A press release is a great way to market your new product and release it to the public. When done right, a press release can take the growth of your product to the next level.
I emphasize “when done right” because a press release, like any other piece of content, has rules and guidelines to adhere to in order to guarantee it works and doesn’t backfire.
A press release is a way to communicate with your audience using a journalistic style. As such, it’s important to keep in mind certain journalism practices and conventions.
Writing a press release is not easy, but it’s definitely worth it.
We’ll break it down for you by dividing it into three sections and enumerating all of the key components to writing a good press release for a product:
A. What to focus on with your press release.
- Focus on the product.
Perhaps the most intuitive advice is to talk about your product! Focus on why your audience needs it and what makes it special. Mention the specific selling points that are dealmakers to your audience. What distinguishes your product from what competitors offer? - Storytelling is your best friend.
Make it a story–people love stories. We’re not saying your press release should be a literal tale, of course. Rather, we’re suggesting that you use storytelling techniques to craft your press release into a compelling narrative. Storytelling is one of several techniques sure to captivate audiences. Visualize, compel, captivate. - It’s not a rant! Get to the point.
Don’t talk too much and don’t go on and on about the same point, or even worse, go off topic. Stay focused on making your point and make sure that the information you’re sharing is relevant and useful. People love useful content. - Edit obsessively.
Here’s a somewhat intimidating thought: your press release will be sent to journalists! If your article is not well-edited, journalists will either reject the piece or demand long, heavy editing sessions. So, make sure your press release is perfect before delivering it!
B. The writing essentials for your press release’s success.
- Pour all your creativity into crafting the perfect headline.
The first thing that attracts anyone is the headline. Take your time to compose an attention-grabbing headline that will draw people into the body of the text.Let me put it this way: a good press release with a bad headline will never be read, and a bad press release with a good headline will at least attract people for a moment. - Make sure you’re focusing on your target audience.
You know that your target audience is not everyone, right? Keep that in mind when writing your press release; specify who your target audience is, and make sure to tailor your writing to them. - Call for backup!
A good headline and introduction make a promise, so you have to make sure that the body of your press release delivers on said promise. How do you do this? Support the claims you made or implied. Consumers hate when you give your word but never follow through on it t. - Close up with your contact information.
Don’t forget to tell people how they can reach you if they’re interested, and, of course, always make sure the contact information is up-to-date. You do not want to give away contact information in a huge press release only to find out later that this information is old. That’s a one way ticket to losing your audience’s respect and confidence.
C. Tips to guarantee your press release is a masterpiece.
- Speak to the audience directly.
Audiences love when a message is personalized. Try to craft your press release using “you” and “your”, it makes the audience feel more connected to the brand. - Short and to the point.
Allow us to emphasize this again. Short and to the point equals not boring, and you really don’t want to lose your audience’s attention span. - Make sure to focus on the selling points that make your product different and unique.
While focusing on your product, make sure to emphasize why it’s special, because that’s what sticks in your consumers’ minds. Your consumer compares all the products to make a good purchase decision. - Use testimonials to build a convincing case.
If you released your product in early access mode or have partners, it’s time to ask them for your opinion and to include it in your press release. People are affected by others’ opinions, so why don’t you be the one affecting their opinion? - Distribute your press release well.
Carefully choose the agencies and newspapers in which you want your press release to be published,Try to find places that are relevant to your product, because that’s where your target audience will find you.
And there you have it! A press release is hard to write but with our guide, you’re good to go!
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FAQs
How do you write a press release for a product? Write a catchy headline that sums up the main message. Include the main message along with the 5 Ws and H (what, where, when, why, which, and how) in the first paragraph. Add a brief about the brand and its history near the end and provide contact information.
How do you write a new product announcement? Identify your audience and speak their language. Write a compelling headline and introduction where you convey your message which is introducing a new product. Afterwards, describe the product and name its features and benefits. End with a suitable call to action.
What’s in a press release? A headline, introduction, body, conclusion, a brief about the company/brand, and contact information.