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
Headlines
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
Heads up on benefits headlines
8 types of benefits headlines to choose from
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.
‘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
If I’ve told you once …
The deck should expand on the headline, not repeat it
Your headline and deck — that one-sentence summary under your headline — are San Francisco real estate.… Read the full article
Take a load off
Three ways to streamline your headline with your deck
When you’re covering news, your deck can report a different angle from the headline.
This approach will help you avoid repeating elements from the headline in the deck:
| When your headline covers: | Your deck can cover: |
| The most important angle | The second-most-important angle |
| The general news | The specific details |
| What happened |