Walt Denny Inc. Blog

Recycling is Great, but not for News Release Copy

The vast differences between marketing copy & news release copy

When it comes to marketing copy and news release copy, one can’t substitute for the other. They are for two very different audiences. With news releases, some marketers make the mistake of confusing an editor for a paying customer.

It pays to be original with effective news release copy. Substituting marketing copy for news release copy turns editors off, assuring that these messages never get to prospects and customers.

Marketing copy is designed to woo an interested consumer. An editor’s job is to decide on, and be interested in, that which is newsworthy. That often includes a certain amount of skepticism. The mistake of recycling sales catalog, promotional or brochure copy doesn’t serve the purpose of a news release. A news release has to show ‘new.’ You can also tell ‘new,’ but superlatives and unsubstantiated claims of superiority will be met with skepticism. Worse yet, they won’t be met at all, because an editor can quickly recognize the content as regurgitated sales copy and ignore it.

To Captivate Target Audiences, Tell a Compelling Story

Storytelling is one of the oldest and most successful forms of communication, whether promoting a business, product or service.  Use stories to enhance your business marketing materials, web content or news releases and prompt your target audiences to action.  Engage prospects and customers with stories detailing how and why your product or service can enhance their lives or businesses.  Stories which also involve testimonials from customers bring credibility and authenticity to your message.

Storytelling makes information more memorable and can effectively explain complex issues.  Tackle topics such as intricate product benefits or specific industry offerings with  strategic communications that harnesses the power of emotion and facts.  Consider these questions before creating compelling stories:

    • Who is my target audience?

    • What do I want the audience to think and feel?

    • Who or what are the key characters in my story?

    • What are the obstacles the key characters overcome?

    • How is success defined or achieved?