Your tech B2B company or client may have the most innovative technology product or service, but if you can’t express the excitement and value in a headline, your target audiences will completely miss it. Even worse, influencers may stop paying attention to your announcements if the headlines are vague or uninspiring.
So here’s a tip: make sure your headline answers the five W’s – Who, What, When, Where and Why. Seems like Media 101, I’m sure, but rarely do you see a headline that does this clearly and concisely. And perhaps the worst offense is burying the ‘who;’ isn’t your primary job to raise brand awareness for your client?
Consider this example: “A Unique New Business”
While it may be concise, this headline doesn’t tell the reader anything. What is the news? Why is the announcement important? Who is involved?
Now consider an example from one of McBru’s clients: “Reaction Design Enhances FORTÉ CFD Package with Engine Knock Prediction Capabilities”
This headline leads with the company issuing the announcement and tells the reader what the news is right away. With a product announcement such as this one, it’s important to include the name of the product and highlight its value proposition. In this example, FORTÉ is the product and engine knock prediction is the benefit provided.
Regardless of the news you’re trying to promote, be thoughtful and put your best effort into your press release headline. For some writers, the headline may be the first part of the writing process, helping shape the rest of the announcement. For others, the headline is most easily formed after the announcement has been written.
Either way, make sure your press release starts out with a bang.