• Skip to main content
  • Skip to secondary menu
  • Skip to primary sidebar

Wylie's Writing Tips

Improve your communications with our training, consulting, and writing services

  • Home
  • Writing training
    • Webinars | Mini Master Classes
    • Workshops | Master Classes
      • Past writing workshops
    • Writing coaching
    • Writing guidelines
    • Editing services
    • Memberships
    • Writing training clients
  • Writing tips
    • Content writing
      • Relevant content writing
        • Relevant content writing resources
        • Relevant content writing quotes
      • Creative content writing
      • Structure for content
      • Readability for content
        • Resources on blog post length
        • Quotes on blog post length
      • Scannable web copy
      • Content writing resources
      • Content writing quotes
    • Email writing
      • Why email writing?
      • Subject lines
        • Resources on subject lines
        • Quotes on subject lines
      • Target your email
        • Quotes on targeted email
      • Feature story structure
      • Short, readable emails
        • Quotes on readable emails
      • Scannable emails
        • Quotes on how to write scannable email
      • Resources on email writing
      • Quotes on email writing
    • Microcontent
      • Skimming, scanning, reading
        • Resources on skimming, scanning, reading
        • Quotes on skimming, scanning, reading
      • Bulleted lists
        • Quotes on bullets lists
      • Callouts, pull quotes
        • Quotes on pull quotes and callouts
      • Captions, cutlines
        • Quotes on captions
      • Decks, summary blurbs
      • Headlines
        • Benefit headlines
        • Feature headlines
        • Web headlines
          • Quotes on web headlines
        • Quotes on headlines
      • Links, buttons
        • Quotes on links
      • Subheads
        • Quotes on how to do subheadings
      • Resources on display copy
      • Quotes on display copy
    • Persuasive writing
      • What’s in it for me?
        • Quotes on WIIFMs
      • Write about benefits
        • Quotes on verbs
        • Quotes on benefits
      • Write to, about You
        • Quotes on ‘you’ writing
      • Quotes about persuasive writing
    • Public relations writing
      • Target readers with PR writing
        • Relevant releases quotes
      • Organize PR writing
        • Leads for releases
          • Press release first paragraph
          • Quotes on press release leads
      • Quotations
        • Quotes about public relations quotes
      • Readability for PR
        • Quotes on ideal press release length
      • Headlines, display copy for PR
        • Headlines for releases
      • Resources on press releases
      • Quotes on press releases
    • Readability
      • Why readability?
        • Information overload
          • Information overload quotes
      • Message length
        • Why short content
        • Measure A.R.T.
        • Tighten your story angle
        • Resources on writing short content
        • Quotes on writing short content
      • Paragraph length
        • Quotes on paragraph length
      • Writing with statistics
        • Quotes on writing with statistics
      • Sentence length
        • Resources on short sentences
        • Quotes on good sentence length
        • Quotes on how to write a simple sentence
      • Passive voice
        • Quotes on the passive voice
      • Word length
        • Quotes on short words
      • Jargon
        • Quotes on jargon
      • Adjectives & adverbs
        • Quotes on adjectives & adverbs
      • Readable
        • Resources on readability
        • Quotes on readability
      • Conversational copy
        • Quotes on conversational business writing
    • Storytelling and creative writing
      • Concrete details
        • Why concrete details?
        • Types of concrete detail
        • Quotes on concrete details
      • Description
        • Quotes on scent
      • Human interest
        • Quotes on human interest
      • Metaphor
        • Why use metaphor?
        • Complex copy
        • Creative comparisons
        • Simplify stats
        • Cut clichés
        • Metaphor writing
        • Resources on metaphor
        • Quotes on metaphor
      • Storytelling
        • Why is storytelling important?
        • Find stories
        • Storytelling research
        • Elements of storytelling
        • Storytelling structure
        • Resources on storytelling
        • Quotes on storytelling
      • Wordplay
        • Alliteration
          • Resources on alliteration
        • Balance
        • Coin a word
          • Resources on coin a word
          • Quotes on coin a word
        • Quotes on the etymology of words
        • Rhyme
        • Rhythm
          • Quotes on using rhythm in writing
        • Twist of phrase
        • Quotes on how to use wordplay
      • Resources on creative copy
      • Quotes on creative copy
      • Quotes on boring copy
    • Web writing
      • Why writing for the web?
        • Quotes on why writing for the web
      • Above the fold
        • Quotes on above-the-fold content
      • Tight web copy
        • Quotes on tight web copy
      • Scannable web copy
        • Quotes on scannable web copy
      • SEO for writers
        • Quotes on SEO
        • Quotes on SEO for releases
      • Quotes on crafting good web writing
      • Writing for mobile quotes
    • Writing
    • Writing process
      • Creative process
        • Quotes on creative process
      • Read like a writer
        • Resources on how to become a better writer
        • Quotes on how to become a better writer
      • Writing process
        • Prewriting
          • Research your story
            • Research quotes
          • Develop your story angle
          • Organize your piece
          • Quotes on prewriting stage of writing
      • Writing templates
        • Quotes on writing templates
    • Writing structure
      • Feature story structure
        • Why features structure?
          • Why feature structure?
        • Feature structure examples
        • Feature leads
        • Nut graph
          • Quotes on nut graph
        • Background section
          • Quotes on the background section
        • Body
          • Quotes on the body
        • Conclusion
          • Quotes on how to write good endings
        • Transitions
          • Quotes on transitions
      • Other story structures
      • Quotes on story structure
  • Writing newsletter
    • Current issue
    • What others say
    • Archives
  • Blog
  • Why us?
    • About the trainer
    • Contact Ann

