The 9 most common mistakes in press releases April 7, 2026
Press releases by authors are often too boring or are missing important information. Here are nine common mistakes you should definitely avoid.
Mistake #1: Not using opportunities to your advantage
Your book's publication is just one of many opportunities to write a press release about. Others are
- winning a prize
- presentations
- readings
- a new edition of your book
- a celebrity's praise
- working with an influencer
- your book's foreword
- your appearances at libraries or courses you manage.
Depending on how important your messages are, you can also publish your press release via a distributor (free or not). It's important just to go for it!
Mistake #2: The titles have nothing to do with your book or your message
Do you love puns, quotes or puzzles? The readers of your press release sure don't, that much is clear. That sort of thing doesn't come across as clever, it's just confusing. And what do confused readers do? They simply scroll on… One of the rules for modern press releases is that we don't just write them for journalists, but for consumers, too. Really good titles contain valuable information and focus on a good rank using SEO and visibility.
Mistake #3: Too many quotes
This is something many of us get wrong, no matter if it's press releases by large or small companies. A quote is meant to convey how excited or honoured an author is to be publishing something. The readers don't really care about that, though. Sometimes there are just too many quotes–some even span four or five sentences!
Stick to short and sweet quotes that express some kind of emotion or helpful information. If you can't come up with a good quote, just briefly explain why you wrote the book.
Mistake #4: Not mentioning the book's target market
When authors are asked to describe their ideal readership, many often say "everyone." But the larger and wider your audience, the more difficult it becomes to market to them. You can't reach everyone! Use your press release to let readers know whether the book is meant for them or not. For instance, "this book is for high-ranking HR talents responsible for teams who recruit top talent" is perfect for a press release.
Mistake #5: Not telling readers where to buy the book
Many authors assume most readers will buy from Amazon. But not everyone likes Amazon or wants to order online. Some authors don't even sell their books there. Make sure to include a link to your shop as soon as the book is available on your website. Which online retailers are selling it? Simply saying "available from large online retailers" is too vague. If you have a regional book, are you selling it in specific regional areas? Make it easy for people to buy your book!
Mistake #6: Why not to sell single copies only
Do you sell your books yourself? Are there price reductions for large orders? Can organisers of conferences ask you to give a presentation? Do you consult? Do you accept pre-orders? If the answer is yes, tell people about it.
Mistake #7: No links to high-quality cover images or photos of the author
Magazine publishers always ask for high-quality (300 dpi) cover images. Editors would love to include books in their "new products" section, but can't, if they don't have an image that is suitable for reproduction. Yet another missed opportunity!
Mistake #8: The press release is not optimised for search engines
What key words to you want to be found under? If you are a nurse for the elderly in London, you may want to appear under "nurse for elderly in London". Just choose one or two sentences for SEO. If you try to write a press release with three or more, it might drive you crazy!
Mistake #9: Proofreading your own text
If your press release contains an error and you publish it with a free press releasing service, you can't hope for automatic proofreading, as many free services do not have help desks. You'd better recruit a proofreader and take turns reading each other's press releases, articles and marketing texts – just not your own press release. You are sure to miss mistakes!
Have fun with your press releases! And if you have any questions: Just let us know!