Frequently asked questions(FAQ)

Q: What is a Press Release?
A:A press release is a announcement that you send to magazine and newspaper editors about your software. If they think their readers will be interested in your program, they'll print a New Product Announcement in their publications. Those 200 to 500 words write-ups that you see in the computer magazines - they're your competitors' press releases. And they were printed for free.

Q: What are the chances that my Press Release will be used?
A: That depends upon a number of things, many of which you can control: Is your product something that the editor's readers will be interested in? Is your press release well-written, or will it require a lot of editing?

Q: What should my Press Release be about?
A: Press releases about new computer gear (new software, new releases of existing software, new hardware, peripherals or accessories) get the most coverage. You can expect some ink if you announce strategic alliances, financial results, officer appointments, contests and awards, but new products and services get the most attention.

Q: Are Press Releases better than Ads?
A: Press releases are an additional tool that you can use to promote your products. You have to determine if you're going to buy space ads, use card decks, send direct-mail, create bundling agreements, sell on your web site, buy radio and television time, or use any number of advertising and publicity vehicles to promote your hardware and software.

Q: Are Press Releases more credible than ads?
A: When prospects read your ads, they know that the words were bought and paid for. But when they read a press release about your products, you're not identified as the source of the news. The Press Release is seen as the editors' description of your computer gear. So, press releases are much more believable than advertisements.

Q: Are press releases less expensive than ads?
A: It costs a lot more money to advertise your products and services than to launch a press release campaign. Without a doubt, press releases are the most cost-effective way to get the word out on your software or hardware. Even a 1-inch ad without a picture or logo (known in the trade as a "tombstone") costs more than a modest press release campaign.

Q: I'm a shareware developer. Should I mention in the press release that I'm marketing a shareware product?
A: No. Talking about your status as a shareware author is great, and we recommend doing it everywhere - except in your press releases. Computer magazines have two sources of income: subscriber dollars and advertiser dollars. Editors can increase their subscriber base by telling their readers about neat new shareware. Like yours. But the magazines would like to turn you into an advertiser. If they can demonstrate that, by their printing your press release you'll get a lot of inquiries from their readers, then they might talk you into buying ad space. Shareware authors, however, are not known for buying lots of magazine ads. So, given two equally intriguing press releases, one for a shareware product and one for a shelf ware product, it's in the magazine's interest to give ink to the shelf ware. While all editors would insist that there's a solid wall between their editorial and advertising departments, the editors are, after all, human, and interested in the financial success of their employers. So, it's best not to mention your being a shareware author.

Q: Do I have to put all of my contact information in my press release? Can't I just list my web address and email address?
A: It's okay to look like you work out of an office building. So, if your address is "123 Industrial IT Park, Building 5", by all means include it in your press release. It's okay to look like you work out of your home. So, if your address is "123 Jon Lane, Appt. LOC", you can include that, too. It's not okay to look like you work out of your car. If the editors can't find your phone, fax or mailing address, they're going to be very reluctant to print your press release. They have no way of knowing if there is a real company selling a real software package, or just a web address and email account that are set up to take people's money and give nothing in return. Even if the editors print your press release, before people reach for their checkbooks or credit cards, they are going to want to be assured that they're dealing with a real company. So, include as much contact information as you feel comfortable revealing in today's world of diminishing privacy. The editors won't be concerned if they try to call you and reach your answering machine.

Q: What Should I Emphasize in my Press Release?
A: The key question that should guide your press release structure is the same question that should guide your entire marketing effort: How should I position my product? In your press release, you can't say everything about your product. And you can't pretend that you're marketing a 1-size-fits-all product that will meet every need of every user. You have to look at the universe of products that includes both yours and your competitors' and ask questions like: Am I the newest product (with the newest technology?) Am I the oldest product (with the most established, credible and bug-free track record?) Am I the least expensive product (so that everybody can afford to buy me?) Am I the most expensive product (and worth every penny?) Am I the most powerful product (with every feature known to humankind?) Am I the easiest product to use (without my competitors' superfluous features?)

  • Who are your competitors?
  • How are they really positioned in the marketplace?
  • How are they pretending to be positioned?
  • How are they perceived to be positioned?
  • Which of their vulnerable areas do you want to address in your press release?