You are boring me.

I sat across from a potential client this week while he bemoaned the fact that he kept sending news releases but no one, not TV, radio or print, would pick up his stories. 

He wasn’t happy with me when I told him the reason he wasn’t getting coverage was because he was boring the reporters.  (I was more kind in the delivery. ..but the point was the same.)

He was sending them information that mattered to him.  But not to the reporters.  It’s not their job to help him sell his wares.  It’s their job to engage their audience.

Before you send your next news release, ask yourself why anyone but you would care.  If you can answer the question — there’s your lead sentence.  If you can’t — think twice before you bore them.