The headline is the most important part of the press release. It is designed to get people to click on it in order to read the rest of the release. It can be the most fascinating release in the world, but it will never get read unless you can craft a headline that will make it stand out from all the rest.
Keywords will help connect with the right audience interested in your niche or industry. Fashion, investing, one or two well-placed keywords will help a busy journalist skimming headlines to spot yours.
Every press release has to be newsworthy. It is not just a disguised sales letter, it is an opportunity to inform the media, and through them, the general public, about something new and interesting that could change their lives for the better in some way.
We live in the information age, with people wanting to learn more than ever before for their jobs and personal lives. They want to do things better, faster, cheaper. Your headline is almost like an offer or promise of something great they will discover if they take the trouble to read on.
But plain facts can be boring. “X company launches Y product” is all too often the formula inexperienced press release writers use. It may be factually true, but it is not a thrilling headline.
An emotional connection can help get people to click as well. The headline needs to resonate with their feelings in some way. Press release writers can achieve this if they always keep their target audience in mind. What are their needs, desires and “pain points,” the most common problems they have related to your niche or industry?
Smart marketers plan all their new product launches as solutions to the various pain points of their target audience. The press release should, therefore, be able to easily answer the question, “What’s in it for me?” that most readers ask when they are skimming through content. Answering the question conveys instant value for the reader and makes them much more willing to pay attention to what you have to say.
There are certain words which can convey excitement about your headline. New, Breakthrough, Discover, The Latest, etc. all show the information is new and noteworthy.
Kepler Mission: NASA to Reveal AI Breakthrough Discovery
This conveys a great deal of excitement for anyone interested in AI, Artificial Intelligence, or space exploration.
Right Whales on the Brink of Extinction After Number Plunges To 450
This is sad news for the whale. The word plunges is very dramatic. Readers would want to know the reason for the large drop.
Write your headline last
Many press release writers get writer’s block sitting down to a blank piece of paper or screen trying to write a great headline. In this case, it is best to leave it until last. Once you have written the entire press release, it will be easier to write a standout headline. It may take you longer to write the headline than the press release, but the time and effort can be well worth it if you get more readers, because more readers can lead to more media pickups.