Hey all,
I’m in the Maldives on assignment and back on island time.
I’ve got a wicked bad case of jet lag, so I woke up at 3 a.m. and went through my emails. There were about 50 emails from PR professionals announcing new restaurants, hotel openings, agency newsletters and a few pitches here and there. I deleted all of them without opening them, except one.
The headline was: Roundup Idea / (*Article Headline*)
It immediately caught my eye because…
1. I’m always looking for roundup ideas (the more creative, the better). They’re my favorite kind of PR email to receive.
2. They didn’t bury the lead. The headline was exactly what they wanted me to consider in the email body.
3. It was clear, concise and easy to read at first glance.
4. This is how journos headline pitches to editors, so the format is preferred, and we’re used to seeing it.
5. They led with an example of an article headline that allowed me to visualize it as a story I could pitch.
I went on to read through the email and ask a few follow-up questions that could help me form a pitch to send out to editors. It’s not that the roundup idea was particularly unique or brilliant, but the email headline grabbed my attention enough to make me click and wonder if this could work for any of the pubs I write for.
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