HEADLINES
Grabbing reader attention
WE NEED HEADLINES.
WHY?• They attract attention • They provide a link to content
AND WE NEED SECONDARY HEADS.
WHY?• They give us content clues • They provide a link
HEADLINE TERMS:Primary or main headline:The main part of the headline; the most important words
Secondary or subheadline:Usually in sentence form, it adds information either above or below the main headline
Both are necessary parts to every headline package.
HAMMER:This pattern features a primary headline over one or more lines of a secondary headline.
HAMMER IT
After the main headline pulls the reader onto the spread,
the detailed secondary headline provides specifics
KICKER:In this headline pattern, a label often sits atop the main headline
WHAT A KICK
After the main headline pulls the reader onto the spread,
the detailed secondary headline provides specifics
GIRLS’ VARSITY SOCCER
WICKET:This headline pattern is the opposite of the hammer with the secondary headline on top
Drawing the reader into the story is one function of well-written
MAIN HEAD
TRIPOD:This headline pattern places the secondary headline beside the primary headline.
Drawing the reader
into the main head
gives the tripod
POWER
STYLE GUIDELINES:• Write with action verbs
• Write in present tense• Use single, not double, quotes• Forget the periods in main
heads• Avoid abbreviations
• Go for impact, cleverness• Magazine-style heads may not
be always be phrases with verbs
VISUAL / VERBAL LINKS:The key to powerful headlines
is to establish a strong visual/verbal connection between the dominant photo on the spread and the main headline
POWER IT UP:Want even more bang to your headlines?Try these techniques:
• alliteration• onomatopoeia• rhyming• pop-culture references• puns and word play• clichés and common sayings
ALLITERATION
ALLITERATION
ALLITERATION
ALLITERATION
ONOMATOPOEIA
ONOMATOPOEIA
RHYMING
RHYMING
RHYMING
RHYMING
POP CULTURE REFERENCES
POP CULTURE REFERENCES
POP CULTURE REFERENCES
POP CULTURE REFERENCES
POP CULTURE REFERENCES
PUNS AND WORD PLAY
PUNS AND WORD PLAY
PUNS AND WORD PLAY
PUNS AND WORD PLAY
CLICHES AND COMMON SAYINGS
CLICHES AND COMMON SAYINGS
CLICHES AND COMMON SAYINGS
PAY ATTENTIONAND LOOK AROUND YOU—
Magazines and newspapers can be great sources for inspiration but don’t stop there.
MAKE THAT VISUAL /VERBAL CONNECTION
That’s what grabs the readers and pulls them into the story.
HEADLINEScreated in conjunction with Lynn StrauseHerff Jones Special Consultant