A lot of people just don't care, be it media or regular old public. Don't get me wrong-- I'm not trying to say that society has fallen into a pit of apathetic lethargy because that's not true. What I am saying is that in this world of I've- heard-everything, it takes more than just a professional voice and a nice writing style to get noticed in news world.

So what tips can you follow to make your press release more likely to catch eye of an editor or average reader?

*Write your press release about an event that doesn't happen every day. I've read press releases in past that were written to announce someone's promotion in a small to mid size company. Fact of matter is, people are out there finding jobs and getting promoted every single day. If you can find something uncommon having to do with your announcement, focus on that. It will certainly capture a readers interest for a longer period of time.

*Ask yourself how meaningful your topic would to be to a mass audience. The more people that would be interested, better chance you have at getting your story covered.

*Even if you have found something to write your release about that would be interesting and meaningful to a majority of people, you might want to consider whether or not topic will promote your business. After all, writing press release was intended to gain more publicity, right?

I want you to succeed, and headline creation is one of things you need to learn to make money online.

So, after repeated requests, I’m going to break it down for you step by step as together we create a headline that grabs reader and demands they read more.

To do this, I’m going to present you with a fictitious product. It’s called “Copywriter’s Companion”, and it will teach people how to write better copy.

Now, first step in beginning to write a headline is know your product’s biggest benefit. “Copywriter’s Companion” teaches a person how to write sales letters that get huge responses. So, that would be our biggest advantage.

But I’m sure there’s more to this manual and your product then just one simple benefit. And our next job is to create a list of every benefit we can come up with. Start writing and just run on, even if some don’t make that much sense or are general. We can discard as we move on.

Here’s how my list turned out:

Teaches how to write to sell Saves time Can learn to make money as a copywriter Will be able to sell more and make more money I offer book for less than hiring a copywriter Never turn out bad sales letters again

Now you’ll notice in my list that it is mainly made up of promises, and that’s no mistake. But more on that in a moment.

So, you have a list of benefits. Some pretty weak, some that really grab at you.

You now need to spend a little time developing some of your weak benefits. If you can’t develop them into something stronger than trash them. A headline is too short for words and benefits that don’t pull their weight.

Next, we begin to construct out headline into a sentence or two that will give reader biggest benefits.

Basically, we’re just stringing words together at this point. We want to get a rough form of our headline together that gives benefits. Worry about nothing else at this point.

Here’s headline I came up with:

“Copywriter’s Companion is a manual of time saving tips that show how copywriters do it and get paid a lot of money”.

I know, pretty horrible. I don’t usually write that poor of a headline. But I did it so I can teach you how headline creation works.