Writing a crypto press release is different from writing a standard press release because it requires you to highlight specific details. Since cryptocurrency is still a niche industry, it’s important to get the press release right on your first try.
If you’ve been keeping up with our previous blog posts, you already know how to write a good press release which journalists will read. So, how is your press release about your ICO or your wallet exchange any different?
Before we go into the differences between a standard press release and your crypto press release, let’s talk about the benefits of a press release to any brand.
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Why do I need a press release?
You’ve already spent ages developing your core product and now we’re telling you to spend more time writing a press release. Why would you want to do this, when you can focus on improving your product and attracting customers instead? We get it, writing a press release doesn’t rank high on your list of exciting plans for your business.
Be that as it may, a press release can help you manage your brand image both before you launch and when you’re fully operational. When done well, a press release can help you do the following:
a). Increase awareness of and familiarity with your brand
Using press releases generates publicity for your brand. This is because the more people hear about your brand, the more familiar they will get with your products.
b) Control your story
A press release helps you tell your version of the story. Instead of waiting for people to comment on what you’re doing, explaining this to people will help you manage your reputation.
c) Highlight your expertise
If you highlight the things you do well, then your press release can help position you as a thought leader. Achieving thought leadership means people will rely on you as a trusted authority and a participant in conversations about the industry.
d) Stand out from the competition
By controlling your story and highlighting your expertise, you will be able to position yourself in the market and distinguish yourself from your competitors. If you can help people understand your unique selling point, then they will remember what your strengths are. Highlighting what sets you apart from other brands in your industry will help you build positive publicity for your brand.
e) Engage and educate potential customers
Beyond simply talking about your services, your press release also gives you an opportunity to educate people who might be interested in your industry.
f) Establish a long-term brand in the market
It’s no secret that the content you share online never dies. Press releases have staying power, and can influence your brand image for a long time.
g) Boost your social media efforts
Press releases are very popular on social media, especially on Twitter. A simple search for #PRNewswire will show you just how frequently brands share press releases on Twitter. Take advantage of your social media as a place to share your news after the release is done.
h) Build a long-term relationship with journalists
Once journalists know you are a consistent source of valuable information, they will take notice of you. If they know they can rely on you for interesting news, then they will start keeping an eye out for your press releases.
Okay, but why is a crypto press release such a big deal for my brand?
You’re still convinced that a legitimate cryptocurrency brand which you’ve poured what feels like a lifetime of research and development into should be able to sell itself based on merits alone? We get it. But before you close this tab and move onto something else, let’s talk about something that is essential to the success of your crypto brand: Trust.
In order to succeed in this industry, it is essential that people trust your brand. Over here at Pressfarm, we don’t like to be the Debbie Downer of the party but let’s face it: crypto brands have to work really hard to earn public trust. And, at the end of the day, trust is crucial to any business in the financial industry as a whole.
Since a good press release should increase awareness of and familiarity with any brand, your crypto press release could be just the thing you need to build trust in your brand. When done well, your press release should earn you credibility. At the end of the day, more trust in your brand translates to higher conversion rates.
Now that we’ve talked about this, you can decide whether it’s worth spending the time writing press releases for your brand.
So, how do I write a winning crypto press release?
Now that you understand why a press release is so essential to your brand, let’s talk about how to write a press release that will stand out.
1) Choose a newsworthy hook
It’s always important to develop a newsworthy story angle, regardless of what industry you’re operating in. However, this is even more important for a crypto brand. When you write a press release, you need to remember that you’re writing for a niche audience. This can be both good and bad.
It’s good because people who are interested in cryptocurrency are always looking for news about the industry. It can be challenging because these people are looking for very specific news.
Your target audience doesn’t simply want to hear that you launched a new project or hired new employees. They want specific details about the performance of your brand. If you launched a new project, then you need to explain how this will contribute to future growth. Instead of just telling them you hired a new employee, talk about how said employee’s academic and career background is of unique value to a crypto brand.
The news you share in your press release should be tied to something a crypto investor would care about. Some newsworthy story angles in this industry include:
- A partnership with a government body
- A partnership with a big nonprofit
- A partnership with famous companies
- Celebrity endorsements
- A partnership with a thought leader in the industry
Writing about news which your target audience cares about is half the battle. If you can do this, then your press release will stand a higher chance of being picked up by a journalist.
2) Capitalise on your headline
As we’ve just said, the target audience for your press release is looking for very specific news. For this reason, you have mere seconds to win them over in your headline.
In order to convince people that your story is worth reading, you need to include the hook in your headline. At the same time, you should also be specific but brief – summarise your hook in not more than 10 words.
The last thing you want to do is lose potential readers because your headline is too vague and they don’t see the value in your story. Similarly, you don’t want a long rambling headline where the most exciting part of your story gets lost in irrelevant details. Be specific, but keep it brief.
3) Develop a clear introduction
As you start writing, focus on covering all the important information – the who, what, when, why, where and how – in your lead (your first paragraph). Readers who are looking for a specific piece of information should be able to get all the important details from your introduction.
