Press Release Tip 9:

Write a clear, helpful headline and subhead

The second part of a press release, which I’ve highlighted for you in green, consists of the headline and subhead here.

A well-written headline catches the reader’s attention. A well-written subhead makes the reader stay and keep reading.

Many people who write press releases write only a headline, and sometimes that’s all you’re allowed if you distribute your press release through one of the press release distribution services. But smart Publicity Hounds write a subhead too. Here’s why.

Subheads help scanners

Many people who read online scan the copy, looking for words and phrases that will help them decide whether it’s worth their time to continue reading. Because the subhead is written in bigger type than the body copy, it will stand out. So it’s another opportunity to pull readers into your press release.

A subhead breaks up the gray. It’s also one more place where you can insert benefits associated with your product, service, cause or issue.

They hook journalists

If it’s media attention you’re after, the subhead provides another way to “hook” the journalist.” Reporters who read your press releases will seldom, if ever, write a story about you directly from the release. Instead, if they’re interested, they will call or email you asking for an interview. So use a sub-head as another way to hook ’em.

Subheads give you yet another opportunity to insert relevant keywords high in the press release. Notice that in my tips booklets press release, I used the phrase “Employee Recruitment, Retention.” In the subhead, I used “Finding and keeping workers.”

People who are searching on the Internet for ways they can find or keep employees might search under one of those two phrases. And if they do, the search engines will find this press release. (You’ll learn more about how to write great headlines in Module 5 and how to optimize your press releases for the search engines in Module 10.)

Opportunity #9 to write a press release: Books you are mentioned in

If someone mentions you in their book, write a press release. Being mentioned in other people’s books is a fabulous way to build your platform because books have such a long shelf life.  Read more about platform and how to start a book publicity campaign at least 6 months before launch.

I’m mentioned in more than 60 books on publicity, marketing and small business success.  In every case, the authors approached me.  You can search for other people who are experts in your topic, or for authors who might want to tap into your expertise for their next book.  Once you’ve identified a book that’s a fit with your topic, you can contact the author and offer yourself as a source when they research their next book. They might even ask you to write a chapter!  

You can also build your platform by blogging and publishing an ezine.  Once you’ve built your platform, authors will start approaching you.  

Next: Include a dateline that shows when and where you wrote it.