Three of the Most Effective Words to Use in Press Releases

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Three powerful words to use in press releases are ‘free‘, ‘best‘ and ‘new.’ Plain words that everybody understands, they comprise just one syllable. Such simple words, so easy to spell and pronounce, we say. So why are they so effective? Because each one connotes, in a basic way, what we all want: something for nothing, the best of its kind and the joy of discovering something new.

While these basic big three can stand on their own, you can actually say the same thing in different ways. For example, free can be expressed as ‘complimentary,’ ‘gratis,’ or ‘cost-free.’ And we didn’t have to look in a dictionary to know that.

Therein lies part of the beauty of these three words. Everyone understands them; even the youngest child can understand their meanings. Just about everyone knows how to spell them. Rarely do we see these three words misspelled, misused or mispronounced. That old saying ‘Keep it simple, stupid’ (KISS) does figure in.

The word ‘best’ means the top-of-the-line it-doesn’t-get-any-better. Who among us doesn’t enjoy the best? Think about when people talk favorably about a doctor or a beer or a restaurant. They say, “It’s the best.” Other ways of saying best, depending upon your audience, can be such phrases as ‘crème de la crème,’ or top notch or ‘top o the heap’ (to quote a famous song.) Words such as ‘excellent’, ’superlative’, ‘finest’ all connote a similar meaning as ‘best’ yet none does it quite as well as just ‘best’.

The word ‘new’ carries a rush of excitement with it. New connotes fresh and original and maybe different, all words that can say the same thing. A new method, a new pair of shoes, a new experience—all whisper a kind of sensation not felt before, sometimes good (modern, better, progressive, adventure,) sometimes bad (blisters from a new pair of shoes, bafflement from a new method, not as good as the tried and true.) But usually the perception of ‘new’ is good, better, updated.

We at Press-Release-Writing.com don’t advocate using formula words in any of your press releases. We do, however, encourage the sprinkling of these three words with one of its derivative variations in your press release headings and leads as often as it makes sense to do so. As we are, always be on the lookout for new and different words that are fresh and not over-used and for ways to use old and tired words in unique, fresh ways. The next ‘best’ thing is to ‘free’ your minds for ‘new’ ideas.