The Software Developer's Press Release FAQ - Part 4 of 5
| Published: | Oct 26, 2009 | |||
| Author: | Al Harberg | |||
Last month, I discussed more tips and tricks for generating software sales with your press release campaign. This month, you'll learn insider tips about cover letters, screen shots, and more.
Q: Should I include a cover letter with my press release?
You certainly do not need a cover letter that says (1) Here's a press release, (2) We're really excited about this product, (3) We're confident that your readers will be, too, and (4) We'd be happy to answer any questions that you have about our new product. That covers about 99 percent of all press release cover letters. If there's something about your product that's in the cover letter that helps to explain the press release, then include the information in the press release, and throw away the cover letter. So, I guess the answer is, "No, you don't need a cover letter."
Q: Should I include screen shots with my emailed press release?
Your press release should be emailed as plain text. Period. Don't include an image in your press release. You can include a link to a screen shot or a product shot in your press release.
Alternatively, create a press resources page on your web site, and invite the editors to visit this page to find logos, screen shots, and background information. There are a lot of benefits: Magazine editors will feel welcome. Reviewers from the Internet software sites will think that you take them and their colleagues seriously. And prospects will see that you expect the press to take notice of your site.
Q: Should I use the word "shareware" in my press release?
Don't use the word shareware when marketing your software. Include it - once - on your web site, in case somebody types it into the search engines when looking for software like yours. But, in general, the term "shareware" can be a confusing or negative term to many people, especially corporate buyers.
The two biggest sources of income for magazines and newspapers are subscriber dollars and advertising dollars. Although the vast majority of these publications have a sturdy brick wall between their editorial and advertising departments, everybody at the publication - including the editors - would like to turn you into an advertiser. After all, they're good corporate citizens who believe in the companies that they work for.
But if you ask a magazine publisher the definition of "shareware author", you might hear something like, "a software developer who will never buy space advertising". So, given two equally intriguing press releases, one for a shareware product and one for a shelfware product, it seems to be in the magazine's interest to give ink to the shelfware.
It's a good thing that the decision about choosing press releases is made by editors, and not by publishers or their financial people. It's still a bad idea to describe your software as "shareware".
Q: Can I mention my 5-star rating in my press release?
It's a good idea to mention great reviews that you've received from well-respected download sites.
Be a bit careful, though, when mentioning reviews from magazines or newspapers. If your press release mentions a good review from a publication that is a competitor to the one that's considering using your press release, they might not be too supportive.
Q: Should I mention that there's an evaluation version of the product?
Most press releases mention that a trial version is available.
One of the biggest differences between the web site visitors that you'll get from your ads versus the web site visitors that you'll get from your press release write-ups is that the people who read your press releases in magazines and newspapers are ready to buy. Your software has been recommended by an expert - the editor of the magazine or newspaper. These prospects come to your web site with credit card in hand. Don't lose the sale by insisting that they try before they buy.
Q: Do I need a $5,000/per month public relations firm to represent me?
It's a myth that a big-name PR firm has more credibility with the editors than you might. The editors know that the PR pro is contacting them because their firm has been hired. Maybe they've been hired by a good company with a great product. Or maybe they've been hired by a good company with a horrible product.
Magazines would like to tell their readers about hot new computer products. Like yours. And they'd like to turn you into an advertiser by demonstrating that a write-up in their magazine results in a lot of interest in your software or hardware. You don't need a big-name PR firm to tell your story to the editors. All you need are a good product and a clear explanation of why the editor's audience would benefit from hearing about it.
Next month, in the final installment of this five-part press release FAQ, you'll learn how to deliver your press release to well-targeted editors, and begin reaping the benefits of your press release campaign. To read this series of FAQs from the beginning, please visit http://www.tucows.com/article/2373
About Al Harberg
Since 1984, Al Harberg has been president of DP Directory, Inc., a public relations firm that helps software developers use press releases to get publicity and sales.
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