At 24-7PressRelease.com, we see thousands of press releases every month from businesses of all sizes — from large corporations to small boutiques, independent creators, and online retailers. One of the most common mistakes we see, especially in the jewelry, fashion, and beauty industries, is when a press release reads more like an advertisement than a news release.

For example, headlines such as “Elevate Your Halloween Look with XYZ Company’s Hair Final Sale – Save Up to 35%” are clearly meant to promote a sale. While that message may be compelling for social media or email marketing, it is not the right tone for a press release if your goal is to secure media coverage, increase visibility in Google News, or establish credibility with journalists.

So, how can a company share news about a sale, new collection, or seasonal promotion — while still writing a press release that reads like news, not a sales pitch? Let’s explore the right balance between newsworthiness and promotion.

The Difference Between Advertising Copy and News Copy

A press release is a public relations tool, not an advertisement. It belongs in the same ecosystem as journalism and editorial writing, which means it should follow the tone, structure, and objectivity of news. Advertising copy, on the other hand, is designed to persuade or sell directly.

Here’s how they differ:

- Advertising copy focuses on you (the Company): “Save up to 35% on our beautiful jewelry this weekend only!”

- News copy focuses on the reader and context: “Local jewelry designer launches fall collection inspired by sustainable materials and announces limited-time promotional event.”

The latter example gives journalists and readers a reason to care — it has a story angle. It’s not just about a discount; it’s about what’s new, relevant, or noteworthy.

Start With a Newsworthy Angle

Every strong press release begins with a story angle. Before writing, ask yourself:

- What’s new about this?
- Why should people care right now?
- How is this different from what competitors are doing?

If your news is about a sale, try connecting it to a broader trend or event that gives it editorial value.

For example:

Instead of “Save 35% on Diamond Necklaces This Week,” write “Seattle Jewelry Designer Marks Ten Years in Business With Anniversary Sale Highlighting Sustainable Craftsmanship.”

Instead of “Halloween Hair Extensions 35% Off,” write “XYZ Hair Company Launches Limited-Edition Halloween Collection Featuring Bold Colors and Exclusive Discounts.”

By leading with the event, milestone, or creative inspiration — and not the percentage off — your story becomes more appealing to readers and more likely to be picked up by journalists.

Craft a Headline That Feels Like News

The headline is often the first and only chance you have to catch a journalist’s attention. It should be clear, factual, and non-promotional in nature. Avoid excessive capitalization, superlatives, or exclamation marks.

Poor headline:
“Elevate Your Halloween Look with XYZ Hair Company’s Final Sale – Save Up to 35%!”

Better headline:
“XYZ Hair Company Introduces Halloween-Inspired Collection Highlighting Seasonal Trends in Hair Fashion.”

The second version conveys a sense of timeliness (Halloween), industry relevance (seasonal trends), and subject matter expertise (hair fashion). The mention of a promotion can come later in the body of the release, where it belongs.

Write the First Paragraph Like a Journalist Would

Your opening paragraph should answer the “5 W’s” — Who, What, When, Where, and Why — in a neutral, informative tone. Here’s an example:

LOS ANGELES, CA, October 28, 2025 — XYZ Hair Company has unveiled a new Halloween-inspired collection that celebrates bold color expression and creativity in hairstyling. To mark the launch, the Company will be offering special pricing for a limited time through its online store.

Notice how this version introduces the brand and product in a news-oriented way, then mentions the sale naturally as a secondary detail — not the main event.

Support Your Story With Quotes and Context

Quotes are your opportunity to add personality and brand voice — but they should still sound professional and news-focused. Avoid lines that sound like a commercial.

Instead of:
“We’re thrilled to offer our biggest discounts ever — you won’t find deals like this anywhere else!”

Try:
“This collection represents the creative energy our team puts into every design,” said [Name], founder of [Company]. “We wanted to give our customers something fun and expressive this season while offering a small thank-you in the form of limited-time savings.”

That quote provides insight into the Company’s values, mission, and connection with customers — and it conveys that there’s a sale, without shouting it.

Include Relevant Details, Not Marketing Language

A press release should read like factual information that journalists could reference in their own story. That means including:

Launch dates and availability
Product details (materials, inspirations, features)
Retail or online purchasing information
Company background or founder story

Optional: a short mention of special pricing or promotion timeframe

Avoid excessive adjectives like “amazing,” “stunning,” or “must-have.” Let the reader or journalist decide that for themselves.

Use a Boilerplate to Handle Promotional Mentions

Every press release ends with a short “About” section — also called a boilerplate — describing your Company. This section is an ideal opportunity to mention your current sale, new product line, or customer offering.

Example:
About Bella & Co. Jewelry
Founded in 2015, Bella & Co. Jewelry creates handcrafted pieces inspired by the Pacific Northwest. The brand’s latest autumn collection emphasizes sustainable design using recycled gold and conflict-free gemstones. Customers can explore the whole line — and limited seasonal pricing — at www.bellaco.com

Why Journalists Avoid Publishing “Sale” Press Releases

Journalists and editors typically avoid publishing stories that sound like free advertising. Their job is to report news, not promote businesses. When a press release feels too sales-oriented, it often gets filtered out of Google News or ignored by media outlets altogether.

By focusing on storytelling, timing, and relevance, your release stands a better chance of being seen — not only by journalists but also by search engines that prioritize original, high-quality content.

A Checklist for Writing Non-Promotional Press Releases

Before submitting your next press release, ask yourself the following:

Does my headline focus on news, not discounts?
Does my first paragraph answer who, what, when, where, and why?
Are my quotes authentic and informative rather than salesy?
Have I provided factual details that a journalist could use?
Is my promotion mentioned briefly, not repeatedly?
Does my release tell a story or connect to a larger theme?

If you can answer “yes” to most of these, your press release is likely well-balanced between promotion and news.

The Bottom Line: Write Like You’re Telling a Story, Not Selling a Product

The goal of any press release — whether announcing a sale, event, or new product — is to inform first and influence second. Your tone should reflect credibility and expertise.

Think of your release as an opportunity to show your audience what makes your brand or collection worth talking about. If you provide journalists with something genuinely interesting, the sales will follow naturally.

A press release written in the style of an advertisement will rarely make headlines. But a well-written, story-driven release will position your brand as part of the news — and that’s far more powerful in the long run.

Where can I find more information about how to write a Press Release? In the 24-7 Press Release Knowledge Base, of course!