Using the word “solution” in a press release about a new product is tempting, as it implies the product addresses a problem or fills a need. However, there are several reasons why this term should be avoided, as it can be vague, overused, and lack specificity.
Firstly, the term “solution” is overly generic and fails to convey meaningful information about the product itself. It provides little insight into what the product actually does or how it works. Without clear descriptions or specifics, readers may struggle to understand the product’s value proposition and how it differs from existing solutions on the market.
Furthermore, the word “solution” is often overused in marketing and advertising, leading to its dilution and loss of impact. Many companies use this term to describe their products or services, regardless of whether they truly offer innovative or effective solutions to customers’ problems. Hence, using “solution” in a press release often makes the product seem indistinguishable from competitors.
Additionally, relying on the term “solution” can be a missed opportunity to highlight the features, benefits, and advantages of the product. Instead of using a vague term, press releases should focus on providing specific details and examples that demonstrate the product’s value proposition and why it is superior to alternative options. By highlighting concrete benefits and outcomes, companies can better capture the attention and interest of journalists and potential customers.
Moreover, using “solution” creates doubt about the product’s ability to produce an intended outcome. Without clear evidence to support the claim that the product is indeed a solution to a particular problem, readers may question its credibility. To build trust and confidence in the product, press releases should provide evidence, testimonials, or other forms of validation.
Avoiding the term “solution” in a press release encourages companies to adopt a more customer-centric approach to communication. Rather than focusing solely on the features or capabilities of the product, companies should emphasize how it benefits customers and solves their specific challenges. By speaking directly to the needs and desires of their target audience, companies can create more compelling and persuasive messaging that resonates with readers and motivates them to take action.
In conclusion, while “solution” may seem like a convenient way for describing a new product, its use in press releases can be counterproductive. By avoiding this vague and overused term, companies can provide clearer, more compelling, and more customer-centric communication that effectively communicates the value of their products and resonates with their target audience. So, the challenge is, can you write a press release without using the word “solution”? It’s not as difficult as you may think.
John Berkovich Talks 