There’s nothing like a bow to complete a neatly wrapped package. Even the most decorated boxes lack the final memorable punch without that ribbon.
The same holds true for boilerplates when it comes to writing complete – and effective — press releases. These informative paragraphs give readers the essential details about your business.
Some small business marketers fall into the trap of just including the basics of location and contact information into their boilerplates, while others pile in too much information. You can improve your press releases by building a creative boilerplate that gives audiences a taste of your brand’s unique strengths and helps them get in touch with you.
To help rev up your boilerplate-generating engine, we’ve included five press release examples primed to inspire:
1. EZ-Efficiency, LLC
“EZ-Efficiency is family owned and operated in Sierra Vista, AZ and is dedicated to helping our customers reduce their net facility energy costs. We have over 50 years combined experience in automated facility management, environmental systems HVAC, and complex computer systems. We leveraged this experience to develop the BiO-Therm system and have now deployed this technology to several hundred dryers nationwide.”
This boilerplate offers an informative and interesting snapshot of the company. We know where they are located, what service they provide and we get a brief overview of their expertise and experience. It is a basic but solid boilerplate.
2. K’NEX Brands
“Founded in 1992, K’NEX Brands, the world’s most innovative construction toy company, was established to make and sell what has become one of the world’s leading integrated construction systems for children. Winner of over 200 international awards and recognitions, K’NEX is America’s building toy company focused on Building Worlds Kids Love, and encourages youngsters to “imagine, build and play.” Since 1992, The Rodon Group, a subsidiary of K’NEX Brands, L.P., has manufactured over 30 billion parts for the K’NEX building toy system. For more information, please visit http://www.knex.com or http://www.rodongroup.com.”
This boilerplate is a winner. In one paragraph we learn about the company’s history, why it stands apart from competitors – 200 international awards certainly help – and we see how K’NEX products dominate the marketplace. They also give us the most important information of all: contact details.
“eVigilo designs and develops the industry’s only fully-integrated mass alert platform that can reach millions of people in just seconds, to substantially improve personal safety and save lives. Supporting communication across multiple alert channels, eVigilo line of products are both holistic and flexible alert platforms. eVigilo provides the world’s first solution for mass alert systems that is used by governments, homeland security agencies, municipalities and industrial organizations in national and regional coverage across vast choice of communication technologies and devices. For more information please visit http://www.evigilo.net”
Not many boilerplates creatively invite us to keep reading but this one breaks the mold. eVigilo structures their boilerplate similarly to the best press releases. The first line grabs our attention while the body of the paragraph illuminates the popularity of their product. And this boilerplate bears the fruit of SEO. Note how many times the company’s name is mentioned in just 86 words.
4. The American Academy of Pediatrics
“The American Academy of Pediatrics is an organization of 60,000 primary care pediatricians, pediatric medical subspecialists and pediatric surgical specialists dedicated to the health, safety and well-being of infants, children, adolescents and young adults. For more information, visit http://www.aap.org.”
Sometimes you can say more with less. A simple statement describing exactly what your company does gives readers the information they need quickly. Such boilerplates are extremely effective when they complete educational press releases like the one this accompanied, which detailed new guidelines to prevent cheerleading injuries.
5. Spartan Race
“Spartan Race, voted Outside Magazine’s Best Obstacle Race in 2012, is the world’s leading obstacle race series and the first of its kind to have global rankings. Spartan Race is a timed event series featuring races at three escalating distances in locations worldwide that culminate in a World Championship Finale with cash and prizes for the champions. While featuring competitive elite heats, Spartan Races are for athletes of all levels and abilities and are geared towards ripping people off their couches and into the outdoors. Go to spartanrace.com for more information, a schedule of events or to register for a Spartan Race. For videos, please visit spartanrace.tv. Their tagline touts, “You’ll know at the finish line!””
Spartan Race brings us a portrait of boilerplate mastery. Check out these elements that set this example apart:
- The first words in the paragraph are a link to the website.
- The description not only touts the race’s success, but it also provides specific details that explain the race, and more importantly, appeal to the reader’s emotional response.
- The boilerplate completes the press release with a compelling call to action: get information, see a schedule, register for a race or check out videos – all wrapped up with the shiny tagline bow, “You’ll know at the finish line!”
The headline of your press release is important, but it isn’t everything. The end carries just as much value as the beginning. After all, press releases are marketing tools designed to drive customers to your business, and the boilerplate provides the means to get them there.