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
Headlines
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
Don’t get your head cut off
Web headlines must fit on mobile apps and more
Not everyone wants to play, “What’s the last word in the headline?” says Andy Bechtel, associate professor, School of Journalism and Mass Communication at UNC-Chapel Hill.… 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 articleWrite 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.
‘They laughed when I sat down at the piano …’
Adapt proven benefits headlines
Here’s one secret of successful marketing copywriters: They steal.
Especially headlines. If a headline’s been proven to work in the past, good direct mail copywriters will use it again and again.… Read the full article