The Power of Headlines and Key Words…

TODAY’S BUZZ TIP | August 18, 2009

Did you know that 80% of editors don’t read beyond the headline.  Let’s face it.  Media people are busy and are bombarded constantly with pitches.  That is why the headline is the most important part of your press release and in the case of email pitches, your subject line.

The best way to figure out how to write a great headline is to read your local and national newspapers as well as the headlines on Yahoo and other news sites.  Pay attention to the headlines that make you click. Here are some of the headlines right now on Yahoo:

“Obama Protester Totes Rifle”

Michael Jackson‘s mother considers wrongful death lawsuit

“Italian couples ties the know with dozens of dogs as guests”

“Works lies that can cost you your job”

All of these headlines grabbed my attention and beckoned me to read more.  That’s what a headline is supposed to do.  It has to draw you in and make you want to get all the details.  And moreover, your headline better contain words and phrases, i.e. keywords, that people are searching for.  If you are not sure what keywords you should use in relation to your company, there are plenty of tools out there to help you.  You can use Google Adwords Keyword tool, or Google Trends for guidance, but don’t be a slave to search engines.  The key is to use this information as a guide.  After all, you are still writing for people, not search bots.

Interested in the Celebrity Gift Campaign?  Please email with your product description and some lo res images for consideration.  Will announce media partnership soon for this campaign’s guaranteed media placement.


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