Don’t be Cutesy with Catchy Titles

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We’ve seen too many press releases that try so hard to be clever in the title that they just don’t make it beyond the circular file. A press release title should tell the reader what to expect. It should signal the reader the direction in which the release is going and should let the reader know what the subject is. If this sounds like a tall job for a one to two page piece of writing, it is.  Remember, the people who will be reading your press release are professionals who deal with words every day. Media types to whom you direct your press releases have limited time. They want to scan your title first to see if it is anything that interests them. They ask themselves the following questions:

1. Is it newsworthy?
2. Would my readers want to read about this service, product or person?
3. In what section of my publication would it best fit?

All of these questions should be answered in the title of your release. The title should not be a tool to show the cleverness of the writer; it should not try to be humorous or profound; it should not try to top the journalist’s linguistic ability.

The following are examples of successful press release titles recently written by our staff:

Give Creative Gifts of Beauty and Serenity from Eve’s Hand-Blended Spa Products

The reader knows right away what product is for sale and what the unique aspect of that product is. Is it newsworthy? Probably yes, as hand-blended spa products are not common. Would readers want to read about this product? Probably, because they sound custom-made and unique. In what section of the publication would it best fit? Most likely the Style or Living or Health or Beauty section.

USA Today Article Features Plastic Surgeons on the Web Who Give More than Face Value

The subject jumps right out at you; plastic surgeons are now available on the Web. Is it newsworthy? Yes, as it’s a brand new concept in the world of technology. Also, if it was featured in USA Today, it must be newsworthy. Would the readers want to read about this service? Yes, some would, as plastic surgery is a booming field with so many aging baby boomers. In what section of the publication would it best fit? The health and fitness or beauty section.

New Book Unravels Mystery of Buying First Baby’s Layette: An Economic Survival Guide for First Time Parents

The title announces immediately that a new book about buying baby supplies is on the market. Is it newsworthy? Yes, as the focus is unique. Would readers want to read about this product? New parents would be the most likely audience. In what section of the publication would it fit? New Books, Book Reviews, Parenting, Lifestyle or Health.

Keep these three questions in mind when writing your next press release and you may be surprised at the difference in the response.