Never pitch the product.

If you’re trying to get your product or service in front of journalists in the form of a press release, one of the most powerful things you can do is not talk about the product.

“Come again?” (That’s you’re part in the conversation.)

Don’t talk about the product. It’s not that interesting.

You might think it is, but the writers and editors you’re pitching? Your product is just one of 100 they’re going to to see that day. And chances are your press release is pretty terrible, like the rest of the releases these poor people read. (And they are poor,  in any number of ways.)

So, don’t talk about your product, because it’s not interesting, and it makes your pitch just like everyone else’s.

Rather, talk about what your product does for people.

Talk about what happens to people after they use your product.  (Don’t know? You better find out. Don’t know how? Ask. People love to tell their story, and they’ll be pleasantly shocked you’re asking.)

Talk the results your product creates.

Talk about your customers. Tell their stories.

I call this your Results Story.

Ever see the Shipping News? It’s a great film where Kevin Spacey gets a job in Newfoundland as a newspaper reporter. He’s charged with writing up the contents of the ships that come into town (that’s the shipping news). He rightfully decided that that was boring and began relating the stories of the people who owned the boats. Their lives. Their families. Their dramas, successes, failures, marriages and divorces. That was interesting. Within the context of the movie, he revolutionized the way these shipping reports were done.

Revolutionize the way you do press releases by focusing on the people who use your products, instead of the products.  It’s easy. It’s really interesting. And journalists will be happy to relate your story, and by extension, your product details, to their readers, viewers and listeners.

Tell your Results Story!