2. Use the first paragraph to answer all the important questions like who, what, where, when, why & how.

3. This story is for your readers (the editor/reporter and ultimately, their audience) ~ tell them why it would interest them

4. Avoid the hype. Don't use big words and adjectives. Stick to the facts, ma'am.

5. Focus on benefits: What problems do you solve for your customers or website visitors?

6. Back up your claims with facts and statistics.

7. Consider sending out a Press Release Kit, instead of just a simple press release. Here's what you can include:

- Letter
- Press Release(s)
- Business Fact Sheet
- Your Biography
- Samples, Photos, etc.
- Company Literature
- Your Business Card

If you sell aromatherapy products, imagine what attention you can receive by sending a sample. However, keep in mind that although your sample may be appreciated, the information you sent may not be read.

You need to evaluate the cost of sending a full press release kit. You may want to indicate that you will send samples upon request as an alternative.

However you decide to send your release, you need to stand out from the crowd. You need to create a press release would interest the editor and his target audience.