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"89 Ways to Write Powerful Press Releases"
Lesson #30: Headline Mistake
#2--No sub-heads
It might be more accurate to say that press releases writers who
don't use sub-heads are missing an opportunity more than they are
making a mistake.
Even so, I'm still calling it
Headline Mistake #2: Not taking advantage of sub-heads.
Here are four reasons why I encourage
you to include a sub-head on every press release you write:
1. Sub-heads
attract the attention of scanners who are on the lookout for
information that will help them
determine, quickly, if they should keep
reading. A sub-head is just one more
way to pull them into your release.
2. You can insert
keywords and keyword phrases in the sub-head, thereby
making it easier for the search
engines to find your release.
3. Some press
release distribution services require sub-heads, so it's a good
idea to get into the habit of writing
them.
4. Many journalists
are familiar with and like sub-heads, because many of
the newspapers and magazines they write
for use them. So use sub-
heads to attract the attention of journalists.
Here's an example of a great sub-head,
which I've highlighted below in yellow. Notice that it's much longer
than the main headline. This release was written by David Bresnahan,
also known as ThatPRGuy.com.
Kate, by the way, has since been removed from the website. But I'm
including this press release anyway because I love it so much.
Wedding Plans and Wedding Favors No
Longer a Challenge, Thanks to Kate
Brides to-be-love the help and
advice they get about wedding favors and wedding plans from "Kate,"
a talking, animated wedding consultant. The unique online service is
free.
JACKSONVILLE, Fla., Nov. 22, 2005 -- Every bride-to-be can reduce
stress with free expert help and advice on wedding favors, bridal
shower favors, accessories, and wedding plans from a free online,
talking wedding consultant.
"The search for unique wedding favors, bridal shower favors, wedding
reception ideas, wedding themes, and ideas on planning a wedding can
be exciting and fun, but it can also be filled with frustration and
stress. I created a free online, animated talking wedding consultant
to make the process fun, entertaining, and easy," said Andrea Britt,
who designed the unique service.
"Kate" is the animated, talking wedding consultant at
www.CharmingWeddings.com, who not only provides personalized wedding
help for brides-to-be, she also makes the process fun and
stress-free.
"Every bride-to-be wants her wedding day to be absolutely perfect,
and now with just the click of a mouse they get personalized help
from Kate. She is a life-like wedding expert who talks to web site
visitors, giving help and wedding advice that cannot be found
anywhere else," explained Britt who created
www.CharmingWeddings.com
because of the challenge she and her husband had in planning their
own wedding.
"The search for inexpensive, high quality favors to use as gifts for
the wedding party and guests, was a chore for us. I wanted to create
a web site where brides-to-be could find beautiful, unique, and
memorable wedding favors in one place. A selection of small gifts
their guests would remember to make their wedding stand out," she
explained.
Other wedding web sites require visitors to read through mountains
of information to try and find what they are looking for. Kate makes
the process fun as visitors simply click, then just watch and listen
as Kate helps them find what they need.
"I wanted to help brides and their mothers as they sit down at the
computer together to plan the wedding day. They have enough stress
as it is, and so I wanted to find a way to make the process
entertaining and helpful at the same time," said Britt.
As visitors to www.CharrmingWeddings.com
go from page to page, Kate is there to help them. With the click of
a mouse she can give visitors advice on selecting wedding favors,
ideas on unique ways to present the favors, traditional wedding
etiquette, and answers to common questions.
"My goal is to provide real help with suggestions and ideas that
will inspire brides-to-be and help them make their wedding day
unique and memorable for all their guests. Kate gives real advice,
without a pushy sales presentation. She is a virtual wedding expert
who is just one click away," said Britt.
Contact:
Andrea Britt
904-346-5396
shop@charmingweddings.com
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"Special Report #39: How to Write Eye-Catching Headlines for Your
News Releases" gives you more great tips and examples for
writing headlines not only for press releases, but for articles
you're writing.
Opportunity #30: A grant you give
If your company or nonprofit
has given a grant to somebody, write a press release about it.
Tomorrow: Headline Mistake #3
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