Proven Magic Words for News Releases…
A news release is no place to attempt subtle nuances. The headline and the lead paragraph must be strong, clear, and eye-catching for your audience.
For catching those eyes, Strive PR suggests using “the top ten most attention grabbing words used in advertising copy”:
- Introducing, Proven, New, How to, Free, Results, Guarantee, Now, Save and Money.
Which brings us back to the question, Who is the audience for your news release?
If it’s your potential customers, then maybe one of these new proven, guaranteed words can bring results and save you money now and show you how to introduce yourself to customers free.
But if your audience is the media, don’t wrap your unique message with phrases that make your release look like the hundreds of spam messages that are automatically deleted every day by the spam filter.
Sure, use words that have impact, but remember that journalists wade through promotional crap week in, week out. To stand out, you need to use phrasing that differentiates your release from the others. Don’t let your message get obscured by sales bumph.
I edited the headline of this post to deliberately add one of the magic marketing words. But the rest of the headline has to suggest insights or useful information, or none of the readers I want to reach are going to bother reading further.
(Photo of Liverpool Street Station by David Sim.)
Tags: communications, editors, journalists, media, promotion, spam, words
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POSTED IN: Marketing, News Releases, Writing
1 opinion for Proven Magic Words for News Releases…
Sherrilynne Starkie
Dec 7, 2006 at 2:45 am
Eric, thanks for stopping by Strive Notes. I’d be interested to learn about the traffic on this post given its excellent headline. :-)
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