1. The Elements of
a Good Headline
January 2013

2. First, let’s talk about today’s digital user
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3. First, let’s talk about today’s digital user
• The digital user wants to discover and share things that
are interesting and relevant.
• The digital user wants to be told what to click, watch,
read, learn about, share and understand.
• The digital user is impatient and fast-moving.
• The digital user wants to be surprised.
• The digital user gets a lot of content through social.
• The digital user is guided by headlines.
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4. Headlines are really really really important
• The headline is the universal representation of
your story.
• The headline will be copied and pasted, e-mailed,
tweeted, shared on Facebook and read aloud.
• If the headline’s good, your story has the potential
to get in front of a lot of people.
• If it’s bad, not so much.
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5. Think about your headline FIRST
• Whenever possible, come up with your headline
before you create your web content.
• Creating a strong, authoritative headline up front
can improve reporting and writing.
• If you come up with an awesome headline first, you
will create an awesome web story.
• When you go to news meetings, talk about the
stories you’re working on in terms of what the web
headline will be.
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6. Think about your headline FIRST
Instead of:
“I’m working on a story about the city’s speed
camera problems.”
Try:
“I’m working on a story about the city’s new speed
cameras. I’m thinking the web headline could be:
“’Here’s why Boston’s new speed cameras are
broken’”
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7. Make it promise something
• What’s the content you’re delivering to the
audience?
• If you promise people the most interesting thing
you have, they should be compelled to read it.
• Be specific. Don’t be vague.
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8. How a Couple Responds
to Aurora Shooting
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9. How a Couple Responds
to Aurora Shooting
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10. Make it promise something
Kansas: Then and Now
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11. Make it promise something
The New York Times:
Gawker:
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12. Make it promise something
Blog:
The Atlantic:
Source: faithistorment.com
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13. Make it promise something
Blogger:
The Atlantic:
Source: faithistorment.com
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14. Give it the explainer test
“When remotely possible turn news
into explanation.” --Nick Denton
• Rather than simply phrasing your headline as
“This happened…” consider:
“How this happened…”
“What this means for…”
“Everything you need to know about…”
“Why this happened…”
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15. Give it the explainer test
How a $190M Project Will Bring
Thousands of Jobs to Kansas City
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16. Give it the explainer test
Bob Dylan record only released in
Europe
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17. Make it digestible
• Don’t try to be too clever. Avoid puns!
• The headline should focus on one thing (the most
important and interesting thing) and nothing more.
• It should be easy to understand at a glance.
Try to avoid these things
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18. Make it digestible
• Don’t try to be too clever. Avoid puns!
• The headline should focus on one thing (the most
important and interesting thing) and nothing more.
• It should be easy to understand at a glance.
Try to avoid these things
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19. Talk to the web audience
• Don’t be afraid to talk directly to the web audience,
using “you” in a headline.
• Or to direct the audience:
“Watch this…”
“Here’s the…”
“Look at this…”
“This is why you…”
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20. Talk to the web audience
• Don’t be afraid to talk directly to the web audience,
using “you” in a headline.
• Or to direct the audience:
“Watch this…”
“Here’s the…”
“Look at this…”
“This is why you…”
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21. Talk to the web audience
• Don’t be afraid to talk directly to the web audience,
using “you” in a headline.
• Or to direct the audience:
“Watch this…”
“Here’s the…”
“Look at this…”
“This is why you…”
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22. Open up a blank document
• This document will serve as your area to
brainstorm around your headline.
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23. Identify the hook
• Ask yourself this:
What is the most interesting and important
fact or element of the story?
• Your headline will eventually come from that
answer.
• Remember: If you promise people the most
interesting thing you have, they should be
compelled to read it.
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24. Write, write, write, write, write
• Write 10-25 different headlines.
• Your first, second, third, fourth or fifth … might not
be the best.
• Challenge yourself to come up with the best.
• Say your headlines out loud.
• Make it tweetable.
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25. Ask yourself some questions
• If you saw this headline on Facebook and Twitter,
would you feel compelled to click and share it?
• Does your headline promise something specific,
important and interesting?
• Is your headline easily digestible?
• Does your headline speak directly to the digital
user?
• Is your headline accurate?
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26. Collaborate, collaborate, collaborate
• Work with someone else on every headline you
write.
• Try to build it into your workflow for posting to the
web.
• Create an online environment where staff can
share ideas.
• Don’t be afraid to change your headline after it’s
published.
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27. Let’s Make A Headline
Why can’t this Florida man wreck his $7.6 million
mansion?
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28. Let’s Make A Headline
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29. Let’s Make A Headline
Do you think UC’s new logo looks like a
flushing toilet?
Here’s why people hate UC’s new logo
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30. Headline writers to watch
• The Gawker sites (Gawker.com, Gizmodo.com,
DeadSpin.com)
• TheAtlanticWire.com
• Quartz (qz.com)
• Forbes
• The Two-Way (npr.org)
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31. Assignment!
1. Select three stories your station created.
2. Write 5-10 headlines for each.
3. Highlight the best headline with an asterisk.
4. E-mail everything to dseditorial@npr.org. Put your
station name in the subject line.
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32. Questions?
eathas@npr.org
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