The Elements of a Good Headline

35
The Elements of a Good Headline April 2013

Transcript of The Elements of a Good Headline

Page 1: The Elements of a Good Headline

The Elements of a Good Headline

April 2013

Page 2: The Elements of a Good Headline

2

Previously on #NPRKnight

• Web metrics and audience behavior.

Page 3: The Elements of a Good Headline

3

Why are

headlines so important?

Page 4: The Elements of a Good Headline

4

What are headlines so important?

• The headline is the universal representation of your story – it travels everywhere.

• 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.

Page 5: The Elements of a Good Headline

5

What makes agood headline?

Page 6: The Elements of a Good Headline

6

What Makes a Good Headline?

• It’s not clever.

• It promises something specific.

• It’s digestible.

• It works out of context.

Page 7: The Elements of a Good Headline

7

How do you writea good headline?

Page 8: The Elements of a Good Headline

8

Think of 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 a great headline first, you will create an great 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.

Page 9: The Elements of a Good Headline

9

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.

Page 10: The Elements of a Good Headline

10

How a Couple Responds

to Aurora Shooting

Page 11: The Elements of a Good Headline

11

How a Couple Responds

to Aurora Shooting

Page 12: The Elements of a Good Headline

12

Kansas: Then and Now

Make it promise something

Page 13: The Elements of a Good Headline

13

Make it promise something

The New York Times:

Gawker:

Page 14: The Elements of a Good Headline

14

Make it promise something

Blog:

The Atlantic:

Source: faithistorment.com

Page 15: The Elements of a Good Headline

15

Make it promise something

Blogger:

The Atlantic:

Source: faithistorment.com

Page 16: The Elements of a Good Headline

16

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

Page 17: The Elements of a Good Headline

17

Give it the explainer test

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

Page 18: The Elements of a Good Headline

18

Make it digestible• Don’t try to be 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. Avoid

Page 19: The Elements of a Good Headline

19

Make it digestible• Don’t try to be 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. Avoid

Page 20: The Elements of a Good Headline

20

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

web audience, using “you” in a headline.

• You’re writing for people so a headline that looks familiar to their own language will be more appealing.

Page 21: The Elements of a Good Headline

21

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

web audience, using “you” in a headline.

• You’re writing for people so a headline that looks familiar to their own language will be more appealing.

Page 22: The Elements of a Good Headline

22

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

web audience, using “you” in a headline.

• You’re writing for people so a headline that looks familiar to their own language will be more appealing.

Page 23: The Elements of a Good Headline

23

Open up a blank document

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

Page 24: The Elements of a Good Headline

24

Making a headline

• Identify this: The most interesting 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.

Page 25: The Elements of a Good Headline

25

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.

Page 26: The Elements of a Good Headline

26

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.

Page 27: The Elements of a Good Headline

27

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?

Page 28: The Elements of a Good Headline

28

Let’s make

a headline

Page 29: The Elements of a Good Headline

29

Let’s make a headlineWhy can’t this Florida man wreck his $7.6 million mansion?

Page 30: The Elements of a Good Headline

30

Let’s make a headline

Page 31: The Elements of a Good Headline

31

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

Page 32: The Elements of a Good Headline

32

Headline writers to watch

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

• TheAtlanticWire.com

• Quartz (qz.com)

• Forbes

• The Two-Way (npr.org)

Page 33: The Elements of a Good Headline

33

#NPRKnight assignment

1. Pick three stories.

2. Write 5-10 different headlines for each.

3. E-mail your headlines to [email protected].

Page 34: The Elements of a Good Headline

34

#NPRKnight assignment

E-mail your headlines to [email protected].

Page 35: The Elements of a Good Headline

35

Questions?

[email protected]