Crafting Compelling Headlines: Attract, Engage, Entice

1. What makes a successful headline and standfirst combination?

2. You’ve only got a few seconds to pull your readers onto the page

3. Success depends on how well you put three elements together: Your subject Your reader and what your magazine is aiming to do with it.

4. And one more thing It needs to feel new As if they haven’t read it before

5. News headlines

6. 12 hit features headlines(which can also be used for news)

7. 1. The label

8. The label Why it will work: If the subject sounds attractive to your readers Why it won’t: If it doesn’t, there are no verbs to give it life

9. The label

10. The label

11. 2. The mystery

12. The mystery Why it will work: • If it lures the reader in to find out what it means Why it won’t: • If it’s so obscure the reader never sees the connection • If it’s so dull the reader can’t be bothered to find out

13. The mystery

14. 3. The alliteration

15. The alliteration

16. 4. The pun

17. The pun Why it won’t work: • If it doesn’t suit the story Why it will: • If it’s clever • If it gives the reader an “insider” feel • If it draws on a shared cultural reference

18. The pun

19. Use colour and typography to add spice

20. 5. The invitation

21. Why it will work: If you are engaging directly with the reader

22. 6. The adviser

23. The adviser

24. 7. The question

25. The question Why it will work: • If it engages the reader • If it is a riddle and they want to know the answer Why it won’t: • If they can say no • If it’s dull

26. 8. The reverse

27. The reverse

28. 9. The quote

29. The quote • Why it will work: • Because the reader cares about the person who says it • Because it tells the reader something they want to know – no matter who says it Why it won’t: • If it’s dull

30. The quote

31. 10. The shocker

32. 11. The description

33. The description Why it will work: • Because it’s describing something unusual or interesting • Because it makes the most of a great image

34. 12. The two-parter

35. The two-parter Why it will work: • Because the first bit is interesting enough to lead you on to the second Why it won’t: • Because it isn’t

36. The two-parter

37. Heads up on heads • It’s part of a package – make it work with everything else on the page • Try to make everything work both separately and together • Make it work with the illustration (that doesn’t mean describing the pic) • Make sure it makes sense on the first reading • Test it for the obscure factor

38. Make sure it fits the tone of the story • Try to use active verbs (especially in newsier pieces) • Use punctuation to add impact • Use strong language • Ban overused words • Don’t use the same kind of head over and over again • Use colour and typography to pull the reader in

39. Heads up on heads Break these rules (as long as you’re sure the head works for the reader) Create a unique headline style for your mag with your use of language, tone and look

40. Stunning standfirsts Offer the reader a taster

41. 13. The classic (first clause sets it up) Verona The river may be getting shallower, but Tim Parks derives deep satisfaction from paddling his canoe through the city

42. The classic

43. 14. The numbers game

44. 15. The contrast

45. 16. The ‘once upon a time’

46. 17. The scenesetter

47. 18. The question How can you tell when she’s faking it? What does all that shopping mean? And hang on, how come she always knows where your car keys are? Is she psychic? No, but this is your chance to see inside her mind, as we explain the greatest mystery man has ever known…

48. 19. The adviser

49. 20. The rule of three

50. 21. The telegram