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Headlines, sub-headlines, and captions

What are they and how do I write the best ones? . Headlines, sub-headlines, and captions. What is a “headline?” . a headline is a short phrase that draws the reader into the story and the spread a headline grabs the reader’s attention and is creative

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Headlines, sub-headlines, and captions

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  1. What are they and how do I write the best ones? Headlines, sub-headlines, and captions

  2. What is a “headline?” • a headline is a short phrase that draws the reader into the story and the spread • a headline grabs the reader’s attention and is creative • headlines should clearly relate to the story • consistent headline design and elements can create uniformity throughout the book and sections of the book

  3. Why is the headline important? • Your headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist. So, from a copywriting and content marketing standpoint, writing great headlines is a critical skill. • On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece. http://www.copyblogger.com/magnetic-headlines/

  4. Headlines: The good, the bad and the goofy • Good headlines are: • Catchy • Concise • Accurate • May contain wordplay • Should get readers to stop and read • Summarize the story • On web are very literal and specific and allow story to be searchable • Bad headlines are: • Just topic labels/tags • Contain errors • Not objective • Are long and wordy • Don’t fit the mood of the story

  5. Headliner tips: • Use numbers: There aren’t really any rules (as far as I know) regarding what numbers work best, but people typically only remember three to five points. That said, sometimes a really obscure number like 19 or 37 can catch people’s attention

  6. Use interesting adjectives: • Effortless • Painstaking • Fun • Free • Incredible • Essential • Absolute • Strange

  7. Use unique rationale: If you’re going to do a list post, be original. For example consider the following: • Reasons • Principles • Facts • Lessons • Ideas • Ways • Secrets • Tricks • If possible, never use things. Please, for the love of Pete, don’t use things. You can do better than that.

  8. Use the 5 W’s and H • These are trigger words. Typically use “why” and “how” the more often because you will often be trying to persuade or enable someone. • Typically, you’ll use either a trigger word or a number. Rarely does it sound good to do both.

  9. Make an audacious promise • Promise your reader something valuable. • Will you teach her how to learn a new skill? Will you persuade her to do something she’s never done before? Will you unlock an ancient mystery? • What you want to do is dare your reader to read the article. Without over-promising, be bold. Be seductive (in the most innocuous way possible, of course). Be dangerous. • And then deliver what you promised.

  10. Try a formula: • Number or Trigger word + Adjective + Keyword + Promise • Example: Take the subject “bathing elephants.” You could write an article entitled, “How to Bath an Elephant” or “Why I Love Bathing Elephants.” • Or you could apply this formula and make it: “18 Unbelievable Ways You Can Bathe an Elephant Indoors” • Another (more serious) example: Take a bold promise like “selling your house in a day.” • Apply the formula and you get: “How You Can Effortlessly Sell Your Home in Less than 24 Hours

  11. What is a “sub-headline?” • a sub-headline gives background on what the headline presents about the story and dominant picture • the sub-headline is in a smaller font than the headline • sometimes the sub-headline introduces the primary student or subject in the story

  12. What is a “caption?” • A caption is the short description that accompanies a photo. • They define the action of the photo. • They show the relation of the photo to the main story.

  13. What is the coverage triangle? • there are three elements of coverage that make up the coverage triangle • headline • story • dominant picture • these elements should all relate to each other and clearly display the focus of the story and spread

  14. Can you pick out the real headline? • Read the first article in your packet. • Write a headline that you think is appropriate for the story. • Review the following three headlines and pick out the one you think is the real one: • Bridge closure may be long, costly • Officials say I-91 bridge work won't cause traffic havoc • Traffic disruption not concern in bridge work

  15. Sources: • http://goinswriter.com/catchy-headlines/ • http://english.glendale.cc.ca.us/badheds.html • christineterminello, oaktonhigh school • http://www.wikihow.com/Write-Effective-Headlines

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