A product press release has two main readers: publication editors and your customers. Write your press release to those people.

Grab your readers’ attention by putting news in the first paragraph. Convince the editor that your press release is newsworthy by explaining how your product will solve your customers’ problem.

Avoid loading the first paragraph with laudatory statements such as the fact that your company is the world’s leading producer of left-handed widgets. That’s not news. You are not getting the attention of your customers. Your stock exchange symbol isn’t news, either; put it at the end.

At our writing courses, we’ll show you how to gain your readers’ attention, with news that matters to your customers.