Picture of folded newspapers with the word "News" written on each headline. Image is being used for a Newswire blog titled, "Press Release Headlines Don't Have to be Boring."

Press Release Headlines Don’t Have to Be Boring

Did you know the average person’s attention span is 12 seconds? That’s right – just 12 seconds. That short amount of time is gone in a blink, which is why compelling press release headlines are the most critical piece of the content puzzle. 

And, with internet users reading 80% of headlines, writing headlines in an easy-to-scan format will make the piece more enticing for a user to click on and read more. 

But, how do you write a press release headline that gets users to stop their scroll?

A good starting point is thinking of a headline as a first impression — You only get one chance to make a good one.

If a reader’s intrigued by a press release headline, they’ll be more apt to click. But, if it falls flat, they’ll keep scrolling. 

The journey of building brand awareness, increasing website traffic, and improving search engine optimization (SEO) performance can begin with a simple Google search.

For novices and seasoned professionals alike, Google serves as an ideal research tool that influences SEO strategies to create attention-grabbing press release headlines that pique readers’ interest. 

Check out our blog Google Your Way to a Good Press Release Headline to learn more. 

But, that’s just one piece of advice. Let’s dive into four additional tips you can use today. 

4 Tips for Crafting Attention-Grabbing Press Release Headlines

When drafting a press release headline, consider the following: 

  • Use numbers – Featuring numbers in a headline is a way to draw in the reader. If they know how many tips or ideas to expect, they’ll be more likely to click. In addition to numbers, consider using words such as benefits, reasons, strategies, and tips.
  • Incorporate keywords – To help with SEO and the target audience finding your content in the first place, the headline should include the language they’re using and the keywords they’re searching for. Using irrelevant keywords is a misleading way to drive traffic and will ultimately weaken credibility with the audience and search engines.
  • The “how to” headline formula – When a user types in an information search query on a search engine, they’re looking for an answer to a question or a solution to a problem. These queries work well with “how to” headlines as they provide the user with the information they’re searching for.
  • Ask a question When asking a question in your headline, be sure the person reading can’t easily answer it with a “yes” or “no.” Or, if they can, provide the answer right away in the article. The more you make a person search for the answer, the less inclined they’ll be to do so.

Interested in learning more? Download our Compelling Headlines Smart Start.

And, if you need help writing headlines that not only generate awareness but also align with your integrated media and marketing communications strategy, our team can help. Speak with a PR Strategist today.

Maria Marchewka is a Digital Marketing Strategist at Newswire. Maria is an experienced copywriter, social media marketer, content creator, strategist, and project manager. Her firm belief in being a practitioner and not a preacher of marketing concepts has put her in a position to help companies build brand awareness and connect with their target audiences online.

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