Press Releases are a fantastic tool to use in building your Information Marketing business. Properly structured, a press release serves as an advertisement for you, your company, your product or service or your website.

In order to be effective, press releases must be newsworthy and must compel the audience to take immediate action. The easiest way to implement these two factors is to write a press release that links your company or product to a current event, especially one that is generating a lot of interest and that impacts the emotions of your target market.

In order to get your press release published, you need to write so that the editor of the publication or news service finds your item newsworthy.

Editors receive thousands of news releases and have to sort through and publish only the best. Space is limited, so editors look specifically for stories that have the most appeal to their readership. A good press release includes:

• A provocative headline that immediately captures the editor’s (and eventually the reader’s) attention. Headlines are not statements of opinion and should not be a simple statement of fact. Use the headline to compel the reader to see what you have to say. For example:

“SaRita Hartin Announces New Course On Information Marketing”

is very weak and likely won’t get published. Who cares if a new course is announced? Try this instead:

“New Information Marketing Course Offers Powerful Tools To Prosper Despite The Failing Economy”

Now someone might care. There is a reason for the reader to find out how more. They certainly want to prosper, right?

• Content that stirs the emotions. The length should be between 200 and 500 words and should be broken down into small paragraphs so you can hold the reader’s interest. The content should implicitly show the reader what benefits they’ll gain by paying attention to this news item.

Put the most important information in the first paragraph: who, what, where, when, why and how. Take the time to really work on this part because the language needs to flow naturally and be interesting while still putting forth what the reader most needs to know.

• Claims that are backed up by research. Statistical information that reinforces your point is very powerful. It shows the editor that you’ve done your research, and it shows the reader that you’re a trustworthy source of information. As an example:

“According to the Administrative Office of the U.S. Courts there was a 37.8% increase in the number of new bankruptcy filings from 2007 to 2008.”

That’s a powerful statistic if you’re announcing a product that will help with individuals’ income or asset protection.

• Company officials and other credible sources are quoted. Editors look for the opportunity to identify the source of any opinions or ideas mentioned in the news item. Use a true authority, such as the President of your company, to lend even more strength to the statement.

• A simple, clear and direct call to action. Tell the reader where to go for more information. Provide your phone number, email address, website, or whatever other contact method you prefer. This is the perfect place to offer readers something for free if they go to your website and sign up.

You can use press releases to find new leads, promote products, services and events, and keep your brand out there in the public eye.