Most businesses are now aware of what press release services can do for them. So if you're a writer who does press release writing or would like to do so, this could be a huge business opportunity. However, if you want to stay in the game, make sure you master the art of writing press releases that sell or these clients will never come back to you.

There are hundreds  of content writers claiming to be experts in press release services, but don't know how to distinguish between press release writing and article writing, let alone knowing the nuances of press release distribution. If you're a writer who would like to write press releases or at least want to hone your skills, here are a few pointers on press release writing that really sells:

1. Remember, its news: First of all, make sure your press release is newsworthy. It needs to talk about a latest achievement, new client win, launch, unique business strategy or a recent occurrence. ‘Home remedies for heart burn' is not a press release but a feature. ‘Easy-to-use home remedy book for heartburn launched' is a press release.

2. List benefits clearly: Wherever applicable, your headline and press release must let the reader know what he/she gets out of this news. Using the example above, if we simply say "Home remedy book for heartburn launched", your reader will most likely yawn and move on. Adding the word ‘Easy-to-use' tells the user that there's a benefit to be had and then he's more likely to read the press release.

3. Get back to basics: Go back to what you were taught in school (if at all), and use the top down model. Put the most important information in the first paragraph – the What, Where, When, Why, Who and How must be answered. Put the least important information at the bottom of the press release.

4. Skip the bragging: Make your press release concise and stick to the topic. Highlight achievements that are relevant to the subject. This is not the place to delve into company history, milestones and all that it's done for mankind.

5. Understand press release distribution: Press release distribution is an important part of press release services. You should ideally be able to offer both, press release writing and distribution. Identify important media, both offline and online and send your press releases to them. It's better to distribute press releases to fewer but relevant media with a wider reach. Don't spread your efforts too thin over a wider range of irrelevant media just to show your client numbers.

Press release writing is a simple, yet skilful exercise. Once you master the art, it can be extremely gratifying to watch what it can do for your clients' businesses. All it needs is some careful thinking and crafting.