It might be the shortest sentence in your entire press release, but your headline is undoubtedly one of the most important. In fact, some might say that it’s more important than the actual press release itself.
The sad reality is that headlines are often treated as an afterthought, even though 8 out of 10 people will read your headline. Yet only 2 out of 10 will click through to read the rest if the headline catches their attention.
There’s an art to headline writing — but it’s not rocket science. It’s possible to write a headline that always captures attention, you just have to remember the fundamentals. This blog is here to remind you.
All too often we tend to overcomplicate things when it comes to marketing copy. What your readers want to see and engage with is simple, powerful language that they can relate to.
When it comes to headline writing, there is no room for long, complicated words, nor is there room for bland, uninspiring language. As with most things in life, simple is best, but simple doesn’t have to mean boring.
Words that hold true power are call-to-action (CTA) words. They encourage people with direction or they address people directly with words like ”you”. Keep your language relatable, i.e. why use the word ”utilize”, when its simpler version ”use” is perfectly understandable?
In short, a headline needs to be conversational and relatable, but also powerful.
If you’re not using keywords in your headline copy, then why even bother? In today’s day and age, keywords are king and they can make all the difference in grabbing the right attention.
A high-volume keyword attracts the attention of the right people, interested in reading a certain topic. This makes it all the more likely that they’ll click through to the rest of the article, and not lose interest after the headline.
You want to target people who are actively searching for a specific topic. If not, then your press release will most likely remain unnoticed. Before you dive into writing headlines, you want to research the top-performing keywords for that specific topic.
There are plenty of online platforms that offer free keyword research tools, too. Make sure to use keywords with a medium to high search volume. Those with a very high search rank might be a little too difficult to compete with.
There’s no denying that most of us love a good list (even if you’re not a ”list person”). And for some reason, readers are naturally drawn to the positioning of digits beside text, much like contrasting colors and shapes. It’s these types of headlines that attract the most attention and perhaps it’s because time is precious in today’s day and age.
The idea of a listicle almost promises the reader a short, succinct read that they can digest easily. So, where possible, you want to try and include numbers and list words in your headlines.
Some of the most popular listicle words to use include: tips, ways, tricks, reasons, secrets, facts, strategies, ideas.
While a sense of mystery has its place in the world of writing (namely fiction, let’s be honest), it does not quite have a place in the realm of headline creation. A sense of intrigue might have an initial impact, but the last thing you want is for your reader to guess what your article or press release is about.
In other words, make sure that your headline articulates what to expect from the rest of the content. This will most likely inspire them to read on if they feel the content could benefit them in some way.
Your headline is the perfect opportunity to demonstrate or explain why the rest of your content is worth reading. It’s almost like a very short sales pitch for the rest of your article or press release.
However, it’s important to do this in a subtle way, you don’t want to be too pushy or salesy. The best way to do this is to offer some sort of value to your reader through information and the promise of simple language.
For example, ”7 Quick Tips on How to Write a Great Headline” promises useful information in a list format that’s easy and quick to read. It shows that the rest of the article could be beneficial to them and worth the read.
Like it or not, but most of the global population today loves a bit of drama. And whether we like to admit it or not, cynism is a big part of what drives society. The reality is that most people steer towards headlines about drama, or how they’re being deceived or manipulated.
Without being too dramatic or sensational, there’s a measure of power in creating juicy headlines that entice people to question things. There’s no harm in playing on this sentiment when writing headlines.
Along with a bit of sensationalism, readers today are also enticed by content that they can learn from. This is one of the main reasons people search for things online, isn’t it? To educate themselves on a certain topic.
Whether it’s a question of how to improve your PR writing skills, or how to build a fire pit for your backyard, educational content is top of the pops these days. While headlines that begin with ”how to” may capture initial attention, this is one of the most overused ways to begin a headline. In truth, it’s a little stale.
Instead, think about how you can mix it up. Use words that are a little out-of-the-ordinary, such as ”methods”; ”strategies”; ”quick fixes”. Or, set your headline up to sound instructional, i.e. ”Inspire Your Audience with Your Content: Here’s How”.
Other useful words that tend to grab attention in educational posts include ”beginner’s guide”, ”complete guide”, and ”101”. Don’t shy away from using these phrases to reassure readers that they’ll find the information they are looking for.
An embellished headline is one that is not afraid to sell and market itself. It’s important to be a little liberal when it comes to descriptive language, but steer clear of over-exaggeration or over-selling.
Embellishment is all about enticement and it works best if you’re writing about a topic that could be a little dull or even niche. Another important element is a sense of urgency.
Using language such as ”your last chance” or ”don’t delay” can inspire readers to click on your article in fear of missing out on what you have to share.
If you don’t have a clear idea of who your audience is and who you’re targeting, then this is your biggest problem. It’s crucial that you know your audience well and cater to what’s important to them in your headline copy.
With this knowledge, you can ensure that your headline writing speaks directly to your target audience. This only increases your chances that your readers will click through and read the rest of your copy.
Understanding your audience allows you to be smart and strategic when writing effective headlines.
