Your campaign’s not the problem, but your headline probably is.
You’ve got a great campaign, killer data, and a solid hook, but when it comes to the headline… nothing feels fresh. That’s where the craft comes in. A good headline is the opener to your whole strategy - it’s what gets your campaign seen, opened, and shared by journalists.
Here’s how to break out of the creative block and write headlines that actually land:
1. Ask the question your campaign answers
Journalists love a question that sparks curiosity. If your campaign answers it, ask it upfront. Think like your audience: what’s the “why” or “how” they’d type into Google? Tools like AnswerThePublic are gold for this. Type in your topic and you’ll get a list of the most-searched questions around it. That’s your insight starter.
2. Lead with the numbers
Stats stop the scroll. If your campaign includes a standout figure, use it. Whether it’s “Searches for dog-friendly pubs up 3,000%” or “One in five Gen Zs say…”, data gives your story instant authority, and journalists know straight away that there’s some solid research behind what you’re sharing with them.
3. Play with words (when it fits the tone)
If your campaign’s more lifestyle than corporate, have fun with it. Puns, rhymes, alliteration are all welcome, when done well. Look up popular phrases or headlines related to your topic and rework them with your angle.
4. Tailor your tone to the title
Every publication has its own rhythm. A Forbes headline reads differently from Cosmopolitan, and both are different from The Guardian. Take a few minutes to scroll Google News or Twitter (X) to see how your target titles write. You don’t have to personalise every headline, but understanding tone helps you land your pitch in the right voice.
5. TACT test it
Before you hit send, put your headline through the TACT test:
Taste: Is it respectful? Could it be misinterpreted?
Attractive: Does it stand out without being clickbait?
Clarity: Does it clearly show what the story’s about or answer a real question?
Truth: Is it honest to your data and research?
6. Keep it real
Nothing kills credibility faster than clickbait. Make sure your headline matches the content and that your claims are backed by evidence. Journalists notice when a headline overpromises, and they don’t forget it.
At Croissance, we talk a lot about connection over noise. Headlines are the first connection your story makes. Make them smart, make them honest, and make them worth reading.
