Bobbi Brown

Use bullets and headings to get straight to the point

Just glancing at this cosmetic product launch press release tells you the intended audience: busy people with no time to burn.


the Phase Two press release example

, which also handles a product launch, this story doesn't spend time on artistry; no, its aim is to get its message across quick and clear. It does that by using bullets, short lines of text, and headings that highlight all the key bits of info. Instead of giving the reader a gallery, it minimizes decision fatigue by providing just one image per product.

This doesn't mean that going the artsy route is wrong, or that being concise and to-the-point is somehow less creative. It all comes down to knowing your audience, and tailoring your press release to their needs.

Learn more about finding the right audience for your stories.

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