People don’t have time or patience to go digging in your press release for the important information. This is even more true in a niche industry like cryptocurrency, where your target audience knows exactly what they want to hear from you. With this in mind, it is crucial to mention your hook in your first paragraph. This way, you can win your reader over and keep them reading.
4) Keep it very simple
Yes, it’s tempting to use all the impressive buzzwords and jargon related to the crypto industry. As much as you might want to do this, it’s important to keep things as simple as possible in your communication material.
It’s true that your target audience will be composed mainly of a niche audience which is already interested in the industry. They’re probably at least a little knowledgeable about the language used in cryptocurrency. Be that as it may, it’s not fair to assume they will all understand all the technical terms. Be kind and make an effort to educate your readers.
Once in a while the subject of your news may not even be your crypto services. For example, you might be investing in a social initiative or donating your proceeds to an organization in need. In this case, you would most likely be pitching to a journalist who writes about social issues. Do you really want to lose the journalist and their audience by filling your press release with paragraph after paragraph of technical terms?
Regardless of who you are writing for, it’s always important to keep things as simple as possible.
5) Include data and numbers
It’s a fact – investors love numbers. On top of that, you’re working in an industry which operates largely with numbers. From coin value to adoption rate, the very essence of a cryptocurrency business and the measure of its success is based on numbers.
As you can see, it’s a good idea to highlight numbers in your press release. Here are a few numbers which you can include:
- Exchange volume
- Investment figures
- Adoption rates
- User growth
- Coin value
- Staff numbers
Featuring these numbers in your press release is important, so that readers are convinced of your fiscal success as a brand. However, it’s even more important to be honest, so don’t cook numbers in the hopes of impressing potential clients and investors. As we said previously, trust is a very valuable currency in the crypto industry. If you are seen as dishonest, then you will risk losing public trust.
In addition, using data also helps to back up any arguments you are making in your press release. If you believe there’s potential for growth in the crypto industry, then you should support this claim with credible third-party data. Don’t just make claims without referring to any sources – this is another surefire way to lose trust.
6) Be concise
As stated before, details are key, but it’s also important not to overwhelm your readers with too much information. Keep it simple and stick to the details relevant to your story. An ideal press release should only be 300-400 words long, so keep this in mind as you write.
If you’d like to give readers more information, it’s a good idea to create a landing page with this information. This way, you can include a link to additional reading material for people who are curious to hear more.
7) Create a content hub
On that note, it’s also a good idea to host a content hub on your website for any supporting material your target audience might be interested in. A good content hub will help you curate all your great content like blog posts, infographics and videos in one place.
A permanent content hub which people can visit for more information long after they have read your press release will help you provide your readers with more information without overwhelming them. Additionally, a good content hub will build your status as a trusted thought leader in the crypto industry.
8) Use visual illustrations
Another element that will help your press release stand out is visual illustrations. With infographics, graphs, videos and more you have a wide variety of media to choose from. Since people enjoy visual data, it’s important to make use of all the options at your disposal.
You can use graphs to make your financial data, such as data about your ICO, easier to understand. Alternatively, if your story is about the people behind your brand, photos of your team will help humanize your brand. This goes a long way towards building trust among your target audience.
9) Use good grammar
It’s important to take time to proofread your press release before you send it out. Bad grammar might not seem like a big deal but it will only take away from your credibility.
10) Include social proof
Social proof establishes both you and your company as trusted authorities in the cryptocurrency industry. This social proof is any piece of information that proves you are worth someone’s time or investment including:
- News about important thought leaders using your services
- Educational background of the CEO or founder, especially if they attended an esteemed institution
- News about how you recently graduated from an incubator or accelerator program
Spend time on developing your social proof so that people are convinced you are trustworthy. Remember, people who trust you are more likely to buy your core products in the future.
11) Include follow up information
It’s always important to include contact information at the end of your document, but this is more so the case with a crypto press release. The person listed as your media contact is usually your PR specialist. In some cases, this could also be your CEO or founder.
When you’re deciding on a media contact, it is crucial to choose someone who understands your core products. This person should also be able to explain your business to a journalist in a way that’s easy to understand. For this reason, you might need to take the unconventional route and call on someone who has been involved in product development. For example, you could provide the contact details of one of your developers or engineers.
12) Use a combination of channels
Finally, you must remember that a press release is but one way of increasing your publicity. In addition to your crypto press release, you should consider using other crypto PR and marketing strategies to put your brand on the map.
Adopting alternative publicity strategies will help you complement your press releases and give you momentum as you build publicity. These strategies can be as simple as placing native advertisements on high-ranking crypto websites or as involving as launching a podcast to educate people.
As you can now see, a crypto press release is a useful tool for building trust in your brand and earning credibility in the industry. When combined with other public relations tools, a good press release should position you as a thought leader in the crypto industry.
Once you’re ready with your brilliant press release, check out our tips on how to write a pitch which journalists will take seriously.
If, at this point, you still need help structuring your press release, looking at press release templates is always a good starting point.
Many brands like Pressfarm offer press release writing services. If you’d rather focus on product development and let someone else curate the perfect press release for you, don’t hesitate to reach out here.