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How to write an effective consumer press release

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Similar to the ‘how to write an effective trade press release’ previously posted, consumer releases have a similar structure.

What is different however, is the tone of voice and the context. While trade releases take a more formal, business approach, a consumer release is more relaxed and needs to literally appeal to the consumer!

For structural advice when writing a release please refer back to the ‘how to write an effective trade press release’. Meanwhile, please find tips below that will help you with the general style.

1. Tone of Voice

  • Remember you are talking to the likes of you and me. Language needs to be concise and informative but upbeat and contemporary.
  • Each individual brand will have a different tonality. E.g if your brand is hip, fun and quirky the tone of voice will be fun, flirty and playful. If it is a heritage brand it will be British, well made, traditional etc.

Tip: Whilst a play on words can be eye catching – avoid obvious puns…leave that to the journalists!

2. Identify Your Unique Selling Point (USP)

  • Identify your USP - what do you think appeals best to consumers and press? Is it ‘on trend’?
  • Make sure your USP / the point you are trying to communicate is illustrated in the title. It may sound obvious but most journalists won’t have the time to read through the whole release so catch the attention at the top.

And remember the five ‘W’s. Who, What, When, Where and Why.

3. Newsworthy

  • Keep an eye on trends. Keep up to date with the key trends from London Fashion Week, what celebrities are wearing and identify items that resemble them. And don’t miss calendar dates – Valentines, Christmas, summer, winter etc are all great opportunities to showcase your products.

4. Keep it Visual

  • Similar to the trade release, it is important to use images to illustrate your release and remember they need to be current images.

5. Stockists Info

  • Remember to identify stockists information including sizes available, colours, price and contact details.

6. Availability

  • Make sure your USP is current and that consumers can buy it. Nothing annoys a journalist more than having a lot of people complaining because the product they featured is no longer available to buy.

7. Digital

  • Every time you talk about your product or brand hyperlink it. E.ginstinctpr  This helps your SEO (search engine optimisation) and click thru’s to your website.
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