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Press Releases for Software Developers
from Al Harberg of DP Directory


Software Marketing - Don't quote officials
from your business in your press release.

from Al Harberg's library of software marketing articles, designed to increase your software sales and press release effectiveness

Whether your microISV is marketing business or home software, it's a mistake to include quotations in most press releases.

no quotations in press releases

Don't include quotations in your press releases.

Very few computer, business, or vertical-market magazines print quotations in their New Product Announcements or in their roundup articles (Roundup articles have titles like "The Ten Best Windows Pop-Up Blockers", and they compare your app with your competitors' programs).

Two kinds of quotations

From the editor's perspective, there are only two kinds of information that you might include in your quote: noise or important news.

no quotations in software app news releases If your quote is made up of useless information about how you listen to your customers, and how your business really excited about the new software that you're releasing, then there's no reason to include the quotation in your press release. The editors won't print this kind of noise.

If you include important news in your quote, then you give the editors three choices:

(1) The editor can suspend the publication's policy. Even though they don't print quotations in their New Software column, they can make an exception and print yours. The chances of this happening are nearly zero.

(2) The editor can rewrite your press release to turn the information inside the quote into a simple narrative. Unfortunately, it's much easier for the editor to select another press release - one that doesn't require any rewriting. The editors have other press releases to choose from, and many of these other press releases don't require as much work.

(3) The editor can omit the information in the quote. If the publication omits it, and it's really important, then the New Product Announcement won't be nearly as effective.

no quotations in software app press releases

Some business and computer editors use quotations

Why do some magazine and newspaper write-ups include quotes?

If an editor is going to print a full-length feature article about, say, your business software, they're going to assign it to a writer who will probably want to include a quote. They'll ask for one, or create their own. But you can't send a press release to the editors that's written like a feature article. Feature articles will be assigned to writers who are both emotionally and financially distant from the software that they review.

The bottom line - I've had two decades of looking at both the press releases that were sent to the editors, and the write-ups that were printed in the magazines. Don't include quotations in your press release.


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