Focus on making your product stand out from the rest by emphasizing on unique features and benefits. Depending on your product and target audience, you’ll want to focus more on one or the other.

If you’re targeting a very particular and specific audience, especially in the B2B sector it can be a better idea to focus on the technical features of your product. Stick to the point and mention the objectively superior qualities of your product.

Otherwise, it’s best to bring attention to your product by showcasing how it’ll benefit your customers and improve their day-to-day lives. Think about how using your product can be easier, simpler or more enjoyable than what the competition has to offer.

I’ve added a list of questions to make it easier:

• Why is it worth writing about this particular product?
• What are its unique features?
• How will it contribute to the consumers’ lives?
• What makes it different from other products?
• Can you somehow compare it to the products offered by your competitors?
• Does your product come in different varieties and sizes?
• Is there a formal product launch ceremony?

Be visual—include high-quality photos and videos displaying your new product

Unless you have a boring, non-visual product, adding photos & videos to your product press release is an absolute must^[7].

If you want your product to get noticed, you should support it with relevant pictures, photos, videos, logos, and even animated gifs.

If you’re unfamiliar with visual press releases, check out these multimedia press release templates and examples^[8].

However, remember to avoid attachments as much as possible.

That means you shouldn’t send out emails with any attached images or videos (especially large files), resulting in a gigantic and possibly confusing email that will clog up journalists’ inboxes.

But what if you want to send out a press release that contains lots of high-quality and high-res images or videos (and because it’s a way to make your product more attractive for the press—why wouldn’t you)?

Instead of adding attachments to your product press release email, try this:

• Create a visual press release (using a press release creator^[9] like Prowly or using a CMS like WordPress)
• Add your product photos, videos & other rich media (such as Facebook posts or Twitter conversations) directly to your press release
• (Optional) post it online to your brand newsroom,^[10] a place where you keep all your company press releases
• Send your press release^[11] to journalists by using a shareable link (plus, you’ll be able to track open and click rates and see who’s reading your emails)

New product press release examples

Below you’ll find 3 different types of new product press release examples to inspire you to create your own.

Each press release was created with Prowly’s Press Release Creator^[12], which lets you easily create visual press releases (great for showing off your product!) with drag & drop elements and add photos, videos, call-to-action buttons and social media conversations to your press release.

New product line press release example

New cosmetics product press release example

New food product press release example

Conclusion – how to create a product launch press release

By now you should know the basics of creating an effective product press release and pitching it successfully. Lets sum up the essentials:

Every product press release should contain:

• An attractive headline that features unique benefits & features of your product
• The standard elements of a press release: Headline, dateline, lead, body, company info, media contact information
• A specific audience that it’s targetted to (find a list of relevant journalists!^[13])
• Information on why your product is worth talking about and why anyone should be excited about it
• Attractive photos and/or videos of your product added directly to the press release (avoid attachments!)

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