This article was originally published in 2015 and has been completely updated in 2020.
The best way to write a headline is to first take the time and effort to learn about the subject so you gain enough perspective on the key elements of the content. This applies to press releases just as much to advertising and marketing material.
Legendary copywriter and advertising guru, David Ogilvy, did exactly this, as he explained:
His technique shows that best results come from doing your homework. It might seem like hard work, but if you are using the release to directly promote a new product or service, as opposed to something minor like announcing a staff appointment, the time and effort you invest in writing a good headline will literally pay off.
Other experts agree. For instance, Ann Handley from Marketing Profs advises:
“Spend as much time writing the headline as you do an entire blog post or social post. Why? Because the headline matters. (Really matters.) (I do this, by the way.)”
Drafting the body copy first will enable you to determine the answers to:
Obviously, your press release body copy includes answers to the journalistic questions: Who, How, Why, What, When, Where and How much?
Now you can write your headline.
You can promote press releases online in many different ways such as:
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