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Home::Copywriting
The Web's Press Releases paradox
Author : Daniel Borel
Search Engines love text, the more the better, they do not
really prize images. People do not read anymore, the less the
better, they favor images. Leave the fancy writing alone! So
what?
On one side, a great number of press releases services ask for
articles that count at least several hundred words, meaning
several thousand of signs. On the other side, Google Adwords
allow ninety-five signs to summarize one's whole purpose.
What is the solution? Just read press releases, they give you
the answer. First of all, a spectacular title with a maximum of
ten words preferably easy-money or instantaneous-success or
secrets-for-richness or income-without-work oriented... Then a
compelling first paragraph that depicts a first-class ticket to
success with no struggles, no risks, no failures. Just to make
the reader go on, dream on. Finally the bulk of the press
release. Frequently the most entertaining part of numerous press
releases. The author begins with a speech about himself, his
believes - some more words gained with the development of the
personal reasons behind these believes - his (preferably famous)
colleague's opinion. But this is often not enough to reach the
required number if words. This is the time for the fairy tale
about Old Uncle Willy who was a baker but nevertheless had real
good insight into... ... Do you notice I am doing exactly the
thing I am making fun of? To make a long story short, this is
stuffing required by the rules of the press releases game. Now,
try and imagine the challenge of a fine art photography on-line
gallery as ours, oneppm.com, playing such a game: we have to
promote and make known images with words. The main reason and
the ultimate goal of press releases being to get picked up by
Google, Yahoo, MSN and the others to get the maximum of inbound
links to one's web site and better a Page Rank that will give as
much opportunities to be THE winner as playing the lottery...
what an apparently ironic world, isn't it? Not so sure: that
speaks for the faith of the human being in himself, herself, a
former spermatozoon that has won.
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