When writing a press release it can be a bit tricky creating a catchy headline that gets attention and entices a journalist to read further. A headline is the first and sometimes only opportunity a company or organization has to make an impression on a journalist. It needs to give him/her as much information in that one line so they can decide whether this would be a good story to share with their audience.
Generally, 8 out of 10 people will read a headline, but only 2 out of 10 will actually read the rest of the copy. Headlines that include how-to lists that promise readers they will learn something beneficial that they can use in their own lives are great for getting attention. Readers also respond well to headlines that they believe will tell them something new, unknown or provide information they can personalize.
Examples of this include the classic ploy of: “Little Known Ways to Save on Heating Bills” or “Lose Weight Fast with Little Known Spice”. Business owners also have the option of using headlines that include “Stop Unproductive Employee Habits”, “Strategies for Hiring the Perfect Employee” or “Top Applicant Questions that are Illegal”. Headlines must reflect the content and subject matter.
Press Release headlines should always be written formally and professionally in the third-person, but there are exceptions. It’s acceptable to use personal pronouns on blogs and similar types of communication that invite a more intimate relationship with readers and followers.
Some people say that a headline has to be written first and in a perfect world it would always happen that way. However, in the real world business owners often do best to write the headline after the story idea has unfolded and the body of the press release has been written. Some entrepreneurs will deliberate for an hour or more in an attempt to arrive at the “perfect headline”, then go back and change it later. Few business owners or entrepreneurs have that kind of time to spend so it’s good to know that there are no perfect headlines, just really good ones, and there’s no right or wrong way of doing this.
Business owners should always ask themselves if they would be willing to read the copy based on the headline before sending out a press release.
For inspiration and ideas, read the headlines of popular tabloids and “scandal sheets”. The publications are masters of titillation and wizards of provocative prose in the form of headlines. Tabloids use interesting adjectives such as incredible, strange and unbelievable. Company owners can do the same, but to preserve credibility, use adjectives that reflect the business or announcement.
Online releases have special considerations. Business owners will want to incorporate keywords or phrases and in some situations that can be accomplished in the headline. Online releases must conform to the submission site’s guidelines regarding length and number of characters. Others have specific formatting requirements. The best headlines grab attention in a single line. When more information is required, use a subhead.
Some people have a talent for writing headlines, but most don’t. They must rely on a good command of the English language and communication skills to craft a headline that demands attention, conveys a specific message and persuades people to read beyond the headline.
In order to download my free report called ‘How to Write an Attention Grabbing Press Release’ go to www.getfreepublicitytoday.com
About the author
Sharon Bolt is a publicity expert and founder of Get Free Publicity Today. She has contributed to more than 40 different local and national newspapers, magazines, television and radio stations and has received over £1 million ($1.5 million) in free publicity and free advertising. She is the co-author of 2 highly acclaimed books called ‘Successful Women in Business’ and ‘Every Entrepreneurs Guide: Running Your Own Business.’
Sharon was featured in the BBC Documentary “Britain’s Most Embarrassing Pets.” and has had a regular slot on BBC Radio Sussex and Surrey since 2008 where she answers the listeners’ dog dilemmas.
Although she maintains her regular dog training slot on BBC Radio and media commitments, her focus nowadays is on teaching business owners and entrepreneurs how to build a brand, increase visibility and generate sales by cleverly using free publicity.
Sharon has a free report called ‘How to write an attention grabbing press release that creates win-win situations with the media’ which can be downloaded on her website: www.getfreepublicitytoday.com
Sharon’s YouTube Channel has numerous videos about how to get free publicity and can be found at www.getfreepublicitytoday.com/youtube
