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.