If you believe in diversity in your marketing, then you have a need for a variety of headline writing skills. There is a wealth of knowledge available for headlines and how to craft them effectively. The inexperienced and lazy will think anything will do. Or, they learn a few points about writing them and think that's good enough. The content you are publishing will determine the guidelines you should follow, for one thing. And you also have a real palette of techniques and strategies at your disposal, if you are aware of it. Today you'll be introduced to three smart headline writing tips.
This tip is about your press release headlines and they are just as important as any other you'll write. Yes, you should include your primary keyword or phrase if for no other reason than to capture audience attention. But you must always include the name of the business or person the release is all about. This can get a little cumbersome if the press release is about multiple people or businesses. Avoid trying to squeeze them all in the headline, and one approach is to use the most prominent name and mention there are others involved. Either way, the takeaway is to have a name in the headline if you want editors to have an interest.
Effective headlines are clear and easy to understand by all who read them. You can avoid that by making sure there is nothing at all confusing to the reader. If your headline is a bit long, such as in sales copy, then it's a good idea to have another person read it. What you need to be careful about are multiple meanings and they can be easy to miss. Headlines that cause confusion will be quickly abandoned forever. Plus there is wisdom in keeping things as simple as possible. Include the main benefit in the headline along with other points and avoid getting fancy.
Maybe you have heard the list based headline is very effective for capturing attention and getting the first sentence read. But if not, then now you do know and always remember it. You have seen headlines with x number of fill in the blank and you probably read the content. A list that is numbered in the headline appeals to reasons for a variety of reasons. These headlines are highly specific and that is one thing people want. Or, another way of saying it is people do not want vagueness or doubts. Not only are they specific, but they convey a concrete promise to the reader. So just be sure you follow through with the promise if you make one.
Writing headlines that get the job done is a skill you can develop if you put the effort into it. Just like any other kind of writing, the only way you'll improve is if you practice. Headlines are not long and are deceptive because of they are short and look easy to write. But don't be fooled and the smart writer will take learning how to write them seriously.