If you were looking for one thing to improve the chances that your press release will get read and picked up by an editor or reporter, look no further than the headline.
Let's face it. Headlines are like the cover of a book, which we really do use to judge what's written inside. Headlines can grab our attention. They can pique our interest. They can compel us to keep reading. Or not. So, how do you make the headline more effective?
Make a bold claim, ask a question, offer a benefit -- anything that causes the reader to keep reading.
Make the headline about impact or benefit, not process. Which has more impact?
ABC Bank Lowers Mortgage Interest Rates
ABC Bank Makes it Easier to Buy a Home
The first headline is about process. The second headline is about the promise of a new home.
So, if you've spent the lion's share of your time polishing the quotes in your press release or researching one more statistic, you may be wasting your time. If your headline doesn't sizzle, very few people will read what follows.
Learn how Mack Communications can help you grab more headlines. Contact us today!
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