Headlines change lives.
If you think I’m being dramatic, consider this: You could have the most interesting news in the world, but the world will pass it by if your press release has a boring headline.
Check out the difference between these two headlines:
1. A magnificent new treatment is being used in medicine for some awesome things!
2. Mayo Clinic doctors pioneer first cancer cure
Curing cancer is a big deal, but if you hide it behind headline No. 1, journalists won’t realize what they’re reading. The cure will stay hidden, and millions of people could suffer.
Maybe your press releases’ results aren’t quite that dramatic, but you get my point. A headline should succinctly tell a journalist what she’s about to read. It should also pique her or his interest, make her or him want to read more.
Here are some tips for writing headlines for real journalists: