Headlines are much like the mannequin in a retail store’s window—it’s the first impression we have of “what’s inside” and helps us determine if we want to shop or not.
And guess what? Headlines are not just used for newspapers and magazines; they are used in the PR world on a daily basis.
Think about it…
Media pitches, e-newsletters, website content, and major social media channels like Facebook and Twitter all use headlines to engage the intended target audience. In a world where we know content is king, it’s hard to cut through the clutter and make information be seen and relevant to the intended audience.
If done correctly, these types of channels of communication use real-time headlines to inform us about announcements or news from our favorite brands.
It’s from engaging, effective headlines that we seek and learn more information about… let’s say skincare tips from Lauren Conrad or how Dunkin’ Donuts will have its own #RoyalMunchkin coming to the U.S. soon in celebration of the royal baby. (Brilliant, right?)
That said, here are some tips to keep in mind when writing headlines:
When in doubt, ask yourself this: Is this headline going to turn my audience into shoppers or window shoppers?