The lesson
Build a press release headline around a gap between two numbers, so the surprise itself becomes the reason to read.
The move
The headline states "77% of Board Members Expect AI to Deliver Productivity and Cost Savings, Yet Just 3% of Organizations Exceed Cost Savings Goals Via Productivity". A subhead, "Analysts Identify Three Actions HR Must Take to Realize Growth from AI", promises next steps, then sections like "Treat Capacity Gained as an Asset" follow.
Why it works
- Our readPutting an expectation and a shortfall in the same sentence sets up the problem before any advice arrives.
- Our readThe subhead's "Three Actions" says the release offers something to do, and the bold section headings make that advice easy to scan.
What not to copy
Don't borrow the 77% and 3% figures or the survey claims. Keep the contrast structure, but only with two numbers you can source.
