I just waded through another NAB’s worth of press releases. With depressing frequency, the first few graphs are filled with so much ancillary gobblygook that I often have no idea what the new product or service does after reading them. This invariably brings to mind the classic line from a bar scene in the movie, It’s a Wonderful Life, “we serve hard drinks in here for men who want to get drunk fast.” Now that’s a clearly stated value proposition, a crisp and forceful elevator pitch, a direct style that marketers should consider matching.
Believe it or not, I know that video is an increasing percentage of overall traffic on the web, that mobile viewing is on the rise, that higher QoE discourages customer churn, that HEVC is more efficient than H.264, and that faster encoding is generally better. Like most, if not all journalists, my eyes glaze when I see adjectives like a paradigm shift, revolutionary, best of breed, cutting-edge, transformative, breakthrough, artificial intelligence, or my personal favorite, built from the ground up.
The first paragraph of a good news story should cover who, what, where, when, why, and how much. Ditto for the first graph of a good press release. If you think you have to educate me on the trends and other realities that influenced your decision to create a new product or service, do it after I understand what your new product or service does.
We all know that if a video doesn’t grab the viewer’s attention in the first ten seconds or so, the viewer will likely click away. Marketers should assume that journalists sorting through press releases have the same attention span or less. Before publishing your next press release, read the title of this article, and make sure your value proposition is just as clear and just as easy to quickly grasp.