Creativity Requires Limits
You can’t develop a stent or pacemaker without imposing strict size limits. What permitted the miniaturization of electronic devices were size limits imposed by product development teams. It is obvious in engineering and it is obvious to me with respect to sales and marketing. Hey, it sounds obvious, but if you don’t have a glass to contain water it is going to flow everywhere. That is exactly what happens with most press release writers.
So, as product publicists at Venmark International, we design our press releases to fit into a small package, just like a successful design engineer. Why, because by doing so, you make it easier for editors to decide if your product or service is relevant to their readers. As Russell L. Kratowicz, P.E., Senior Editor of Plant Services Magazine wrote, “In short, when I see the characteristic “editor-friendly” Venmark press release, I know it is worthwhile for me to read it because I know it contains information that I cannot afford to ignore. The now familiar format means I know exactly where to look for the information I need. That makes my life easier.” (visit http://venmarkinternational.com/marketing_industrial/publicity-editor-testimonials.php)
My approach to product publicity involves strict limits and controls. This has allowed Venmark International to become the leading product publicity firm in North America. We absolutely must be creative because we only allow ourselves four very concise paragraphs to convey our message to editors. And we do this in a one-page format. And while doing so, we explain what a product is, what it does, how it does it, where you get it, and what it costs. Of course we could write several pages about each product, but then our product news releases would be thrown away like most are! The Venmark format requires limits. Creativity requires limits.