So, how do you write a better headline? In last week’s post, I presented straight-up, practical tips from Bay Area direct mail expert Ivan Levison ((https://www.levison.com/) and, based on his wise counsel, my own samples.
This week, I distill the advice of nine PR experts polled by Alex Armitage in a Ragan’s PR Daily posting. (By the way, Mr. Armitage is the co-founder of Publiqly, an organization that helps small and mid-size businesses write press releases.)
Why listen to PR folks about writing headlines? Well, it’s a huge part of their core competence. Every day, they struggle to get their clients noticed, and their success is what earns them the big bucks.
Here are their top tips:
- First, and arguably most important, understand the journalist’s mindset. They’re insanely busy and deadline-driven. A well-written headline helps them see the value of your piece.
- Think about your main message. Try for “clear and concise” or perhaps “creative and attention-grabbing.” One of the experts suggests “a sense of shock and awe.”
- Think small screen. Would you take time to read a headline if it popped up on your smartphone?
- Use data and statistics. As a business content creator, I’m either researching them or asking clients for industry nuggets.
- Make sure your headline is really newsworthy. I worked briefly in PR and recall how colleagues groaned about releases that had nothing much to say. David Landis of San Francisco-based Landis Communications says, “Ask yourself, ‘What is new, first, different, innovative and surprising about this announcement?’” And he suggests that you start over again if you can’t come up with a good answer.
These nuggets of wisdom apply to pretty much everything you might read or write, not just press releases. Here’s a thought: Think of the first sentence of your elevator pitch as a headline.
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