Publicity - How to Write a Headline That Will Garner Free Publicity
Taking your ad and turning it into paragraph-style prose is not a press release - chances are it will only lead the publisher to call and invite you to run it as a paid ad. A press release is for news or for information about a topic the audience needs to know.
Any press release that reads too much like an ad will likely lead a media person to forward it to the advertising department.
For example, here’s a headline that sounds too much like an ad:
“Financial Planner Chet Thompson Saved Families $600,000 On Estate Taxes Last Year”
This headline is attention-getting, but for the wrong reasons. It doesn’t tell the media person anything other than that Chet Thompson is a good financial planner. This isn’t news. But that same headline can easily be rewritten to sound more “newsy”:
“Estate Planning Tips Saved Local Families More Than $600,000 Last Year”
This same information is now
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