The AIDA Style for Writing a Press Release

Now I will start by breaking it down and explaining each one of the letters of AIDA, in order for one to understand the full import of the formula:

A= Attention: If your press release is going to be good the first thing you must do is attract the attention of your viewers. It all starts with your headline.

The question now becomes what creates a good headline? A powerful headline is any headline that answers the question: "what is it that I get?" This is all they honestly have interest in. Let him or her know what's in it for him or her?

The idea of creating a press release is not to attempt to explain your whole article in your headline. The idea is to first get the viewer's attention, reel them in with a interesting perspective on a story, and let your press release do the promotion.

A good headline is usually pointed to a specific group, like in the headline of this specific article.

I'm targeting individuals who are interested in learning the methods of promoting their websites with press releases.

What is it that makes the headline of this article so good?

The headline got your attention, pulled you here and made you read this article.

Can't get any better than this.

I= Interest. Once you find the reader's attention you then need to get them "INTERESTED" in the service or product or service. I recommend that you start that by immediately givingout whatever your title indicates. Don't attempt to be fancy, and you should not string your viewers along for the ride.

D is for DESIRE. You have to create a feeling of DESIRE for|make the viewer DESIRE your product or service. Themain purpose you are attmepting to achieve with this particular part of the AIDA technique is build up the excitement. The only way of doing that is with benefits, benefits and more benefits!

Many marketers are unsure by the difference between benefits or features|mistake benefits for features. There's a tremendous difference. A Feature is desciptors that describe particular examples your product or service. Benefits reference the way in which your product or service will help the reader to solve their problems. Basically, what will the reader gain by obtaining the product or service.
The "A" is for ACTION. You should end your press release with what is commonly called a call to action. It is important to tell the reader in no uncertain terms what you would like them to do.

Robert Watson, creator of Press Equalizer, software for Press Release Distribution, has been a successful press release marketer for three years. Buy Press Equalizer

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