The Elements of a Good Headline
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Headlines make or break the reach of your digital stories. Without a headline that promises something specific, readers will be confused and disinterested and the story will not get in front of many people. In this session, we'll discuss how to write headlines that people will click and share.
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The Elements of a Good Headline
- 1. The Elements of a Good Headline June 2013
- 2. 2 Previously on #NPRKnight • Web metrics and audience behavior.
- 3. 3 Why are headlines so important?
- 4. 4 Why 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.
- 5. 5 How do you write a good headline?
- 6. 6 Don’t pull the Clever Lever Rule No. 1
- 7. 7 Think about your headline first • Whenever possible, come up with your headline before you create your web story. • If you come up with a good headline beforehand, you will be obligated to create a good 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.
- 8. 8 Make it promise something specific • Your headline is a promise to people about the content you’re creating. • In the most specific way possible, what’s the story you’re telling? • Avoid vagueness, avoid the Clever Lever. • Make sure the story lives up to the promise.
- 9. 9 How a Couple Responds to Aurora Shooting
- 10. 10 How a Couple Responds to Aurora Shooting
- 11. 11 Kansas: Then and Now
- 12. 12 The New York Times: Gawker:
- 15. 15 Blogger: The Atlantic: Source: faithistorment.com Remember, don’t pull the Clever Lever!
- 16. 16 Consider an explanatory headline “When remotely possible turn news into explanation.” --Nick Denton, Gawker Media If your story is explaining something, c onsider: How… What… Everything you need to know about… Why…
- 17. 17 How a $190M Project Could Bring Thousands of Jobs to Kansas City Consider an explanatory headline
- 18. 18 Make it digestible • The headline should focus on one specific element … and nothing more. • It should be easy to understand at a glance.
- 19. 19 Make it digestible • The headline should focus on one specific element … and nothing more. • It should be easy to understand at a glance.
- 20. 20 Be conversational when appropriate • 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.
- 21. 21 Be conversational when appropriate • 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.
- 22. 22 Be conversational when appropriate • 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.
- 23. 23 Open up a blank document This document will serve as an area to brainstorm your headline.
- 24. 24 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.
- 25. 25 Collaborate, collaborate, collabo rate • 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.
- 26. 26 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?
- 28. 28 Let’s make a headline Why can’t this Florida man wreck his $7.6 million mansion?
- 29. 29 Let’s make a headline
- 30. 30 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
- 31. 31 Headline writers to watch • The Gawker sites (Gawker.com, Gizmodo.com, DeadSpin.com) • TheAtlanticWire.com • Quartz (qz.com) • Forbes • The Two-Way (npr.org)
- 32. 32 #NPRKnight assignment 1. Pick two stories. 1. Write 5-10 different headlines for each. 2. E-mail your headlines to dseditorial@npr.org. Include your station name in the subject line.
- 33. 33 #NPRKnight assignment E-mail your headlines to dseditorial@npr.org.