What’s missing in most new product announcements
Every month, we get over 500 press releases of new (tech) products. Out of these, only a small fraction passes our review process and gets published in our magazines and websites. Typically, the best products rise to the top of the list and get published. But, at times, seemingly great products miss the bus because of the missing details.
While some media companies do try and get back to such firms to seek the missing information, I know for sure that many just don’t find this exercise ‘worth the effort’, resulting in some great products missing their chance to gain free publicity.
Recently, at EFY, a team of journalists met and put together many such ‘incomplete’ press releases. We went through each one of them to list the key points that were missing. In a couple of hours, we came up with a short checklist that can help YOU make better product announcements.
Who’s the primary target audience for this product? What are the key (additional) benefits of this product for the target audience, compared to your earlier product, or competing products?
When was the product launched in the market or when will it be launched? If not the exact date, at least the month or quarter should be mentioned. Where was the product manufactured? This is a bonus if the product is manufactured in the same nation as the reporting media, given the increasing hype around the ‘Made in Our Country’ movement, globally. Pricing information (most of the time, this is missing).
Features vs benefits
I want to reiterate this aspect that is easy for techies to miss. Almost every press release of a tech product has a long list of tech specs. But, how do these features benefit potential customers -- that is the critical information that’s often missing. This one piece of information helps us (journalists) decide whether this is just a ‘me too’ product or something truly innovative.
After we were done with the checklist, we asked ourselves the question, “Why not put these questions on a Web-based form, to help SMEs and startups produce their New Product announcements in a jiffy.” So we’ve recently done a beta release of our New Product Launcher at http:// www.eleb2b.com/ele/NPLQuestionnaire.asp.
It’s a free facility that’s been designed keeping electronic products in mind, but can be useful for most tech products and, perhaps, for non-tech products too. We, of course, will feature only the electronic products in our publications and websites. If you do try this tool, please share your feedback so that we can improve on it, if necessary.