A number of clients hire me to rewrite press releases, or write new ones from scratch, after a press release that THEY wrote was rejected by the online press release distribution sites.

And the number one reason those press releases were rejected? They sounded too much like advertisements.

A press release needs to read like a short news announcement, not a big screaming ad. I know there can be a fine line, because after you are writing a press release – or having one written for you – to PROMOTE your company, right? So how do you avoid sounding like a late night TV shopping network ad?

Most importantly, do not address the reader as "you." That is advertising language, and press release sites will reject you for it.

Don't say "If you want to learn how to avoid foreclosure…" or "If you want to finally housebreak your dog…" Instead, say something like "Dr. Smith's ebook tells readers how to avoid foreclosure." "Veteran animal trainer Jane Dough has created a series of videos to help frustrated pet owners housebreak their dogs."

At the end of your press release, you need what is referred to as a "call to action." Don't say "To get YOUR copy of Dr. Smith's ebook…" 

Instead, say something like "Those interested in purchasing Dr. Smith's ebook may visit www.(your website link here.)" or "Those seeking more information about Jane Dough's methods, or interested in purchasing her ebooks, may visit…" 

These may sound like minor details, but trust me, they make a big difference.