Product releases can prove very effective in marketing new and old products if sent out on a consistent basis every month. These releases should then be emailed to the account reps of major B2B trade publications serving their industries.
Consistency is very important in this area. Not every product release will get published, but if you send them out every month, the chances of being picked up throughout the year can increase significantly.
As to writing the perfect product release, the following tips can help:
Come up with a catchy title. Although in most cases the editor/account rep will not use the title of your product release, the goal is to get this person’s attention. A catchy title gives your release a better chance of being chosen for publication.
Keep it short. Product releases should be about 75 words at the most. I have seen companies send out small articles (about 300 words) as a product release. This is a very bad idea—you want to make this process as easy as possible for editors. If they have to edit down your release, they are likely to pass on publishing it altogether. Remember, the less work the editor has to do, the better it is for you.
Keep it focused. Because they are so short, releases have only enough word space to discuss one or two benefits or features of the product. You can discuss more features and benefits with follow-up releases.
Use the right outline. The outline for a product release is as simple as it is important: For each feature of the product, there must be a benefit to the user. Never assume the reader will know how that feature will help them. Spell it out.
Use distribution lists. The best way to find account reps for the trade publications in which you are interested is to visit the contact or advertising page of the publication’s website. Using this information, build a distribution list in an Excel spreadsheet. After you send out a product release, check to see if any of your emails bounce back; if necessary, you may need to revisit some websites to get updated contact information.
Timing. Most publications go to print around the 20th of each month. In order to get your release considered, distribute it to account reps no later than the 10th of each month, if not earlier. (This applies to online publications as well, as they often update their product releases once a month.)
Include a picture. Product releases must be accompanied by a high-resolution (300 dpi) image. Make sure the image includes only the machine, rather than using an action image showing someone using the product. Publications only want product shots for this type of material.
Don’t forget your contact information. At the bottom of each product release, be sure to include the company website, email address, and a toll free telephone number.
Repackage your product releases. Product releases don’t have to be only for new products. For older products, simply send out releases discussing new features and benefits of the product that have not been discussed previously or recently.
Avoid multiple attachments. Be sure to send out product releases in the body of an email rather than as an attachment. This is because the release will already need to include an image attachment; adding a document attachment as well may cause your release to wind up in a junk folder or otherwise fail to reach the intended recipient.
By Robert Kravitz