Headline writing tip No. 3: Don’t pat yourself or your client on the back. Reporters can smell self-promotion a mile away. Avoid writing headlines that include the words “thanks to,” as in: “Park gets needed upgrades, thanks to ABC Construction Company.” When you send an e-mail with this in the subject line, you’re likely to get a swift “thanks, but no thanks.”
Headline writing tip No. 4: Create a visual picture in the reader’s mind. Consider this headline: “Sabertooth salmon leaps into 21st Century,” which summed up the story of a rare fossil found in the ‘70s that was later scanned using high-tech Computed Tomography, so that it could be studied worldwide.
In case you missed them here are tips 1 and 2.