There’s a reason why these principles exist in writing. They help to define your headline writing while ensuring your content is relative to your audience.
When you’re struggling with content ideas, you can always fall back on the ”who, what, when, where, and why” of it all. These engaging words are great for helping you to gather information and write headlines that articulate clear thoughts.
If there was ever a time and place for addressing your audience in the second person, it’s with your headlines. Why? Because it speaks directly to them, and this draws the most attention.
Yes, writing in the second person can seem awkward for other forms of content. But when it comes to content marketing, the second-person perspective is a great tool. Again, this tactic includes words that call out your readers such as ”you”, ”you’re”, ”you’ll” etc.
Whether you’re a new business or one that needs a content revamp, eReleases is here to help you with PR and headline writing.
Well-written marketing content should be at the heart of your business in today’s day and age. But if you just don’t have the time or resources to write the content that your business deserves, outsourcing this task is your best solution.
Learn more about our press release writing and editing services and how we can help turn your content around!
Have you considered the importance of press releases to your marketing strategy?
A press release is a written or recorded piece of communication sent to media outlets covering important news about your company. The primary purpose of a press release is to capture the attention and interest of news distribution channels, journalists, and publications.
Getting a journalist’s attention will help you get a lot of coverage as. If you’re considering using press releases, hire the best press release service.
The best press release service can help you transform your company by using the right strategy. But how do you find the right company to work with? Below are factors that set the best press release service apart from the rest:
Consider how much traffic the press release distribution gets. Check out the distribution’s website to determine daily traffic. This information is essential to help you avoid wasting your money on non-performing press release services.
You can also take advantage of software tools to determine a press release website’s ranking information. This ultimately helps you identify a website’s traffic numbers.
High-traffic websites often have more visitors and are often watched by other sites and search engines. However, ensure that you don’t base your search only on these criteria. While a lot of traffic could mean a reputable press release service, you should also consider other factors on this list.
Different press release services have different distribution channels. Check what media outlets, newswire services, and sites they distribute press releases to.
In most cases, many press release services offer their services based on the membership subscription you choose. For instance, gold members of a distribution service may have access to more channels than a bronze member.
The premium memberships often have more channels for clients to choose from. The types of distribution channels a service has should tell you whether to hire them or not. Remember to check if they offer more localized distribution channel options.
Before choosing a press release service, it’s essential to look at your finances and marketing needs. This helps you allocate the proper budget based on your financial capabilities and the services you need from the press release.
After determining your needs, look for a press release company that will help you meet these needs at an affordable price.
Ensure you compare different press release service providers’ costs and their service offerings. Remember that a higher price doesn’t necessarily mean high-quality service. And a cheaper option doesn’t mean low-quality service.
Check each press release service provider and compare their prices. Settle for the best service based on your needs and budget.
Experts advise that you don’t leave a good service provider because they are a little bit pricey. However, in some cases, increasing your budget might negatively affect your finances.
Therefore, ensure you go for a press release service that’s within your budget. Compare all their features and choose a service that offers you all the required features at an affordable price.
You will want to work with a press release service with an easy-to-use user interface. How intuitive is the press release platform’s interface? Fortunately, many press release distribution services give their clients a free trial period to distribute their releases for free.
This free trial gives you access to video, text, and photo instructions and demonstrations on using their press release platform. Ensure you take advantage of this free trial period to review the platform and its services before settling for a paid version.
Check how comfortable you are with the user interface and determine if the service meets your company’s needs. If the platform is too complex, your team may miss out on important functions and features that could help you improve your results.
A reputable press release distribution service should have a way to measure your progress and offer you meaningful data from your efforts.
Using a service that doesn’t offer you a way to measure, track or monitor your efforts will not result in significant growth. How can you know if you’re moving ahead or lagging if you don’t measure and evaluate your success?
Ensure you choose a press release service that offers you the tools to measure, track and analyze your success. Evaluate the engagement and performance data of every press release. This will help you make informed decisions about your press release strategy.
Make sure you check whether the press release company offers any extra features or services. Compare the add-ons from different service providers. For example, check whether the service allows their clients to add images, graphics, videos, and links.
Do they also have social media sharing features? Can you also include a logo of your business in your press release? Adding a logo to your publication helps you personalize the release, while having a social media sharing option allows you to increase your reach.
A press release can’t be successful unless it reaches your target audience and is viewed extensively. To guarantee success and get your target audience to view it, you must distribute the press release across a more comprehensive network range.
Therefore, when choosing the best press release service provider, ensure you take into account their network coverage and distribution service. Check whether the provider offers guaranteed placement. If they do, then you can go ahead and hire their services.
However, be very careful not to hire a press release service that doesn’t guarantee placement of your press releases to high-value news sites and networks. Going with such a service will only waste your time and money. Therefore, there is no point in moving forward with such a service.
When shopping for a press release service provider, you will find many companies offering too many services at a low price. Don’t get overwhelmed with such services. Ensure you always choose quality over quantity.
