The Elements of a Good Headline
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The Elements of a Good Headline January 2013
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Transcript of The Elements of a Good Headline
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 [email protected]. Put your station name in the subject line.
