How to write – more about headlines

I know I always talk about headlines but they are so important.

One of my clients sent me drafts of two press releases recently to check out. They did have a headline for each but the problem was that…

the headlines didn’t really say anything. In each of the releases they were trying to appeal to a particular segment of the business market.

Specifying your target market is the fastest way to improve your results. Why?

1. You make them sit up and take notice.
2. You eliminate all those who might waste your time by asking dozens of questions and then not be interested. (what the Americans call ‘tire kickers’)
3. You connect them to their problem and your solution.

That’s why this headline is perfect.

Bunions? Get relief in 5 days using…

If you don’t have bunions, you’ll immediately switch off. If you do, as one of my friends does, you will immediately look to see what they can do for you.

Simple. Straight to the point. Effective.