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Building a Standard Release

Page history last edited by Stuart Froman 13 years, 5 months ago

 

Start Here

  • Business value – not technology – provides the wow
  • Most releases require more thinking and editing than writing
  • Imagine the story – and messages – you’d like to see in print

 

Strategy

  • Find the news – journalists ask, “Why would my readers care?”
    • Why would anyone besides the client want to know this?
    • How does the announcement benefit users? the industry? This requires understanding the industry and the point of view (and pain points) of CXOs, analysts, the media, etc.
    • What are the specific, defensible points of differentiation (only, first, largest, smallest, fastest, cheapest, etc.)?
    • For momentum and milestone releases, find the industry context, benefits to users, newsworthy differentiators (yes, it can be difficult).
  • Validate the news - Someone besides the client has to believe it: quotes, numbers, analyst research
  • Emphasize benefits over features
  • Provide facts, not hype
  • Write news, not an advertisement or brochure
  • Ensure quotes are relevant and validating
  • Ensure the accuracy of information – contracts signed, information ready to go public, etc.

 

Structure

  • Structure from most important to least important – don’t assume readers will read to the end
    • If the development is truly newsworthy (e.g. dramatic customer ROI from a client’s solution), consider putting it before any quotes
    • If a quote by a well known and credible customer includes strong validation, consider putting it before any development
  • Avoid repetition

 

Sentencing

  • Consult the Eastwick Style Guide or the AP Stylebook
  • Be clear for the intended readers
  • Be brief and make every word, sentence, and point count
  • Eliminate jargon and fluff
  • Never exaggerate
  • Avoid clichés and worn expressions
  • Proofread!

 

Headlines and Subheads – It’s Still Who, What, When, Where, Why, How

Approaches to headlines – where’s the news?

  • Simple announcement: news – but not too specific (can be combined with name dropping or main benefit) – “Visual Numerics Announces TS WAVE 4.0”
  • Name dropping – “Burger King Selects Business Objects”)
  • The main benefit – “Burger King Selects Business Objects to Drive Down Costs of New Franchises”
  • Trigger interest with the wow factor – “11th Cadence ‘Stars & Strikes’ Raises $944,500”
  • Humor/pun connection, if not worn or too obvious – “National Weather Service Sees Clear Skies Ahead with Business Objects”
  • Consider keywords for search engine optimization
  • Approaches to Subheads
  • Balance announcement/benefits with headline
  • Add intriguing, newsworthy detail – more who, what, when, where, why, how detail
  • Consider keywords for search engine optimization

 

Quotes

To write quotes that don’t sound the same every time, avoid simply restating the announcement or using the company’s marketing-speak. Read it aloud.

  • For customer executives: Consider the specific business value delivered
  • For client product managers: Consider the specific technical benefits
  • For client executives: Consider wider industry issues and market issues, business trends

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