That’s a great headline. I admit it. I couldn’t click on the link fast. Why was he naked? What did he do while he was up there? What happened? I needed to know more.

What does this have to do with B2B marketing and influencer relations? In this case it’s about making sure when you reach out to influencers your headline is crafted in a way that a reporter wants to find out more. 

Often we spend all our time crafting the best possible message within the body of the mail.  You make sure you hit the right points, provide enough information that the reporter knows what happened, but not too much that you obscure your main point, but then throw a random subject line at the end that describes the news, but doesn’t evoke any emotion or curiosity.

Since the subject line is usually the last part of the email, it’s often rushed through, but if you don’t take the same care determining your “headline,” you may never get a pair of eyes on your carefully prepared pitch.

In case you’re interested, here’s the full story of how Stephen James “Frolov” Ellingsworth ended up in that tree.

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