Stop writing 103-word leads
Are you still smooshing all of the W’s into the first paragraph of your press release?
“If the copy doesn’t excite me within 20 words,” says one editor, “I won’t read the rest of it.”
You’d think PR pros would have noticed that the media outlets they wish to get published in write short, snappy leads.
Here, for example, is an 8-word lead by The New York Times:
Russia has a new enemy: the currency markets.
And here’s a 103-word news release lead:
Which would you rather read?
Are you ready to make journalists love you?
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