The excitement of introducing a new product or service can be overwhelming – and sometimes important details get lost in the exuberance to get “it” out! NOW is NOT the time to cut corners or trim the budget – especially when it’s that all important first impression!
For example: I came across this HTML posting today from a company introducing a new service – their brand new web site. As you can see I have redacted their company name and products so that we don’t embarrass anyone – and the standard boiler plate safe harbor statement and generic contact information - but read it over, and see if you can tell what is missing…
So what’s missing? If you can’t tell – your suffering from missing the very obvious – the same problem they had – read it again…slower this time. OK…still can’t…well…the ONE thing that is missing is probably the most important thing when introducing your new web site…the URL! There wasn’t even a sentence that stated – visit our new web site…with a broken link! Nothing! NADA! Zip!
That’s right – no where in this release, or in the boiler plate is the URL – the ONLY place I found it was in the email address in the contact information – i.e. investor@redactedcompanyname.com – and THAT my friends is NOT the best first impression going!
Folks – if you’re going to make me work that hard to visit your web site – guess what? I’m not going to. The only reason I read this release two or three times is because I couldn’t believe that they left out the URL! I even checked the source code for broken links, unfinished HTML code etc…but…there was nothing…nada…zip!
Yeah – it happens, and I’m sure that there is a “correction” posting following soon! But it doesn’t matter if your a large company or a one man band – you need to get other eyes on the ball when sending out your press releases, and if you can afford it – professional eyes! The professional PR person does this kind of thing day in and day out – and although they may not understand your product or service as well as you do – they certainly won’t leave out the model number or in this case the URL.
Can’t afford a professional? Well before you say that – at the very least give a local PR person a call and ask them for the price. Explain your situation, your budget and EXACTLY what you are expecting for that budget. You might be surprised at their response. If you still can’t afford it – as them for a price for “sharing the work” – i.e. you do most of the grunt work – the initial writing of the release – and they polish it off and that’s it nothing else. OR They get the mailing list together – and you print and stuff the envelopes etc… In this way, you may be able to take advantage of their expertise, without have to pay them for work that doesn’t require any more expertise than you already have!
Still can’t afford that? Then do then next best thing – and bring in fresh eyes! Someone who is not involved in the writing or editing of the document…anyone…your wife, husband, the guy in the warehouse…just let them read it over without you standing over the shoulder. AFTER they finish reading it ask them if they found anything strange, anything that didn’t “read right,” or was uncomfortable to say. It’s not exactly the same as employing a professional – but it’s better than nothing.
Always remember – that what it is supposed to say – and what it actually says may in fact be two different things! Especially if your the one writing, correcting and editing in a vacuum – like me 
More importantly – before you send out that release – check your shoes! It’s very easy to miss the fact that your shoes need a polish if all your doing is check your hair & makeup in the mirror!
