Press Release Tip 25
Explain how to use your product
Now that we’re writing press releases for consumers, and not only journalists, how about writing a release that explains how consumers use your product?
Dawn Swidorski of Time for Two, which develops romantic games for couples to help keep the spark alive in their relationships, wrote the press release below about An Enchanting Evening® a romantic board game board for couples.
Sure, this is a fun product. That’s why the story appeared in many major market daily newspapers, Shape magazine, Muscle & Fitness, Brides, Playboy, Parenting, Today’s Black Woman, Cosmopolitan, and even on Howard Stern and “Good Morning America”–all from only one release.
But look at the clever way Dawn wove into the release the big media hits that the board game already received. I’ve highlighted it for you in yellow. She even included a section at the end that explains how to play the game.
“You must understand that this release is never sent cold,” Dawn says. “The reporter/producer/editor all know it’s coming and are already interested in the story. If they’re interested, they also get a copy of the game.”
Here’s the release:
Contact: Dawn Swidorski
Time for Two
Romance is Really in the Cards and Love and Laughter Comes in a Beautiful Box
Scottsdale, Arizona — Dim the lights. Add soft music, firelight, some tantalizing edibles, your favorite beverage, and An Enchanting Evening®, THE romantic board game, and you have the ingredients to weave a delightful, enchanting spell for any couple.
Barbara Jonas created An Enchanting Evening® for her and her husband so they could recapture their closeness after a disagreement. Called “love, laughter, and romance in a box” by ABC News, and featured in People Magazine, the game is designed to enrich intimate relationships. And it’s done just that for over one million couples. The game is so popular because it delivers what it promises – an evening of romance and enchantment.
The Game gives couples the “excuse” to take some time away from the world and its myriad distractions, and spend some time focusing on each other in a playful and intimate way. “It’s just plain fun for people in love who want to be more in love,” says Jonas.
The players agree, and over 45,000 couples have written the Jonases to share their personal experiences with the Game. They describe it as an ideal opportunity to fan the flames of romance. And many psychologists point out how important these experiences can be in keeping a relationship fresh and fulfilling.
HOW MARRIAGE COUNSELORS & CLERGY USE THE GAME
Because the Game is supportive and positive, marriage counselors and clergy throughout the country recommend An Enchanting Evening® to couples who want to strengthen their relationship. In her book, Keeping The Spark Alive, Dr. Ayala Pines recommends the Game because it provides couples with a break from their regular routine and an opportunity to be totally focused on each other in a positive way.
Pastor John Kunz believes:
“Playing the game (An Enchanting Evening®) is an experience each couple needs periodically in order to keep the ‘appreciation factor’ for each other alive.”
HOW MAJOR HOTELS USE THE GAME
Looking for the perfect weekend? Over 100 of the country’s most prestigious hotels and resorts, including the Abbey Resort in Lake Geneva, Embassy Suites Kansas City and Des Moines, Hyatt Regency Coral Gables, Doubletree Yakima, Renaissance Dallas. Time for Two is also featured prominently in a national Valentine’s Day promotion “An Enchanting Evening at Holiday Inn”. The romantic weekend may include a champagne dinner for two, a bouquet of flowers, and breakfast in bed. Although the packages differ at each hotel, all use the Game as the centerpiece of the weekend.
WHAT COUPLES ARE SAYING
Here are some typical examples of the comments we receive from players of An Enchanting Evening®:
One woman wrote:
“3/4 of the way through the Game, he proposed!”
Another couple glowingly praised the game:
“A wonderful way to refresh the tender, sensitive and passionate focus of the relationship so easily lost in day to day living.”
All couples, regardless of how long they’ve been together, can enjoy An Enchanting Evening®. For example:
“It’s the most exciting, fun evening you can imagine. My 52nd anniversary is one night I’ll never forget!”
Yet another couple enthusiastically wrote:
“It’s an absolutely wonderful game no couple should be without.”
HOW THE GAME IS PLAYED
The Game begins with each player writing down a “secret wish” that can be granted that evening. Players then move around the game board by rolling a die and drawing a card that matches the spaces on which they land.
The subtle game cards, which elicit compliments, hopes and dreams, or soft, gentle touching, allow each couple to play at any level of intimacy that is comfortable for them. The cards offer light and playful suggestions such as:
“The ‘How Much Feeling You Can Put Into A Kiss Contest’ has just begun. You are a contestant. Give your partner the winning kiss.”
Some of the cards invite players to answer such questions as:
“First impressions often last. If you saw your partner at a party — what might first attract you?”
The first player to finish gets his or her wish granted. But because the players share the wish, both of them actually win.
An Enchanting Evening® is manufactured by Time for Two of Scottsdale, Arizona. The Game is sold at Time for Two’s website: www.timefortwo.com and in retail game, gift and lingerie stores in the United States and Canada. The suggested manufacturer’s retail price is $26.00. Time For Two also manufactures the games Fan the Flames®, Romantic Sensations! ®, To Know You…Better™, Two to Tango – A Couples Wish Box®, and publishes The Book of Love, Laughter & Romance. Specific store locations for all four Games or the book may be obtained by calling toll-free (800) 776-7662.
Opportunity #25: Employee trips
If your employees took a trip to visit another division of your company, or do research as part of their job, write a press release when they return. It’s best not to do so while they’re gone because of home security issues.
Next: Take a survey.