Have something new going on with your small business and you want your customers to know? Writing a press release for your new product or service is a way to attract your customers to come and try it out. But you can’t just type and put attractive words in your press release. It has to be well-written and, more than anything, informative. Your press release is a make or break statement, just like when you’re talking to your customers face-to-face. It either attracts your customers or they read through it and get you a bad reputation.
You want a press release that your customers will understand. When they read it, they’ll know what’s in store for them, and if it’s really well-written your news will get passed on to others. Here are 5 tips on how to write a good press release:
Know your customers – one way to attract your customers is to be aware of what they want to see in a product or service. If you have discussed ideas with your customers through your social media site and you have what they want, highlight it in your press release. Let them know that your new product or service has exactly what they’ve suggested or recommended. Knowing your readers and their interests, and putting that in your press release, will likely attract your customers. They'll want to try out the changes that you made, especially if your new product or service was brought about by ideas gathered from your customers.
Make it informative, don’t promote – a press release should be informative, and promoting should be kept at zero to minimal. Don’t make promises that you are going to give them what they asked for. Just let them know that they probably want to try this new product that you have, then include the features that you got from your customers. Give them something informative rather than opinions about how good your product is. Let them be the judge of that.
Understand your business perspective – add strength to your press release by also acknowledging other businesses if you are not the only one in your industry. If you are not the only one who is offering the product, but you have something to the same effect, let your readers know. They will probably respect you more as a brand if you also acknowledge that you’re not the first one to offer such a product of service, but you might have something a little different that they are interested in. This is also better than just talking about your business, your new product, or service without perspective.
Watch your choice of words for misinterpretation – in other words, don’t sound weird. When you start writing your press release, of course you are excited, and chances are you might get carried away. An example of this is from a restaurant press release saying, “transforming the entire dining experience into a deliciously personal affair between the diner and the chef". I don’t think your customers would want a personal affair with your chef, so be careful with how you use your words. Your customers might misinterpret the way you describe how your product or service is different from the rest.
Make the tone conversational – write your press release with a conversational tone rather than just a full-on stream of information about your new business venture. Give your readers some time to digest the information that you are giving them. And avoid fake personalized messages to your readers. Some readers, upon opening your press release, can sense fake personalized messages and may not even bother reading through your whole message. Make it sincere and conversational, and make it sound a bit casual. This way your readers will also feel that you are talking to them face-to-face, and will take the press release as an invitation rather than a formal business deal.
Write a press release that will work as a marketing tool without making it sound like you are marketing your brand. These tips will help your small business make an effective press release, something that your customers will finish reading, and at the same time consider going to or trying out. Remember to make it sound casual, conversational, and sincere. Inform your customers about what they need to know when they try your product or service, but be careful with your choice of words. Remember, a poorly-written press release can do more harm than good.
No comments:
Post a Comment