Jagannath Institute of Management Sciences,

Lajpat Nagar

Headlines and Punchlines

Sept 30, 2016_BMC_Headline Writing

Why are HLs critical?• On the average, five times as many

people read the headlines as read the body

• HLs are worth 90% of the money invested in advertising.

– Ogilvy

Why are Headlines Critical?• HLs can make or break an ad, homepage,

or e-mail subject line• HLs have a primary purpose: to get the

first sentence read• Taglines are headlines of the sorts• HL sets the tone for the rest of the copy• Unless HLs pulls readers in, copy is of

little use• Hls tell and sell a story

Four Musts of a HL• Your headline should be unique.• Your headline should be ultra-

specific.• Your headline should convey a

sense of urgency.• Your headline should be useful.

Unique Headline

Unique Headline

Unique Headline

Ultra Specific HL

HLs Convey Urgency

HLs Convey Benefits

Headlines…

• HL shows personality• HL stands out• HL gets readers’ attention

Writing News HLs: Exercises

A city regulation that prevents department heads from hiring family members may force Police Chief Dr KK Paul to make a dramatic decision by September: retire or seek a change in the regulation.

Writing News HLs: ExercisesThe rule could also force the chief's son, Nikhil, to make an unappealing decision of his own. Nikhil Paul, who has passed the initial steps to become a Haryana police officer, could have to drop out of the lengthy process if his father decides to stay chief.

Writing News HLs: ExercisesSmokers will pay 50% more for a pack of cigarettes beginning Aug. 1 under a bill approved Tuesday by the Delhi Assembly that’s expected to be signed by Gov. Najeeb Jung.After failing to come up with enough support on an initial vote, the Delhi Assembly voted 60-20 to send the bill to Governor for assent.

Writing News HLs: Exercises

A minimum of 80 votes were needed for the bill to pass.Kumar Vishwas, spokesman for AAP said the legislation will allow the state to balance the budget, which is facing a deficit.

Writing News HLs: Exercises“This is part of the overall budget agreement,” she said. “At this point, it looks like we’ll be able to put forth a balanced budget.”The legislation, which would raise the tax on a pack of cigarettes by 75% would give Delhi the third highest cigarette tax in the country behind Mumbai and Bangalore, according to an estimate.

When the measure finally passed, 13 Republicans and seven Democrats voted “yes,” while nine Republicans and seven Democrats voted “no.” The Republicans have a 23-15 majority in the Senate.

Senate Majority Leader Dan DeGrow, R-Port Huron, said it wasn’t hard to pass the bill. He said most senators realized the tax had to be approved to finish the 2003-2004 school aid budget and avoid $150 million in cuts for health programs and revenue-sharing for local governments.

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