First impressions count in writing, too

Don’t let unimaginative headlines, teasers and leads blow your chance to wow readers

I used to get worked up over meeting someone for the first time. That old axiom that you only get one chance to make a first impression was tucked into the corners of my mind and controlled my actions in mischievous ways: fumbled words, cracking voice and awkward mannerisms.

I still get nervous about introductions, but I’ve learned to control it mostly by thinking ahead about what I will say, paying more attention to the other person and relying on social skills and experience I’ve accumulated over the years.

Professional communicators would do well to adopt the same strategy when it comes to writing headlines, teasers and leads for our work. Think ahead about what we want to say, pay attention to our audience and rely on our skills and experience.

If we did, we wouldn’t produce drivel like this subhead from a recent press release announcing the merger of two global consulting firms:

Combined Company Positioned for Sustainable Growth and Profitability with a Broader Portfolio and Wider Geographic Footprint