Continuing the theme of increasing your application’s user base, here’s another article from Sean Casto, the CEO of PreApps, a Microsoft App Builder partner and the leading platform introducing new apps to users and the marketplace prior to release.
The Importance of a Powerful App Press Release By: Sean Casto
You’ve created a great app, and it’s ready for release. Now what? As most developers know, gaining users and promoting your app is just as important as the development process. One of the most highly-regarded tools employed by developers to announce the launch of their app is the press release. A press release has a longstanding history as being a powerful and effective way to gain the attention of everyone from news outlets to bloggers, and spread the word that a new app is being released into the competitive marketplace.
The Importance of a Powerful PR
Writing and distributing a press release isn’t a step in the process that should be skipped. You’ve likely been working to market your product from the start, but you need to let the influential people in your industry know that your product exists. With that being said, if you’re an app developer, you may feel you lack the necessary skills and expertise to make a great press release. It’s important to follow a particular formula, and stick to the information, because writers and reviewers are constantly bombarded with information. You need to create a press release that’s going to quickly and effectively capture their attention.
Top Tips for Successful PR Creation
1. Create a Timetable
Before you begin writing a press release, you should determine whether you’ll be releasing it prior to the launch of your app, or to coincide with your app’s launch. The timetable will determine the angle of your press release.
2. Include Your Icon
Include your app icon or your logo in the body of your press release. This is an important identifying feature, and it should be prominently displayed within the actual written work. If it’s simply included as a link, it’s likely that it won’t be seen by the reader.
3. Don’t Overlook the Importance of Your Header
Take the time to craft a concise, yet attention-grabbing subject line. Many times, people hastily create a subject line, but in actuality, it’s one of the most important components of the press release. If you can get your reader to continue beyond the subject line, you’re doing well. If your reader glances at your subject line and isn’t compelled to continue reading, your press release hasn’t been successful. It needs to be brief, but interesting. A press release must be newsworthy, and the subject line is your opportunity to create that sense of newsworthiness. It can’t simply be an advertisement of your product, but rather needs to be something that’s time-sensitive, for example, “New app launches amidst much anticipation.”
4. Keep Your Reader Interested with the Summary
The next step, beyond the subject line, is to create a summary that will further compel the reader to keep going. Use the summary line as an opportunity to delve a little bit more into what your app offers, and what makes it unique, without providing too many details. Use your summary to make your reader want to know more.
5. Simplify it for Your Reader
Bloggers and journalists are programmed to quickly sift through press releases and find the ones that are the most relevant and interesting, so make reading your release easy for them. Put the most important information in the first paragraph. As the press release progresses, you can include more details, but make the first paragraph targeted to your reader. Imagine they’re only reading the first paragraph and include the information you’d most like them to know about your app.
6. Skip the Fluff—Get to the Point
Use the body of the press release to give a description of your app, including what it does and the important features. Skip the fluff—remember, this isn’t an advertisement. Stick to the facts, and keep the wording simple and concise. You need to be able to tell your reader why people should care about your app. It’s also a good idea to include a quote from a member of the development team. Your quote can be a bit more on the advertorial side, and you can really be creative in piquing the interest of readers.
7. Interest Your Reader in Your Company
Include a brief paragraph about your company at the end of your press release. Include any awards or previously released apps that have done well. If you have an interesting background, perhaps include one or two sentences about that, in order to drive interest in what you’re offering.
8. Give the Reader a Clear Point of Contact
Always include contact information, including your app or company’s website, screenshots, links to demo videos, and your personal information. If a blogger or journalist wants to follow-up with you about your app, you need to make it easy for them to contact you.
Gaining Maximum Exposure
The press release, if done correctly, can be an effective tool for developers. PreApps has designed options to take the guesswork out of the creation and distribution of press releases. In fact, they have a team of professional writers who craft custom press releases, utilizing the company’s press kit, and then distribute it to more than 250,000 news subscribers and more than 30,000 bloggers in order to generate the highest possible level of exposure. The company offers affordable pricing, simplifying the process of marketing an app in order to help the developer obtain worldwide attention.
About The Author:
Sean Casto, a Boston-based entrepreneur, is the founder and CEO of PreApps.com, the leading platform introducing new apps to users and the marketplace prior to release. He has been a guest speaker at industry conventions for Microsoft and Samsung and lectured at Universities such as Northeastern and Harvard. He as also appeared on and been mentioned by The Washington Post, USA Today, The Boston Globe, Boston News Network, and The Associated Press. Through his work and industry experience, Casto has acquired a deep understanding of the struggles developers face and a passion to serve the growing mobile app community. He is now the Chairman & Founder of App Demo & Drinks (a mobile non-profit) and holds an advisory position for numerous start-ups.