What are some examples of good press release headlines? Let me just inject a couple more good headlines that I found in my collection. Here's one that I like, and here it is, "Card protects travelers and motorists, assists hospital personnel in emergencies." What I like about this is, it's specific and it says who this is for and how those people are going to benefit. Who's going to benefit? Travelers and motorists are going to benefit by having some kind of protection from this card, and also hospital personnel in an emergency are going to benefit. That was a very successful press release.

Here's another one, "New mobile shredder arrives to meet unprecedented business security needs." This was a guy who had bought a franchise, for the Boston area, of this truck that comes to you and shreds your sensitive business documents when you've got a lot of volume. He actually injected some humor in the release. This was back, not long after the Iran Contra thing and there was some shredding of documents there. Too bad those people didn't have this. If you're in that position, you can call this company and they'll show up within an hour and shred your documents. That was, again, very specific and it says what the need is and what the purpose is of this new service. And who is it for? It's for people who need business security. One more example-this is something I wrote for a client that had a new website. What people like to do when they're announcing a new website is they like to say, "New website, www.blahblahblah.com launches." Oh, is that a boring headline.

For more tips on how to write fantastic press releases, read "The Do-It-Yourself Press Release Makeover."