October 08, 2014
/ by Susan Guillory
When it comes to getting your press release read, you’ve got a lot of competition. On a given day, there are thousands of other press releases you’re competing with. One of the best ways you can get more people to read your press release is to give it a snazzy and engaging headline.
Here are five strategies to try to get more reads for your press releases
You won’t be able to fit more than one in, so don’t try. Instead, do your research and pick the single best keyword that will tell people what your release is about and get it to appear in the right searches. See this strategy in action here:
Eastwood Introduces Pro-Quality Micrometer Torque Wrenches at DIY Prices
I can’t imagine there’s a lot of competition for the keyword “micrometer torque wrenches,” but as a result of using this phrase, this press release is among the top search results for it.
Numbers and statistics get people’s attention. The bigger the better, though don’t inflate them just for attention. Here’s a great example:
Savvy Bitcoin Users Earn Over $8M in 3-Months with Major 536% ROI Upgrade
The numbers here are impressive, and they make me want to learn how they did this in such a short period of time.
Long headlines are ignored by readers and search engines. Most search engines cut off a title in search results after 100 characters, so if yours is longer, it’ll just look odd. People like short and to-the-point headlines that tell them exactly what they need to know before clicking on it.
Here’s a great example of a short headline that says everything it needs to, in just 7 words.
EasyTurf Joins Borrego Days Desert Festival
If your company name is Johnson Smith and Klein Holdings Incorporated, cut it short in the headline to save space. Using “Johnson Smith and Klein” should suffice, then you can use the entire proper name in the body of the press release.
Here’s an example that could use some shortening of the company.
Johnson Smith Advisors, LLC Collaborates with Jackson Advising, Inc.
The “LLC” and “Inc.” make the headline longer (though it’s still pretty short), and the commas make the reader stumble over it.
Resist the temptation to write the headline first, then see how the press release shapes up. You may decide to use a different keyword, or you may realize the press release went in a different direction than you initially thought it would. Writing it last gives you time for the subject to sink in, and it gives you time to spend really developing the best headline possible.
Paying even just a little more attention to your press release headlines can result in big boosts in the number of people who read it.
Want more content marketing advice? Get your free guide to turn your content into engagement and publicity!
Susan Payton is the President of Egg Marketing & Communications, where she helps her clients realize the benefits of social media, content marketing and blogging. Read more of Susan’s articles here!
Photos: Karen Roe, Clyde Robinson, Cory Doctorow (Creative Commons)
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