Headlines

Write about people doing things

Use the active voice in writing

Which of these headlines is most likely to spur you to sign up for a webinar?

New webinar helps managers improve productivity

Or:

Get all your work done in half the time, be the office hero and go home early

The first focuses on the webinar.… Read the full article

Headline writing don’ts

8 approaches to avoid

What’s in a name?

A great headline can mean the difference between a story that gets read — or one that gets passed over.… Read the full article

Avoid label headlines

Don’t just slap the topic on top of the story

Note to self: “Label headline” is not a headline.

Label headlines like Label headlines carry a double problem.… Read the full article

What would Google do?

Steal 4 SEO tips from the search giant’s own releases

Google issues few press releases: 13 in 2013, 17 in 2014 and just 10 in the first eight months of 2015.… Read the full article

Is your head too big?

One in five release headlines too long for portal

Google News ignores 21% of news releases because their headlines are too long.

Or so say the folks at Schwartz MSL, in their latest News Release Optimization Report.… Read the full article

Catch readers in your web

Online headlines must get found, clicked and more

To reach readers online, you need to spin some powerful headlines. Specifically, craft web heads that are clear, context free and creative.… Read the full article

Rethink the release

Focus on the reader, not on PR 101 approaches

When Rachel McGrew, manager at Osborn Barr PR, wrote a press release about a client product, she didn’t rely on the PR 101 approaches she learned in college.… Read the full article

8 types of benefits headlines to try

Focus on the readers’ needs

Stuck for a benefits headline? Browse these eight approaches for inspiration:

1. Direct headline

The simplest approach, this headline just states the benefit clearly:

Save $100 on conference registration when you sign up by Feb.

… Read the full article

Write colorful benefits heads

4 steps for telegraphing the biggest benefit

To write a good benefits headline, list:

Your readers’ biggest needs in the topic you’re writing about. “Write about your greatest benefit for your reader’s greatest need,” counsels marketing guru Dan Kennedy.

… Read the full article