Editor’s note: This story is taken from Ragan’s new distance-learning portal, RaganTraining.com. The site contains more than 200 hours of case studies, video presentations, and interactive courses. For membership information, please click here.
If you don’t invest your time to write headlines that aggressively market your content, readers will not invest their time to read what you have to offer—no matter how compelling it is.
“We have to start thinking about actively selling our content, whether that is a story, or whether it is an email or newsletter,” said Mark Ragan, CEO of Ragan Communications. “We have to think of ourselves as marketers every step of the way.”
The headline is the key selling point.