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.

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:

1. Define the benefits your company’s products (or services) provide to your customers.
2. Identify strong emotions for each benefit.
3. 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.

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