I’m going to dissect and break down several effective crowdfunding press releases so that you can replicate their outline.
We’ll go into the purpose that each paragraph serves, how they accomplish their goal of being seen as “attractive” in the eyes of the media, and ways you can do the same.
A press release is meant to convey your story in an easy-to-understand format so that interested journalists can reach out to you for more information. It’s helping the reporter or blogger to see WHY your story will get interest if they take the time publish it.
Not gonna lie – it takes a lot of work to craft a good story. That’s why we offer press release writing and distribution as one of our services. We’ll handle all of this for you so that you just have to approve what we write, and it will be blasted out to the media.
I hope you find these examples to be helpful if you want to write your own press release. You’re learning from the best out there!
I’ll go paragraph by paragraph, analyzing the press release. I’ll point out what each paragraph accomplishes, so that you can follow the same format.
Example #1: The Everyday Messenger ($4.8 million on Kickstarter)
Press Release Title: Peak Design Re-Thinks the Modern Messenger Bag
Subtitle: Launching on Kickstarter, The Everyday MessengerTM is for Cameras & Essential Carry
First paragraph: San Francisco, CA (July 22, 2015) — Peak Design, one of most innovative and disruptive camera accessory brands in recent years, is back to Kickstarter for the fifth time in five years to a launch their first in a planned line of bags. Partnering with professional photographer Trey Ratcliff, Peak Design set an ambitious goal to completely re-think every function and design element of the modern messenger bag. After a year of close collaboration and design, Ratcliff and Peak Design are proud to unveil The Everyday MessengerTM, a complete overhaul of the classic messenger bag that meets the demands of not just photographers, but travelers, commuters and the creative class.
First paragraph:
Establishes credibility. This isn’t their first product. They have a history of being innovative.- Reveals who the product is for and who it can help.
- Highlights what’s different or “newsworthy.” This is the new design and re-thought functionality.
Second paragraph: Product development was started over a year ago when Trey Ratcliff, an avid user of Peak Design gear, approached the team with a challenge to design a bag that accommodated photo gear, but also the implements of everyday life. “I’m sick and tired of camera bags,” Ratcliff exclaims in the Kickstarter video, “they’re bulky foam cubes with messy dividers and tons of dead space. I’m tired of switching bags when I’m not shooting – I wish I had one bag that I could use everyday.” The result of this collaboration is a bag that is of universal appeal, with camera-specific functionality, but delivered in a novel format that maximizes capacity and versatility, and with a clean, classic aesthetic.
Second paragraph:
- Tells story of how it came into existence (a challenge).
- Hints at problems with existing products.
- Teases problems the new product solves (dead space, messy, etc).
Third paragraph: The Everyday Messenger features the new patent-pending MagLatchTM, a proprietary closure mechanism designed to allow blind, one-handed operation, and both semi and full lock engagement. The bag expands from 13.5L to 20.5L, utilizing a system of 22 foam panels that expand and contract cleanly, without losing shape. The exterior is built from a 500D synthetic canvas with wax coating and DWR finish, which sheds water and provides good-looking rugged durability. The Everyday Messenger’s interior is constructed with several removable high-density compression-molded EVA foam inserts that fold to adapt to a wide range of cameras, lenses and accessories, without creating pockets of “dead space” found in typical camera bags. The Everyday Messenger is finished with an internally-padded seatbelt-style shoulder strap that allows a huge range of adjustment with no hanging “tail” of extra webbing.
Third paragraph:
- Goes into the specific features of the product.
- Features back up their claims.
Fourth paragraph: With the launch of The Everyday Messenger, Peak Design is celebrating both the company’s five-year anniversary and its fifth appearance on Kickstarter. As a company born, nurtured, and matured through crowdfunding, Peak Design has continually delivered meaningful innovation to stagnant product categories via the Kickstarter platform. To design The Everyday Messenger, Peak Design partnered with one of the world’s most acclaimed travel photographers, Trey Ratcliff, to integrate both photography and general travel expertise. “As a travel photographer, “I’ve used my fair share of bags but I’ve never found one that checks all the boxes,” Ratcliff says. Other than a camera, a bag is the most important tool a photographer brings along. This has been a major passion project — I’ve always wanted to build the perfect companion bag.”
Fifth paragraph: Beautiful, intelligent and adaptable, The Everyday MessengerTM is more than just an innovative camera bag. It’s giant leap for all of bag-kind. Designed for photographers, creatives, travelers, urbanites and everybody in-between. Available on Kickstarter, 7/22/15.
Fourth and fifth paragraph:
- Announces Kickstarter campaign.
- Continues to build credibility
- Ends with a call-to-action and a reminder of who’s it for.
