A press release is a document issued to media and consumers to announce yourself and your product.
A well-written release can dramatically increase your sales, expose your company to the masses, and greatly enhance the image of your business or products. A professionally written press release can make the difference between a successful press release and an utter failure.
Your release must have a general interest to the target audience and a strong news angle. In addition, your release needs to be written in journalistic rather than marketing style. It should be objectively written and needs to inform people, not just sell them something.
The focus of your story should not be on the subject of the product itself but on the creator of the product. A human-interest story or a hint of controversy helps create interest.
Preface the opening sentence of the release with the place and date of the release. At the end include a fairly standard paragraph about Lulu and your contact information.
Aim for absolute clarity and avoid all "spare fat," including too many adjectives or adverbs. Consider using bullet points where appropriate. Both the headline and the first paragraph should summarize and sell the story. Accentuate what is new, unusual, different and extreme.
The headline should be 20 words or less and should answer the questions, "So what?" and "Why now?" The introduction should stand on its own, tell the whole story and tell why you have written the story.