About this lesson
Before writing about your product, you need sufficient product knowledge in order to communicate effectively with your customers.
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Know Your Product Inside Out
William Bernbach emphasized the importance of knowing your product inside out when he said: “You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it, then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer”.
When to use
Before writing a press release.
Pick the right person to write the press release and have a meeting with all parties involved so that you can have a brainstorming session. There are 4 things your need to know before writing a press release, which are all related to one another:
- Your product
- Your audience
- The communication channels
- How to communicate
To find out about these things, ask yourself the following questions:
- What does my product do?
- Who is my product for?
- When will my product be released?
- What is the cost of my product?
- Why do your customers need to know about my latest product?
- Which channel is more suitable for my product and for my audience?
- What is the best style to describe my product?
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