“Acme Releases Groundbreaking Shovel”
No doubt, you’re sending this to various media. Shouldn’t you therefore vary the subheadline—if not the headline itself?
As my friend Mike Long explains, here are a few subheads you might use for a business reporter:
- Release expected to boost 4th quarter profits
- First Acme tool built at new all-robot plant
- Last project of outgoing CEO
And here are a couple for a lifestyle reporter:
- First Acme tool built at new all-robot plant
- High-tech features aimed at first-time gardeners
It’s one of the oldest—and too often overlooked—tricks in the press playbook: different audiences deserve different messages.
