I wrote a Best of Gannett Headline for The Detroit News:
Pearl of a Gem to Sell for $60 Million Clams.
The newspaper has the award. I have the memory.
I learned three things about writing headlines on newspaper deadlines:
1. Headlines=readers
When people see your website eyes naturally scan content on the page left to right. The headline information either pulls them in or pushes them away. Write an attention-getting headline to grab and keep a reader.
2. Make time to write great headlines
Take a minute and get creative with headlines. Play with words. Read them aloud and make sure that someone else reads them. Jay Leno features headlines so poorly written he has an entire segment on them.
http://www.nbc.com/the-tonight-show/headlines/
Word of thumb: The best headlines are compelling without copy.
3. Beware of the double entendre
Words have double meanings. Paired with other words with double meanings you may look less than intelligent.
Here are several tame examples:
Police Begin Campaign to Run Down Jaywalkers
March Set For August
Actor Leaves His Famous Beard Behind
New Study of Obesity Looks for Larger Test Group
Astronaut Takes Blame for Gas in Space
Kids Make Nutritious Snacks
Local High School Dropouts Cut in Half
Teacher Strikes Idle Kids
One Armed Suspect Found in Alley
Most people learn headline disasters first-hand. It all works out–if you catch them before your clients do.
