Catchy Press Release Headlines: Only Facts
Without a great headline, press releases seldom get read! The headline is the most important section of your press release because it’s what media professionals first see in the email inbox, in news wires and RSS feed, and it’s also what shows up on social networking sites. The intent of catchy titles is to engage the reader’s interest enough to move ahead and read your press release.
Importance of a Catchy Title for your Press Release
On average, 80 percent of all the readers that come across your press release headline will read it, however, only 20 percent of them will end up reading your press release. You want your press release to be among the 20 percent of releases that get read. To get noticed, your press release headline should be between 90 and 120 character including spaces, and make sure that your most important keywords are within the first 65 characters.
Writing a catchy title is an art form. To write a KILLER headline for your press release takes time and practice, and our press release writers have been writing press releases that get noticed and read for a long time, so they have become adept at writing catchy titles. Well-written headlines follow the AIDA principle: Attention-Interest-Desire-Action – attract the reader’s attention; promote interest and desire in continuing to read; and act on the desire.
Before you are able to write a catchy title, you have to first understand the types of headlines.
- How to Headline: This headline type is guaranteed to get your press release read. Readers are always fascinated with learning something new and well-written press releases educate the readers.
- Direct Headlines: With this type of headline, you get straight to the point very quickly.
- Indirect Headlines: This is the opposite of the direct headline, and it is written in such a way to make the reader curious.
- Top List Headlines: Research shows that headlines with numbers perform better than those without.
- Question Headlines: The headline poses a question that the reader wants to find out the answer to.
- Command Headlines: Tells the reader what to do and the first word is a strong verb demanding action.
- News Headlines: A compelling news announcement that will be sure to captivate the reader.
Knowing the types of headlines is not enough. It’s just one step in the process of writing effective and catchy titles for your press releases.
Writing rules you have to follow, when writing press releases
- In headlines, use present tense for immediate past events; past tense for more distant events, and future tense for coming events.
- Use short words and try to find a short synonym for a long word.
- Use active voice because it is clearer and more succinct than passive voice.
- Keep it simple and direct. Do not editorialize, exaggerate, generalize or use long words.
- Headline punctuation is normal with two significant exceptions: Use periods for abbreviations only, and use single quotes where you would use double quotes in a story.
- The comma, in addition to its normal use, can take on the work of the word “and.” On rare occasions, the comma also can indicate the word “but.” The semi-colon is better for the “but.” Even better is to use the word “but.”
- Be careful about the words you use.
- Don’t use proper names in headlines unless the name is well-known enough to be recognized immediately. The same is true for abbreviations.
- Don’t yield to the temptation to write cutesy headlines or to use faddish slogans unless doing so fits especially well with the content and tone of the story.
Check Video Blog from Press Release Writers – Get Even More Tips from John
After you have written your headline, ask yourself the following questions:
- Is my headline useful?
- Is it informative?
- Is it unique?
Writing effective headline is not an easy task, and like any other craft, the more you practice to better you become. The most skilled press release writers often write as many as 50 headlines before they find the perfect one for the press release. For you, it will take a lot longer if you do it yourself. Let us do the work for you!