HEADLINES, SUB-HEADLINES,

AND CAPTIONS

What are they and how do I write the best ones?

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

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/

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

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

Use interesting adjectives:EffortlessPainstakingFunFreeIncredibleEssentialAbsoluteStrange

Use unique rationale:If you’re going to do a list post, be original. For example consider the following:

ReasonsPrinciplesFactsLessonsIdeasWaysSecretsTricksIf possible, never use things. Please, for the love of

Pete, don’t use things. You can do better than that.

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.

Make an audacious promisePromise 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.

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

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

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.

What is the coverage triangle?

there are three elements of coverage that make up the coverage triangleheadlinestorydominant picture

these elements should all relate to each other and clearly display the focus of the story and spread

Can you pick out the real headline?1. Read the first article in your packet. 2. Write a headline that you think is appropriate for

the story.3. 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

Sources: http://goinswriter.com/catchy-headlines/

http://english.glendale.cc.ca.us/badheds.html

christine terminello, oakton high school

http://www.wikihow.com/Write-Effective-Headlines