Writing a great headline is one of the most important factors of getting a press release read. A great headline entices readers and invites them to check out your story.
Anybody who has been in this business for more than a few minutes has seen their share of terrible headlines—headlines that stop you cold and keep you from reading more.
What’s the problem with these headlines? Usually one of these six mistakes is at work:
1. Stuffing the headline with keywords
I’ve discussed the value of search engine optimization in press releases in the past, but that doesn’t mean that I don’t have a problem with most of the “optimized” press releases I come across. Forcing a keyword into your headline often makes it feel awkward and clunky. Remember that you’re writing for people first and search engines second. Over-optimization is the easiest way to alienate your readers.
2. Making the headline way too long