PR Writing in Focus: Hook Your Audience—Headlines and Teasers Matter

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By: Bulldog Reporter

Just like a great book title, a headline is the hook that captures the attention of readers. The teaser is similar to the snippet found on the back cover. These pieces not only create the first impression, setting the tone for the words that follow, but they also provide important clues to what the content is about. When a headline isn’t enticing or informative, readers simply move on to the next article that does look interesting.

Build Anticipation in Your Readers

Headlines are even more important in the battle for search engine traffic where readers quickly scan the results to find the title topic that most closely matches the information that they are seeking. Google’s ranking algorithm also places a premium on strong titles, elevating the best ones to the top of the search results. Short, snappy headlines are critical for driving traffic and social sharing through RSS news feeds and social media sites as well.

In one to two sentences, teasers give just enough information to whet the reader’s appetite. These short promotional blurbs appear everywhere from the top of press releases and on news websites to the snippets displayed on search engine results and social media platforms.

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