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The web has changed the way that news gets disseminated and you need to know that without a doubt, buyers will be reading your press (news) releases directly, so you need to be writing in a language that your customers will understand. In addition, there are new rules to writing a press (news) release such as placing links within the body copy, including a call-to-action and optimizing the release for searching and browsing. If you change the way you use releases you will find they become one of your most important direct marketing tools yet.
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