Press Release Boilerplate Examples Every Startup Can Learn From (Plus a Formula!)
What to steal: This boilerplate example checks all of our boxes, and it clocks in at a tidy 65 words. Instead of explaining exactly how the product functions, it offers a high-level overview, which can be hard to do when you’re close to a topic.
What to skip: Nothing.
- Amazon (Aspiration + Services & Products + CTA)
“Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.”[12]
What to steal: This boilerplate is an excellent example of unifying divergent offerings. If you have a similar situation, steal this model.
What to skip: The products and services list gets a little long – I’m not crazy about it.
- Salesforce (Brag + Product + Benefits + Aspiration + CTA)
“Salesforce is the global leader in Customer Relationship Management (CRM), bringing companies closer to their customers in the digital age. Founded in 1999, Salesforce enables companies of every size and industry to take advantage of powerful technologies – cloud, mobile, social, internet of things, artificial intelligence, voice and blockchain – to create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit: www.salesforce.com.”[13]
What to steal: This is some no-nonsense press release boilerplate. While there’s some “brag” language, it’s actually kind of understated, given how ubiquitous this company is.
What to skip: Honestly, there’s not much to quibble about here.
- Orangetheory (Aspiration + Brag + Benefits + Size)
“Orangetheory® (https://fargo.orangetheoryfitness.com/) makes it simple to get more life from your workout. One of the world’s fastest-growing franchise companies, Orangetheory has developed a unique approach to fitness that blends a unique trifecta of science, coaching, and technology that work together seamlessly to elevate participants’ heart rates to help burn more calories. Backed by the science of excess post-exercise oxygen consumption, Orangetheory workouts incorporate endurance, strength, and power to generate the ‘Orange Effect’ – whereby participants keep burning calories for up to 36 hours after a 60-minute workout. Orangetheory has 1,000 studios in 49 U.S. states and 18 countries and was ranked #667 in Inc. magazine’s Fastest Growing Private Companies List.”[14]