Writing a Press Release that gets your crowdfunding campaigns published
You’ve built a great product. Now take it to the world
Every crowdfunding campaign is built on a story and an exclusive offering. Taking these to the market is as important as creating them.
Enter: Journalism
One of my best rewards from the first crowdfunding project I consulted for (Frodo Adventure Camera) was this article published by Condé Nast Traveller that read:
More often than not, journalists are looking for your story as much as you’re looking for journalists. The Press Release is how you talk shop with a journalist. A 1 page document (or now: even a press landing page) that contains information about your campaign and offering. While there are no rules, here are some crucial elements of a Press Release to make your outreach a whole lot simpler.
1. An impactful headline to set your story apart
Communications, marketing and copywriting hold merit in creating press release titles that makes a journalist want to share your article before everyone else. If your title encapsulates your story and sets it apart, your reporter is half on-board already. They may come up with even better ones, but give them something to begin with.
2. (Almost) ready-to-publish stories
The remaining part of your convincing is split into relevant content and a good information flow. As long as you’re helping a journalist craft a great story fastest and easiest, you’re keeping your story alive.
3. Co-founder quotes (in case of tech products: CTO’s)
The basis of crowdfunding (or anything worth talking about in press, actually) is the back-story. Co-founder quotes increase substance and accountability in an article by directly associating it to people. They can also be leveraged to establish your market positioning by being a subtle sales pitch.
Information in a Crowdfunding Campaign launch Press Release
Here’s a safe information structure covering most relevant aspects to your campaign:
- What’s your offering and a 1-line of why you’re doing it
- Product/offering specifics
- Co-founder quote (giving more context to your real story/why)
- Relevance to the larger industry & stand with competition with at least one data point. In case of our current project for PlutoX: an aerial robotics kit, it is: “According to a new study by PwC on the commercial applications of drone technology, the emerging global market for business services using drones is valued at over $127 bn.”
- Co-founder quote wrap up
- Past achievements/market presence
- Optional: Future aspirations (can be clubbed with 5)
- Price and Availability during the campaign and without (as isolated segment or included in the release)
- Press contact person (a team member coordinating your media outreach)
Press Release References
I’m Eepsita. Driven to make the world a better place, especially for women. My work intends to promote innovative, equality driven, eco-friendly and body-positive brands. I’ve begun with technology, travel and film.
Open to collaborations for on-site and off-site projects
(Especially if you’re a female entrepreneur!)
Write to me at: eepsita@gmail.com
