Press releases are an effective way to spread the news about your new product. But the reality is that not all business owners or marketers know how to write a compelling product launch press release.
This article is going to change that! I’ll show you how to craft press releases that grab media attention and excite potential customers. Whether you’re launching a groundbreaking tech gadget, a new software platform, or an innovative consumer product, you’re in the right place to learn how to use press releases to maximize your product’s visibility.
What Is a Product Launch Press Release?
A product launch press release is a key PR tool businesses use to inform the public and media about new and exciting product releases. This could include the launch of a new software platform, a cutting-edge gadget, or an innovative consumer product.
Press releases help generate buzz and attract potential customers, along with social media campaigns, email marketing, and influencer partnerships.
But how do they work? It’s pretty simple.
You write a compelling press release and send it to media outlets like newspapers, blogs, and online news websites. If they find your story newsworthy, they’ll publish articles about it, helping to amplify your product’s reach.
Once their news reports are released, you can also share these press releases directly through your own website and social media channels to reach a wider audience.
Why Your Business Needs to Invest in Press Releases
An effective press release helps you control the story the media tells the public about your product launch. Think about it. When you’re the first to release information, you ensure that any reports based on your announcement are accurate and highlight your product in a positive light (at least most of the time).
But that’s not the only reason your business should invest in press releases.
Press releases always announce something new, and anything newsworthy can grab the attention of journalists and editors.
That means your product launch press release has a strong chance of getting media attention.
So what?
Well, securing media coverage means your product reaches a much broader audience. Let’s say a company is launching a revolutionary smart home device. After publishing a well-crafted press release, media outlets covering tech innovations pick up the story. Blogs, online magazines, and news websites start featuring the product, highlighting its unique features and benefits.
With this media exposure, potential customers who are interested in smart home technology take notice. Early adopters and industry influencers might even start sharing the news, further amplifying the product’s reach.
In other words, a single well-written press release can provide massive visibility for your product. It’s a cost-effective marketing tool that builds credibility, increases brand awareness, and drives interest in your launch.
It also gives your assets massive visibility. You’ll see a massive spike in website traffic, especially to that specific product page. It can also boost your social media presence. A B2B brand could see more LinkedIn and Twitter followers, for example. Meanwhile, a consumer brand could get Instagram followers and likes and more Facebook interactions.
But the key is in the execution. To reap these benefits, your press release must be strategically written. That’s why some businesses choose to work with professional PR agencies that specialize in specific industries.
For example, SaaS companies tend to partner with agencies specializing in software companies. Meanwhile, you’ll find most restaurants partnering with food & beverage PR agencies. These partners craft high-impact press releases and have the right media connections to maximize your reach.
But if you prefer to do it yourself, keep reading. Up next, I’ll break down exactly how to craft the perfect product launch press release that gets the media coverage and attention you deserve.
How to Craft an Attention-Grabbing Product Launch Press Release
Anyone who knows how to write a product launch press release has their own process. While the exact steps may vary, the core elements remain the same. Here’s how to craft a compelling press release for your new product:
1. Craft a Catchy Headline
Your headline is the first thing readers see, so it must grab their attention immediately. Use strong but simple language that creates excitement and urgency.
Try incorporating action-driven phrases or making a bold promise about your product’s impact. This approach makes your headline more compelling and increases the likelihood of journalists and potential customers engaging with your press release.
Another effective technique is using descriptive language that allows readers to instantly visualize what your product offers. For example, instead of a generic headline like “Company X Launches New Fitness Tracker,” a more engaging alternative would be:
“Meet the Smartest Fitness Tracker – Tracks Your Workouts, Sleep & Stress in Real Time!”
This headline paints a picture of the product’s benefits, making it more likely to attract media interest and consumer excitement.
2. Write an Engaging Introduction
Next, think about your introduction. This is as crucial as your headline. It keeps your readers hooked to your press release as well. If it’s not interesting enough, readers will likely leave.
Your intro should answer the who, what, when, where, and why of your news. In essence, you should give all the critical information right at the start.
Here’s a strong example of a product launch press release introduction:
[Company Name] today announced the launch of [Product Name], a groundbreaking [type of product] designed to [key benefit]. Set to hit the market on [release date], this new [product] aims to [solve a problem or improve an experience].
Make sure you don’t beat around the bush. Go straight to the point, making every word in your press release count. This approach ensures readers (who are just as busy as you and have an attention span of roughly eight seconds) remain interested in what you have to say.
Facing writer’s block? Why not use today’s technology to help you overcome this? Some writers use AI tools to generate creative topic ideas for different types of content, including press releases. However, it’s important to guide your use with a corporate AI policy template to ensure you follow ethical practices.
3. Provide Relevant Details
Most journalists report that only 25% of the press release pitches they receive are relevant. This shows a significant gap between what marketers and PR professionals write and what journalists expect.
After setting the stage with your introduction, the next step is to dive deeper into the details of your product launch. This is where you elaborate on what makes your new product exciting and newsworthy.
For example, if your press release is about the launch of a new tech gadget, discuss the inspiration behind it. Was it developed to solve a specific problem? Is it based on emerging industry trends? Mention the key players involved, perhaps a well-known designer, a strategic partnership, or an R&D breakthrough, and include important dates, like when the product will be available for purchase.
