A concise presentation on writing a report, blog, magazine, or a website headline. We refer to this Keynote whenever we write headlines for our blog. Courtsey - Lynda.com

1. Writing Killer Headlines
-VAIBHAV SHARAN

2. Focus on Main Content
The article should be about only one main content
Pay close attention to the first paragraph
Headline should be short and crisp

3. How to Keep the Headline Concise?
Don’t utilize a long word such as “utilize” when you can use short word such as “use”.
Always for single word rather than two-words
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The Secret to Resolving Conflict? Listen.
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4. The Killer Tip for Short and Crisp
Headline
How could you explain the story to your friends on only 6 words?
There’s no specific reason for “6”. Try it with 7 or 5.
Creativity tends to flourish within strict boundaries

5. Few Examples
Yes, you need to learn 3D – Not so good. Gets the job done but not super exciting
Yep – It’s time to learn 3D – Not grabby
You need to know 3D – Now – Bossy
Ready to Learn 3D? Start Today – Salesy
Everyone Needs to Learn 3D. Ready? – Good and captures article tone
Yes, As a Matter of Fact. You Do Need to Learn 3D – Best amount of personality

6. People read articles only when the headlines make
them think that there’s something in it for them

7. Types of Headlines
How to Tell if You’ve Been Exposed to Lead – Help solve a problem
Weekend Roadwork Expected to Cause Carmageddon – Offer Information
Why Hollywood is Still Getting 3D Movies Wrong – Confirm or Challenge Assumptions
Everything You Need to Know About Tomorrow’s Solar Eclipse – Teach Something Valuable
17 Bad Habits that can Cost You Your Promotion – Tips on Getting Ahead
NATO Enters the Migration Control Business – Impress Someone
Show the readers that how the story is relevant to them

8. Four U’s of a headline
Unique
There’s a New Yoga App...
Ultra-Specific
A Possible Solution to Plastic – Not Specific
There’s this bacteria that eats plastic - Specific
Could Plastic Eating Bacteria Solve the Plastic
Problem? – Ultra Specific
Useful
Watch This Guy Hack Your Phone in Under 3
Minutes
Urgent
A “Bad Apple” Can Hurt Your Company
Financially

9. What Types of Headlines Catch Attention
Conflict
The 4 business skills recruiters are looking for
– and not finding
Timeliness
Create sense of urgency.
10 Things You Need to Know Today
Prominence
People love familiarity. They love to know
more about popular brand, figure, place etc.

10. Use Surprising Words
Adding regular words doesn’t grab the attention
Add words that add oomph
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11. Use Alliterations
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Don’t Fear the Gear

12. Use Verbs to Give Life to Headlines
Accused thief takes the stand
Top Marketing company cuts 24,000 jobs

13. Include Punchy and Descriptive Verbs
AMBIGUOUS VERB
Miller Gets $1,000 (“gets” means too many
things)
MUCH BETTER USER
Miller Wins $1,000
Miller Finds $1,000
Miller Steals $1,000

14. Avoid Dull and Weak Verbs
Like “is”, “are”, “can”, “will”, “may”, etc.

15. Don’t Make Verb into Noun
Held a meeting -> Met
Put in an appearance -> Appeared
Reach an agreement -> Agreed

16. Use Active Voice
15% of Workforce is Slashed by the company -> Company Slashes 15% of Workforce

17. Trends in Headlines
Listicle
Articles with a number or bulleted list
Scan able narrative structure
Ex – 15 Things You didn’t know about your nails

18. Trends in Headlines (Contd.)
Informal
Like friends chatting among
Ex – Raise Hands if You HATE This New Logo

19. Trends in Headlines (Contd.)
Question
Arouses curiosity
But People proactively think that the most likely answer to the question is “No”.
Ex – A Text a Day Keeps the Doctor Away?

20. Title Case
All Headlines are written in Title Case
In title case, all verbs are capitalized whereas prepositions, conjunctions, articles are not
capitalized.
Ex – New Moon Landing Movie Is in the Works

21. Subheading
Subhead = Subordinate Headline
It gives a proper picture to the readers
Should not repeat anything in the headline (even the words)
Heading: Backyard Chicken a Fowl Idea?
Subhead: The downside of the Suburban Coop-Keeping Trend

22. Science of Headlines: SEO
Trendy and catchy keywords are good to catch readers’ attention but are bad for SEO
Write a different SEO friendly headline
Place keywords at the beginning of headlines
Use the Colon technique - Put the keyword at the beginning + “:” + headline
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23. Final Step: Test Your Headline
Use http://coschedule.com/headline-analyzer to test the headline.
http://www.copyblogger.com/blog/ - A great platform for marketing related knowledge