Make every word count
Spelling is important
ALWAYS check your spelling. Some people won't notice errors, but those who do will equate sloppy writing with sloppy service. You have been warned.
Get to the point
Say what you have to say. If it interests your reader, you've got them hooked. If you start with some irrelevant waffle, they won't even bother engaging with your text. Use subheadings to let them know what that section of text is about. Quite often people will start reading then resort to scanning if the text isn't quite what they're after. Subheadings are good to help them refocus on more relevant material.
Talk to your customers
Whether you're writing a brochure, website or advert, it needs to feel like a personal communication to the individual reading it. And it needs to be about them. It needs to address their needs, desires and fears and it needs to constantly communicate the benefits of what you are offering.
Get their attention
The headline is the most important part of any communication - if you don't grab the reader's attention, it doesn't matter what you say in the rest of the piece - they aren't reading it. Spending money on good copywriting is well worth the investment.
Make sure your press release gets published
Press releases need to make life easy for the journalist. Give them a good story written in the style they would write about you. (That means writing about your Product/Service/Company in the third person) And don't forget the attention-grabbing headline - otherwise it'll be straight in the bin without being read. Call them to check they've received it - and of course draw attention to it. Use the conversation to sell your story.