Don’t repeat the headline in the deck

Instead, telegraph a secondary angle in this key piece of display copy

Your headline and deck — that one-sentence summary under your headline — are San Francisco real estate. Make sure each word does new work.

deck headline
Scrub the decks Don’t repeat the headline in the deck. (Or, if you’re a rockstar like The New York Times, the kicker.) Instead add a new level of detail with a secondary angle deck.

So don’t repeat words from the headline in the deck. That’s right: Not. One. Single. Word.

Not the name of the product. Not the name of the company. Not the name of the topic or story angle or the subject matter expert.

Not. One. Single. Word.

Add new details to the second layer.

Your deck is an extension of the headline. It should expand on the headline, not duplicate it.

Here’s a deck, from USA Today, that adds information to the headline:

Kidney stone cases could heat up
Global warming cited as culprit

And here’s one, from The Wall Street Journal, that just repeats the head:

Low Income Could Be Tax Bonanza
A year without much income could actually prove to be a tax bonanza

(Ah, now I understand. So you’re saying low income could actually be a tax bonanza? I didn’t get that from the head.)

I repeat: Don’t repeat.

Why avoid repeating? So that you:

  1. Say something new. Repeating words from the head to the deck is a clue that you’re saying the same thing twice. Say something new in the deck.
  2. Streamline the headline. Too often, headlines get too long because we cram primary and secondary angles into them. Cover the secondary angle in the deck, and you’ll take a load off — and words out — of your news head.

Hey! Don’t repeat your headline or deck in your lead, either. Your headline, deck and first paragraph probably get more readership than the rest of your message combined. To make sure you’re making the most of these essential elements, don’t repeat your headline or deck in the lead.

(And that’s nothing compared to email, where you should avoid repeating a single word in any of the four key elements of the “envelope.”)

5 news headline-deck combos to try

To avoid repeating the headline in the deck when you’re covering news, put your primary story angle in the headline, your secondary story angle in the deck.

Here are five types of headline-deck combos to consider:

Try these 5 head-deck combos. >>>

How can you reach non-readers with words?

“Readers” don’t read. Even highly educated web visitors read fewer than 20% of the words on a page.

Catch Your Readers, our persuasive-writing workshop, starting May 16So how do you reach “readers” who won’t read your paragraphs?

Learn how to reach people who spend only two minutes — or even just 10 seconds — with your message at Catch Your Readers, our persuasive-writing workshop, starting May 16.

There, you’ll learn how to put your key messages where your readers’ eyes are. You’ll discover how deliver your key ideas to people who don’t read the paragraphs. And you’ll find out how to draw even reluctant audience members into your message.

Save up to $100 with our group discounts.

Register for Catch Your Readers, our persuasive-writing workshop starting May 16
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on X (Opens in new window) X
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on WhatsApp (Opens in new window) WhatsApp
  • Click to share on Tumblr (Opens in new window) Tumblr
  • Click to share on Pinterest (Opens in new window) Pinterest
  • More
  • Click to share on Pocket (Opens in new window) Pocket
  • Click to email a link to a friend (Opens in new window) Email
  • Click to print (Opens in new window) Print

Primary Sidebar

Jan. 31, 2025

  • Write about the impactWrite about the impact: Not about the event
  •  
3 ways to Think Like a Reporter 3 ways to Think Like a Reporter: Put the audience first and more
  • 3 more writing resolutions for 20253 more writing resolutions for 2025: Build a bridge, not a wall — and more
Archives

Wylie Communications, Inc. logo
    Training
  • Webinars | Mini Master Classes
  • Workshops | Master Classes
    Tools
  • Wylie's Writing Labs
  • Free writing tips
Subscribe to our newsletter

© Copyright 2025 · Ann Wylie · All Rights Reserved
May not be duplicated and shared without author's permission. Contact us.