Last
updated April 19, 2006
A
Good Time for A News Release
News
releases have always been an important part of every company’s
public relations plan. Media outlets were once the only
way to share business “news” information with
the public. However, the Internet allows companies to send
information to media outlets and directly to customers.
News
releases sent via e-mail informs customers directly of
company news.
Sending
a link with a news release offers an added opportunity
to share your company's Website. Links essentially allow
readers (both media and customers) access to more company
contact information.
Are
you wondering when to produce a news release?
Consider
a news release when your company...
- provides
a new solution to an old problem in your area of expertise.
- expands
lines to offer a new product or service.
- when
your CEO or a department executive plans to speak at
a conference.
- when
your company publishes a book or white paper.
- signs
on new clients.
- improves
products or services.
- makes
changes to company identity (example: new logo, tagline).
- announces
hiring of key executives and management.
- receives
an industry award.
- sponsors
a special event or community relations program.
- achieves
record-breaking sales or production success.
- send
a release when any other pertinent newsworthy company
circumstance occurs.
News
releases are a great way to share your company news, both
via the media and directly to your important contacts.
Create
Urgency for Better Marketing
Sparking
a buyer's curiosity is an important part of marketing,
but stirring strong emotions and generating urgency is
what gets consumers to take action.
Whether in mass market advertisements or one-on-one communication,
an emotionally charged call-to-action statement results
in sales.
The
key to success is to create a call-to-action that drives
consumers to first feel the desire to take the next step,
and then have the motivation to act upon their emotions.
Networking
situations are great opportunities to use a successful "verbal
commercial" (also known as a "30-second elevator
pitch"): A short, descriptive sentence or two, which
awakens a prospect’s wish to learn more about your
company, and motivates them to purchase products or contract
services from you.
Ready
to spark some increased sales? Here is a quick example:
Rather
than saying, "We develop computers that will improve
productivity by 30%."
Try
saying: "Our computers improve employee productivity
by 30% and that's what allows us to help our customers
go beyond simply staying in business, to finding success
that advances them to become leaders in their industry."
Utilize
emotionally charged words that solve customer’s real
problems, which ultimately allows them to achieve their
goals.
An effective
30-second statement informs prospects on how your company’s
features will benefit them, and how it will ultimately make
them feel successful. Tap into your customer’s
emotions; it is what opens the door to increased sales.
Create
a 30 second commercial; it’s as easy as 1…2…3:
- Define
the benefits your company’s products (or services)
provide to your customers.
- Identify
strong emotions for each benefit.
- Use
words that incorporate emotions and motivate a call-to-action.
Be
Unique
Every
business needs to define a unique selling point (USP);
it is what sets them apart from the competition. An effective
USP clearly and honestly communicates a business’ competitive
edge, and provides a reason for prospective customers to
buy their products or services.
An
appealing USP should:
Succinctly
differentiate you from the competition.
Offer
a benefit that appeals to your prospects.
Be
provable.
Focus
on how it benefits the customer.
A company’s
USP can be written into a jingle, advertising copy or even
a tagline.
One
example is, Bounty, (known as “The Quicker Picker-Upper”)
which offers paper towel products. Bounty makes their product
stand out by saying that their product absorbs spills
faster. The benefit to the customer in their unique
selling point is speed.
This allows customers to get the dirty work done sooner
and allows them to move on to other more important matters.
A
few tips to help determine your company’s USP:
What
does your company do well? If
you have a variety of goods or services, can you focus
on one or two key products or services that are most
popular? Make a list of specialties or niche areas.
How
do you do business? Is there something
unique, unusual, or significant about the way you
do business? Do you offer 24 or 48 hour turnaround?
Do you offer free delivery?
What
is your target market? Know
the demographics - age, interests, location (local,
worldwide). Talk directly to your primary market.
What
appeals to your customers? Is
it low-price, your flexibility, your location, your
reputation, or something else that attracts customers
to your business? Know the benefits that customers
derive from you.
There
may be very little difference between your products or
services and those of your competitors’. However,
to be successful, it is imperative to communicate your
company’s uniqueness, then describe how your company’s
USP fulfills the needs of your target market.
