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如何成功調整標題 2016 年 03 月 04 日

Filed under: 嗜好 — 曬蝴蝶 (vanessapsy) @ 16:49:31

  How to tweak your headlines for success

    PRDaily : By Tamsin Henderson | Posted: March 3, 2016

Headline writing isn’t easy.

Although many online “How to write a better headline” articles can be helpful, they’re
time-consuming.

Perhaps you’ve tried writing 20 headlines and asking friends and colleagues to help you choose
one; this too, takes time. Devoting the same number of hours to the headline as you do to the
story or press release itself isn’t feasible for a writer on a deadline.

標題撰寫並不容易, 網路上可能有很多幫助題寫標題的文章用以幫助 或 也許你自己也試寫了許多讓你的
親朋好友來幫你選擇,但這都很耗時耗力, 尤其是截稿時更不適合 。

It’s tough to tell what triggers reporters and readers to click on your story over another. It could be
the topic or the headline, or simply that nothing else they’ve seen grabs their fancy. Still, there
probably isn’t a specific formula to follow.

Last year, though, something eye-opening happened to me. As I sat down to write a press release on a breezy April morning, I began with :

“Bespoke Piano Company Unveils World’s Most Luxurious Piano.”

This seemed like the start to a pretty engaging story and felt bold and newsworthy.

Before sending it out, I built an online newsroom, displayed my assets and meticulously researched
whom to contact.

甚麼引發記者與讀者點擊這很難說明原因。主題、標題或一時興起都有可能,沒有特定的公式可循。

去年,一件大開眼界的奇事發生在我身上。當我在一個涼風微醺的四月春晨坐下來寫一篇新聞稿,我這麼開始:


“鋼琴訂製公司推出世界上最豪華的鋼琴。”

這一開始似乎是一個漂亮動人的故事,具前衛和新聞價值。發送之前,我建立了一個在線新聞中心,顯示我
的價值和誰可聯繫的精心研究。

After I sent it, my pitch got zero response online. Even my list of carefully researched contacts didn’t
reach out.

I rewrote the headline:

“Dubai Sheikh Buys £420,000 British Piano Studded With Half A Million Swarovski Crystals”

Suddenly, the editors I’d previously spoken with perked up their ears, and one national newspaper—
which has shunned the previous headline—called me for more information.
The updated headline prompted interest from radio stations, TV stations, newspapers, supplements, magazines and bloggers.

但發佈之後卻無回應 。連我的仔細研究的名單也無音訊。於是我改寫了標題:
“迪拜酋長以£420000 收購鑲嵌五十萬顆施華洛世奇水晶的英國鋼琴” 突然,更多要求此篇相關訊息湧入-
這已經忽略前面的標題,要求了解更多信息。
更新後的標題也引起電台,電視台,報紙,雜誌和博客等的興趣。

So, what had happened? I had gotten more specific.

Because I turned a lofty concept (world’s most luxurious piano) into something tangible, interest grew. Journalists don’t have time to wrestle with vague, watery headlines.
If your pitch isn’t clear, they’ll skip over you.

Next time, ask yourself, “Is this headline Buzzfeed friendly?” Or, “Would I share this story on
Facebook?” If the answer is yes, your headline has potential.

In order to keep their editors happy, journalists’ stories must get clicks and shares.
To meet this need, write your headline as a journalist would. If they like it, they might just use it verbatim.

那麼,發生了什麼事?我已得到了更具體之項。因為我把一個高級的概念(世界上最豪華的鋼琴)
轉換成有形的東西,使閱者興趣大增。記者沒有時間與模糊,瞎扯的大頭條搏鬥。
如果你的發文不明確,他們會略過你。下一次,問自己,“這個發文標題友好嗎?”
或者,“我會在 Facebook上分享這個故事? “如果答案是肯定的,那您的標題有潛力。

為了讓編輯者愉快,記者的故事必須獲得點擊和共享。為了滿足這種需求,像一名記者般寫 你的標題。


如果他們喜歡,他們可能會一字不差的使用。

(中譯非原文)


Tamsin Henderson runs UK-based Gather Creative a PR and copywriting agency.
Connect with her on
Twitter. A version of this article originally appeared on Muck Rack ,
a service that enables you to find journalists to pitch, build media lists, get press alerts
and create coverage reports with social media data.

(Image via)

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