Repeat a Catchword or Phrase for a Memorable Press Release

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Repetition in writing stokes one’s memory bank. That’s why billboard and TV ads often repeat the name of the product several times. For a memorable effect, write a press release where a word or phrase is repeated consistently. If you have a slogan for your company, product or service, utilize that. Think of some examples of popular slogans like “Things taste better with Coke,” or “Avis tries harder” or “Let your fingers do the walking.” If you don’t have a slogan, now may be a good time to create one to utilize in your advertising and in your press releases.

Create a catchword or phrase about your product for your press release. For example, if you write a press release about a new type of vacuum cleaner that sucks up dirt faster and more thoroughly than anything on the market, use the catchword ’sucks up’ over and over again. Repeat the phrase in different contexts such as ’sucks up’ dirt, ’sucks up’ debris, and ’sucks up’ soil. Space out the repetitions so that it’s not really obvious but the image becomes embedded in the mind of the reader. If you’re doing a press release about a new tennis racquet you’re selling, use the word ‘power’ repeatedly. Power in tennis is the new byword and the new design of racquets is the reason. Power is as important to the weekend hacker as to the top touring pros. So emphasize the word power over and over again in different ways while describing the racquet: “for a power game,” “increases power,” “powers up your serve,” “empowers your forehand.” Readers will automatically associate “power” with your racquet.

You don’t always have to use the exact words or phrases. Sometimes subtle variations of the meaning of the word can be as effective. For example, you might write a press release for a new book you’ve written on how to increase your baby’s intellectual level. Use variations of the word that refers to intellect such as “brainpower,” “genius,” “Einstein,” “whiz kid,” “brilliance,” “knowledge,” “understanding,” “wisdom,” “I.Q.,” “smartness,” “braininess,” “brightness,” and any other word that suggests intellectual superiority. Sprinkle these words liberally throughout your release to emphasize the message of your book. Soon the reader will associate your book with improving their child’s intellectual capacity.