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October 5, 2007, Newsletter Issue #105: A Press Release is NOT a Sales Pitch
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Tip of the Week
According to magazine and newspaper editors, the most common and vexing weaknesses of the press releases they receive is a tone that resembles a sales pitch.
To avoid this, don't write directly to the reader. Also, edit out any adjectives that function primarily as self-praise. Remember, the editor isn't looking for sales material; he or she is looking for interesting and relevant content for his or her readers, listeners or viewers.
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