As a business, one of the essential marketing tools to have is a good boilerplate. Taking the time and effort to make it refined and ready for standardized use will save you lots of time in the future while doing wonders for your PR. So, what exactly is a boilerplate and why is it so important?
What Is a Boilerplate?
Even if you’re finding success in getting your business off the ground, we don’t blame you for scratching your head when you see the word “boilerplate.” No, it’s not a scientific tool or a cooking utensil. A boilerplate is a short paragraph of writing you can, and should, use whenever you send a press release or something to be published on another site or in a publication. If you’re trying to get media outlets to share your news or other organizations to share your blog post or article, your boilerplate is essential.
Essentially, your boilerplate combines a brief history of your company, a description of your products and services, and a manifesto all in one neat package. In a few sentences, your boilerplate gives readers a strong sense of your identity. It should also include your contact information.
Why a Good Boilerplate Is Important
One of the key benefits of having a good boilerplate written is you can include it in every press release you send out. If you have a solid boilerplate written, there’s no need to come up with something new every time.
While this may seem like a lazy strategy, it’s an example of when being somewhat “lazy” works in your favor. One reason you want to prepare a standardized boilerplate you can use on every press release is because it allows editors and publishers to quickly identify you. The people who make decisions on whether or not to publish a press release get tons of inquiries every single day. But with a well-written boilerplate, your practice will stand out as being professional and media-savvy, and they can get a better sense of who is contacting them. Names and logos may start to blur, but when they read a strongly written boilerplate, there’s no mistaking who they’re dealing with. When you build positive relationships with publications, your boilerplate can continue to work in your favor.
When a press release is published, the readers who see your boilerplate will also get a good sense of who you are and know how to contact you for more information about your practice. Even if they don’t read the entire blog or article, they can easily find your phone number or website.
Writing a Good Boilerplate
A boilerplate needs to be short enough to fit neatly at the bottom of any press release, so take the time to write and edit a boilerplate that concisely conveys valuable information. You should also include a call to action (CTA) that readers can click if the publication or blog is online, or take action on manually, such as calling your office or visiting your website.
Make sure your boilerplate clearly explains what your practice has to offer, your core values, and what makes you different from your competitors, and you can benefit even more from the free publicity earned with press releases and guest blogs or articles.