How to write a kick-butt headline people will want to read

Remember the 2006 Samuel L. Jackson movie, “Snakes on a Plane”?

The awful title alone makes me squirm, because it gives away just how awful the plot line is. The title did receive a lot of press, albeit for how controversial it was.

However, when it comes to your press release, you want your headline to work across the board. Unfortunately, there is no shortage of equally distressing or controversial headlines found in press releases.

I haven’t seen “Snakes on a Plane,” and the title has its good points: It’s succinct, and we get a very clear vision of what the movie is about. If only all press release headlines incorporated that measure of clarity, but without the negative press attention.

Take a look at a couple of examples of headlines that make you go, “Hmmm…”

Example A: Honda, Toyota and Nissan Commit to Greener Futures for Car

Now, granted this one isn’t awful. But it doesn’t say anything exciting—or new. Don’t we already know that car companies are making things greener?

Example B: New Dell Teaching and Learning Academy focuses on Educators’ Instructional Needs and Personalized Learning