To create awareness for the product, the marketing/PR professional must draft an appealing press release or announcement. This is easier said than done.
It normally follows the following format:
1) Product name (bolded and repeated several times throughout
2) Company name (if possible, with ticker and tagline)
3) Application (explaining the use)
4) Benefits (set against existing products/solutions in the market)
5) Availability (retail, distributors, countries)
6) Potential (expected deployments)
The problem – they all look alike.
The example at the bottom of this blog has been written by an unidentified author. It gets the point across splendidly.
The writer is not only a great wit – s/he is also teaching each marketing and communications professional a valuable lesson: the way the information is presented here will not make anyone run to the stores and purchase a BOOK.
So how can we make a reader sit up and take notice?
- Avoid long winding headings. Make your headline short, to the point and interesting. In the example below, the headline could read: Want to feast your eyes? Get a BOOK! It will increase the chance that a reader will be curious and read on.
- sentences make people loose interest and also give them the feeling that the company might be “hiding” something.
- Don’t go into too much details how it works – your audience is not a member of your R&D team. Write the product application for a complete outsider without any technical knowledge. Describe is clear, short sentences what’s about; long and complicatedTry to put some wit in the release. When using humor, make sure that it also swings in other cultures and languages. A notorious example was the perfume “Morning Mist that leaves you refreshed”. They used the same slogan in the German market. Since Mist in German has a different meaning (manure), it ruined any chance ever to enter that market successfully.
- Tab into the wants and needs of your potential customers, and explain how the product can ease their pain or make their life easier.
- Give clear information about availability: time, location and purchase wise.
- Avoid acronyms, abbreviations and buzz words.
- When addressing an international audience, pay attention to language, content and style. Avoid American expressions such as “ramping up” and British expressions such as “whilst”. Mentioning of dates and times are also tricky: 8/9 US = 9/8 Europe; 2pm US = 14.00hrs. Europe.
- Make sure that the original text lends itself for multiple translations. When using similes, make sure they are understood in different countries and cultures.