Press Release Boilerplate Examples Every Startup Can Learn From (Plus a Formula!)
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What to steal: The second paragraph offers a great example of aspirational language. “Redefining” is a nice replacement for the over-used “disrupting.”
What to skip: Your boilerplate shouldn’t be more than one paragraph. If you feel the need to break it up, it’s probably too long. Also, I’d say that’s too many CTAs.
- Stitch Fix (Benefits + Aspiration + Services + History + Size + CTA)
“Stitch Fix is reinventing the shopping experience by delivering one-to-one personalization to our clients through the combination of data science and human judgment. Stitch Fix was founded in 2011 by CEO Katrina Lake. Since then, we’ve helped millions of men, women, and kids discover and buy what they love through personalized shipments of apparel, shoes, and accessories, hand-selected by Stitch Fix stylists and delivered to our clients’ homes. For more information about Stitch Fix, please visit http://www.stitchfix.com.”[11]
What to steal: This is a masterclass in storytelling concision. For as many boilerplate elements as this example includes, it’s gloriously brief. Hire a copywriter, and you can have similar results!
What to skip: The sentence about the company’s founder is a little awkward and could easily be combined with the one that follows. A small complaint, though, to be clear.
- Slack (Benefits + Services + Aspiration + Size)
“Slack is where work happens. Slack is a new layer of the business technology stack that brings together people, applications and data – a hub for collaboration where people can effectively work together, access critical applications and services, and find important information to do their best work. People around the world use Slack to connect their teams, unify their systems and drive their business forward.”