How do you write a headline that actually gets opened?

Start with the news, not the company

Journalists open emails when the headline tells them there's a story. Avoid headlines like "XYZ Company Announces New Product." Instead, lead with what changed or why it matters: "New Tool Cuts Processing Time by Half" or "Industry Faces New Regulations Next Month."

Keep it specific and factual

Vague headlines get ignored. "Important Update" tells a journalist nothing. "Study Finds Overlooked Risk in Common Practice" gives them a reason to read. Be as concrete as possible without being sensational.

Skip buzzwords and hype

Words like "revolutionary," "groundbreaking," or "game-changing" are red flags for journalists. They've seen thousands of press releases. Let your actual news speak for itself. If what you're announcing genuinely is significant, the facts will show that.

Length and clarity

Keep headlines under 10 words when possible. If a journalist has to re-read your headline to understand it, they won't. Clear always beats clever.