The critical key to increasing coverage of products is understanding how to communicate the FABs to the press.
The critical key to increasing coverage of products is understanding how to communicate the FABs to the press.
Ah, the wonderfully written two-page press release on a new product. The salespeak, quotes from company executives and baseless claims. I hate them.
Rummaging through 600 - 700 words to get to the essence of the product, its key features and benefits (FABs) is a waste of time and leave the door open for coverage of the less-than-key product characteristics by the press. That's a colossal waste of precious print, Internet or broadcast real estate.
Should you throw out the lengthy press release? No. It's good fodder for many writers. But, give me, a product writer what I need too -- the FABs, and only the FABs.
What are the FABs?
Simple. The a listing of the key design characteristics, innovations or product improvements followed by a brief summary of what the features do, how the feature separates the product from others in the same segment (if it's special enough to accomplish that feat), and most important, how each feature benefits the end user, your customer, my reader.
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No Thanks The XYZ product is the first widget to offer ABC feature. It's a great value at a great price. Company President Bill Smith said, "We're so proud of what we've been able to accomplish. We're sure consumers will recognize how XYZ product will affect their time afield." |
Hooray, This is Perfect XYZ Product Feature 1 - allows for the production of a product 1/2 the size and 1/4 the weight of similar products in the segment. The benefit to the consumer if quicker, easier access and more precise shot placement.
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