When sharing a press release, it’s essential to focus more on its quality and relevance. The primary purpose of distributing a press release is to share relevant information with your target audience. You will not achieve this goal if you don’t share an engaging, interesting, and high-quality press release you will not achieve this goal.
Some press release services often distribute their client’s news releases to thousands of journalists and newsrooms. However, if the software doesn’t place the release properly, you will not get the results you expect.
The best press release platform will focus more on the method and quality of placement when distributing your news. Not the number of journalists.
Low-quality press release services often send their client’s press releases to newsrooms only instead of sharing them with journalists too. Sending a release to a newsroom alone will not get you the desired visibility you need. This means that your release may not reach your targeted audience.
If you’re wondering why your news releases are not getting the traction they need, chances are you’re only sharing with newsrooms.
If you’re looking for adequate coverage, ensure you share your press releases with journalists instead of newsrooms only. Journalists are in charge of getting your press releases the media coverage they need.
However, when the press release is only shared with a newsroom, it’s difficult for journalists to see it. This means you will miss out on the media coverage you need.
Therefore, select a service that forwards your news releases to journalists instead of newsrooms. Journalists are more interested in covering news pieces about your industry than newsrooms are.
When you are ready to hire the best press release service, ensure you factor in these elements. They will help you identify a high-quality service that aligns with your goals and vision while guaranteeing success.
Are you looking for the best press release service to help you distribute your news releases? You’re in luck. At E.Releases, we always ensure that our clients’ press releases are circulated to over 550 news content systems, 4,500 news websites, and 3,000 newsrooms.
Contact us today for more information.
About 80% of consumers prefer to learn about a business through custom content. Without a content marketing strategy, you could miss a chance to reach customers. It’s not enough to start blogging, though.
Instead, you can expand your reach and maximize business growth with press release distribution.
On the fence about creating press releases for your business? Here are 10 reasons you shouldn’t wait. Keep reading to discover how a well-structured press release can boost business growth.
After reading this guide, you can make a more informed choice with your company’s growth in mind. Read on to discover how press releases can set you up for success today! Read More
The worldwide public relations market is expected to register an annual compound growth rate of 10.2% in 2021. The massive growth comes as businesses strive to recover from the COVID-19 effect. And there is no better way to reach the public than through media relationships.
Business owners now realize the numerous benefits of media relations to boost brand awareness. Positive media coverage is likely to offer higher credibility than paid ads.
Moreover, having good media relations gives the benefit of third-party endorsements, not to forget that it increases social media traffic. But how do you build and maintain positive media relationships?
Check out these tips on how to foster a beneficial relationship with journalists and media. Read More
About 65% of marketers struggle to create engaging and Google-loved content. Meanwhile, small businesses with blogs generate 126% higher lead growth than others. Those who blog are 14 times more likely to see a positive ROI. About 70% of US companies actively invest in content marketing, too. Consider adding press releases to your content marketing strategy this year. Press release writing can help you gain media coverage.
You can stand out from competitors and draw more customers to your website.
Then, you can increase leads and sales, improve your ROI, and set your business up for success.
You don’t have to learn how to write a press release alone! Instead, consider these 10 benefits of requesting press release writing services. You can hire a press release writer and start boosting brand awareness with ease. Read More
It takes over five impressions before people begin remembering your brand. With regular press release distribution, you can remain top-of-mind. In time, brand awareness could even become recognition.
The next time a consumer needs your product or service, they’ll recall seeing your release.
It’s important to make sure you’re following the proper press release guidelines, though. Otherwise, journalists and publications will toss your release out. You’ll miss the chance to gain the media coverage you need.
Don’t let that happen! Instead, use this press release checklist before submitting your next release. Read More
Are you worried whether your last press release fell flat, but you’re struggling to tell? Gaining recognition for milestones is an important part of growth for your reputation and customer base. Sometimes, though, unclear whether your press release marketing is effective. To get a better idea of what’s going on, you will want accurate tools to help you track and measure your press release success.
This guide will help you double down on your success or realize you need to switch gears. Read More
Content marketing is three times more efficient in generating leads than outbound marketing. In fact, 72% of companies say content marketing increases leads. About 80% of marketers intend to spend more on content marketing this year.
If you’re using a press release distribution service to create PR content, it’s important to track your progress. Tracking your progress can help you measure the success of each press release submission. You can gain a better understanding of your reach, sales, and overall growth. Read More
Over 80% of consumers feel more positive about a brand after reading customized content. Developing your content marketing strategy can help you boost brand visibility. It can also help you communicate your company values.
In fact, 94% of consumers show loyalty to brands that over complete transparency. Nearly 90% of shoppers stay loyal to brands that share their values, too.
Learning how to write press releases can help you reach and appeal to your target audience. You can demonstrate your values and build a loyal following. Meanwhile, consumers can learn more about your brand before purchasing your product or service. Read More
Are you struggling to reach your customers online? You might want to update your search engine optimization (SEO) strategy. If you’re not using press release distribution, you’re missing a chance to boost your ranking.
A higher search engine ranking can position you in front of more customers. You can generate more website traffic and leads as a result.