Writing Compelling Headlines
Learn how to craft attention-grabbing headlines that make journalists want to read your release.
Your headline is the first thing journalists see. In a crowded inbox, you have seconds to capture attention. A great headline can mean the difference between coverage and being ignored.
The Formula for Success
Strong headlines follow a pattern: [Company Name] + [Action Verb] + [What/Result] + [Benefit/Impact]. For example: 'TechCorp Launches AI Platform That Reduces Customer Service Costs by 40%'. This formula immediately tells the reader who, what, and why it matters.
Use Numbers and Data
Headlines with specific numbers get 73% more engagement. Instead of 'Company Sees Growth', write 'Company Revenue Increases 127% Year-Over-Year'. Numbers add credibility and make your announcement more concrete and newsworthy.
Active Voice and Strong Verbs
Use active voice and powerful action verbs. 'Announces', 'Launches', 'Unveils', 'Secures', 'Achieves', 'Expands' are all strong choices. Avoid passive constructions like 'is being launched' or weak verbs like 'has' or 'gets'.
Keep It Concise
Aim for 60-100 characters. Shorter headlines perform better in search results and are easier to scan. Every word should earn its place. Cut unnecessary adjectives and filler words. If you can say it in fewer words, do.
Front-Load Keywords
Put your most important keywords at the beginning of the headline. This helps with SEO and ensures the key information is visible even if the headline gets truncated in search results or news feeds.
Key Takeaways
- Test multiple headline variations before choosing
- Avoid clickbait or misleading headlines
- Include your company name for brand recognition
- Use title case capitalization
- Make sure it accurately reflects the content
Common Mistakes to Avoid
- Using vague or generic language
- Including too many buzzwords or jargon
- Making unsubstantiated claims
- Writing headlines that are too long
- Forgetting to include the main news
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