Press Release Boilerplate Examples Every Startup Can Learn From (Plus a Formula!)
What to steal: This boilerplate, while very long, is otherwise awesome. It starts with aspiration and then backs it up with facts.
What to skip: Again, make sure to have someone proofread. This boilerplate uses “unique” twice in the second sentence.
- Casper (Brag + Size + History + Product)
“Casper (casper.com) is a global sleep company, and one of the fastest growing consumer brands of all time, quickly striking a chord with consumers in a category that was stagnant for decades. The company has a full portfolio of obsessively engineered sleep products – including mattresses, pillows, bedding, and furniture – all developed in-house by the company’s award-winning R&D team at Casper Labs in San Francisco. In addition to its global ecommerce business, Casper owns and operates more than 20 Sleep Shops across North America and its products are available at retailers including Target and Hudson’s Bay.”
What to steal: The history part of this boilerplate example offers helpful context for where the company fits within the industry.
What to skip: The phrasing in the first sentence is off, which sets the stage for the rest of this otherwise strong boilerplate to ring an odd note. (Again, having a second set of eyes can help you avoid this kind of thing!)
Write Better Boilerplate: Aspiration + Benefits + Products / Services + Size
As you can see from the examples here, there’s no one way to write boilerplate. And even though this asset is typically less than 100 words, it’s not something you should rush through. The best blurbs carefully and subtly weave together lots of information while also capturing a company’s preferred voice.
If you’re still trying to write your company’s boilerplate, remember our formula: aspiration + benefits + products / services + size. And don’t forget to show it to someone else before slapping it on a press release.
If your press needs go far beyond boilerplate content, get in touch[15]. We may be able to help.
Related: Want a News Page on Your Website? Here’s How to Do It Right[16]