The Software Developer's Press Release FAQ - Part 5 of 5
| Published: | Nov 27, 2009 | |||
| Author: | Al Harberg | |||
Your press release won't generate additional software sales until you deliver it to well-targeted editors. In the final installment of this five-part press release FAQ, I'll discuss how you can deliver your press release to editors who will be eager to tell their readers about your application.
Q: Should I email, fax, or postal-mail my press release?
Emails are the easiest from the editors' perspective. If they have a question, they need only click "reply" to get the answer. And if they like your press release, they can copy and paste your information directly from your email. There is no need for them to incur the expense of re-keying your press release from hard copy.
Q: Should I bulk email my press releases or send them individually?
Ensure that your press releases are sent individually. Of course, your emailer will use mailing software that sends your press releases to a large list of editors. But each press release should be addressed to an individually-named editor, and never to a cc: list, a blind cc: list, or a suppressed-recipient list. When your press release is emailed, you should be the "from" person and the "reply to" person.
Q: Should I send my press releases to vertical-market editors?
The number of computer editors who should be receiving your press release will vary depending on the type of product (consumer versus business, professional versus home, Windows versus a platform with a smaller installed base). You don't want to increase your press release distribution numbers by sending, say, a press release about a telecommunications product to the game-player magazines.
On the other hand, you don't want to miss sending your press releases to properly-targeted vertical markets. For example, if you sell educational software, you want to send your press releases to the education editors. You also want to send your press releases to parenting, women's interests, and seniors/mature editors. Use a press release company that maintains vertical-market lists that are relevant to your software.
Q: Who should email my press releases to the editors?
Choose a firm that specializes in computer products, and which understands both the software industry and the software marketplace. Find a professional who does this work full-time. Don't trust your marketing efforts to somebody who does this work as a hobby or as a side-business. It's unlikely that they track multiple editors at key computer publications, or that they take the time to develop the marketing skills needed to promote your software effectively.
Q: Can't I build my own editor list from the Internet?
Unfortunately, a lot of press release email services build their lists this way. The resulting lists contain a high percentage of generic names and email addresses (such as "Computer Editor" and "editor@") versus actual names and email addresses(such as "John Smith" and "jsmith@"). Find a press release company with a list that contains nearly 100 percent of the editors' actual names and email addresses. That means finding a company that knows how to build an editorial distribution list properly, and not just gather generic names from magazines' and newspapers' web sites.
Q: What is an editorial evaluation copy?
An editorial evaluation copy is a full copy of your program that you send to an editor. Very few editors will request one. But when they do, be sure to send them the full version, and not the trial version. The danger of them intentionally or accidentally distributing your program is virtually nil. Since many publishers who send press releases to editors are selling shelfware, the editors are used to getting evaluation copies in full-color, shrink-wrapped boxes (sometimes with "not for resale" stickers on the box or the CDs).
When the editors ask for an evaluation copy of your software, you could email them and suggest that they download your trial version, and that you'll email them a registration code. Many editors would prefer to have the program today rather than the fancy box (which they'll throw away) at the end of the week.
Q: Do I need to follow up my press release with a telephone call to the editors?
Probably not. Your press release has to stand on its own. The headline has to grab the editor's attention. And the body of the press release has to generate two responses: (1) My readers would find this interesting, and (2) I can use this press release without doing a lot of rewriting.
In the 24 years, full-time, that I've been writing and sending software developers' press releases to the editors, I've learned that editors are busy people. Editors tell me that the typical follow-up phone call starts with "Hi, this is Sam Smith from XYZ Corp. Last week, I sent you a press release about our exciting new Widget software. Well, wha'd'yuh think?" And the editor replies, "I don't remember," or "I think so, maybe, probably," or "It's in the process of being evaluated." Then the software developer asks when the press release will be printed, and the editor mumbles something about lead-times, and both parties get off the phone, annoyed.
The bottom line: Unless you have a different script, don't call. If the editors want an editorial evaluation copy of your software, they won't hesitate for a moment to call and ask. If they want to print your press release and they have a couple of questions, they'll send you an email. Make sure your press release does its job, and you won't have to call the editors.
Q: Will editors tell me when my press release will be printed?
Very few will tell you ahead of time. You'll find out when prospects phone you, or when you notice an increase in your downloads. If an editor needs a screen shot, or wants an evaluation copy of your program, you may hear from them before they print your write-up. But the vast majority of editors won't notify you before using your press release.
Q: Should I send the editors thank-you notes when they print my press release?
Absolutely. Editors are busy people, but they appreciate the courtesy of a thank-you note. Make them remember you, in a positive way. It will help you the next time you email them a press release.
Q: Will the editors correct my grammar, style, usage, and agreement errors?
Editors will do a small amount of editing. But if your press release is full of errors, the editors simply won't take the time to rewrite it for you. Be sure to send the editors a well-written press release that has been proofread and copyedited.
Q: Will editors understand that English isn't my first language?
They won't take the time to rewrite your press release. And they won't use your write-up if it isn't written in standard American or British English. Find a press release company with a professional marketer who is willing to give your press release a thorough reading, and make corrections to your English use, grammar, and spelling.
Q. How long does it take for the editors to act on my press release?
It takes three to four months to get into the monthly magazines. The weekly trade publications, and the editors who write computer columns for daily newspapers, can respond more quickly. Sometimes the print editors and online editors coordinate the timing of their announcements. Sometimes the online editors respond immediately, and the print editors' write-ups are printed weeks or months later.
Most editors save all incoming press releases for one to two years, as background information, and for use in "roundup articles". These roundup articles have titles such as "The Ten Top Excel Add-Ons" or "This Year's Hottest Image Enhancement Programs".
The bottom line: Press releases are not a "Get Rich Quick" scheme. But they're the most cost-effective way for software developers to reach the millions of software buyers who rely upon magazine and newspaper articles for software recommendations. With the information in this five-part series of articles, you'll be able to start getting your fair share of this lucrative market. To review all five articles, please start with the first one on http://www.tucows.com/article/2373 and continue reading the monthly Tucows Developers' Newsletter for more money-making ideas about marketing your software.
About Al Harberg
Since 1984, Al Harberg has been president of DP Directory, Inc., a public relations firm that helps software developers use press releases to get publicity and sales.
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