Seven ways to polish your traditional headlines
Here’s a quick tip for making more of your news headlines: Make sure you’re telling the story and not just telling about the story.
Your news headline should communicate the gist of your message. That way, readers can understand your point, even if they don’t read the article.
|Instead of telling about the story …||… tell the story|
|Moves and milestones||Phil Smith named product manager, Program Development|
|Success stories||E-commerce group sells out at Eurocomm trade show|
|Benefits changes announced||Hallmark doubles profit-sharing contribution|
|New survey tracks industry trends||More communicators measuring ROI, survey says|
Here are seven other steps for making your news headline more compelling:
Heads up on headlines
How to perfect the most important words in your message
By the time you’ve written your headline, David Ogilvy used to say, you’ve spent 80 cents of your communication dollar.
Display copy — headlines, decks, subheads, captions, callouts and so forth — get the biggest ROI of all the copy we write.
That’s why I’m often amazed the same folks who spend hours polishing the analogy in the 12th paragraph toss off a headline in the 17 seconds before happy hour on a Friday evening. Most of your readers will never see the 12th paragraph of your brilliant copy. But many more will read your display copy.
At Catch Your Readers — a two-day writing Master Class on April 20-21 in Atlanta — you’ll learn how to Lift Your Ideas Off the Page with display copy.
You’ll discover how to reach nonreaders with display copy; how to use proven-in-the-lab best practices for headlines, subheads and captions — even how to use display copy to make your message look easier to read (and if it looks easier to read, more people will read it).
Act fast: Just 24 tickets remain. Don’t miss out. Register now.
Polish your skills at our 2016 Master Classes
Learn to Catch Your Readers, Get Clicked, Cut Through the Clutter and more