A common lead paragraph on press releases I see all the time …

Brand X, leading innovators of IPTV, Digital Signage and VoD Software, will be exhibiting at BIG SHOW in BIG CITY sometime soon. New versions of Brand X’s Digital Signage solution will be unveiled at the show and demonstrated at the booth, located at a number and location no one will remember.

If you are announcing you have a new product and you will be showing off that new product at your booth that you are spending a freaking fortune to put up and staff, give a little thought to telling people in your press release why they may actually care.

The fact that you have something new will not send people your way. You need to tell them what’s new, as in “A sophisticated new user interface and an industry-first ad approvals system are among the enhancements to the latest version of Brand X’s digital signage software, WhizBang, that will be debuted at the upcoming BIG SHOW in …

It’s the difference between an “Uh-huh …” reaction and an “Oh, really?” reaction.

By all means tell people you will be there, and exactly where, but first give them a reason to come by and you may get emails and calls wanting to book times right at the booth, which beats the hit and miss business of strong prospects coming by when you are too busy to talk and moving on, both physically and mentally.

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