Rest of press release:
The Everyday MessengerTM Characteristics:
- Brand new patent-pending MagLatchTM operates blindly, securely and with 1 hand.
- Origami-inspired FlexFoldTM dividers are made of high-density foam, and fold/flex around camera gear, eliminating dead space found in traditional camera bags.
- Shell expands and contracts (13.5L to 20.5L) without losing shape.
- 2 dedicated Capture clip attachment points for fast exterior camera access.
- Front access panel allows fast external access to smaller accessories.
- Top zip allows latch-less access to main compartment.
- Converts from messenger bag to low-slung shoulder bag.
- Quick adjusting 2-inch padded tubular seatbelt-style strap.
- Removable waist strap for load distribution and stability.
- Optimized for all photography kits, up to a full-frame DSLR with 3 lenses and accessories.
- Equally optimized for everyday carry and use by non-photographers.
- Dedicated 13-15” laptop pocket with tablet/document sleeve.
- Color-coded internal pocket layout designed around photography workflow.
- 2 side pockets for quick access to water bottles and smartphones.
- Weather resistant waxed shell with high-density padding.
- Premium water resistant exterior zippers.
- Hypalon-reinforced and bar-tacked stress points.
- Lifetime warranty from Peak Design.
The Everyday Messenger™ is a beautiful, intelligent and adaptable messenger bag designed around the workflows of photographers, creatives, travelers and commuters. It’s more than a camera bag, it’s your day-to-day essential carry workhorse, and it does things other camera bags can’t.
Behind every good bag is a wing-bag. The Field Pouch™ is a manager of cords, hard drives, toiletries, socks, Pogs slammers and all those other pesky doo-dads that can’t seem to get along with the big boys.
Final paragraphs
- Expand on the specifics of the product
- Provides high-resolution images
- Explains functionality like “Removable waist strap for load distribution and stability.” This is tying functionality to a benefit.
Read the entire press release here.
Read a similar press release.
Example #2: BAUBAX TRAVEL JACKET ($9.1 million on Kickstarter)
Press release title: Baubax, the World’s Best Travel Jackets with 15 features, Launches Crowdfunding Campaign on Kickstarter
Subtitle: Baubax Jackets are designed to solve all travel related problems with 15 built-in features such as an inflatable neck pillow, eye mask, nine utility pockets for gadgets of all shapes and sizes, drink pocket, gloves, a zipper with a telescoping pen and stylus and more.
First paragraph: CHICAGO, IL (PRWEB) JULY 07, 2015 – Baubax, the world’s best travel jackets loaded with 15 distinctive features designed to make traveling easier and smoother, today officially launched its crowdfunding campaign on Kickstarter.
Second paragraph: Baubax travel jackets and hoodies are created by travelers for travelers. Baubax is designed to solve travel related problems with the launch of Travel Jackets that are made to be stylish, lightweight and comfortable, and with features such as a built-in neck pillow and eye mask they are ideal for travelers who like to catch up on sleep.
First and second paragraph:
- Pinpoints who the product is for (travelers). Repeats this quite frequently.
- Teases features and which benefits they give (eye mask – catch up on sleep).
- Highlights newsworthy aspect. 15 features is a lot. Unique/rare.
Third paragraph: “No one wants to carry a big goofy neck pillow when traveling,” said Yoganshi Shah, Founder and Chief Design Officer of Baubax. “All of our jackets include an inflatable pillow that’s discreetly tucked away in the hood. This innovative valve technology allows the consumer to inflate a neck pillow in just two seconds and deflate with a simple press of a button.”
Fourth: Baubax features also include a zipper with a small pen and stylus attached, earbud holders, multiple tech gadget pockets, a drink pocket and built-in gloves.
Fifth: Passports, wallets, tablets, smartphones, earphones, sunglasses, portable charger, pocket blanket and water bottles are just a few of the many items that can be stored in a Baubax jacket.
Sixth: “I’ve always found traveling cumbersome and harder than it should be – from fumbling around at security, to trying to find a pen for customs forms, to holding a drink when my tray table is occupied by a laptop,” said Hiral Sanghavi, co-founder and CEO of Baubax. “I knew there had to be a better way so we have designed clothing to solve each and every problem out there and give travelers everything they need in one jacket.”
Third – Sixth Paragraph:
- Includes two quotes that journalists can use in their stories.
- Hints at what it can be used for. Storing passports, etc.
- Illustrates what the problem is like. Fumbling around.
- Addresses potential objection(s) how it could look goofy.
Seventh: At airport security Baubax is particularly handy because instead of having to unload all of your pockets before stepping into the full body scanner, you can simply keep everything in your Baubax jacket, take it off, and send it through the carry-on scanner.
