The Elements of a Good Headline

January 2013

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First, let’s talk about today’s digital user

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First, let’s talk about today’s digital user

• The digital user wants to discover and share things that are interesting and relevant.

• The digital user wants to be told what to click, watch, read, learn about, share and understand.

• The digital user is impatient and fast-moving.

• The digital user wants to be surprised.

• The digital user gets a lot of content through social.

• The digital user is guided by headlines.

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Headlines are really really really important

• The headline is the universal representation of your story.

• The headline will be copied and pasted, e-mailed, tweeted, shared on Facebook and read aloud.

• If the headline’s good, your story has the potential to get in front of a lot of people.

• If it’s bad, not so much.

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Think about your headline FIRST

• Whenever possible, come up with your headline before you create your web content.

• Creating a strong, authoritative headline up front can improve reporting and writing.

• If you come up with an awesome headline first, you will create an awesome web story.

• When you go to news meetings, talk about the stories you’re working on in terms of what the web headline will be.

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Think about your headline FIRST

Instead of:“I’m working on a story about the city’s

speed camera problems.”

Try:“I’m working on a story about the city’s new

speed cameras. I’m thinking the web headline could be: “’Here’s why Boston’s

new speed cameras are broken’”

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Make it promise something

• What’s the content you’re delivering to the audience?

• If you promise people the most interesting thing you have, they should be compelled to read it.

• Be specific. Don’t be vague.

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How a Couple Responds

to Aurora Shooting

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How a Couple Responds

to Aurora Shooting

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Kansas: Then and Now

Make it promise something

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Make it promise something

The New York Times:

Gawker:

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Make it promise something

Blog:

The Atlantic:

Source: faithistorment.com

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Make it promise something

Blogger:

The Atlantic:

Source: faithistorment.com

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Give it the explainer test

“When remotely possible turn news into explanation.”

• Rather than simply phrasing your headline as “This happened…” consider:

“How this happened…” “What this means for…”

“Everything you need to know about…”“Why this happened…”

--Nick Denton

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Give it the explainer test

How a $190M Project Will Bring Thousands of Jobs to Kansas City

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Give it the explainer test

Bob Dylan record only released in Europe

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Make it digestible• Don’t try to be too clever. Avoid puns!

• The headline should focus on one thing (the most important and interesting thing) and nothing more.

• It should be easy to understand at a glance. Try to avoid these things

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Make it digestible• Don’t try to be too clever. Avoid puns!

• The headline should focus on one thing (the most important and interesting thing) and nothing more.

• It should be easy to understand at a glance. Try to avoid these things

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Talk to the web audience• Don’t be afraid to talk directly to the web

audience, using “you” in a headline.

• Or to direct the audience:

“Watch this…”“Here’s the…”

“Look at this…” “This is why you…”

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Talk to the web audience• Don’t be afraid to talk directly to the web

audience, using “you” in a headline.

• Or to direct the audience:

“Watch this…”“Here’s the…”

“Look at this…” “This is why you…”

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Talk to the web audience• Don’t be afraid to talk directly to the web

audience, using “you” in a headline.

• Or to direct the audience:

“Watch this…”“Here’s the…”

“Look at this…” “This is why you…”

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Open up a blank document

• This document will serve as your area to brainstorm around your headline.

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Identify the hook• Ask yourself this:

What is the most interesting and important fact or element of the

story?

• Your headline will eventually come from that answer.

• Remember: If you promise people the most interesting thing you have, they should be compelled to read it.

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Write, write, write, write, write

• Write 10-25 different headlines.

• Your first, second, third, fourth or fifth … might not be the best.

• Challenge yourself to come up with the best.

• Say your headlines out loud.

• Make it tweetable.

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Ask yourself some questions

• If you saw this headline on Facebook and Twitter, would you feel compelled to click and share it?

• Does your headline promise something specific, important and interesting?

• Is your headline easily digestible?

• Does your headline speak directly to the digital user?

• Is your headline accurate?

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Collaborate, collaborate, collaborate

• Work with someone else on every headline you write.

• Try to build it into your workflow for posting to the web.

• Create an online environment where staff can share ideas.

• Don’t be afraid to change your headline after it’s published.

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Let’s Make A HeadlineWhy can’t this Florida man wreck his $7.6 million mansion?

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Let’s Make A Headline

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Let’s Make A Headline

Do you think UC’s new logo looks like a flushing toilet?

Here’s why people hate UC’s new logo

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Headline writers to watch

• The Gawker sites (Gawker.com, Gizmodo.com, DeadSpin.com)

• TheAtlanticWire.com

• Quartz (qz.com)

• Forbes

• The Two-Way (npr.org)

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Assignment!1. Select three stories your station created.

2. Write 5-10 headlines for each.

3. Highlight the best headline with an asterisk.

4. E-mail everything to dseditorial@npr.org. Put your station name in the subject line.

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Questions?

eathas@npr.org