Headlines make or break the reach of your digital stories. Without a headline that promises something specific, readers will be confused and disinterested and the story will not get in front of many people. In this session, we'll discuss how to write headlines that people will click and share.
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Why are headlines so important?
• The headline is the universal representation
of your story – it travels everywhere.
• 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.
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Think about your headline first
• Whenever possible, come up with your
headline before you create your web story.
• If you come up with a good headline
beforehand, you will be obligated to create a
good 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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Make it promise something
specific
• Your headline is a promise to people about
the content you’re creating.
• In the most specific way possible, what’s
the story you’re telling?
• Avoid vagueness, avoid the Clever Lever.
• Make sure the story lives up to the promise.
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Consider an explanatory
headline
“When remotely
possible turn news
into explanation.”
--Nick Denton,
Gawker Media
If your story
is explaining
something, c
onsider:
How…
What…
Everything you
need to know
about…
Why…
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How a $190M Project Could Bring
Thousands of Jobs to Kansas City
Consider an explanatory
headline
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Make it digestible
• The headline should focus on one specific
element … and nothing more.
• It should be easy to understand at a glance.
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Make it digestible
• The headline should focus on one specific
element … and nothing more.
• It should be easy to understand at a glance.
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Be conversational when
appropriate
• Don’t be afraid to talk directly to the web
audience, using “you” in a headline.
• You’re writing for people so a headline that
looks familiar to their own language will be
more appealing.
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Be conversational when
appropriate
• Don’t be afraid to talk directly to the web
audience, using “you” in a headline.
• You’re writing for people so a headline that
looks familiar to their own language will be
more appealing.
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Be conversational when
appropriate
• Don’t be afraid to talk directly to the web
audience, using “you” in a headline.
• You’re writing for people so a headline that
looks familiar to their own language will be
more appealing.
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Open up a blank document
This document will serve as an area
to brainstorm your headline.
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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.
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Collaborate, collaborate, collabo
rate
• 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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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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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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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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#NPRKnight assignment
1. Pick two stories.
1. Write 5-10 different headlines for each.
2. E-mail your headlines to
dseditorial@npr.org. Include your station
name in the subject line.