The Software Developer's Press Release FAQ - Part 3 of 5

Last month, I talked about getting magazine and newspaper editors excited about telling their readers about your software. This month, I'll discuss formatting your press release so that the editors will be impressed by your professionalism.

Q: How should I format my press release?

Editors expect to see press releases written in a particular format. There are some variations on a theme, but it's a good idea to stick with the basic structure.

Type "For Immediate Release" and, on the next line, type "Contact: " followed by the name, email address, and phone number of the person whom the editors should call if they have any questions about your press release.

Next, type the headline or tag line. This is the one-liner that the magazines will print to catch their readers' attention. Put a lot of thought into this line. You'll need to get the readers' attention if you're going to get their interest.

The first sentence of your press release should tell the reader four things: Your product name, your company name, the platform that the program requires, and a brief description. For example, you might say, "XYZ Corp has released v. 2.0 of Widget, a Windows program that does this and that." This first sentence should tell the reader if he or she should read on, or move to the next news item.

The second sentence should say that you're different and you're better. Say something like "Unlike similar software that does this and that, Widget...".

Build your press release with the important information on top. If the editors have to cut material, they'll always cut from the end of the press release. This, by the way, is why you'll rarely want to include two products in a single press release.

Keep the entire press release to a single page, two pages tops. Virtually every press release can be shortened with no loss of quality. Look for noise words and phrases. Eliminate them.

Always end your press release with your company's contact information. You might say, "Widget costs $59 and is available from XYZ Corp, 123 Main Street...". Skip two lines. Then center three "# # #" characters (signifying the end of the press release text.) Under these pound signs, you can include notes to the editors such as "Editorial Evaluation Copy Available on Request" or "Visit our press resources page on...".

Q: Can I send the editors the ad copy from my web site?

Editors won't print ad copy.

The main reason editors throw away press releases is because they contain hyperbole. If you include ad copy in your press release (for example, you say, "Widget outstrips its competitors in power and ease of use."), and the magazines print your press release, then they're giving you an endorsement. You're going to put "Widget Outstrips Its Competitors in Power and Ease of Use" in inch-tall letters on your home page, and you're going to attribute the quote to the magazine that printed your press release. The editors won't let you do this. Hype won't fly - If you put a little puffery in your press release, the editors will take it out. If you put a lot of puffery in your press release, the editors will trash your press release and print somebody else's.

Here are examples of phrases that just won't be printed: XYZ Corp has released a revolutionary new program... XYZ's ground-breaking... XYZ's acclaimed program sets a new standard for... XYZ's best-selling program eclipses its competitors with...

There's a continuum that runs from the sleep-inducing description of features (for example, "Widget weighs 83 grams and its color spectrum is centered at 6,400 angstrom units.") through the interesting description of benefits (for example, "Widget fits easily into pocket or purse and looks smart with any color suit.") to the unacceptable blast of hype (for example, "Widget sets a new paradigm in miniaturization and design.")

You can buy ad space and say just about anything you want about your revolutionary new Widget. But if you want the editors to print your press release for free, you have to stay within reasonable bounds.

Q: Should I include a personal quotation in my press release?

It's a mistake to include a personal quote in your press release. It's not a mistake if you're Bill Gates, because editors are always interested in what he says. But for the other 99.99 percent of us, we shouldn't say things like, "According to Sam Smith, president of XYZ company, ...". The reason is simple: Computer magazines don't print personal quotes.

There are two dangers with including quotes in your press release. First, if you put them in, the editors have to take them out. And, the more work that the editors have to do, the less likely they'll be to choose your press release. Second, if editors routinely remove personal quotes, and your quote includes some material that is crucial to helping your prospects make a buying decision, then you lose big-time by including that information in a quote.

Thumb through the popular computer trade or computer consumer magazines. Press releases don't have quotes. Sure, the magazines will occasionally have feature articles that include quotes, but the editors will contact you for the quotes (or make them up themselves from the press release that you send them).

Q: Do I have to put all of my contact information in my press release?

It's better if your press release includes your web site address, postal address, and phone number.

It's okay to look like you work out of an office building. So, if your address is "123 Industrial Park Drive, Bldg 3", by all means include it in your press release. It's okay to look like you work out of your home. So, if your address is "123 Fluffy Puppy Lane, Apt. B", you can include that. It's not okay to look like you work out of your car.

If the editors can't find your phone number or mailing address, they're going to hesitate for a moment before deciding to print your press release. You need to include this information on your web site, too. So, include as much contact information as you feel comfortable revealing in today's world of diminishing privacy. The editors won't be concerned if they try to call you and reach your answering machine. In fact, very few editors will phone you.

Next month, I'll share my experiences with cover letters, screen shots, and other items that can determine how successful your press release campaign will be. If you missed the earlier parts of this five-part FAQ, you can start with the kick-off article on http://www.tucows.com/article/2373.