Marketing experts believe that the least expensive and possibly, most productive of all promotional strategies is Publicity. Publicity is the most powerful tool used by people to market themselves and their products. Great publicity promises lots of name, fame and money within a short period. The primary device most commonly used to stimulate publicity is the Press Release. However, too many press releases go unnoticed because most of them are poorly written and have poor distribution.

The Real Story

Unfortunately, the media does not have the time to draft your press release or direct you on how to do so. Their main concern is to improve their circulation and ratings by informing their viewers, listeners or readers, about the latest news. Their job to sell interesting news whatever it may be.

Producers, editors and press release sites are flooded with hundreds of press releases every day. Your press release will be considered worthy of release only if it holds some relevance for their audience. They don't have the time or patience to consider all of them. Only the most attention grabbing and provocative headlines that appeal to them will reach those readers, viewers or listeners who you want to hear your story.

The PR Story

However, your press release must also develop logically into points that explain what you have to say and hold the attention of the reader till the end. The most important part of your press release is your 'Headline'. Catchy, punchy, attention-grabbing, luring, bait, insightful, incentive and hook are some of the adjectives used to describe the power of a PR headline.

Simply put, the words used to write your press release headline must have a powerful impact on the reader to make him want to read on till the end, to make them want to take action and buy your product and for online visitors the headline should make them click the link to your website and learn more. The AIDA (Attention, Interest, Desire, and Action) formula is what your press release headline should aim at.

Effective Headlines for your Press Release

Writing an effective headline can be very challenging. There are two broad categories of headlines that will catch the attention of your reader.

• The Direct headline- which uses one or more of the primary sales features of your product as the attention-getter.

• The Indirect headline- one that will indirectly create interest in your reader and force them to read on to satisfy their intrigue. 

The following are certain pointers that help make effective press release headlines.

• Catchy lines that encourage people to read on.

• Phrasing of words that help search engines to find your press release.

• Use words that are help the reader to visualize.

• State a benefit to the reader

• Highlight your USP in your headline.

• Use numbers and statistics.

• Use words like introducing, new, announcing, to make the PR newsworthy

• Promise or guarantee something realistic.

• Use any of 'Hooks' that suit your product feature.

• Stimulate their curiosity.

One of the ways to learn to write is by mimicking great works. Learn from the newspapers, magazines, and other media that use expert writers to create catchy headlines. Thumb through some of your favorite publications and use the headlines as examples for your next press releases. Make every word count.

Move into the spotlight. If you are an author, speaker, or entrepreneur who seeks publicity, then visit http://www.NationalPublicitySummit.com Put yourself in front of over 100 top print media journalists and producers of TV shows like Oprah, ABC's The View, Dateline NBC, Montel, Time Magazine, Newsweek, New York Post and more... Not only do we prepare you with your best pitch, we put you in front of the press you want to impress! Imagine being interviewed on national television...get your story told.

Steve Harrison hosts the Million Dollar Author Club - a monthly newsletter and CD of the month that teaches authors and aspiring authors how to be successful. http://www.milliondollarauthorclub.com.