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Deliver with your headlines

Posted on: Sep 24, 2013

NEWS 3dThere is a trend with advertorials and online news publications to use outrageous headlines to get the clicks. While these headlines certainly attract visitors, are the readers having a positive experience or are these articles simply train wrecks which attract a large audience only by their horribleness?

You see them everywhere, at the bottom of news sites, advertised on the side of articles, headlines claiming “Hand Sanitizer Can Kill You” or “Weird Trick to Save Your Money on Insurance” or “Major White House Conspiracy to Crash the Markets.” They are like tabloid headlines at the grocery store — while no educated (more…)

Posted in Press Release Writing

Shorten Keyphrases in Press Release Titles

Posted on: Sep 16, 2013

LFN_impact_press_release_lawyersAs news aggregators get smarter, press release titles can revert back to a more traditional format. In the recent past, a family law attorney in Boston, MA, may have used “Boston divorce lawyer” in the title of a news release, but new changes in Google are making this practice obsolete.

As Google looks at the number of times your company name is mentioned on other sites (citations) and discourages hyper-linking keyphrases within news releases, your company name is now more important than keyword usage. Also, the contact information and dateline will position the release for your city and state without placing it (more…)

Posted in Legal Marketing

The Press is Watching

Posted on: Sep 10, 2013

Press watching lawyersOnline news releases need to be written with your target audience in mind — the end user, the person most likely to become a client. But, as editors and journalist see fewer traditional press releases land on their desk, they are looking to new aggregates to find stories.

That means not only are online press releases attracting clients, they are also attracting the press.

Therefore, you should include press contact information on every press release. A clear phone number and contact name will help journalist locate the exact person at your firm if they are working on a story that you can contribute (more…)

Posted in Legal Marketing, News Publishing, Press Release Writing