Writing & Editing

Writing Press Releases and Ad Copy 101

Lucky you. You’ve been selected to prepare press releases and write ad copy for your company’s next trade show or marketing event. You have a sneaking suspicion that you were the choice of the marketing committee, not necessarily because of your profound literary and copywriting skills, but because of your “I can accomplish anything I set out to do” attitude.

The only problem is that, beyond your commendable attitude — one I personally subscribe to — you’re not quite sure where to start. Relax, that’s why you’re reading this article.

Here’s some surefire tips that can help you get started while also boosting the impact and effectiveness of your writing in general.

First, consider the theme for the show or event. Let’s say it involves sports. Pick up the sports section from any newspaper — a Sunday edition works best. Now begin perusing the headlines for key words and phrases that might serve as appropriate copy for your press releases, ads, headlines, etc. Jot down the ones you like best. Better yet, create a file on your PC and place the words or phrases in the file.

Next, find key phrases and sentences in the articles that you might be able to rearrange and rework for your press releases and ad copy. Again, write them down, or add them to your computer file. Keep repeating these two steps until you feel you have enough ideas to start writing your press releases and developing your ads. As you’re reading, original ideas and phrases will probably enter your mind — write those down, too.

Once you have a good collection of words, phrases, and notes, let them stew in your subconscious for a day or two. Then, take out your notes, or open up the computer file, and start assembling press releases and laying out rough drafts of your ads. You’ll find the process a lot easier at this point because you’ve reviewed information — and language — written by professionals who are probably experts in their given field. Keep in mind that the goal here is never to steal someone else’s idea or work, but instead to use this process to learn the jargon and to get your own creative juices flowing.

The tips above work great for specific projects, but they’re also good advice in general, especially if you know you’re going to be in the position of writing press releases and ad copy from time to time. Instead of creating a list around a particular theme, start a whole library of headlines, phrases, sentences and ideas. Whenever you see or think of an attention-grabbing headline or sentence, add it to your library. It’s there, saved, to be called upon when the need arises.

One final piece of advice. Don’t forget that in order to be a good writer, you have to be a good reader. Before anything leaves your desk, imagine yourself in the position of people you expect to read it. Try to see it and react to it as they will. Ask someone on your staff or a trusted business associate to do the same. This often overlooked exercise can make the difference between a truly effective business communication and just another collection of words headed for the landfill.

Of course if you need help, that’s what we’re her for. Call me at (412) 233-5491 or send me e-mail with your writing needs. I look forward to hearing from you.

--Mike Ference