Generating organic buzz about your brand is an incredibly powerful tool in marketing, and there’s no better time to try and grasp the attention of your audience than when you have a shiny new product or service on offer.
But, whilst your ground-breaking, problem-eliminating, innovative new product may be persuasive all in itself, you’ll need to launch it with the perfect press release if you really want to make a splash in your industry.
So, how do you compose a product launch press release that’s concise, yet comprehensive; persuasive, yet impartial; all whilst being informative, yet exciting enough to create a lasting impression on your audience?
Every business is unique, and so are their products, services, and target audiences – so there’s no one-size-fits-all solution. However, there are some fundamental components that, when executed well, will really get your product launch press release off the ground.
With a compelling narrative, a clear, concise and informative writing style, and a captivating headline, you’ll be well on your way to creating a product launch that showcases your new offering in all the glory it deserves.
Let’s have a look at the key components of the winning product launch press release in more detail:
Hook Them in With a Headline
Your headline serves as the gateway to your press release; it invites journalists and readers to delve deeper into the announcement. So, it’s crucial that you give them an invitation that is so compelling, they can’t resist delving deeper.
Crafting the perfect headline for your product launch press release is a fine art, in which a profound understanding of your target audience will become the most powerful tool in your toolbox. Resonate with their thoughts and capture their attention by tapping into their pain points, interests, preferred content – and align your headline with their needs, their passions, and their desires.
For instance, let’s consider a home-security brand, where safety and protection are paramount for their clients. In this case, a headline that resonates deeply with the needs of the audience could be: “Experience Unmatched Home Security: Introducing an Enhanced System for Unwavering Protection.”
With this language, the audience will feel their prayers answered and concerns addressed in one fell swoop, compelling them to find out more about this “unmatched”, ground-breaking solution that will offer them all the protection that they have ever wished for.
Hand-in-hand with a robust knowledge of your target market, you’ll also need a comprehensive understanding of your product and its value proposition.
After all, your brand-new product is in the spotlight here – so what sets your offering apart from its competitors? How will it solve your target market’s problems, or enhance their lives? Dig deep into the issues your product seeks to address, and accentuate the factors that distinguish it from the alternatives.
Your choice of language is also instrumental when crafting a headline; every word must hold value, conveying the message with clarity and brevity. This is where you’ll blend your product knowledge and target consumer awareness to emphasise your unique value proposition, ignite curiosity, and distinguish yourself within a few impactful, intentional words. Think dynamic, persuasive and creative to infuse your headline with action and emotion, invoke urgency, and garner an emotional response from your audience.
Let’s imagine a health and beauty brand are unveiling their revolutionary, age-defying skincare product. Their objective is to tap into the emotional side of potential clients who harbour concerns about the visible signs of aging, urging them to take decisive and meaningful action.
“Reclaim your Youthful Glow: Ground-Breaking New Skincare Product Has the Power to Turn Back the Clock” is a great example of a powerful use of a dynamic verb “reclaim”, which elicits a strong sense of urgency in the target audience, since it implies the opportunity to regain something that rightfully belongs to them.
Don’t Skip Out on the Details
Your press release serves as a vital tool for communicating your message to the media, potential customers and stakeholders – especially when launching a new product or service. This means that, as well as offering a compelling narrative, the content should be informative, concise, and persuasive, highlighting the benefits of your product and how it solves a particular problem.
In fact, neglecting to cover all of the facts could result in confusion, misinterpretation, and even potential harm to your brand’s reputation. By withholding essential details, you risk missing out on potential sales and undermining the trust of your audience.
When media professionals or potential consumers read your press release, it’s vital that they understand exactly what the product is, and what they will get from it. By including all of the relevant facts, you instil confidence in their decision-making process, and demonstrate a commitment to transparency and reliability.
Most importantly, establishing the 5Ws early on in the press release ensures clarity, and helps to address key questions to avoid frustrations and confusion for the reader. Clearly define:
- What the product is
- The intended user or market
- The date of the launch
- The business(es) responsible for its creation
- Information on where, when and how it may be purchased
- Pricing details whenever possible
- Why this product, service or solution has been launched
What’s more, incomplete information can lead to misunderstandings, misinterpretations, and even false assumptions – which might erode trust if these assumptions aren’t met. To avoid this, it’s crucial to provide thorough and truthful descriptions of a product’s features, supported by case studies or quotes to enhance credibility.
Guiding your audience through these key aspects and addressing them comprehensively results in a well-rounded, informative press release with no room for confusion or ambiguity.
Add Credibility with Quotes
Featuring the voices of relevant individuals, such as company executives involved in production, industry experts, satisfied customers and influential figures, can act as powerful endorsements that vouch for the product’s merits, and generate trust amongst your target audience, bolstering the persuasiveness of the press release.
Incorporating a quote from an industry expert or high-profile company executive infuses your product and business with authority and prestige, lending credibility to the press release and generating anticipation amongst readers.
For instance, a quote from a prominent executive at the business such as: “We are extremely excited to unveil our latest product. With its cutting-edge features and advanced technology, we firmly believe it will revolutionise the industry,” positions the product as a game-changer and enhances its perceived value, by leveraging the insights and endorsements of a respected individual within the industry.
Alternatively, third-party validation from a satisfied customer or industry influencer can serve as a powerful endorsement, since it fosters trust amongst readers and validates the value proposition of the product.
Consider this example: “Having had the opportunity to test this product, I can affirm that it has truly revolutionised my workflow. Thanks to an intuitive interface and powerful capabilities, it has become an indispensable feature in my daily life.”
