A bra that massages women’s breasts as she wears it, getting rid of toxins and preventing breast cancer. What a breakthrough!

Or what a publicity stunt.

I just saw the story on Yahoo News. A bra is being sold along with the claims that it can help women prevent breast cancer by massaging their breasts as the bra is worn. P.T. Barnum, where are you now? Oh, wait a minute, P.T., I hear you laughing.

Seems like the publicity that bra drew caused some problems for the inventor after a Good Morning America report questioned the claims of breast health. The bra’s been pulled off the market. You can read the story here.

Well, if nothing else it’s a great lesson in publicity.

The headline I read on Yahoo read:

“New bra claims to massage away toxins, prevent cancer”

That’ll get anybody’s attention. Got yours, didn’t it? Apparently the media agreed.

When you put your press release together, you have to create a headline that gets people’s attention while still remaining 100% true and accurate. You want a headline that gets people to say: “Huh?” or “What’s this about?”.

Then you know you have a good release.

If you need help producing captivating headlines, go to my Instant Headline Generator for 150+ headlines each time.

So today we got a good publicity lesson, a headline that drew attention and a story that you can repeat to your friends and co-workers. All in all, a good day.

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  1. Tami Says:

    Thanks for the offer. It looks great. As a Bra wearer I must say it sounds wonderful. They are modern Torture devices. Mr Barnum can count me in on that one.

  2. Signe A. Dayhoff, Ph.D. Says:

    That’s a great story. I’m sure the bra is about as real as Barnum’s “mermaid.” However, an even bigger story will be when Hanes comes out with massaging briefs to prevent testicular and penile cancer. Whaaa whooo! Someone will make a PR and financial killing on that item!

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