As each day passes, publicity is becoming more important – in fact, mandatory – as a marketing tool.

Used to be that publicity was an adjunct – the typical red-headed stepchild of marketing.

All that changed in 2007 (read my earlier posts to find out why).

So, if you’re not learning how to get and use publicity, you’re going to be left behind. You’re quickly going to become a dinosaur. Your competition will win, hands down.

Most people think that the press release is the most important part of a publicity campaign.

They’re wrong. Actually, the press release does very little. But, if it doesn’t do it’s job – which is simply to get the attention of the reporter – nothing happens.

So let’s take a look at that press release.

Do you know the most important part of the release? You may have guessed…it’s the headline.

But do you know why?

The headline of a press release has only one job – to FORCE the reporters to keep reading. If you have my publicity kit ( you’ll see the headlines of the press releases I and my students have written. There’s no way you can put down those press releases without reading them from top to bottom. It simply can’t be done.

That’s exactly what I want reporters to do.

So how do you write a powerful headline that’ll do the job?

One way is to sit down with a piece of paper, write out a bunch of headline ideas and test them out.

That’s the long, tedious way to do it.

The far better way – the way I teach my publicity students – is to use what I call formula headlines. These are headlines that have already been tried, tested and successful. In just a few seconds – literally – you can make tiny adjustments to the headline to make it fit your business, product or service.

Last night I had a coaching call for my paid newsletter subscribers. I gave them a couple of dozen formula headlines and taught them exactly how to customize each one of them faster than they could even read the headline out loud. It took less than 10 seconds.

I’m putting together a product that will not only have my list of 100 or so formula headlines, it’ll have complete instructions on how to customize them for your business. I’ll let you know when it’s ready.

Until then, put the majority of your effort into that headline. If the headline doesn’t do it’s job, your press release is dead – and you’ve missed out on thousands, or tens of thousands of dollars of radio or TV air time, newspaper space, magazine space, etc.

Many people brag about how much they make per hour – $250, $500, $800. Almost all of them are missing one of the greatest per-hour income generators on this planet – putting together a powerful headline for a compelling press release.

Over the years I’ve gotten many, many millions of dollars worth of publicity from a press release that took me about 10 minutes to write.

Hmmm, if I calculate that on the “per hour” basis, I may very well be the highest paid person in America…

or the world, for that matter!

That calls for a soak in the Jacuzzi and a glass of champagne.

P.S. – If you need headlines, press releases, story idea, opening paragraphs, etc. written specifically for your business, industry or profession, go to It’s all done for you.

Be Sociable, Share!

Leave a Reply