“Announces…launches…partners”...yawn. Sleep is near for anyone who reads these overused headline words. Great article or press release headlines should raise eyebrows and prompt the reader to learn more.
To create a headline that won’t get a glance over, is easier said than done. Sometimes it requires brainstorming and stepping away momentarily for good headline inspiration. Compelling headlines begin with better word choices (ex: backlash, crisis, crucial, valuable, trusted). No, we’re not recommending such creative headlines that will be ridiculed by Jay Leno on The Tonight Show (we hope you can avoid that even if it is free publicity).
At McKinney & Associates, we know the headline should pique the reader’s interest, quickly convey the story message, create an urgency to act or react and be short in length with punch—nearly punching the reader in the face. Grabbing and maintaining the attention of today’s audiences require skill and thrill. To accomplish this, use “trigger” words relevant to your target audience and keep the headlines under 65 characters. Better headlines will also increase your SEO traffic.
Here are those overused headline words to avoid:
• Announces
• Best
• Innovative
• Leading
• Solution
• Top
Read this February 16 issue of PR Daily to rev your better headline motor.
By: Nicole Hayes
Nicole brings a strong background in consumer outreach, partnership development and media relations to McKinney & Associates. Many of her communications strategies were cultivated during her work with international public relations agency Fleishman Hillard Inc., where she developed and implemented strategies and media relations outreach for large consumer and government clients. With her skilled foundation, Nicole sought a career to support her core belief that people make the best investments and launched her own D.C.-based media relations consultancy, Pieces of Life, to serve small businesses and non-profit organizations.
