Launching a new eCommerce product is hectic! You invest countless hours and considerable resources in developing something stellar. The bigger challenge, though, lies in getting the market to notice.
Statistics show that 95% of new products fail annually. It’s not because they aren’t valuable, but often due to poor market introduction strategies.
Product launch press releases are one of the most popular methods for introducing new offerings to the market. A well-crafted press release captivates the interest of media outlets, influencers, and, ultimately, consumers. This guide will walk you through creating an effective product press release that's poised to maximize your visibility and impact.
But let’s start from the top.
Launching a product for your eCommerce business without a strategic PR campaign that includes writing press releases is like opening a show with the curtains closed. Despite your efforts, the audience will miss the show.
Come to think of it, how many times have you scrolled past an ad without a second glance? But what happens when you see that same product featured in an article or review by a trusted media outlet? The dynamic changes — suddenly, the product seems more credible and appealing.
Moreover, a well-executed PR campaign can catalyze a chain reaction of positive coverage. When one influential media outlet picks up your public release, others are likely to follow. This creates a multiplier effect that amplifies your eCommerce product's visibility exponentially.
A well-planned PR campaign not only shines a spotlight on your new eCommerce product but also offers tangible benefits that can significantly affect your bottom line.
Earned media, such as that gained through PR, often proves to be more cost-effective than paid media. When you initiate a PR campaign, some of your primary costs are derived from crafting a compelling news release and perhaps from organizing your eCommerce product launch event (if applicable). However, once picked up by media outlets, the resulting exposure doesn't require additional spending.
In contrast, paid advertising demands a continuous financial investment for sustained visibility. And, let's be honest, it doesn't always yield the expected results. In fact, 92% of consumers trust recommendations from family and friends more than advertising.
Unlike traditional advertising, which might only reach a specific demographic through targeted platforms, a PR campaign can enhance your brand's visibility massively.
It leverages the credibility of established media outlets to present your eCommerce product. This broader exposure not only introduces your product to a wider audience but also aligns it with the authority and reliability of well-respected channels.
And, in the age of social media, where content can be shared and reshared, a simple product release can transform into a major market event.
Of course, all this presupposes you can get the media to pick up your product launch. That’s why, for the best results, leverage the services of a good PR agency. Just choose one that specializes in your niche. Why? If you’re unveiling your newest beverage, a drinks PR agency is your best option since it will have the necessary media connections in the food industry to promote your launch to your target audience. At the same time, these specialized agencies bring a deep understanding of your target market and consumer behavior. This expertise ensures that your PR message resonates with your intended audience.
Increased visibility and credibility from a successful PR campaign often translate directly into sales. When your eCommerce product is covered in the media thanks to your PR efforts, it not only reaches a larger audience but also benefits from the publication's implied endorsement, which can significantly impact consumer behavior.
A product launch press release is a key component of a product launch PR campaign. It’s a formal announcement intended to introduce a new product to the market through the media. It is designed to capture the attention of journalists, influencers, and potential customers by highlighting the unique aspects and benefits of the product.
Here’s a product launch press release example:
Source: PRWeb
This document serves to inform and generate excitement and anticipation, setting the stage for the product's entry into the market.
Crafting an effective press release involves including several vital elements that ensure your eCommerce product announcement is not only noticed but also informative and engaging. Here’s what you need to include:
Start by prominently placing your company logo at the top of the press release. This isn't just about branding; it's about establishing legitimacy.
Your logo acts as a visual marker that connects your product to your company's established reputation.
Include clear contact details at the top or bottom of the press release.
This should include the name, phone number, and email address of the point person for this release.
The dateline includes the date and time of the release.
It situates your company announcement at a specific time and place, providing journalists with context about the timing of the product launch.
Your press release headline is the most important part of your announcement. It offers a snapshot of what the eCommerce product is and why it matters.
A sub-headline serves as a secondary pitch.
It supports the headline by adding a bit more detail about the eCommerce product and what makes it unique, enticing the reader to dive into the full story.
This section should answer the who, what, when, where, and why of your eCommerce product launch.
This is where you hook the target audience and explain the significance of your product.
The body of a product press release elaborates on how the eCommerce product works, its benefits, and any innovative features.
To add a personal touch and authority, it can include direct quotes from key stakeholders, such as the CEO or the product manager.
This is a short paragraph that acts as your company description.
This should provide essential background information about your organization, industry, and mission. Think of it as a quick pitch about why your company is worth paying attention to.
The CTA directs readers to where they can learn more about the eCommerce product. This could be the eCommerce website, a launch event, or a product demo.
From a catchy headline to an impactful call to action, each component of your press release plays an important role in determining how your eCommerce product will be perceived in the public eye. This section will guide you through the essential steps to create a press release that stands out.
A headline is essential in making a powerful first impression — it must be striking, memorable, and informative. The goal is to instantly capture the target audience’s interest and compel them to read further.
To achieve this, your headline should clearly communicate what the eCommerce product is and its primary benefit. Use active voice to convey energy and immediacy, emphasizing the solution or value your product brings to the market.
An example could be: "Introducing EasyWring: The Revolutionary Mop That Lets You Clean Without the Strain!"
Keep your headline concise. A succinct headline delivers its message quickly and effectively, making it more likely to grab the attention of busy journalists and consumers alike.
The introduction of your press release is where you set the stage and provide the essential details about your eCommerce product.
Start with a strong opening sentence that draws the reader in and introduces the product in a way that resonates with their needs or curiosity.
Briefly cover the who, what, when, where, and why.
For example, “HomeClean Innovations, a leader in household cleaning solutions, is launching EasyWring, specifically designed for efficiency-minded homeowners tired of back-breaking chores. Available online from September 10th, EasyWring features an innovative mechanism that simplifies the wringing process, making floor cleaning easier and more ergonomic than ever.”
The body of your press release is where you go deeper into what makes your eCommerce product stand out. Start by describing the product's key features and explain how they solve problems or improve on existing solutions.
To ensure your press release effectively communicates these points, you can use AI templates specifically designed for crafting press releases. These will help you articulate a clear and compelling product description.
Next, include a relevant quote from a key figure within the company, such as the CEO or the lead developer, to add a personal touch and boost credibility.
A quote might look something like this: "At HomeClean Innovations, we're committed to making cleaning less of a chore and more of a breeze. EasyWring is our latest creation that promises to transform the way you clean your floors, offering unparalleled convenience and effectiveness," says Maria Gomez, CEO of HomeClean Innovations.
Also, consider the broader implications of your eCommerce product on the market. Discuss any secondary benefits, such as time saved during the day or long-term improvements in comprehension and knowledge retention. Highlight any early feedback or testimonials from beta testers or first users to reinforce the product's effectiveness and appeal.
Toward the end of the body, anticipate and address potential questions or concerns that the media or consumers might have. You can discuss your eCommerce product’s compatibility with other technology, accessibility features, or upcoming updates and expansions to product functionality.
Visual elements help to illustrate the features and benefits discussed in the text, providing a clearer understanding of the product. You can use them to showcase your eCommerce product's design, functionality, technical specifications, and usability.
For instance, if you are launching a cleaning gadget like EasyWring, you can incorporate photos within the press release to give readers a glimpse into the product's innovative design and ease of use.
You can also enrich the release with a video link that demonstrates the mop in action, conveying the product's ease of use and practical benefits.
A strong CTA does more than just ask the reader to do something; it provides the motivation and means to do it immediately. It should be direct, easy to understand, and clearly benefit prompt action.
Ensure that it aligns with the objectives of your eCommerce product launch.
For example, if the goal is to generate early sales, your CTA could be: "Transform your cleaning routine with EasyWring! Visit our website to order yours today and enjoy a cleaner home with less effort."
Including a direct link or easy-to-follow instruction on how to act makes it more likely that the reader will follow through.
Press releases are not outdated. In fact, they’re still a key component of product launch PR campaigns. They’re a critical tool to announce your eCommerce products to the world as they’re more cost-effective than other modern marketing strategies. Plus, they build trust, particularly when picked up by reputable media outlets.
However, for your product launch press release to successfully capture the attention of relevant journalists and consumers, it must include elements such as a compelling headline, company logo, dateline, product description, and boilerplate. You also need to follow best practices.
With this article as your guide, you’ll create an effective press release and get much-needed exposure for your new eCommerce product. Good luck!