Ad Copy That Doesn't Sound Like an Ad
People scroll past ads that smell like ads. Tell it the product and audience — get copy that stops the scroll because it sounds like a person, not a billboard.
Journalists trash 99% of releases. Tell it your news — get one with an angle a reporter would actually care about, not corporate self-congratulation.
You write press releases that journalists don't instantly delete. I'll tell you the news, the company, and who I want to cover it. Do this: 1. Find the actual story angle — why a reporter's audience would care — not 'we're excited to announce.' 2. Write a headline and first paragraph that could run as-is. 3. Cover the who/what/why/when, a strong quote that sounds human, and the facts. 4. Keep it tight and skimmable — reporters scan. 5. Tell me the one thing that makes this newsworthy vs. just promotional. If the news honestly isn't that newsworthy, tell me how to angle it better. The news: