How to write a new product release that sells

A new product release that sells does not start with a list of stand-out features like gigabytes of capacity – it starts with a simple statement that explains how the product will change the life of its buyer.

A compelling press release follows classic sales principles. Good salespeople start by understanding what the prospect is trying to achieve and then demonstrating how the product fits the bill. A new product release should be equally as focussed on the benefits rather than the features – buyers can read the spec sheet for those.

The rest of the release is dedicated to proving the claims are true and letting the prospect or customer know how to take the next step towards purchase.

Once you've made the benefit very clear, back it up with some of the features, particularly when writing for technical people, like engineers, who need to know just how big, small, fast, high, low or strong your product is before they act.

Technical audiences respond best to a writing style that is more straightforward than the flowery prose often used to inspire consumers. Because WriteRelease specialises in writing media releases for publication in business-to-business and trade publications, our journalists intentionally keep the language simple.

The people we're trying to influence are reading in the midst of a busy workplace (and the articles are typically packed with facts), so we make new product releases very easy to understand, even for anyone who's just skim-reading.

Simplicity also demands short, sharp pieces that can be read in a couple of minutes. At work, people rarely have time to devote to long reading sessions, so keep your new product releases short – between 200 and 300 words.