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 technique applies to press releases just as much to advertising and marketing material. These timeless headline writing secrets of David Ogilvy could be just what you need to take your writing to a new level.
Legendary copywriter and advertising guru David Ogilvy followed these guidelines, 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. This is one of the headline writing secrets of David Ogilvy.
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.
Here are some ways to promote your press releases online:
My article, “Don’t use the same headline in online as well as offline content,” may also be helpful for you to read.
Main photo by neonbrand-3GZNPBLlmWc at Unsplash.
By Silvia Arto, Vice President of the Global Alliance for Public Relations and Communication Management, Chair of the European Regional
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