Focus on making your product stand out from the rest by emphasizing on unique features and benefits. Depending on your product and target audience, you’ll want to focus more on one or the other.
If you’re targeting a very particular and specific audience, especially in the B2B sector it can be a better idea to focus on the technical features of your product. Stick to the point and mention the objectively superior qualities of your product.
Otherwise, it’s best to bring attention to your product by showcasing how it’ll benefit your customers and improve their day-to-day lives. Think about how using your product can be easier, simpler or more enjoyable than what the competition has to offer.
I’ve added a list of questions to make it easier:
- Why is it worth writing about this particular product?
- What are its unique features?
- How will it contribute to the consumers’ lives?
- What makes it different from other products?
- Can you somehow compare it to the products offered by your competitors?
- Does your product come in different varieties and sizes?
- Is there a formal product launch ceremony?
Be visual—include high-quality photos and videos displaying your new product
If you want your product to get noticed, you should support it with relevant pictures, photos, videos, logos, and even animated gifs.
However, remember to avoid attachments as much as possible.
That means you shouldn’t send out emails with any attached images or videos (especially large files), resulting in a gigantic and possibly confusing email that will clog up journalists’ inboxes.
But what if you want to send out a press release that contains lots of high-quality and high-res images or videos (and because it’s a way to make your product more attractive for the press—why wouldn’t you)?
Instead of adding attachments to your product press release email, try this: