There’s nothing like a familiar or profound quote to add interest and credibility to your press release. Like all good seasoning, using the right amount to add flavor but not overpower the main taste, quotes must be used sparingly - if not sparingly, then at least in balance with the message. For example, let’s consider some quotes right now to emphasize different points.

Say you’re trying to write a release about a new invention that lights up your whole house with the press of a button but the mechanism that works it is a large piece of equipment. Selling the idea is not easy because people are not conditioned to respond to something brand new like this in the electronics field and especially something that takes up a lot of room. So you use the following quote by Donald Trump to lead into a new idea: “You have to think anyway, so why not think big?” This is a lead-in that catches the reader’s attention and prepares him for a new idea and a big idea.

Let’s suppose you are marketing a new mattress. It’s super-duper with all the bells and whistles and will last a lifetime. But it’s expensive. You thus prepare the reader ahead of time with a quote from renowned billionaire investor Warren Buffett: “Price is what you pay. Value is what you get.” Then you can bring out the point of how much the mattress offers with all the extra comforts and how long it will last. The reader’s conclusion is that it is value she’s getting for her
money.

Now let’s use the example of a writer who is trying to get media exposure for a new motivational book he’s written for entrepreneurial thinking. It’s all about excitement and passion for your subject. It emphasizes the importance of believing in what you’re doing. He leads into the content of the book with the quote from an entrepreneurial woman who created an entire line of cosmetics out of passion and enthusiasm, Mary Kay Ash of Mary Kay Cosmetics fame who made a fortune hawking products door to door: “A mediocre idea that generates enthusiasm will go farther than a great idea that inspires no one.”

Where can you find these quotes? One of my favorite sources is the tried and true Bartlett’s Familiar Quotations. If you prefer to work on the Internet, there are many sites that have well-known and some not so well known quotes. Just go to any of the search engines and type in "quotes" and you will find a plethora of sites that offer all kinds and sizes of quotes. Some examples are: www.Quoteland.com, www.famousquotes.com, www.ThinkExist.com. All of these Web sites have lists and lists of great quotations. Some have chat rooms and forums where you can seek and share from other users. All have searches for a particular quote or subject. Others lean toward literary authors. Some stick to Hollywood celebrity quotes. Log in and use them to your heart’s content. You can track them down according to category (life, love, marriage, anger, etc.) or you can zero in on those of famous people (Shakespeare, Milton, Browning, 20th century celebrities, etc.) or you can just scan through whole pages of all kinds of quotes. Once you get the hang of it, it doesn’t take long to find just the quote you need to drive home your point and spice up your press release. Media people like seasoned pieces too. So add a little spice to the life of your next press release.

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