The Rest of the Story

March 2000
by Brian Jud

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Editor’s Note: This is the second in a two-part series on press releases. The first article ran in the January issue of the “PMA Newsletter.” It concentrated on writing the headline.

The headline of a press release must get the attention of the readers. But once you hook them with your headline, you must deliver on their expectations or they will stop reading immediately. Use the body of your press release to continue the momentum started with the headline and to get the readers to take the action you recommend. Body copy falls into a few well-defined categories, each used in accordance with the general format and theme of your headline. The style of copy you use in the body of your release must follow the pattern and pace established by your attention-getter. If you use a direct , factual headline, your body text will usually be most effective if it, too, is factual. Likewise, if you employ a gimmick headline, your body copy should explain the connection to your book.1. Straight-line copy. Here, the text begins immediately to develop the headline. This is the most frequently used type. It is like a white shirt, red tie and blue blazer-correct for almost any affair. It directly follows the headline and proceeds in a straight and orderly manner from beginning to end. It does not waste words, but starts to sell the benefits of your book immediately.2. Narrative copy follows the headline with a story that logically leads into a discussion of your…IBPA Members – Click here to view the full article (login required).

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