Old Dog, New Tricks: How to Market a New Product

When SUCCESS® Enterprises—a brand with over 127 years of history in personal and professional development—launched their first-ever Bestsellers List, the stakes were high. This initiative wasn’t just about announcing a new product; it was an opportunity to expand their authority and deepen their connection with an audience of lifelong learners and professionals.

Launching a new initiative, even for an established brand, comes with unique challenges: defining the audience, aligning messaging with core values, and creating a launch strategy that resonates. My role was to craft a press release that not only addressed these challenges but also positioned SUCCESS® as a trusted curator in nonfiction literature. This release was designed to:

Capture the list’s mission to empower readers with top-tier nonfiction selections.

Highlight SUCCESS’ role as a trusted curator in personal growth and professional development.

Create a compelling narrative that would resonate with readers, authors, and partners alike.

Understanding the Audience: SUCCESS’ followers are professionals and personal development enthusiasts. I tailored the messaging to speak directly to their goals and interests.

Storytelling with Impact: The press release was designed to position the Bestsellers List as a vital resource, combining compelling storytelling with clear, concise information.

Driving Results: By effectively conveying the list’s mission and value, the release amplified SUCCESS’ reach, elevated its credibility, and created buzz within the personal development and literary communities.

The press release received coverage in multiple outlets, including the Mammoth Times, City Buzz,Street Insider, and GlobeNewsWire, further enhancing the initiative's visibility.

Launching a new product or initiative is an exciting step, but it’s also a challenge. Messaging is key. This project shows how a well-crafted press release can be the difference between a quiet launch and a brand-defining moment.