When you are building up to a big product launch, your job is to ensure that you are building as much excitement, buzz, hype and anticipation for your product as possible. Imagine the excitement of your audience like a fire. Your job is to stoke that small ember to make it into a raging flame that will engulf the entire internet! One tool that can help you to do this, is a press release. But that’s also one of the most misunderstood tools in digital marketing, so read on to see how you go about using this properly…
What is a Press Release?
A press release is essentially a story that you are going to submit to media outlets. That might mean other websites and blogs, or it might mean magazines. Either way, you’re looking for people who cover breaking news in your niche and you’re going to give them the release which will basically detail what your product is, who it is for and why it is something people should be excited about.
But the key thing to remember here and what many marketers get wrong, is that the press release is for the readers. In other words, your press release needs to detail an interesting story that the magazine or website thinks its readers will enjoy. It is not enough to tell the writers about an ‘exciting new product’ because you both know it’s not that exciting if it’s just an ebook on fitness.
Instead, you need to talk about what makes it different and why it might change the industry (which may involve giving away some of your secrets). Either that, or you need to talk about the development process, or you need to run an event and then make the story about that event. In short, it needs to be something that people would want to read about – not just blatant self-promotion.
How to Make the Most of Your Release
The next tip is that you should consider picking just one media outlet and providing them with the press release. Media companies love to get exclusives and if you can provide one, then you may find that this makes that site or magazine much more likely to cover your story. Once they cover the story, you’ll find that all the other sites in your niche steal the story from them, thereby ensuring you still get coverage from everyone!
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