Why PR and Good Old Fashioned Storytelling Matters in Promoting Your App

You’ve just created the world’s best app. It’s so perfect that if it were to spread across the land it would no doubt change the way people run their daily lives. It’s so powerful it may even create major change in troubled countries. It even has an awesome game to tinker with on the side. Plus, it’s super cheap!

But let’s face it. Does Apple or whoever you’re selling it through care about your app? Are they particularly concerned with how world-altering the app is or how cheap you’ve managed to make it? They may have noticed it, but they’re certainly not going to do anything to promote it for you.

So you’ve submitted your app and sold a few after you told family and friends about it. However, it’s now just sitting there, wasting away in the app store instead of changing the world. What can you do to get the word out about it and help sales?

The Story

No matter how unique you think your app is, there is more than likely a ton just like it in the app store or somewhere else out on the web. If yours is actually the first, chances are within a few days it will no longer be the only version, as copycats will come out of the woodwork.

The point is apps get lost in the mix very quickly. When a customer goes looking for an app, they don’t really care which one was the first. All they care about is which one is the best, or at the very least, the most interesting! If yours is neither one of those, you’re sunk.

Staying “the best” is up to you or your development team to stay relevant and up to date without breaking the bank. To be the most interesting, though, is all PR. There’s one major thing that separates you from the countless others – your story.

Your “story” doesn’t literally have to be the story of you starting the company or developing the app. It could simply be what you see your app doing in the future. If the above scenario is true, you could go into detail why you think your app can change the world then describe why your personality and story led you to making such an app in the first place.


Maybe it sounds a bit heady, but it’s true; your customers want a connection to your app. Sure, they’re going to poke around and find a few alternatives first. But when they investigate further and see your story, it could easily bring them over to your side.

Better yet, your app’s story could be the source of your PR. It may not actually be changing the world, but it’s ideally helping your customers in some way – easing their lives in some manner. And that’s very important! Even if it’s just a game, you’re giving people’s brains a break, and that’s crucial in today’s hectic world.

So play up this part of your app – how are you helping your customers in their daily lives? This story of your app could be the ticket to take your app and your company to the next level if you play your cards right.

Do you think the app market can sustain itself or will it have to undergo an overhaul in the future?

This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/prchecklist.html

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