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An online press release must serve as a promotional vehicle but must not seem overtly promotional in order to generate interest. Those crafting an online press release or writing a marketing article must first focus on an attention-grabbing and informative headline as this is often all a reader or consumer will see. A compelling headline will draw a reader (and future consumer in) and may also present an opportunity for the consumer to pass the online press release on, therefore creating an organic form of press release promotion.
Utilizing the Internet for press releases allows a business to employ tactics not available to those using just plain paper. Video and rich graphics can be inserted into marketing articles and other attention-grabbing and desirable methods. The key though is for a well written, interesting and most importantly informative copy to entice a future consumer into continued reading and promotion.