Smart Marketing Basics


Crafting the Perfect Company Boilerplate Description for Your Press Releases

Small business marketers often struggle to find the perfect words to describe their organization, mostly because they lack a proven recipe for putting one together.  Even the best product strategists tend to focus on developing a ‘catchy tagline’ or ‘pithy elevator pitch’ as their approach. However, this strategy often times falls short because you wind up with a meaningless phrase, instead of a clear, concise and compelling description of the specific value your company provides, and to whom.  

Using press releases to market your business is a smart marketing basic for any small business, and the key to writing effective press releases is to start with a solid message.  Your company boilerplate plays a key role in your message, and should always be the last paragraph of any press release you create.  By including your company boilerplate in every press release you issue, you ensure that you are communicating a clear, concise and compelling message about your organization.

To create a company boilerplate description, small business marketers need to ask themselves a few basic questions to identify who they are, what type of company are do they have, and what type of solutions to they provide and to whom.  The answers to these questions provide the inputs into creating a concise, compelling story about your firm.  

TEMPLATE:  Drafting up a company boilerpatle description does not have to be a daunting activity.  Below is a quick and easy template to follow.  Take a few minutes to think about how you would complete each field in brackets […], as it would apply to your small business:

[Company name] is [company type] specializing in [keyword phrase] for [target industry or customer]. Rather than using [alternative product/service], [Company name] enables [specific role, or end user] to [specific user benefit] without [a negative repercussion, such as adding staff, incurring extra costs]. Since [year founded], [Company name] has helped more than [total number of customers] successfully [key business value]. To learn more, please visit: [company website].

INGREDIENTS: A good boilerplate description features these key ingredients:

[company type] – what type of company are you, a technology provider, a law firm, a non-profit, etc.
[keyword phrase] – how might people search on Google for your type of company? What common terms would they use ( i.e. accounting software, family legal services, food banks).
[target industry or customer group] – who will benefit from your service, for example, law firms, or the construction companies.
[specific role/end user] – specific staff titles or roles within an organization that will use your product or service, such as an attorney or paralegal, a operations manager.
[negative repercussion] – a common objection or misperception a prospective customer might have about your offering, such as it is too hard to learn something new, or too costly.
[key business value] – what problem do you solve, or value do you provide?  Think of a short phrase that starts with a verb, such as ‘reduce costs in managing legal documents’, etc.

EXAMPLE:  Imagine a fictitious technology solutions company, named Dander-Mufflin that provides software to the legal industry.  Their products help law firms to manage and track the thousands of legal documents for each of its clients. They have been around since 2000, and have a proven track record of clients.  Using the template above, their company boilerplate would look something like this:

Dander-Mufflin is a technology solutions provider specializing in document management software for law firms and corporate legal departments. Rather than using manual, paper-based filing systems, Dander-Mufflin enables attorneys and paralegals to quickly categorize and locate legal documents without increasing client billing costs or adding administrative headcount.  Since 2000, Dander-Mufflin has helped more than 50 legal firms successfully reduce document storage costs by 50%. To learn more, please visit: http://www.dander-mufflin.com.

Try following this template to create your own boilerplate, and feel free to comment on how it worked for you in our comments section.  Remember, having a clear and concise description trumps a fancy slogan anytime!  It’s more important  that your reader take away from your press release a clear understanding of who you are and what you do. 

MORE TIPS & TEMPLATES:
For more templates and tips on creating professional press releases, check out the Press Release Primer – a small business guide to writing professional press releases.  This 23-page guide details how to build your own release, describes how to create your company boilerplate description, and provides 3 different press release templates for announcing: 1) a new product or service; 2) a new customer win; and 3) an award or special recognition.

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Press Releases – How to Convince Your Colleagues to use Press Release Marketing

The goal of SMBmarketer.com is to provide simple marketing plans and templates to small business marketers and entrepreneurs who need simple, actionable tools to help them get started in marketing.  Smart Marketing Basics, our blog discusses simple strategies to help small business owners grow their business, while our featured articles provide more insight into the ten smart marketing plays that can help make your business successful.

Previously, our we featured a post called “Press Release Tips for Small Business Marketers” which recommended some free articles on the subjects of common “do’s and don’ts” of pitching your small business to a reporter, and how to use press releases to market your small business.  These are great resources available at no cost to you.  Be sure to check out this post if you have not seen it yet.

I have heard from other marketing professionals that often times they need help convincing their colleagues, business partners, value-added resellers and other key stakeholders they work with, of the importance of Press Release marketing.  While writing press releases to promote your small business is a “no brainer” strategy to many professional marketers, they often times have to influence their corporate peers to support this activity.

To address this request, SMBmarketer.com has introduced a new, low -cost marketing template, a ready-to-use presentation slide deck available today for only $4.95 from our Marketing Templates Library:

Using Press Releases to Market Your Small Business – A PowerPoint Presentation

Using Press Releases to Market Your Small Business - PowerPoint Presentation

Using Press Releases to Market Your Small Business

Download this 15-slide presentation on how to use press releases to promote your small business. It talks about how the press release has evolved from being a simple news communication device, to a broader tool that supports your marketing, sales, and search engine optimization efforts.  It illustrates when to use press releases and how they can be used in a variety of ways, in an easy to follow format. 

Get your partners and stakeholders on board immediately to support your press release marketing efforts by downloading and presenting this presentation at your next sales meeting, or online marketing event.  Visit our Marketing Templates Page at: https://www.smbmarketer.com/marketing-plans-and-templates/


Smart Marketing Starts with a Solid Message

I am inspired by a recent blog article from Marketing Sherpa, Writing Better Releases and Copy, http://bit.ly/bMUC4H, written by reporter Adam T. Sutton. He talks about how often he comes across press releases that don’t really say anything, but feature “gobbleygook”.  Or described another way, superlatives and hype.  The blog article goes on to cite some resources devoted to this topic, and also calls out the most commonly used “gobbleygook” phrases.   Check it out to see if you have been an offender. 

This topic hits near and dear to me, as creating good marketing, specifically press releases, starts with building a solid and clear message.  Developing and issuing press releases is a key promotional activity that can drive marketing leads and growth for your business.  However, most small and even medium- sized businesses struggle with crafting a short, succint, meaningful story before embarking on drafting news announcements. 

At a minimum, organizations should develop a company boilerplate description that is used consistently across all marketing communications.  This is the foundation upon which the marketing templates available from SMBmarketer.com, were built upon.  See our featured article, “Using Press Releases to Market Your Business“, available for free download at http://www.smbmarketer.com/featured-articles/



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