Opting for style over substance

Creating a great headline and first paragraph will get readers interested, but you should also be able to back it up with substance.

For example, creating a press release about a new product that claims to solve specific issues, but you don't back it up with data, quotes, or other evidence.

The solution: Start with reliable data. First, talk to your product teams and evaluate your market to see where your new solution fits, then find data that showcase your results.