Here are two headline options:

(A) New Kazoom Motor - Quietest Motor in the Market

(B) Quietest Treadmill Motor Tested to Run Silently in Home Treadmills

Which headline do you think is a better headline? Option (B) would be the better headline because your press release will be more likely to show up when visitors use keywords such as "quietest treadmill", "silent treadmills" or "quiet home treadmills".

Your primary goal is to attract targeted traffic. You achieve that by using keyword based headlines. If your press release doesn't show up in the search results for those keywords, it doesn't matter how you write the press release. Nobody is going to read it.

Tip 2: Use a brief but powerful summary for your press release.

This is of utmost importance - never attempt to write a lengthy summary for your press release. On the Internet, most readers just scan the content. If you have a lengthy summary, you end up chasing away the readers.

The best summary has at most two to three short sentences. Here is the difficult part. Within those two to three sentences, you must sum up what your press release is about. One way to do that is to just focus on one issue.

For instance, your press release body may contain three or four important points. Of those points, pick the most important one and use that as your key message. The job of the summary is simple - to get the key message across. If it fails to accomplish that, you may have just lost a potential customer.

Tip 3: Keep your press release body short.

Sometimes, in the course of my work, I encounter clients asking for lengthy press releases. I try my best to give them what they want, but I also try to give them the correct advice.

My advice to them is that having a lengthy press release may not be the best thing to do. Figures from my web stats software tell me that most visitors spend less than a minute on a web page. In other words, 90% of your readers won't read the entire press release. You are much better off with a short and concise press release. The ideal word count is about five hundred words, which takes about a minute to read. Anything more than that, your press release is too lengthy.