Eighth: The Baubax jackets are offered for both men and women in four styles: sweatshirt, bomber jacket, windbreaker jacket and blazer. The Baubax blazer is made up of wrinkle free fabric and features a removable hood for a quick transition between travel and a business meeting.
Ninth: Baubax Jackets are available in multiple colors and consumers will have their choice of pre-ordering from July 7th – September 3rd. The 15 features offered by Baubax are worth $315 or more and during their Kickstarter campaign the jackets can be pre-ordered starting at $89.
Tenth: For more information visit Baubax on Kickstarter or at Baubax.com.
Seventh – Tenth Paragraph:
- Points out use case (airport).
- More detail about product offering.
- Call-to-action message and where it can be bought.
Read the entire press release here.
Read a similar press release here.
Example #3: Kokoon EEG headphones
Press release title: Sleep Sound: Ergonomic Headphones For Improved Rest, Now Available on Kickstarter
Subtitle: Kokoon Combines EEG Technology with Onkyo & Pioneer Corportation’s Acoustic Expertise to Actively Improve Your Sleep
First paragraph: SAN FRANCISCO, Calif. – May 11, 2015 – Kokoon Technology today launched a Kickstarter campaign for Kokoon headphones, an ergonomic headset that uses proven medical-grade EEG technology to actively help users achieve better sleep. It’s the first smart headset that helps the wearer relax and sleep better at home or on-the-go by combining comfort and high quality audio with smart sleep sensors into a single travel-friendly package.
First paragraph:
- States the product and what it’s used for
- Highlights why it’s newsworthy or unique (first smart headset…).
- Teases the core benefit (improves sleep)
Second: “Sleep is a biological imperative, as necessary to the body as water and oxygen,” said Tim Antos, founder and CEO of Kokoon. “Unfortunately, unlike the others, sleep has historically been outside of our control – short of consuming pharmaceuticals, there’s not much you can do to help yourself sleep. That’s why I founded Kokoon. I wanted a better, more natural way to fall asleep and to get the most from my sleep.”
Second paragraph:
- Quote that the journalist or reporter can use in their story
- Why existing solutions aren’t working or ineffective
- Values or reason for creating product
Third: Kokoon headphones are equipped with hidden electroencephalographic (EEG) sensors, making Kokoon the world’s first brain-sensing consumer headphones. By monitoring the electronic impulses in the wearer’s brain, Kokoon headphones can determine the exact moment of sleep, the different phases of sleep and the perfect point in the natural sleep cycle to awaken. This allows the headphones to automatically adjust and tune the audio to ensure that regenerative deep sleep is protected from disturbances and that users wake at the perfect point in the natural sleep cycle.
Fourth: To ensure quality acoustics, Kokoon partnered with Onkyo and Pioneer Corporation, who have over 70 years of experience creating high-quality audio. In addition, Kokoons feature a layered noise isolation system that combines three techniques for environmental noise reduction: noise isolation, active noise cancellation, and Kokoons’ proprietary active white noise system.
Fifth: To guarantee comfort while sleeping, Kokoon headphones act as cushions, spreading pressure away from sensitive regions and onto less sensitive areas. They also pair an air ventilation system with cool gel cushioning to avoid trapping hot air and sweat while users sleep. To reduce impact on natural sleep movement, Kokoon headphones are completely wireless, relying on Bluetooth connectivity and the lowest possible profile for an over-ear cup.
Third – Fifth Paragraph:
- Further expands on features and the benefits they convey
- Credibility boosters as to why this is a quality product/announcement
- Highlights the problems the product solves
Sixth: To ensure that Kokoon headphones are ergonomically suited for any and all potential users, Kokoon has committed to allocating a portion of the funds raised through Kickstarter to undertake 10,000 hours of user-testing across an intensely varied pool of beta testers.
Seventh: Kokoon headphones are available now for pre-order on Kickstarter for the early bird price of $189.
Eight: For more information, download the press kit here.
Final paragraphs
- Call-to-action for the campaign
- Press kit with more info, photos, etc.
Press Release Writing Tips
These examples can get your writing juices going for putting together your own press release!
If you still need some hand-holding, we have a great article going through all the elements of an effective press release.
I know that this is A LOT to figure out yourself. You could get done writing your press release, send it out, and figure out that it wasn’t as good as you thought.
One of the services that we offer is press release writing and distribution. You can take advantage of our extensive experience writing and publishing press releases for the last several years.
Just submit an inquiry here and we’ll get back to you.
Along with writing your press release, we’ll also blast it out to all of our social followers, have it syndicated with our partner networks, and generate a PR report for your viewing.
This is the easiest way to get media attention and more eyeballs on your campaign (not to mention, it’s pretty affordable). Enjoy!
