Part of Brand Positioning is establishing product messages. They need to distinguish your company from the competition—and be consistent throughout your marketing strategy.
Your product messages must make strong statements. Yet to reach the media, these messages must also be newsworthy. That means your new product introduction press release requires more than just an announcement. It must be tied to the news of your industry and written to grab an editor’s attention–and deliver an interesting story they haven’t already written.
Is your product revolutionary? Be sure this is so before proclaiming it. The press is fed this superlative daily, so be able to back it up with facts and figures. Know who in your industry is making similar claims and be able to make your product claims with authority, because you and your staff know the industry news.
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