December 08, 2015
/ by Susan Guillory
Look, man, if writing press release headlines was easy, everyone would do it. It takes effort to get a reader’s attention, pique their curiosity and get them to click your headline to read your press release.
Rather than tell you how to write a press release headline, in this post I want to tell you how not to. I’ve made up these examples (didn’t want to call any companies out and embarrass them by pointing out their lousy headlines) to fit some of the bigger categories of bad headlines I’ve seen.
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If you read many blog posts about marketing, you’ve come across the phrase, “What’s in it for me?” Essentially, the adage goes: your customers want to know how doing something (clicking, reading, buying) will benefit them in some way.
The same goes for your press release headline. You’ve got to capture people’s attention with it and show them that there’s a reason to click it to read more.
Smith Incorporated Receives $1 Billion in First Round Funding
It’s great that this made-up company secured funding, but what does the average person care? What will the company do with the money that will help customers?
$1 Billion Funding Round Will Help Smith Incorporated Fund More Small Businesses
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I’ve seen a lot of brands try to fit their entire news into the headline! People. That’s what the actual press release is for.
Gurken Industries Launches New Product Line of Baby Diapers Designed with Patent-Pending Eco-Friendly Drying Material
Don’t give too much away with the headline, or people won’t have a reason to read the actual press release. Also, keep in mind that Google only displays the first 50-60 characters of your headline, so if it’s longer, it’ll get cut off.
Gurken Industries Launches New Eco-Friendly Diaper Line
We want details! We want to know statistics, numbers and more information in your headline so we actually click it to read more. But many businesses discount the importance of details.
Flell Inc. Launches Industry Forum
What industry? If I’ve never heard of Flell Inc., I’m not clicking on that headline. What’s the purpose of the forum? Again, why should I care?
Flell Inc. Launches Acupuncture Practitioners’ Forum to Foster Communication
In each of the above examples, you can see how the suggested headline improved it. Read your headlines before publishing them and ask yourself:
A little forethought on drafting the best headline possible will pay off in clicks and reads.
Images: John Lambert Pearson, CollegeDegrees360 (Creative Commons)
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