A quote such as this one would showcase the positive impact of the product through an authentic, lived experience, providing tangible evidence of the product’s benefits and reinforcing its appeal.
Quotes introduce a compelling human element to the press release, which elicits emotion and forges a genuine connection with the audience. They encapsulate lived personal experiences, challenges and success stories, captivating readers on a relatable level and infusing the text with life and authenticity.
But, to maximise the impact of your quotes, it’s vital to consider how you integrate them. This involves selecting quotes that align with your key message, from credible relevant sources, and strategically placing them within the press release body to reinforce your points.
It’s effective to save the quotes until after all of the necessary facts have been presented, to minimise confusion and enable them to serve as supporting statements for the product’s features and benefits outlined earlier in the release. By following this strategic approach, you maintain your clarity and coherence, and let the quotes complement the information you have already provided.
Don’t Underestimate the Magic of Multi-Media
In today’s visually-oriented media landscape, a high-quality picture alongside your press release is an absolute necessity. With intense competition for earned coverage, as well as the challenge of capturing and retaining the attention of the reader, an impactful image could be the key to standing out amidst the sea of information overload.
Compelling visuals have a remarkable ability to quickly and effectively convey information, rendering them indispensable in the art of storytelling. Though the selling points of your product will be explored in detail within the text, a thoughtfully composed image can instantaneously communicate the unique features and benefits of the product at a single glance.
Visual stimuli also come with a profound power to elicit emotions and trigger impactful responses from the reader. Incorporating images that warrant a positive emotion can establish a deep connection with the audience, fostering feelings of excitement and desire that the reader will then associate with the product or brand. What’s more, captivating imagery strengthens your brand image, establishes a cohesive visual identity, and elevates the memorability of the story, thereby enhancing brand recognition.
High-quality images improve the press release’s shareability and bolster its chances of securing media coverage, since media professionals rely on eye-catching visuals to accompany their content.
In the digital age, a picture is often worth more than a thousand words; including one within your press release will elevate its impact, ensuring that your product launch leaves a lasting impression.
Examples of Killer Product Launch Press Releases
Mama Sood’s Homemade Chutney
When launching a family-owned, home-made product, the primary objective is to evoke a sense of warmth and to captivate the audience with the family story. The press release headline and image alone exceed these goals, using powerful, emotive phrases such as “mother-and-son team” and “home-made”, which immediately convey the authenticity, love and care behind the product.
Alongside the press release, the brand included a high-quality image that emanates a genuine warmth. Featuring the welcoming smiles of the mother-and-son duo, it encapsulates the essence of the brand, leading the reader to the conclusion that this product is of the highest quality, artisanal, and crafted with love and care.
Read the full press release here.
Beyond Meat’s Chicken Style Burger Launch
This headline masterfully serves its purpose, providing a concise answer to numerous relevant questions straight off-the-bat, yet leaving just enough intrigue to entice readers to explore further. Supported by their already well-established reputation in the vegan and vegetarian food industry, Beyond Meat’s product launch headline confidently introduces the new product with clarity, intention and directness.
The accompanying image exudes proffesionalism, exemplifying the brand’s commitment to delivering the highest quality products.
Read the full press release here.
Sustainable Storage Solutions by LGIM and Flexiss
Though perhaps a little wordy, this headline succeeds in conveying essential information, whilst strategically incorporating key trigger words that ignite curiosity and evoke emotion within the intended audience.
It announces the storage facility as a “UK first”, emphasising it’s novelty, and describes it as “fully-automated” (winning points for the use of advanced technology). The headline ends with a mention of “Net Zero Carbon” to pique the interests of those interested in sustainability – which happens to be a really hot topic right now.
The image serves as a prime example of positive imagery fostering a positive connection – set against a brilliant blue backdrop of sunny skies, it elicits optimism and joy. Regardless of the audience’s personal interest in storage solutions, the image instils a positive sentiment towards the brand.
Read the full press release here.
Land on the Right News Desks
Congratulations, you’ve now crafted a flawless product launch press release and are eager to spread the word!
But, here’s the crucial question: how do you ensure your message reaches the right audience, and gets the attention it deserves?
It’s not just a matter of broadcasting your announcement to the masses; it’s about strategically targeting the journalists who can amplify your message and reach your intended audience.
Journalists are faced with an overwhelming influx of press releases on a daily basis; by focusing on journalists specialising in your field, you increase your chances of capturing their attention, and prompting them to dedicate their time to it.
What’s more, journalists specialising in your industry come with knowledge and understanding of the field, allowing them to recognise and appreciate the value and significance of your new product. As a result, they are more inclined to provide accurate and insightful coverage.
When your press release lands in the hands of well-versed, passionate journalists with an interest in your product, their endorsement and validation can have a substantial impact on its overall success.
By conducting targeted outreach, you can strategically allocate your resources and reach those who are most likely to yield positive results for your product launch; casting a wide net and hoping for the best is both inefficient, and potentially costly.
The PR Fire team comprises seasoned PR industry professionals, who leverage their extensive expertise to curate a highly targeted distribution list based on the themes and topics covered in your press release. With their in-depth and expansive knowledge, they can ensure that your press release reaches media contacts who truly appreciate the value of your product launch.
For just £95(+VAT), you can relax knowing that your product launch press release will be delivered directly to the desks of the most relevant journalists.
Looking for even more peace of mind? Get in touch today for more information!