Press Release Boilerplate Examples Every Startup Can Learn From (Plus a Formula!)
- Aspiration
- Benefits
- Products / Services
- Size (if impressive)
In fact, the above components are so effective in boilerplate that you can think of that list as a sort of formula: aspiration + benefits + products / services + size (if you’re big) = great boilerplate.
Of course, it’s one thing to offer a formula. It’s another to actually weave these things together. With that in mind, I’ve captured some standout “About the company” blurbs to share. Some of these are excellent. Some are so-so. But they all have something to teach us about how to write boilerplate.
Press Release Boilerplate Examples from Leading Companies
- The We Company, parent company of WeWork (Aspiration + Benefits + Short)
“The We Company’s guiding mission [is] to elevate the world’s consciousness. It will seek to help people live proactively and with purpose, be a student of life, for life, and accept that humans are always growing and in a constant state of self-discovery, self-growth and change.”
What to steal: Ok, the We Company leadership is batshit insane[3]. We’re not sharing it because we believe their aspiration is sound, but because they have an aspiration at all. This boilerplate is a great example of how to think beyond the literal thing your company does (e.g., rent real estate) to the aspirational level of what impact it wants to have.
What to skip: Most startups don’t have the name recognition of The We Company, which means they can’t afford to totally ignore what they do in their boilerplate. Also, this thing is just 45 words long, but I found two mistakes: the missing “is” in the first sentence and the inconsistent use of the Oxford comma. Get a proofreader!
- Reverb (Brag + History + Products & Services + CTA)
“Reverb.com is the leading online marketplace dedicated to buying and selling new, used, and vintage musical instruments. Since launching in 2013, Reverb has grown into a vibrant community of buyers and sellers all over the world. By focusing on inspiring content, price transparency, musician-focused, eCommerce tools, a music-savvy customer service team, and more, Reverb has created an online destination where the global music community can connect over the perfect piece of music gear. A portion of each sale on Reverb goes to Reverb Gives, which provides youth music programs all over the world with the instruments they need to make music. Visit www.reverb.com or download the mobile app.”[4][5][6]