Editors toss the best news release into the trash if the headline is flat, dull or lifeless. Your article is likely to be forgotten, too, if the editor can’t figure out from the headline why readers should care about what you have to say.

That’s why writing attention-grabbing headlines is absolutely critical. Surveys taken in the newsroom show that an editor spends an average of only 5 seconds reading a news release before deciding whether to use it or toss it. Half that time, two to three seconds, is spent just on the headline.

You can apply many of the tips you read in Tips for Writing Eye-Catching Headlines
for Your News Releases and Articles not only to news releases but to headlines you are writing for informational products such as special reports and audio tapes, speeches and headlines posted at the top of pages at your web site.