Writing a High Converting Press Release Call to Action

A press release has many components. In addition to the lead and headline, one of the most important elements is your call to action. What do you want readers to do when they’ve finished reading your press release? Let’s take a look at the seven steps to write a high-converting press release call to action.

1. Decide what you want to achieve. What is the goal for the press release? For example, is your goal to strengthen your brand? Do you want to sell a product or build your email list? Before you can write a call to action, you have to know what you want the press release to achieve.

2. Write the press release first. Make sure that the content supports the goal and the message you want to communicate. Make sure your press release is compelling and offers value. For example, if you’re announcing the release of a new product then your release will highlight one of the problems your product solves and how it provides value.

3. Write your call to action rough draft. Don’t worry about the wording yet. Get the words on paper and make sure they tell your reader to do something. For example, “visit my website to learn more.”

4. Review your rough draft. Does it support the goal you established for your press release? If not, erase it and start over. Write another call to action. What action do you want readers to take that is related to your goal? For example, if your goal is to build your email list by promoting your new opt-in offer then your call to action needs to direct people to download your opt-in offer.

5. Read your call to action. Does it present something of real value that also prompts additional action? If there’s nothing in it for your reader, they’re not going to click. Make sure the value is apparent.

6. Remove hype. This is a press release, not a sales page. Make sure that your call to action sounds inviting, respectful, and professional.

7. Read it aloud one more time before you submit your release to your distribution service. Reading it aloud helps you evaluate it for clarity. Get into the mindset of your audience. Would they understand the call to action? Would they be motivated to click through?

TIP: Include clickable links and CTA near the top of your press release, preferably after the first paragraph. 

Last, but not least, make sure to test and track your call to action. Use your press release distribution service analytics and reporting. Use Google Analytics to track conversions from your release. Track the results so you can repeat the successes and improve those that don’t perform as well as you’d hoped.

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