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.

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.