There is certainly an art form to writing a crypto press release. Along with some of the traditional formatting suggestions, certain tricks of the trade mean that one press release can outperform another and achieve amazing results. At the same time, there are certain common pitfalls that businesses often fall into when writing press releases. If unchecked, these can lead to lower-performing press releases, negative perception of the business, and wasted resources.
For your benefit, we’ve outlined some of these mistakes and highlighted how you can avoid making them.
Mistake #1: Writing Like a Whitepaper Instead of a Press Release
On the surface, a whitepaper and a press release can seem like basically the same thing. After all, are they not just documents explaining what the project is to potential investors? The truth is that while they might communicate the same information, they are not supposed to communicate it in the same way. A whitepaper is essentially a technical document that lays out the facts without being overly promotional, even if it eventually promotes the project. A press release, on the other hand, is both a document meant to communicate certain developments to the public while also positioning it positively in their minds.
As such, a common crypto press release mistake is writing a press release with the sort of overly technical language that you would expect from a whitepaper. Doing this means that the reader is less likely to understand it or be able to engage with it on a meaningful level unless they are an expert. You should also make sure that the press release follows the proper structure and includes things like quotes, bullet points, simplified language, and much more. Always remember that whitepapers and press releases have different goals in mind and should be written differently.
Mistake #2: Weak or Boring Headlines
A majority of crypto press releases are now published online, which means that they have to capture users’ attention rather quickly. The stats have shown us many times that people are drawn in by headlines, and neglecting this can cripple your press release efforts. No matter how great a press release you have written, a boring headline will turn away everyday readers and journalists alike.
As you write a press release, craft a headline with the assumption that some people will read that and nothing more. How many times have we seen a news headline but not bothered to actually click it? Following this principle, make sure your headline includes the core information and is crafted to entice people to read more. That way, if they do read more, you gain this benefit. If they don’t, they leave with the necessary information regardless.
Mistake #3: No Clear News Angle
One of the goals many entrepreneurs have for their crypto press releases is for them to be picked up as news articles and widely circulated. And why not? This can lead to more sales, a higher profile, and a bigger customer base. But one of the common crypto press release mistakes is putting out a release with no clear news angle.
Many times, a business will announce that they have launched a new product or have made a corporate change or not ask themselves why this is relevant. After all, thousands of crypto projects launch new products or get new leadership all the time. Why should the media cover yours? Perhaps the product is something that has never been seen before. Perhaps it is a continuation of a successful line. Perhaps the token is being listed on a major exchange. As you are writing a press release, ask yourself why the reader should care. Make this reason apparent in the press release itself, as it encourages journalists to cover it without having to dig for an angle on their own.
Mistake #4: Overhyping Without Proof
We get it. The cryptocurrency industry is built on hype, and virtually every project looking to succeed has to sell itself to the masses with hype. Customers are more likely to buy your token if they think it is the next Dogecoin or sign up to your exchange if they think it is on track to overtake Binance. But while you want to hype your projects within your own press release, there is a danger to doing so without any proof.
As much as crypto investors are looking for the next big thing, they are also hypervigilant about fluff projects lacking substance. So, if your press release keeps talking about how your products are the next big thing, but there are no metrics to back this up, it will have the opposite effect. Journalists will not want to cover it for fear of appearing to promote a low-quality project, and discerning investors will also avoid it. Instead, you should hype your project to the extent that you can prove its worthiness. This will earn you credibility among readers.
Mistake #5: Poor Structure and Formatting
A standard press release follows a specific format, and for good reason. It’s generally understood that the most important facts in the press release should be mentioned in the first paragraph. These include the five W’s: who, what, when, why, and where. This is done so that the reader will know the most important information within the first paragraph, even if they do not completely read the release.
The upside-down pyramid sequence of putting the most information first serves both the company in question and the reader, and so, should not be neglected. Placing quotes in the wrong part of the press release, omitting a media section, and failing to include a link will reduce its effectiveness. Not only does neglecting the formats make the press release harder to read, but it also increases the chance of rejection by various media platforms.
Mistake #6: Missing Quotes (or Bad Ones)
Here at BTCWire, we’re big fans of putting quotes in crypto press releases. This is because quotes are a great way to humanize the press releases, make them more interesting to read, and create more context around your project. But one of the common press release mistakes is either not including quotes at all or using bad ones. If you completely neglect putting any quotes in your crypto press release, it risks looking stale and clinical, which reduces the chances of wide circulation.
On the other hand, you could also release a crypto press release with bad quotes. A bad quote, in this context, would refer to a quote that doesn’t make the project look any better, is irrelevant to what is being reported, or is poorly written. So when putting out a crypto press release, make sure you have well-written and interesting quotes attached.
Mistake #7: Publishing Without Distribution
When you put out a crypto press release, you want it to go as far as possible and garner as much attention as the industry has to offer. But this is less likely to happen if you publish without distribution. One of the common crypto press release mistakes is putting out a good press release and hoping it takes off organically. While this does happen sometimes, relying on luck as a promotional strategy is not a good idea.
Instead, look to various distribution services that ensure press releases are carried by high-quality, high-ranking sites in the crypto sector. We at BTCWire, for example, offer press release distribution packages with dozens of different publications attached, along with editorial support and metrics tracking. This guarantees that your press release will get as much coverage as possible and secure maximum returns.
Mistake #8: Bad Timing
One of the golden rules of crypto press releases is that the timing of putting out the release is almost as important as the content itself. While we live in a globalized world, some days and times are simply better for publishing a release than others. If you publish a press release too early in the day, you’ll be competing with thousands of others going out at the same time, and this means audience attention is split.
If you publish it too late in the day, news platforms will be wrapping up and are less likely to cover it. Similarly, publishing it towards the end of the working week means much less attention for you and your business. So, you want to be mindful of the time your press release is going out to maximize its impact.
Conclusion
Putting out a crypto press release can be one of the best things you do for your business, especially in the modern age. It helps to establish your brand identity in the midst of heavy competition, drive sales and web traffic, and boost your visibility. At the same time, there are many common mistakes businesses have found themselves making that not only stifle their results but also lead to negative consequences.
These eight mistakes we have highlighted are easy enough to make without realizing but can create consequences that last long after the press release has gone live. Consider them next time you are writing a press release, and reach out to us here at BTCWire, and make sure your amazing release is seen by the world.