone number

Notice that the call to action is not an over-the-top sales pitch such as:

“Buy today and get two for the price of one.”
“This is a limited time offer. After Friday, the offer disappears.”
“There are only 50 copies available. After that, there will be no more products.”

That’s okay for a sales letter, but it would be inappropriate for a press release because people expect press releases to be information, not sales. That’s where the first set of “calls to action” is appropriate and the second set is not.

Press releases should be written so that action is asked for. If you don’t, you will not make sales or build a prospect list.

Dan Janal helps small businesses get publicity so they can sell more products. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to www.prleadsplus.com or call me at 952-380-1554.