By Alan Graner
Let’s say you want to send out a press release about your new and improved MicroWidget. You include all the speeds and feeds, the relevant information about your company, your press contact, and send it on its merry way.
And nothing happens.
Don’t feel like the Long Ranger.
Thousands of marketing messages are sent out each day, and most of them will be ignored.
Because the writers forget two essential words. Two words that often spell the difference between a message that’s picked up and one that’s picked over.
The two essential words are “So what?”.
You installed your 10,000th MicroWidget. So what?
You promoted Mary Smith to CEO. So what?
Your first quarter earnings were 3% higher than last year’s Q1. So what?
In short, none of these press releases give me any reason to read them because I don’t know how the news affects me personally.
Once again it’s all about me
Tell me how your MicroWidget will affect me as a competitor.
Tell me what Mary’s promotion means to company personnel awaiting lay-off notices.
Tell me how your increased earnings affects my confidence in you as a stockholder.
Don’t just give me facts; facts by themselves mean nothing. Tell me how those facts affect me, my job, my industry, my country, my retirement.
You answer my “so what?” with a “here’s why,” and I’ll read your message. I might even archive it or email it to co-workers.
Forget the “so what”…and your marketing message is nothing but fish wrap.
Agree? Disagree? Voice your opinion.
Image: George Bosela via stock.xchng®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. For a public relations campaign that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.