4 Tips to Avoid the Worst Sentence in a News Release

By Gerard Braud –

The worst sentence to begin a news release is, “We are excited to announce…”

If you hire a so-called public relations expert to write your news release and they write this, you should fire them. If you have written this yourself because you’ve seen others do the same thing, please stop.

Nothing says you value yourself more than your audience or customers than the dreaded, “We are excited” sentence.

In the world of customer satisfaction, your goal should be to celebrate the joy and benefits that you bring to your customers.

Here are 4 tips to avoid the worst sentence in the world:

1. Stop writing it.

2. Begin your news release with a customer-focused sentence, such as, “If you need XYZ, your life is about to get easier because of a new product/gadget being introduced today.”

3. Measure your “I”/”we”/”you”/”them” use. Your news release should contain more sentences that focus on the customer than the company.

4. Measure your “how” to “why” use. Stop focusing on how your product works and focus on why it improves the lives of your customers.

There is no doubt that the internal decision makers are excited. But the key to better sales is to make the consumer excited. When the customer gets excited they buy. When they buy then you can really get excited.

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