As your press release progresses, highlight your product’s unique features and benefits. What sets it apart from competitors? Is it using cutting-edge AI technology, sustainable materials, or a revolutionary design? If there’s an interesting backstory behind the development, include that too.
By including these rich details, you don’t just inform your audience about the product. You make them care about it. You give them a reason to pay attention, get excited, and take action.
4. Include Quotes from Key Figures
Including quotes from key people is an essential part of writing a compelling product launch press release. These quotes add a personal touch, making your announcement more engaging and relatable.
You can incorporate statements from various sources, including:
- Your CEO or product manager can highlight the inspiration behind the product and its key innovations.
- A lead engineer or designer can discuss the product’s development process and unique features.
- You can even include a testimonial from an early adopter or beta tester, sharing their excitement about the product.
Journalists often rewrite press releases when crafting their own news stories, but they rarely alter direct quotes. This gives you an opportunity to shape the narrative and control how your product is perceived in the media.
You can also include third-party endorsements like a well-known industry expert praising your product’s innovation or a partner company highlighting how your product integrates with its ecosystem.
Of course, make sure your quotes are real and accurate. Fabricating or misattributing quotes can backfire and damage your brand’s credibility. Remember, we live in a digital world with tech-savvy folks who can easily verify any information shared in the press release.
5. Highlight Other Unique Selling Points
Remember when I said you should highlight what makes your update stand out after the press release introduction?
Well, those aren’t the only unique selling points you should emphasize in your release. Towards the end, you want to highlight the other unique selling points that differentiate your product from others in the industry. This can be any of the following or more:
- Cutting-edge technology (e.g., AI integration, sustainable materials)
- Exclusive features (e.g., faster processing, enhanced security, unique design)
- Industry-first innovation (e.g., the first-ever X feature in your market)
- Seamless integration with other tools and platforms
- Affordability or superior value compared to alternatives
You can brainstorm with your team or gather customer feedback to determine these other distinctive features.
After pointing out these other unique features, remember also to explain how exactly they enhance the customer experience. For example, if your product is made from sustainable materials, explain how this reduces environmental impact while maintaining top-tier quality.
If it integrates with popular software, highlight how this streamlines workflows and improves efficiency for users.
You can use AI tools like a summary generator to analyze and summarize your product’s key features into short, clear USPs that users can easily understand. What makes your product different should be clear, and readers should quickly understand why that difference is a big deal.
6. Conclude With a Clear Call to Action
Ending your press release with a strong call to action (CTA) is crucial because it tells your readers exactly what you want them to do next.
This should be a straightforward request that motivates people to take the desired step. You might ask them to sign up for early access to your product or visit your website, for example.
Whatever the case may be, make sure to include all the necessary contact information to make these actions easy to take. List your phone number for inquiries, an email address for queries, and the link to your website for more details.
Additionally, you can create a digital business card where journalists can access all your contact information should they need more information about the product launch. Platforms like Uniqode offer business card solutions that will help you create eye-catching cards with links to your website (or the new product page), as well as your business address, phone number, and email address.
Linking your social media profiles is also a smart move, as it can boost engagement and help potential customers connect with your brand.
Consider adding an incentive like a limited-time special offer or a gift card for first-time visitors to create a sense of urgency. This can make your call to action even more compelling.
Key Takeaways
Remember, the ultimate goal of your press release is to inform, excite, and draw people into your new product. But knowing how to write a product launch press release entails learning how to craft engaging content and execute thoughtful promotion.
Start your press release with an exciting headline and an engaging introduction. Include detailed information and quotes from key figures, and highlight your other unique selling points. Conclude with a clear call to action.
You’re now ready to write a compelling product launch press release. Good luck!
Frequently Asked Questions (FAQ)
Q1. What type of news should I include in my product launch press release?
In your product launch press release, include any updates or events that capture the interest of the public and the media. This can include the unveiling of a new product, special promotions, collaborations, upcoming events, the introduction of key team members, or any awards and recognitions your product has received.
Q2. Should I include multimedia elements in my press release, and if so, what types?
Absolutely! Using media can dramatically increase the effectiveness of your press release. Ideally, you should add high-resolution photos of your product, videos showcasing the product in action, and portraits of key personnel. All of these combined will help paint a more complete and high-quality image of what your product offers, which is something text alone cannot achieve.
Q3. What is the ideal length for a product launch press release?
The ideal length for a product launch press release is usually 400-600 words. This ensures you provide all the necessary details without overwhelming the reader.
Remember that it’s important to strike a balance between being informative and concise. Ensure that each word serves a purpose. Although you aim to provide your readers with relevant information, you want to keep them engaged, too.
Q4. How can I effectively distribute my product launch press release?
To effectively share your product launch press release, use a combination of traditional and digital methods. This can include print outlets like newspapers and trade magazines, digital news outlets, and industry-specific blogs. You can also email your press release to individual journalists and bloggers who will likely be interested in your launch.
Consider using press release distribution services to expand your reach even further. Social media is also crucial, as it helps you quickly connect with a wide and diverse audience.
