Start Your Press Release by Solving A Problem

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If you’re writing a press release to sell a product, don’t start off with how great the product is; start off by stating the problem that the product will solve. For example, if you’re selling a weed killer, identify the problem in the first paragraph by discussing how difficult it is to keep weeds from invading lawns and gardens. Then describe how your product can solve the problem.

Your opening might look something like this: Millions of Americans are in the throes of spring gardening, planting flowers and sprucing up their lawns in readiness for summer. Many too, are arming themselves against the dreaded spoiler that will sprout up and run havoc over gardens and lawns….Weeds!

Thus you’ve stated the problem. The next part of your release will tell how and why “Wicked Weed Killer” will help solve the problem. Here’s where you tell everything about your product that will resolve the problem for potential buyers of the product. If you can also tie in how it could help solve a universal problem, all the better. What homeowner doesn’t have weed problems? The media loves to appeal to wide audiences.

Another example of a different type of product is if your press release is promoting an author who has written a “how to” book, state first the purpose of the book and what problem it will solve. Then explain how and why this author is especially qualified to write about that subject. For example: Losing weight is a worldwide problem but it is especially prevalent in the United States. Recent studies have named obesity as one of the major diseases causing early death. Hundreds of diets have been bandied about but people still keep gaining weight. Fad diets come and go but fast weight loss doesn’t solve the problem as people gain back the weight.

In the next paragraph, you identify the author of “Nature’s Way to Lose Weight and Keep it Off.” “Jill Madlin is a certified and licensed dietitian who has worked with hundreds of overweight patients in a hospital setting where controlled diets helped them lose weight. She took her knowledge and experience into private practice where she now sees clients as out-patients.” In other words, they are on their own and face the everyday problems of food temptations everywhere—in restaurants, fast food stops on every highway, social eating, eating on the run. You may also discuss her success rate with satisfied clients who have lost weight and kept if off for a year or more. Thus you establish that the author is very knowledgeable and experienced in solving weight-loss problems.

Finally, tell about the book and how it will help solve the problem that you stated in the first paragraph. Here again, if you can tie the problem, losing weight, into the universal problem of health issues and obesity, the media will be all over it like butter on a hot potato.

These are just a few examples of how to write a more effective press release. Remember, state the problem first, identify the solution, then tell how your product can solve the problem. We will discuss more examples in future newsletters